The SEO industry has grown exponentially since its inception days with marketers trying to grasp the Google search engine ranking signals. SEO has grown from a technical field to a method which identifies the needs of the consumer and delivers relevant content. It is simpler to explain SEO to industry insiders, or people technically related to the field. What about the other stakeholders?
Avinash Kaushik, a digital marketing evangelist at Google, envisioned the marketing concept of “See, Think, Do”, which is implementation worthy across all online industry channels. Kaushik believes the two traditional marketing models of ACPL (Awareness, Consideration, Purchase, Loyalty) and AIDA (Attention, Interest, Desire, Action) are outdated for modern businesses. His marketing concept takes a customer-oriented approach where the journey of the consumer is understood and then aligned to relevant SEO activities.
The MD and CMO of Acronym Media, Mike Grehan, calls this “intent-based digital marketing”. “Intent” is understanding the requirements of the micro-targeted consumer and creating content around the intent to deliver an experience to empower the customer’s’ journey. Rather than a mass targeting approach, this is all about undertaking a one-on-one interaction.
Let us understand the “See, Think, Do” framework.
- See: the stage of assessing the audience base.
- Think: the stage of understanding what the audience wants.
- Do: the stage of filtering the audience to a subset looking to take action (such as cart checkout and newsletter signup)
In other words, See deals with a huge audience base – Think filters the See audience to a qualified lead base – Do is the further filtered audience subset with commercial intent. Once the intent is clear, it is simpler to deliver products and services.
The framework is applicable in the SEO industry. How? By understanding the behavioural intent of the audience, SEO strategists can create and deliver content with minutely specific page elements, to help the incoming audience reach their goal, the intent.
If you think deeply, this makes a lot of sense. How can SEO experts create content (of any kind) if there is a lack of understanding of buyer’s intent?
It is time to explore the See, Think, Do framework in detail and implement.