John S. Wolfe

In determining how to improve their company’s position in search results, many marketers follow a similar process: Audit, Analyze and Create a Strategic Plan.

But Mike Corak, vice president of strategy for Tallwave, believes a crucial step needs to be added after auditing: Listen.

“What is in demand?” Corak told the audience at the May 20 Online Marketing Summit in downtown Phoenix. “If you listen, people will tell you what they want.”

Mike Corak of Tallwave

First, you need to know the language of your customer, the vernacular.

He told the story of a major dental brand that decided to emphasize “oral health.” But consumers viewed the subject as “dental health” – a term that was used five times more often in web searches, he said.

Second, understand the context of the customer’s inquiry. Is it an enthusiast who wants the “latest and greatest,” or a typical customer with a typical problem?

Third, categorize and prioritize the interest exhibited by customers.

He cited a recent case involving the Arizona Office of Tourism.

“What did they find the searchers wanted? Information among the Grand Canyon and Sedona,” he said. “Be relevant.”

Fourth, create packages of content according to the demand. Does the customer want to see videos? Read a blog? Engage a microsite? You’ll know if you listen to their needs.

Last, once your strategy is in place, create a plan to update it, as circumstances and tastes change.

Sorak also challenged the audience with this homework:

1. Perform search-based keyword research. Where does your brand show up? Your competitors’ brands? Your product or service?
2. Use social media to understand where conversations about your brand are occurring and what is the context of inquiries.
3. Categorize the interest in your product or service by comparing your keywords with the relevant demand.
4. Audit your current content.
5. Is there a difference between Nos. 3 and 4?
6. If there is, do something about it!

Corak noted that there are a variety of free – Google AdWords, technorati, and Twitter search – and paid – Radian6, Spiral16 – tools available to give insights into customer behavior.