Focus
What Is Focus?
Focus categorises search behaviour into intent signals to identify which stage of the purchase cycle your customer is in or the customer profile they fit into for your business. This enables you to prioritise which content you need to focus on.
Having an understanding of the gaps in your current visibility vs the actual demand for different categories and stages in your funnel is critical.
The insights driven out by Focus are based on proven data science making you better informed and will transform your content strategy, whether through PR, off-site link building or on-site content exploiting the gaps your competitors will have missed.
Focus is unique because it allows you to look at and track thousands of keywords and phrases at a time. This allows you to prioritise the areas you should be focusing on, building out content both on and off-site to maximize the presence and traffic from organic search.
No other product currently on the market has this much power. Turning Focus on to your brand will supercharge and futureproof your content strategy.
Why Was It Developed?
The way people are searching is changing and their expectations are increasing. They expect granular relevancy to their questions. From a content planning perspective this has meant that content demands have multiplied and the resource needed to deliver this increased content is becoming more strained.
Search data is traditionally kept within the Search and SEO teams, and their traditional techniques focus on a short list of high-volume terms to inform your content planning and on-site optimisations. This will not work with the rise of voice search and the constant improvements in the search engines as you need to understand how your brand performs across many different context scenarios which means you need to change your approach to not only SEO but your wider content planning.
Current Brands We Support
