There are enough 3-letter acronyms in the web marketing world to make your head spin. SEO, PPC, LCV, ALT, CTR, CPA, CPC, CPM, CRM, RSS, SEM -- did I miss any? Yikes. Well, here's some good news: I've finally boiled it all down to ONE 3-letter acronym to cover all the bases. I'm thinking something along the lines of "Lord Of The Rings" here -- "one acronym to rule them all" or something. Ok, enough geeking out. In all seriousness, these three letters are going to change your life. Drumroll, please… Q.R.V. Allow me to explain...
QRV - The One Score That Matters
QRV stands for Quality, Relevance, & Value. These truly are the only 3 concepts that matter in your web marketing. Whether you're trying to improve your SEO rankings, get better PPC results, or transform your bottom line with better LCV (Lifetime Customer Value), the foundation of it all is QRV. Let's dive into each and take a look at how this can work for you.
We all know Google runs the web marketing show. Google sets the standards for search optimization and pay per click campaigns. In a nutshell, Google decides what gets "ranked" and what does not. Back during the SEO revolution of 2011 and 2012 with Google's infamous Panda and Penguin updates, "quality" quickly became the new buzzword to trump them all.
Quality is also the most difficult element of QRV to define specifically. It's a very subjective concept that requires a form of what we might call "literacy" in your niche. But quality is the most important of all because it trumps every other factor you might be considering. For example, if you're trying to make a decision about how many keywords to use in a Landing Page for SEO, any doubt should always be resolved by a question of "Will this result in a quality experience for my visitors?" If what you're implementing is simply a manipulative one-sided tactic, then it's definitely NOT quality.
The "R" in our QRV acronym stands for relevance, which is basically a measure of how "applicable" or "related" something is. I like to think in terms of "Is this significant?" If it is, then it's probably relevant and useful.
Relevance is mostly about context in web marketing. As always, there's quite a bit of grey area here that can be tough to pin down but lots of practice will help you get better. If you're in the weight loss market, for example, then content about dinosaurs is probably irrelevant. (Then again, dinosaur content that you MAKE relevant about weight loss could be massively effective.)
And finally, there's value. Value is a term I'll probably spend my entire life trying to dissect. Other words that come to mind here are "useful" and "important."
One of your top goals for your web marketing should be to constantly increase the VALUE you provide your marketplace. That means trying new things, increasing the "specialness" of your website, and giving more and more to your prospects and customers.
QRV isn't intended to be an objective path to follow. Rather, it's meant to be a kind of "checks and balances" for your web marketing activities. You'll need to get better and better at evaluating your marketing efforts under the QRV microscope. But simply starting by asking QRV questions about your strategies can yield big results even early on.
What do you think? How do you measure QRV in your marketing?