seo strategies and the purchase funnel
TRANSCRIPT
@njmott
Albert House – July 2017
KILLER SEARCH STRATEGIES USING THE PURCHASE FUNNEL
People search in
different ways
Brands need to understand
how their audience is searching
Different search queries dictate
where a user is in the buying
process
Historically there have been three types of
search query
• Navigational
• Informational
• Transactional
This model was extended to include types of
transactional query known as Micro Moments
SEO works hardest at the
awareness stage, however…
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
U N A W A R E / A W A R EAWARENESS
Awareness
DesktopMobile
Voice Search
Facebook / Twitter
YouTubeApp Store
Google Local
Knowledge Graph
Featured Snippets
In the market for a plumber?
How would you search?
In {place}?
“near me”?
Local plumbers?
Keyword data shows the most popular
searches in this sector
KeywordSearch
Volume
plumber 40500
plumbers near me 14800
emergency plumber 6600
local plumbers 4400
plumber london 2400
plumbers in my area 1000
plumbers in london 880
find a plumber 880
gas plumber 720
24 hour plumber 590
emergency plumber near me 590
But this doesn’t tell the whole story. The long
tail tells us more about the audience’s needs.
Gain an understanding of all possible search
queries in your brand’s keyword landscape
Shift toward more conversational search
queries, prepare content for Voice Search
KeywordSearch
Volume
i need an electrician 70
i need a bricklayer 90
i need a gardener 70
i need a plumber 90
KeywordSearch
Volume
find me a tradesman 70
find me a builder 110
find me a plumber 50
find me a tradesperson 30
KeywordSearch
Volume
how to find a builder 90
how to find a good builder 110
how to find a good painter 90
how to find a reputable builder 90
Social media platforms used as a search
engine, particularly for local queries
Don’t overlook video search
Position #0 - Know where featured snippets are
firing and create content for these needs
People also ask can be a rich source of
information for follow-up content pieces
Awareness Summary• When conducting keyword research, consider all
the ways that your audience will be searching for
your product or service
• Not yet a seismic shift, but consumers are moving
away from using short tail keywords to answer their
needs
C O N S I D E R A T I O N / P R E F E R E N C ECONSIDERATION
Consideration & Preference
Structured Data Blog Content
Longform Content
Content Seeding & Promotion
Video Content
Product Reviews
Site Speed
Influencer Marketing
PR
Organic visibility is dependent on 3 elements
• Technical SEO
• On-Page SEO
• Off-site SEO
All three must occur for a site to
rank well in organic search.
Without technical…
Without on-page…
Without off-site…
Over 50% of all users will abandon a site that
takes longer than 3 seconds to loadFor e-commerce, 79% of users who experience poor website performance
have stated they will not return to that site again, and around 44% of them
would tell a friend if they had a poor experience shopping online.
Maximise your local visibility using local
ranking signals
Take up all the SERP real estate you can -
Knowledge Graph
Remember the keyword landscape? Use to
determine your content strategy
Don’t focus on the format, concentrate on
meeting your customer’s needs
Regularly update your content to aid with site
crawls and indexation
Build content that attracts attention (i.e. links)
https://www.koozai.com/resources/content-marketing-examples/
Know what success looks like for your
content, e.g. links, traffic, engagement
Consideration Summary• “Traditional” SEO, i.e. targeting high volume head
terms is still important for top level awareness,
however the long tail is of equal importance
• Create detailed, engaging content that answers
your audience’s questions
• Create content that captures the imagination of
users and publishers to drive link acquisition
CONVERSION
Conversion & Purchase
Content Marketing
Content Promotion in
Email Marketing
On Site Reviews
Off-Site Reviews
SEO data for UX / CRO
Whilst SEO’s main role is driving
traffic, SEO data can be used to
inform a conversion strategy
Use Search Console and Google Analytics to
gauge organic landing page performance
Conversion Summary• Ensure your product offering matches your
audience’s needs as closely as possible
• Use SEO data to understand how landing pages are
converting and apply learnings to a CRO strategy
L O Y A L T Y / A D V O C A C YLOYALTY
Loyalty & Advocacy
PR
Blog Content
Video Content
Longform Content
User Generated
Content
Brand Affinity
Domain Authority
Delivering a consistent content experience
can assist with brand loyalty
Consider UGC and different campaign
mechanics to keep your users returning
Content developed for the end user and
publisher has potential to gain natural links
Content produced according to user needs
Content is promoted to publishers
Content gains links from influencers
Content ranks higher
Content gains links naturally as a result of increased exposure
Domain Authority increases, site ranks higher overall
Increased likelihood of return visitors
Loyalty Summary• Regular updates to content assets are
recommended to establish trust amongst your
audience
• Use content campaign mechanics that encourage
your audience to return
FINAL THOUGHTS
Things to takeaway• Understanding your brand’s keyword landscape is
absolutely vital
• Support technical and on-page SEO with a content
marketing strategy based on your audience’s needs
• Regularly update your site’s content to encourage
brand loyalty and advocacy
