Terakeet’s Audience-First Approach To SEO
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
23 min
3 speakers
4 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is an audience‑first approach to SEO 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 is Tyson from Freevisible.io. And in today's episode, we're going to be discussing audience first approach to SEO. Joining me today is Kevin Koch, who is the SEO director at Terake. Terake is the preferred owned asset optimization partner for Fortune 500 brands seeking meaningful customer connections and online business growth. So with that, here's my conversation with Kevin Koch, SEO director at Terake. Kevin, welcome to the podcast.
Thanks for having me. I'm excited to be here.
So starting it off, like, what do you mean by an audience first approach?
Yeah, it's a good question. So what we mean by audience first is that we really want to focus on who we're targeting besides the keywords, which typically is the way that I've always experienced it with other organizations in the past is more keyword driven besides audience driven. The reason for that is because we definitely want to have a better understanding of what our clients are trying or who our clients are trying to target. then that way we can identify their key motivations, their moments, their milestones, and then map that back to the business outcomes that they've hired us to tackle and and go for. So then that way we can really uh size the opportunity correctly and really understand our strategy more further of where we can make a custom approach for them as we start to put this together.
That makes a lot of sense. So it's almost kind of similar to like a doctor addressing the symptom versus the underlying cause of the symptom. And I feel like in in your explanation there. The keywords are just happen to be what the audience is searching or is like the mechanism, but it's like The core of it it is. the audience or like the people that you're going after. From like a tactical approach, like what does it mean or how do we shift the way that we operate from the more traditional, like you said, keyword first of these are the keywords that we're going after to more of like this is the audience that we're going after?
So from our perspective, we take a ton of different inputs to identify who that core audience would be. We definitely partner closely with our clients to get as much information from them as possible. But there's definitely some gaps typically. Uh, but luckily we do have really good partners that have a ton of this information already started. To fill in those gaps, we really take a lot of time and energy to ideate who those people are, like what are their demographics, what are again some of those main milestones or moments in their lives that are not focused only on the business objectives. And really break it down into like the person and their environment and then have a like an overlapping middle part of their moments, those key moments.
So that's how we really start it. And there's other tactics and processes that we follow to get some more of those inputs, whether it's different tools or stakeholder interviews or UX studies and and capabilities there. That way it's just a more comprehensive approach as opposed to just Diving again straight into the keyword research process.
Got it. And you're going through this exercise both with inputs, things that you can gather on your own. Once you're at kind of that stage where you feel like you have a pretty good representation or understanding of the audience that you're going after and you made the comment of like the moments.
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Chapters
4 chapters
1
What is an audience‑first approach to SEO and why does it matter?
0:00–6:57
2
How does Terakeet define and discover the core audience for a brand?
6:57–14:09
3
What methods are used to map audience moments and buyer‑journey stages?
14:09–21:09
4
How does audience‑first thinking change the keyword‑research process?
21:09–22:51