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Tyson Stockton
Tyson Stockton 2021/03/09

Determining an SEO Campaign’s Total Addressable Market (TAM)

Voices of Search Time to read: 1 min

GUESTS & RESOURCES

Episode Overview:

Join host Ben as he talks with Garrett Mehrguth, Founder and CEO of Directive Consulting, about how our SEO strategy can be approached from a general marketing perspective. Today’s conversation focuses specifically on understanding your total addressable market (TAM) as part of your overall search marketing approach. 

The first step in evaluating search marketing TAM is to change your mindset from how to rank my website to how to rank my brand. It’s important to think about succeeding in your category rather than trying to rank highly across the search landscape in general. Think about how discoverable the brand is within your realm. As Garrett mentions, you don’t need to take over the world, but only the accounts in your category. 

This focused approach also ensures that resources are dedicated and spent intelligently. Knowing the size and makeup of your market prevents the launch of low-quality, scaled-out tactics that provide less impact within a noisy space. Learn to wisely dedicate SEO resources to reach the right people (aka champions) at select accounts and with the right timing. Make SEO a part of the organizational strategy, not simply an operational tactic. 

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Tyson Stockton

Tyson Stockton

Tyson has over 10 years' experience in the digital marketing industry. As Vice President of Client and Account Management, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.

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