Five steps from questions to answers
Establish a traceable baseline, then improve content and sources through an ongoing process.
In brief
Establish a baseline using agreed questions. Build content and sources around identified gaps, then retest at the agreed frequency. Review monthly reports and work logs against deliverables.
Baseline diagnosis
Agree on questions, competitors and platforms, and retain baseline snapshots.
Goal: Agree on questions, competitors and platforms, and retain baseline snapshots.
Input: Brand information and scope agreed by both parties.
Action: Perform and record work against the written schedule.
Output: Reviewable records and agreed deliverables.
Common pitfall: Ignoring the effect of questions, time and platform mode.
Gap analysis
Identify missing mentions, inaccurate descriptions and gaps in sources.
Goal: Identify missing mentions, inaccurate descriptions and gaps in sources.
Input: Brand information and scope agreed by both parties.
Action: Perform and record work against the written schedule.
Output: Reviewable records and agreed deliverables.
Common pitfall: Ignoring the effect of questions, time and platform mode.
Content and source building
Improve website structure, develop content and distribute it through agreed channels.
Goal: Improve website structure, develop content and distribute it through agreed channels.
Input: Brand information and scope agreed by both parties.
Action: Perform and record work against the written schedule.
Output: Reviewable records and agreed deliverables.
Common pitfall: Ignoring the effect of questions, time and platform mode.
Ongoing retesting
Repeat observations at the agreed frequency and retain answers and citations.
Goal: Repeat observations at the agreed frequency and retain answers and citations.
Input: Brand information and scope agreed by both parties.
Action: Perform and record work against the written schedule.
Output: Reviewable records and agreed deliverables.
Common pitfall: Ignoring the effect of questions, time and platform mode.
Monthly delivery and review
Deliver a report and work log, then review each agreed item.
Goal: Deliver a report and work log, then review each agreed item.
Input: Brand information and scope agreed by both parties.
Action: Perform and record work against the written schedule.
Output: Reviewable records and agreed deliverables.
Common pitfall: Ignoring the effect of questions, time and platform mode.
Understand the starting point, then decide what comes next.
Tell us about your brand and target markets.