With the Google Hummingbird update, one thing that is evident is that good quality content which enriches and supplements a customer’s decision-making process is the key to ranking high in search engine rankings and resulting in high search traffic. Importance of link-building, keyword stuffing has diminished profusely but having said that keyword research is still crucial since customers find and engage with brands using search engines.
The key is to have a search strategy which targets buyers at different stages of the purchase cycle. Having a uniform search strategy for all your customers regardless of their place in the purchase funnel is like designing the same shoe regardless of a customer’s shoe size. With personalization and targeting becoming a necessity for customer acquisition and retention, search marketers must ensure that their organic search strategy facilitates the advancement of the customer’s purchase journey.
The first step is to conduct keyword research and target different keywords for different stages of the purchase funnel. The first step is to conduct appropriate keyword research and find keywords with a good monthly search volume but relatively low competition. This can be done using tools such as Google Keyword Planner Tool or the wordtracker keyword tool.
Matching Keywords to Purchase Cycle
Awareness – In this phase, the goal of the search marketer is to appear in search results related to the industry or topic that a prospect might be searching for. Look for the broadest and most generic queries mostly related to your industry. In most cases, these keywords will have high competition; however, it is still important to include them to ensure that prospects searching for topics pertaining to your industry find you easily.
Consideration
This is the phase where prospects are aware of you and compare your offerings with your competitors. To capitalize on this, search marketers must use keywords that are related to specifications, cost and other brand specific information which highlight your product’s best attributes. These keywords can even send consumers to comparison or informational pages on your site or establish a presence on other sites, such as comparison or review sites that offer relevant information.
Intent to Purchase
In this phase, prospects need that final nudge to purchase your products or services. Hook your prospects in by using keywords about special offers or discounts with keywords such as free, limited offer only, order today etc.
Post-Engagement
This phase includes stages where a customer uses the product, continues to engage with the brand and ultimately becomes a loyal returning user. Use keywords which send existing users to your blog posts where they can leave comments and social media handles where they can participate in discussions, watch tutorials and share your material.
Although it is important to do appropriate keyword search, what is most important is useful content which contributes to the customers’ journey. Persistent focus on good content with the right keywords will not just give you precious search traffic but also loyal returning customers.
