In this session, you will learn how to reverse engineer your top competitors' marketing strategies to understand their search engine ranking tactics. You will then apply a framework to architect your own traffic flow and conversion strategies, mapping out the customer journey and identifying where potential customers are coming from. By the end, you will have a plan to implement this traffic architecture and optimize your performance over time.
Here are the key things you will be able to do after you watch this demo:
Reverse engineer top competitors' marketing strategies to understand how they achieved high search engine rankings.
Identify the highest performing competitors to focus the research and leverage the insights.
Analyze how search engines like Google and Bing determine and rank content relevance for users.
Develop a customer journey map to understand the flow of traffic and where potential customers are coming from.
Apply a framework to architect the traffic flow and conversion strategies for the business.
Implement the traffic architecture plan using the framework and strategies presented.
Measure and optimize the traffic and conversion performance over time.
Building Traffic Architecture and Conversion Strategies (0:08)
Josh Lomelino introduces the session's focus on building out traffic architecture, comparing it to planning traffic flow in a city, with the business representing the city.
The goal is to plan for traffic to reach the business, convert prospects into customers, and then grow and scale from there.
Josh emphasizes the importance of exhausting free or near-free options initially and reverse engineering top competitors to understand their marketing strategies.
The strategy will focus on the highest performing competitors, narrowing the research to four or five examples for better leverage.
Understanding Search Engine Rankings (1:41)
Josh explains the need to understand how search engines view competitors and why they rank in specific positions on the first page.
He highlights that search engines like Google and Bing aim to provide relevant content quickly to maintain their top position in the search engine market.
The key to success is not tricking the search engines but ensuring the necessary steps are taken to rank higher.
Josh stresses the importance of learning how the system works and will unpack the tools and strategies to achieve this.
Customer Journey Mapping and Framework Development (3:52)
Josh introduces the concept of creating a customer journey map to understand the flow of traffic and where people are coming from.
The framework will help in thinking through the process and identifying where people are hanging out online.
In the next video, Josh will present a framework that can be used as an architect to build the traffic architecture.
The plan will include mapping out the framework and developing a strategy for implementation.