Approaching Strategy from Square 0
Onboarding needs, considerations & viewpoints
Onboarding Needs
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Strategy Framework
I. Audience Assessment
– Search interest trends for target service categories
– Search volume trends for target keywords
– Review of consumer behavior changes on mobile
II. Landscape Assessment
– Comprehensive review of search engine results page changes
III. Brand Assessment
– Review levels, if any, of measurable A) brand search interest, B) brand search volume
– Review site against updated SEO best practices
– Review site technology stack for appropriate measurement, testing and conversion
– Review local, social and reputation profiles
IV. Competitive Assessment
– Complete teardown of competitor rankings
– Teardown of competitor technology stacks and user experiences
– Review of competitor backlinks
V. Customer Assessment
– Customer journey deep dive from various channels
