As with everything, now that you have identified your key concepts, you have to measure your position and monitor your progress to maintain your success. It is always rewarding to study and understand your brand echo.
Track your key word concepts often. I prefer to review these lists weekly, but this is not easy to monitor and montly is sufficient. The objective is to understand is your potential customers see your company when they search for these terms. Pursue these terms until you are at the top of the rankings. This will let you know when you are doing it right.
You also need to monitor how you are positioned with these concepts relative to your competitors. For each concept in your top 100, where do you rank relative to your top competitors? Are they climbing or fading. Track these rankings over time. This will help you understand the trends and the investment strategies of your competitors as well. A consistent strategy, steady investment in projecting your core competencies for your customers, and a focus on key concept phrases will uniquely identify your brand and provide distance between you and your competitors.
Monitor your concepts on Twitter and social media. Is your company synonymous with your key word concepts? If not, keep working. Key word ownership is primal to owning a brand.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016