The purchasing decision for any product or service is a complicated one and by the time your prospects contact you, they have almost completed their buying journey and made their purchasing decision. Research shows that prospects can consume a dozen or more pieces of content before making a final decision.
Think with Google – Zero Moment of Truth Case Study states ‘Consumers are making decisions well before the actual moment of in-store or online purchase. In fact, ‘88% of consumers research before they buy, consulting an average of 10.4 sources’[i].
Pew Research Centre conducted a survey that found 92% of adults online use search engines to find information, and nearly 59% of them do it daily. Of the daily searches, 46% are looking for information about products and services[ii].
With a limitless supply of information online, today’s marketers need to be driving website leads as early as possible to create opportunities to educate, provide value and drive the buyer brand preference through engaging content.
One way marketers and businesses can drive earlier leads and sales is by making sure all content is optimised to be seen in SERP’s (Search Engine Result Pages), or as it’s commonly known “SEO friendly/optimised”.
Tips to optimise your content for SEO
- Know your audience
Never create content for search engines, know your audience and create tailored content to engage with them. You can begin by determining the characteristics of your best customers and create buyer personas for them. If you already have a strong understanding of your target audience, have a persona in your head before beginning work on content for your new web page or your next blog post.
- Know what your readers want
Understanding why people search for specific content, relevant to your industry, will help you create content that connects with your target audience. It’s important to vary your content according to your prospects stage in the decision journey. For example, a prospect comparing products requires a different tone and information to that of a customer looking to repurchase your product.
- Be effective with keywords
Your keywords are the broad representation of your content. To pinpoint the perfect words; do your research, drill down into social media, survey your target market and take advantage of Google’s Keyword Planner. If you have existing customers, listen to the language they use. How do they describe your products and services? How do they talk about the problems they are having? When they get excited, what words do they use to talk about them?
- Optimise your page
Google searches for content which best matches the intent of the searcher not just the search term/s. This is why relevant, high quality content is the key to achieving page optimisation.
The more people who read your content the more Google will reference it; using your keywords and content to measure relevancy. However, it is critical that the content you provide is always valuable to your audience to increase your website SEO and website conversions.
When integrating keywords into your page the most valuable page locations are:
- Blog copy
- Headings and subheadings
- Page Title
- Meta description (Although this doesn’t directly impact search ranking we have included this as this plays an important role in clicks)
Want further insight?
Join us for our free Webinar – SEO = Sales: Capitalising on SEO to convert website visitors
11am, Tuesday June 16th, hosted by Rick Merten, Founder and Managing Director of Permission Digital Agency and Kevin Bobowski, Vice President of Act-On.
Want to know more about SEO? You may also find this useful…SEO 101: The Basics (and Beyond)
i. Google and Shopper Sciences, Zero Moment of Macro Study, 2011, pp 4. ii. Purcell, K, ‘Pew Research Centre’, Search and email still top of most popular online activities, 2011.