When discussing SEO strategy with the C-Suite, do you ever experience your audience’s eyes glazing over? Show Sure, you can try to explain website optimization in terms of the top of the funnel, mid-funnel, and bottom of the funnel; every CMO has some understanding of that. But that still doesn’t effectively capture the essence of what organic search optimization should be today. What if I told you there’s a better way to approach discussing SEO with business stakeholders, in a language they can understand? I’m referring to the marketing model envisioned by Avinash Kaushik, digital marketing evangelist at Google, called “See, Think, Do.” His framework applies to all types of marketing strategies, regardless of the channel. Here’s how to apply the “See, Think, Do, Care” framework to discussions around the implementation of optimizing a website for organic search. Understanding “See, Think, Do”Discussing his framework in an interview with Acronym CMO Mike Grehan, Kaushik dismissed the age-old AIDA (Attention-Interest-Desire-Action) model, as well as the conventional consumer buying cycle of awareness, consideration, purchase, and loyalty. Instead, he argues for taking a customer-oriented approach based on an understanding of the consumer’s journey. Grehan’s conversations around “intent-based digital marketing” align nicely with this notion. According to Grehan:
(I talk about intent briefly as well in this Search Engine Journal post on fleshing out the intent behind keywords.) In the video, Kaushik said:
The buckets of consideration that Kaushik is referring to happen when an audience is on their buying journey.
Below is an illustration from Kaushik that shows the See, Think, Do framework with the types of audiences that fall into each stage of consideration (with “Care” added for established customers): In this model, “audience intent” is defined by behavior, not demographics or psychographics, Kaushik said. So how does this model relate to SEO strategy? Tying it into the traditional way we think about how people search, Grehan compared See, Think, Do to search queries that are either informational, navigational, or transactional in this article. The difference here is that the SEO of yesterday might focus on simply optimizing webpages with specific keywords from those three buckets (informational, navigational, transactional). Today, See, Think, Do coupled with intent-based optimization is focused on what the audience is trying to accomplish, and bringing in various elements on a webpage to help them reach their goal. Applying the See, Think, Do Framework to Website OptimizationLet’s look more closely at how you might apply the See, Think, Do framework when discussing and implementing the optimization of a website to drive organic search, conversions, and revenue. Keep in mind that when talking about optimization, we aren’t just placing keywords; we’re creating an experience through content and the various elements on a webpage.
Let’s remember that the traditional journey from the top of the funnel to the bottom is no longer linear. Yes, your audience will still likely go through all three phases to get to the conversion, but that doesn’t mean their actions exist in a silo. While in the “See” phase and on an informational webpage, your audience may benefit from choices in the other phases of the journey, so that they move along at the pace they choose. As this presentation from McKinsey & Company outlines, the consumer decision-making journey today is much more circular than linear: See, Think, Do: An ExampleKaushik shares an illustrative example of how ModCloth employs multiple See, Think, Do elements on any given web page on their site: Why You Can’t Afford to Ignore the New ApproachWithout an understanding of what your audience is trying to do, SEO strategies today can fall short, be too prescriptive, and be too tactical. When you implement the wrong tactics, you end up measuring the wrong things, too. As Kaushik points out here:
In an era where search engines are becoming smarter at identifying the webpages that answer your audience’s intent, you can’t afford not to consider models like intent-based optimization and See, Think, Do. Without it, your chances of visibility online are becoming slimmer. Plus, approaching your conversations with the C-Suite in a more strategic way when discussing SEO is speaking a language they can understand, and presenting a roadmap they can get behind. Image Credits Below is the answer and explanation for when designing content as part of your content marketing strategy, what does the ‘think’ stage represent in the ‘see, think, do, care’ framework? The consideration phase, when customers start to research potential products to buy. ✅ The above answer and explanation are related to Google digital garage certificate. You can find all the updated questions and answers related to Google digital garage certification on the “Google digital garage certification answers” page. If you find any error or update in questions or answers, do comment below and let us know. We will update the answers as soon as possible.
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