When it comes to SEO, achieving first page rankings and getting more traffic is one thing, but what about ensuring those rankings deliver the right type of traffic to your website, traffic that will actually convert into new customers?
Here are three steps to ensure that your SEO campaign delivers the right traffic to your website.
Step 1: Identify Your Target Audience
You know your customers. So, identifying your target audience should be the easy part, but when it comes to SEO, this isn't always the case. If you offer different service or product lines, your target audience may comprise of a number of different segments. This makes identifying your target audience for SEO purposes much more difficult.
If you attempt to go after every possible customer in one fail swoop, your SEO strategy will most likely fail. Instead, methodically carve away the different segments, and target them incrementally. When you achieve success with one segment, then move onto the next. This is necessary because depending on the type of business you're in, each segment may have very different needs and wants.
How do you identify which segment to target first? It's a good idea to start with your most profitable and least competitive segment, so you can quickly start generating a return on your investment.
Step 2: Select the Right Keywords
Once you've identified which segment you want to target, the next step is selecting the keywords those prospective customers will use when searching for your product or service.
When selecting keywords, don't just look for the ones that deliver the highest search volume. Put yourself in your customers' shoes, and look for keywords that make sense from their perspective. There is a lot of "advice" out there about choosing keywords that have an ideal combination of search volume and competition. However, all of that is irrelevant if you fail to choose keywords that prospective customers will actually use when searching for your products or services.
In addition to choosing relevant keywords, take the purchase intent of those keywords into account. You can have two very similar keywords that indicate very different intentions by the searcher. Keywords with high purchase intent are more likely to convert than keywords with low purchase intent, and are typically long-tail keywords, with lower search volume, and less competition.
For example, let's say a contractor that specializes in kitchen remodels is considering the following keywords, "kitchen remodel" and "kitchen remodeling contractor." The keyword, "kitchen remodel" is much more attractive initially because the data shows that it receives significantly more search volume than "kitchen remodeling contractor."
However, there are two reasons why "kitchen remodeling contractor" is the better choice. First, it has far less competition, and the contractor actually has a shot at achieving first page rankings. Second, someone searching for "kitchen remodel" could be looking for a number of things, not necessarily a kitchen remodeling service. They could be looking for pictures as inspiration for a future potential remodel, or a how-to because they intend to attempt a remodel themselves.
While it is possible that someone using the "kitchen remodel" search term could become a customer in the future, someone searching for a "kitchen remodeling contractor" is likely ready to execute their remodel, and is simply looking for the right contractor.
Step 3: Provide Content Your Customers Care About
The next step to ensuring the right visitors find your website is by providing them with content they find relevant and useful. Your website's content should be able to answer your customers' questions. So, think about what your customers typically want to know prior to doing business with you, and make sure your content answers those questions.
Here are a few examples of how this can be achieved:
- Are you selling a service that requires a high level of expertise? Publish posts to your website's blog regularly to show that you're an expert in your field.
- Do your customers typically want to see examples of past work? Provide a project gallery to showcase your previous projects, and supplement it with testimonials to reinforce trust and credibility.
- Do you sell a product that your customers typically like to compare against other products? Provide a product comparison review that shows why your product is the better choice.
By providing content that your customers care about, you're not only satisfying their needs by answering their questions, but you're also giving them an avenue to find your website.
To ensure that your SEO strategy delivers the right traffic to your website, identify your target audience, select high purchase intent keywords your prospective customers will actually use, and provide them with relevant and useful content that answers their questions.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.