Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is Discoverability?
Discoverability is the ability of your brand or website to become found on the internet. Traditionally, when you think about being “discoverable” or “findable”, you think about our traditional marketing channels: organic via SEO, paid advertising, and PR.
Over the past 3 to 5 years, the search marketing landscape has drastically changed and the importance of being discoverability has become more and more important. Directive has taken a deeper look into user behavior and the customer journey, and the traditional marketing channels do not necessarily seem to be the best way to generate qualified leads or revenue.
In fact, the more traditional lead generation channels can be the least effective. Paid search can generate unqualified leads, while LinkedIn can generate the best leads (and vice versa). SEO can cast too wide of a net, while strategic link placement can be the best channel for revenue generation.
For those keywords that do generate high volumes of leads and revenue, you must double down and be discoverable on every aspect of that SERP – which introduces us to a concept that dominates the search marketing space: Share of SERP.