OUR CONTENT & SEO PHILOSOPHY:
FOCUS ON INTENT & CONVERSION SEO


We approach keyword strategy from a comprehensive conversion-focused perspective by taking your most important "priority keywords," and matching these directly to your customer persona, the buyer's journey for this persona, and the search intent for each stage and persona. This complex approach helps us understand how to solve the problems for every customer at every purchase and search intent stage, so we can create content around high-conversion keywords vs. keywords with simply a high search volume. For example, this is how we start working with clients on SEO and/or Content Strategy:

  1. Build out a client’s target audience persona (often there are multiple, but we start with the key focus persona)
  2. Map this persona’s buyer journey to each stage of the marketing funnel (top, middle and bottom)
  3. Build out search intent and pain points for each stage
  4. Generate content ideas for each persona’s different stages, search intents and pain points
  5. Find high purchase-intent keywords to include in the content when developing it

 

FURTHER STEPS IN OUR “PURCHASE INTENT” SEO & CONTENT STRATEGY:

  1. Every priority keyword will have a "pillar" landing page assigned to it, which is then optimized not just for that keyword but for search intent and user experience so that we’re getting your potential customers the content they’re looking for and the content that’s most likely to convert, in a way that makes it easy for them to convert.
  2. Each priority keyword will have a list of related keywords we'll focus on throughout content we create. We call these "long-tail keywords" and these fit in the same "search intent bucket" as the priority keyword. Our long-tail keyword list could be upwards to 50-300 keywords for each priority keyword. Some of these long-tail keywords could be low-volume for search traffic but have high "purchase" intent. We do not only focus on high-volume keywords because these can be low purchase intent.
  3. Once your priority keywords are taken care of, we build your audience with supporting keywords that reach your target audience at different stages of the sales funnel — top, middle and bottom. We're not just targeting your priority keywords that are bottom of the funnel search intent, but also other search intents at different stages of the buyer journey. This is a much more comprehensive view of how people search (and research) online. For example, you likely know the keywords that are bottom of the funnel when your persona is ready to purchase (we most commonly see this as a client’s focus keyword list). But, what is your persona searching for prior to the purchase stage when they are in the top and middle stages on the buying funnel. You want to snag them there too.

THIS IS HOW WE OPTIMIZE YOUR WEBSITE AND
CONTENT WITH SEARCH KEYWORDS AND GET YOU TO
RANK ON THE FIRST PAGE:


  • Create extensive keyword lists through brainstorming content for personas/journey/intent, competitor research, and existing keyword rankings.

  • Organize keywords into different "intent buckets" that speak to WHY the searcher is using that keyword and what information they're looking for.

  • Look not just at high-volume keywords, but also at related "long-tail" keywords with lower volume searches per month but have higher conversion intent and less competition.

  • Expand research beyond keywords by looking at the questions people ask around a given topic. These questions may not have high search volume, but they can direct us towards "challenges" for our customers and further help us target converting searches.

  • Optimize and build content around the different search intents we've identified. For some keywords, this may just involve revisions to a landing page. For others, it will involve new landing pages or blog content.

  • Use schema / structured data, image alt text, heading tags, video, tables, bulleted lists, and other tools to help our pages not just rank, but appear for "People Also Ask," featured snippets, video listings, and other enhanced features in Google that get more attention.

  • Develop an effective promotion plan around landing pages to ensure we're getting links and mentions for the content we want to rank.

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