Lots of discussions around Search Engine Optimisation tend to concentrate on achieving an optimum ranking with Google. Of course, ranking’s critical to getting more enquiries, but it isn’t the whole story. It’s also about the kinds of keywords your customers use at different stages of the buying cycle.
It’s rare that we hit the search button knowing exactly what we’re looking to buy and where to get it. For consumers, buying online is more often a process that goes through 3 distinct stages:
Each of these stages provide an opportunity to engage potential customers, using different content and keywords. It makes sense therefore, that your keyword research covers the What?, Where? and Which? That way, you’re part of their journey, and they’ll learn to trust you along the way.
The start of the buying process is all about gathering general information. Your potential buyer might not even be aware there’s anything in particular they’re looking for. At this stage it’s about browsing, and any attempt to persuade or sell is likely to be off-putting. So what kinds of material is it appropriate to guide your potential buyers to at this stage?
Browsers are looking for general information that provides answers to basic questions like: How can I improve the air quality in my home? Keywords for the What? phase tend to be frequently used search terms, and question search terms: ‘Air filters’ or ‘How can I improve the air in my home?’
The Where? phase comes into play at the point at which buyers know what they want to buy, but haven’t yet decides where to buy it from. Now they know the general direction of travel but they’re looking for key differentiators between brands. At this stage of the process buyers are looking for a more specific kind of material.
Directional searchers are looking for comparisons between brands. They want to know about the features of different products, and why it’s right for them. Check out your competitors’ keywords to work out how to differentiate your offering. You may want to use a geographical tag – ‘air purifiers Birmingham’ or add a service – ‘air purifying test’.
This marks the end of research for your buyer, and their readiness to convert. The important thing to know at this point is what it is that will persuade a buyer to click through to your site, rather than that of your competitors. Obviously they’re searching for a site that offers a simple and trustworthy way to buy. They’re looking for the bridge to your brand.
Potential customers want to know what their desired item will cost, how they buy it, and which is the best place to get it from. This is where your buyer keywords come into play. Examples might include ‘best air purifiers’, or ‘which air purifier’.
Ideally, your marketing plan should include mapping content and keywords onto each of the What?, Where? And Which? phases. That way you know that you’re providing customers with ways to engage with your business whether they’re ‘just browsing’ or ‘intending to buy’. Having the full range of keywords in use also increases your ranking, because you’re providing such broad coverage.
At Imagefix we believe in providing local businesses with products and services that market their businesses effectively. All our SEO products and services are designed to give you maximum online impact. We’ll make sure that you achieve a high ranking for the geographical area you serve, and that customers looking for what you’re selling, know exactly where to find you.
Want to know more about keywords that convert? Call the Imagefix SEO specialists today on 01525 715608 and let’s start talking about increasing your sales.
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