Guest post by Adam Hutchinson.
Most digital marketers have a general SEO strategy such as tracking keyword performance and incorporating search terms into their blog posts. Believe it or not, SEO keywords are way more valuable than SEO itself. A sophisticated keyword strategy can help every step of your marketing funnel.
- Brand: For most companies, the majority of their organic search traffic will come in on their own brand name as the search term. While this grouping might not be helpful for your content strategy, tracking all of the derivatives people use to search your brand will be helpful when creating paid ads.