Make SEO part of your growth strategy | Maeva Cifuentes

Explicit content warning

06/28/22 • 28 min

SEO can be defined as the practice of making your website findable on search. But there’s a lot more to it than checking a few boxes. You need good research, a holistic approach, and a consistent framework to make sure your SEO delivers results.

Join me on Marketing Unf*cked as I speak with Maeva Cifuentes, content marketing specialist and founder of Flying Cat Marketing. We discuss the value of quality SEO that goes beyond keywords and backlinks to become part of a company’s very foundation.

We’ll dig into how to use research and data to understand what customers need, how to build valuable content that actually works, and why you need to have an end goal from the very beginning.

In this episode:

Good SEO should be a core part of your business strategy.
SEO is about building assets that drive growth.
Every company is different, and will need different strategies.
The best SEO is holistic, with multiple areas to balance.
Which kinds of businesses benefit most from SEO?
Start with the end goals for the company, and set KPIs based on those goals.
More traffic doesn’t mean more conversions.
Don’t focus too much on rankings, and remember to create good content.
How do we measure the ROI of our SEO?
The FGS Framework: Foundations, Growth, and Scale.
Use market research to understand the customer’s journey and pain points.
SEO strategy can help guide a company’s decisions.
Which kinds of content does your website need?
A few thoughts on landing pages, subject matter experts, and content writers. We have to help clients understand the value of SEO.
If you know where you’re going, you know what to prfioritize, and you’ll see bigger results faster.

Resources:
Maeva Cifuentes
Flying Cat Marketing
The FCM Podcast

We’ll dig into how to use research and data to understand what customers need, how to build valuable content that actually works, and why you need to have an end goal from the very beginning.

In this episode:

Good SEO should be a core part of your business strategy.
SEO is about building assets that drive growth.
Every company is different, and will need different strategies.
The best SEO is holistic, with multiple areas to balance.
Which kinds of businesses benefit most from SEO?
Start with the end goals for the company, and set KPIs based on those goals.
More traffic doesn’t mean more conversions.
Don’t focus too much on rankings, and remember to create good content.
How do we measure the ROI of our SEO?
The FGS Framework: Foundations, Growth, and Scale.
Use market research to understand the customer’s journey and pain points.
SEO strategy can help guide a company’s decisions.
Which kinds of content does your website need?
A few thoughts on landing pages, subject matter experts, and content writers. We have to help clients understand the value of SEO.
If you know where you’re going, you know what to prfioritize, and you’ll see bigger results faster.

Resources:
Maeva Cifuentes
Flying Cat Marketing
The FCM Podcast

Previous Episode

Build better relationships | Juliana Jackson

Marketing agencies and SaaS companies can partner up to gain leads, grow revenue, and offer a better customer experience. But that’s a lot easier said than done. In many cases, software providers don’t truly understand an agency’s needs, and agencies don’t want to change the way they do things. So, how do we create two-way partnerships that benefit everyone involved?
Join me on Marketing Unf*cked as I speak with marketing specialist Juliana Jackson. We discuss how to create stronger partnerships between SaaS companies and marketing agencies by using data, being kind, and forging more authentic relationships from the start.
We cover how to build trust by starting small, and why a zero-expectation mindset helps form connections. We go over tips on using research, data, RFM segmentation, and tech to gain better understandings — because that leads to better relationships, better business, and better everything.

In this episode:

When SaS companies don’t understand agencies, prospecting can come across like spam.
If software providers talk to agencies, they can learn what their interests are.
Develop a mindset of helping others without expecting anything in return.
Data is important, but remember there’s always a person at the other end of the line.
Before launching a full partnership, start with small collaborations to build trust.
People know what works for them. Agencies may be hesitant to reinvent the way they do things.
Make sure you get along, and align on values, before committing to work together.
Be present, available, and helpful. It goes a long way.
Customer support logs can be a goldmine of information.
Track customer behavior to guide your content creation, curation, and updates.
How to use RFM (recency, frequency, monetary value) segmentation to understand customer behavior.
Use your tags wisely to gain new insights.
Understanding your customer leads to a better relationship, which ultimately gives you better everything else.

Links
Juliana Jackson
The End of Average - Todd Rose
RFM Segmentation

Next Episode

Making an impact: how to weave purpose into profits | Fiona Ras-Jones

From planting trees to fighting hunger, many companies have a cause to champion. But with so much greenwashing and virtue signaling, audiences are (understandably) suspicious. How do you build an authentic purpose into your business in the right way? And can it really help your marketing?

Join me on Marketing Unf*cked as I speak with Fiona Ras-Jones, founder of the Make Impact agency, as we talk about the right ways (and wrong ways) to build a purpose-driven business.

We get into the perils of greenwashing, how to measure the effects of your work, and the many benefits you can find by aligning your purpose with your business — at every possible level.

In this episode:

Let’s define what a purpose is, and how it impacts your business.
You have to do integrate your company’s purpose throughout your entire business.
Why do marketers need to have a purpose in the first place?
Customers want companies they can believe in, and they are more aware than ever before.
Why aren’t more marketers working on their purpose?
Every good purpose aims to solve a clearly defined problem.
Once you define your purpose, how do you measure its impact?
What are the prerequisites you need to achieve first?
When your purpose is aligned with your business, more profit also means more social impact.
How do you align your purpose with your business when it comes to e-commerce?
We’re all scared of doing this the wrong way...but it’s a learning process.
Consider the negative impacts and side effects of your business.
What are the benefits of the Theory of Change Framework?
How do we communicate our positive impact to customers?
Consider the power of a clear, compelling story that conveys your purpose.
How do we deal with the challenges of greenwashing (and other forms of “washing”)?
Don’t project perfection, but be honest and realistic about how much impact you can make right now.

Resources:
Fiona on LinkedIn
Make Impact
Theory of Change Framework
Website Carbon Calculator