You’ve created content for real shoppers to find your store, but do you know if your hard work is paying off?
Is your expensive, time-consuming lengthy content and link building generating conversions and generating sales?
Most content isn’t driving conversions because it doesn’t address how people search, their buying questions, nor what drives those actual people to buy.
On September 21, I moderated a webinar by Duane Sprague, Chief Marketing Officer at Shopper Approved, and James Arnold, co-founder of AnswerBase.
They showed how to easily understand the search intentions of real-world buyers and create measurable, high-conversion content that actually drives revenue.
Here is a summary of the webinar. To access the entire presentation, complete the form.
key takeaways
To understand real-world buyer intent and create high-conversion content, you should:
- Automatically identify what your customers are asking and what is driving the conversion.
- Publish the information in a Q&A format that Organic Search finds and indexes.
- Make sure visitors can easily see that content when they visit your site.
- Engage visitors and automatically suggest answers from product descriptions, specifications and Q&A.
- Customize conversion tracking to uncover new content opportunities in the future.
Google’s Latest Content Update Summary
All three of Google’s latest updates (the Supporting Content Update, the September Key Update, and the Product Review Update) all say the same thing:
Google wants to provide content that is useful and helpful to the consumer.
So neither Google nor consumers will care if you are not answering a question, providing a solution, or providing quality content. And it’s definitely not going to drive the conversion.
How to create converting content
Think about putting yourself in the mind of your target audience.
- what are they looking for?
- What are their problems and questions?
If you can answer with quality, thoughtful and accurate answers, Google will care a lot.
Traditionally, you ask your sales or customer service team what questions customers are asking, but sometimes, it can be hard to measure.
[Find out how to do this in a scalable way] Access webinars instantly →
Know what customers are looking for
To best answer customer questions, it is essential to understand what they are looking for.
Typically, your potential customers are not directly searching for your products.
Instead, they are searching for questions they want answered.
So your goal is to explore these questions and create content that answers them.
[See how to use Google to provide better answers] Access webinars instantly →
understand customer intent
Begin to identify the high buying-intent questions your customers have. These will be questions about your brand, category and products that your future customers will have during their buyer journey.
You can explore these questions by researching your customers, different search engines, and your competitors.
This approach gives you the appropriate phrases and questions that people ask about your brand, product or keyword, which naturally increases your chances of appearing in organic search results.
Know How Real-World SEO Helps
A Google study found that it is the mind map of how people search when they start shopping.
They use search modifiers to find the right fit, answer, product and solution.
Shopkeeper Approved, September 2022People don’t necessarily start high and then end with price. Instead, they bounce around, but eventually they’ll cover most of the search modifiers.
[Find out the 5 search modifiers used to get found] Access webinars instantly →
Be the master of the entire buyer journey
Content and SEO efforts should begin with providing useful answers to genuine customer questions.
Here’s what people want to know about every part of their journey:
- Top funnel: Comprehensive solution.
- Middle Funnel: Solution or Product Category.
- Bottom funnel: Specific product.
[See the specific questions asked in each level] Access webinars instantly →
publish useful content
When you know what your current customers are asking and what your potential customers are looking for, you can create valuable, useful content.
Shopkeeper Approved, September 2022The sweet spot is in the middle, and technology makes it a lot easier to spot these questions quickly.
Where do you start?
step 1: Identify your current customer’s questions.
step 2: Fill in any “Customer Content Demand” gaps.
[Dive deeper into each step] Access webinars instantly →
Effectively answering your customer’s questions and leveraging that helpful content leads to new visitors and conversions on your site.
By matching specific Q&A information to conversions, you also get a better idea of when it’s profitable to invest in extended content.
[See real-world SEO in action] Access webinars instantly →
[Slides] Real-world SEO: How people search, shop and buy online
Here is the presentation:
Join us for our next webinar!
Measuring Marketing Effectiveness: What You Need to Know
Shubhik Ray, Senior Director of Digital Analytics at iQuanti, explains how you can improve your ability to predict the success of your marketing programs.
image credit
Featured Image: Paulo Bobita / Search Engine Journal