What Does Pre-Sales Mean?
According to the old “beliefs,” those in the pre-sales team were the ones who made appointments, managed calls, organized offers, and dealt with presentations from others. However, with the new world order, pre-sales has become a constantly evolving “importance.” Providing all kinds of interactions with potential customers and responding to potential customers’ specific problems are among the scopes of pre-sales.
What are the scopes of the pre-sales process?
To respond to customer requests;
Providing information to the customer that will enable homeowner database them to make a purchasing decision
Answering questions regarding customer qualifications and solution suggestions
Being able to answer the above two questions properly is a great step to start with. However, in order to answer these two questions, you first need to think a little bit.
How to Trigger a Potential Customer's Purchase Decision?
If an investment is made in a business, there is a foreseen profit to be obtained from that business. An analysis on market shares will shed light on the lights in order to make the customer make a purchase decision! SearchMetrics is the perfect fit for market share analyses. SearchMetrics is a Berlin-based company that brings a completely different dimension to measurement and market analysis. At the same time, SEOZEO is the only authorized partner of SearchMetrics in Turkey. As a piece of good news, I would like to state that SearchMetrics will soon enter the Turkish market! In this analysis, we will be using the tools that provide the following four data the most among the tools belonging to SearchMetrics;
SEO and Paid visibility tables
Keywords listed in organic results
Targeted words in PPC campaigns
Competitors
With SearchMetrics, an analysis is first performed for the client website. After the SEO and Paid visibility reports are examined, if a PPC campaign has been previously conducted, the paid keywords are examined and compared with the keywords in the organic search results. (While checking the keywords listed in the organic results, we do not forget to examine the long-term keywords in depth so as not to miss the opportunity to create a new market!)
Search Metrics SEO Visibility Table
The measurement criterion that combines the search volumes, click rates and listing positions of any website's keywords listed in search engines is called "SEO Visibility". The site whose data we will examine is moz.com. The reason why the data is zero in the SEO visibility table is that Moz has changed the domain.
While analyzing the visibility table, conveying the reasons for the increases and decreases will be evidence of your expertise and detailed examination on the subject. It is important to determine whether there are any updates using Moz Google Algorithm Change, especially for potential customers who have experienced a sharp decrease.
Keywords Listed in Search Engine Results Pages
After analyzing the visibility table, examining the keywords listed in the organic results will help to determine which words are gaining market share. While words that are not currently targeted by potential customers but are gaining market share can be identified, it can also be understood how successful the strategy is. Since URL structures can be examined very easily along with the listed keywords, it is possible to have an idea about the strategies of the landing pages and the answer to the question of what kind of strategy was followed can be given.
SEO and PPC Visibility Chart & Targeted Keyword
SEO and PPC are like two acrobats playing on a tightrope. From time to time, some customers and prospects look for the answer to the question of why SEO and think it should be one or the other. A strategy that varies depending on the sector and goals may need to be explained clearly to the customer.
PPC and SEO: Two Acrobats on the Same Tightrope?
Some projects are SEO and PPC complementary parts. Although Moz is not a suitable example for this topic, it seems to have run a PPC campaign for a very short time. We see that
Moz ran a PPC campaign on the word “competitive analysis” . When we examine the organic results in detail, we see that the same word is listed in 24th place in organic results.
Another targeted word, “ seo tips ”, is listed in 13th place organically.
At this point, it will be very critical to develop the theory that words whose SEO performance has not yet reached the desired level can be supported by PPC and to explain this to the potential customer.
Why Were Visibility Tables Reviewed?
There are two main purposes for reviewing visibility tables and keywords;
Identifying targeted keywords that have failed to achieve success in organic rankings
The person you are interviewing may not have enough knowledge about SEO. Surprisingly, they may not even know the campaigns that have been carried out so far. With this analysis, you both prove the importance you give to your business and have an idea about what the customer may want and direct the work. When the keywords listed in organic search results are examined, it is possible to see which word ranks in which position and information about search volumes. At this point, it is very important to be able to catch which words should be targeted and how with analysis skills and to present them to the customer.
Understanding how to set up SEO and PPC campaigns simultaneously
Sometimes it may be necessary to have two acrobats on the same tightrope. While taking the first steps, the analysis is of critical importance in order to get answers to questions such as what kind of reactions were received in similar moves made in the past, what were the results and what kind of problems may arise in the future. The result of the analysis will allow you to answer the PPC campaign and SEO questions that your customers will ask much more easily and will also be an opportunity to prevent possible problems that you may experience in the future.
Competitive Analysis
After performing this analysis for our customer, we perform these operations in the same way for all competitive sites, evaluate the results obtained after each analysis, and finally present the graph showing the distribution of position ranges along with two separate tables that give the SEO and Paid visibility of your customer's site and other competitive sites.
With the SEO visibility reports that we examine one by one, we have seen the status of all competitors and the status of the customer's site in a single table. In fact, the report we look at is not just a visibility report, but an analysis of where we stand in the market and how much more share we will have. If the competitors were selected accurately and the average of the competitive visibility is higher than the competitive visibility, it means that there were points missed in the targeting or the targeting was unsuccessful. After collecting this data, it is worth its weight in gold to process and present the data to the customer in a correct narrative style. The point to be drawn attention to during the market analysis phase is not the missed targets or failure, but the difference between the active status and potential in the market share!
In order to clearly reflect this difference, the position differences in the common keywords that are competed can be reflected.
When competitive keywords are compared, it is also possible to analyze the reasons for the difference in market share!
Along with SEO visibility reports, keyword analysis will undoubtedly be the gateway to different markets. During keyword analysis, it will be possible to determine where targeting errors were made or overlooked by examining all long-term keywords. During the presentation of keyword analysis, one of the critical points is to emphasize what kind of contribution you can make with correct targeting by revealing overlooked targets and failures.
