How The Total Addressable Market Creates BIz Value
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
20 min
2 speakers
7 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the audience‑first SEO approach and why does it matter?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything dot com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey what's going on? My name's Tyson from previsible.io. Joining me today is Kevin Koch, who is the SEO director at Terake. Terakeet is the preferred owned asset optimization partner for Fortune 500 brands, seeking meaningful customer connections and online business growth. Yesterday Kevin and I talked about Terakeet's audience first approach to SEO, and today we're continuing the conversation to discuss how the total addressable market creates biz value. All right, here's my conversation with Kevin Koch, SEO director at Terakeet. Kevin, welcome back. Thanks for having me back. No, I I feel like we we touched on this a little bit yesterday in kind of like the audience first approach. And you know, we did kind of touch on creating like impact estimates for SEO initiatives and things.
And I feel like this this topic kind of plays on that or digs like a little bit deeper in it. Like the total addressable market. Like I guess the first question I have is I feel like you were very deliberate in the word choice of this. Where oftentimes SEOs, we get caught in the, oh, the search volume is this, or the search domain. We we tend to get into like our SEO jargon. But in your wording here, total addressable market is a really common business term and phrase. Yeah.
So one, like, is that deliberate? Like, am I am I over? overreading this or is is are we kind of talking the like similar things of like search demand addressable market like is are they the same thing or what's different there?
How does Terakeet define and use the Total Addressable Market (TAM) in SEO?
It's a great question. And we are being very deliberate in using the term total addressable market to assign or not assign, excuse me, to align with that different type of marketing business language that we do commonly hear from our types of clients. The reason we want to look at it there and not just dive straight into the monthly search volume or demand is because we know that even though these keywords and topics have that type of demand and and total search volume, we really want to better understand of the search volume what is that that opportunity. Cause we know not every single keyword gets a click. Uh we know that the click curve is different. So that we want to make sure that we're being very specific in that opportunity that we are sharing directly with our clients.
So it's not inflated.
Absolutely. And how how do you go about determining a total addressable market?
So this is a really fun topic and exercise that we're working through across the organization with a lot of different teams and disciplines. But the big part that we use or uh the area that is helpful for us at Teraked is that we use a tool called Karina that we built and developed ourselves. Karina is kind of a Swiss Army knife for all things SEO. Um, it has so many different types of functions and capabilities. Included. So what we do, and summing off from the conversation yesterday, is when we start with that audience first thought to our strategic initiatives and planning from a program standpoint. We get all those topics, we get all the the information and data. We then make sure we take those inputs and strategically put them into Karina.
Karina then goes out and does its work and the data science and engineering team is just wicked smart and I I just very appreciative to work with people like that, or that they can identify uh more of this kind of search driven metrics that you touched on here earlier and about
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Chapters
7 chapters
1
What is the audience‑first SEO approach and why does it matter?
0:00–2:20
2
How does Terakeet define and use the Total Addressable Market (TAM) in SEO?
2:20–5:42
3
What tools and data‑science methods does Karina use to calculate TAM?
5:42–8:50
4
Why does intent outweigh raw search volume when prioritizing keywords?
8:50–12:13
5
How does clustering keywords into topics increase business value?
12:13–15:59
6
What role do SERP analysis and intent modeling play in ongoing SEO strategy?
15:59–19:32
7
How should teams measure and revisit content performance over time?
19:32–20:20