seo strategies and the purchase funnel

@njmott

Albert House – July 2017

KILLER SEARCH STRATEGIES USING THE PURCHASE FUNNEL

People search in

different ways

Brands need to understand

how their audience is searching

Different search queries dictate

where a user is in the buying

process

Historically there have been three types of

search query

• Navigational

• Informational

• Transactional

This model was extended to include types of

transactional query known as Micro Moments

SEO works hardest at the

awareness stage, however…

Unaware

Aware

Loyalty

Consideration

Preference

Buy

Advocacy

U N A W A R E / A W A R EAWARENESS

Awareness

DesktopMobile

Voice Search

Facebook / Twitter

YouTubeApp Store

Google Local

Knowledge Graph

Featured Snippets

In the market for a plumber?

How would you search?

In {place}?

“near me”?

Local plumbers?

Keyword data shows the most popular

searches in this sector

KeywordSearch

Volume

plumber 40500

plumbers near me 14800

emergency plumber 6600

local plumbers 4400

plumber london 2400

plumbers in my area 1000

plumbers in london 880

find a plumber 880

gas plumber 720

24 hour plumber 590

emergency plumber near me 590

But this doesn’t tell the whole story. The long

tail tells us more about the audience’s needs.

Gain an understanding of all possible search

queries in your brand’s keyword landscape

Shift toward more conversational search

queries, prepare content for Voice Search

KeywordSearch

Volume

i need an electrician 70

i need a bricklayer 90

i need a gardener 70

i need a plumber 90

KeywordSearch

Volume

find me a tradesman 70

find me a builder 110

find me a plumber 50

find me a tradesperson 30

KeywordSearch

Volume

how to find a builder 90

how to find a good builder 110

how to find a good painter 90

how to find a reputable builder 90

Social media platforms used as a search

engine, particularly for local queries

Don’t overlook video search

Position #0 - Know where featured snippets are

firing and create content for these needs

People also ask can be a rich source of

information for follow-up content pieces

Awareness Summary• When conducting keyword research, consider all

the ways that your audience will be searching for

your product or service

• Not yet a seismic shift, but consumers are moving

away from using short tail keywords to answer their

needs

C O N S I D E R A T I O N / P R E F E R E N C ECONSIDERATION

Consideration & Preference

Structured Data Blog Content

Longform Content

Content Seeding & Promotion

Video Content

Product Reviews

Site Speed

Influencer Marketing

PR

Organic visibility is dependent on 3 elements

• Technical SEO

• On-Page SEO

• Off-site SEO

All three must occur for a site to

rank well in organic search.

Without technical…

Without on-page…

Without off-site…

Over 50% of all users will abandon a site that

takes longer than 3 seconds to loadFor e-commerce, 79% of users who experience poor website performance

have stated they will not return to that site again, and around 44% of them

would tell a friend if they had a poor experience shopping online.

Maximise your local visibility using local

ranking signals

Take up all the SERP real estate you can -

Knowledge Graph

Remember the keyword landscape? Use to

determine your content strategy

Don’t focus on the format, concentrate on

meeting your customer’s needs

Regularly update your content to aid with site

crawls and indexation

Build content that attracts attention (i.e. links)

https://www.koozai.com/resources/content-marketing-examples/

Know what success looks like for your

content, e.g. links, traffic, engagement

Consideration Summary• “Traditional” SEO, i.e. targeting high volume head

terms is still important for top level awareness,

however the long tail is of equal importance

• Create detailed, engaging content that answers

your audience’s questions

• Create content that captures the imagination of

users and publishers to drive link acquisition

CONVERSION

Conversion & Purchase

Content Marketing

Content Promotion in

Email Marketing

On Site Reviews

Off-Site Reviews

SEO data for UX / CRO

Whilst SEO’s main role is driving

traffic, SEO data can be used to

inform a conversion strategy

Use Search Console and Google Analytics to

gauge organic landing page performance

Conversion Summary• Ensure your product offering matches your

audience’s needs as closely as possible

• Use SEO data to understand how landing pages are

converting and apply learnings to a CRO strategy

L O Y A L T Y / A D V O C A C YLOYALTY

Loyalty & Advocacy

PR

Blog Content

Video Content

Longform Content

User Generated

Content

Brand Affinity

Domain Authority

Delivering a consistent content experience

can assist with brand loyalty

Consider UGC and different campaign

mechanics to keep your users returning

Content developed for the end user and

publisher has potential to gain natural links

Content produced according to user needs

Content is promoted to publishers

Content gains links from influencers

Content ranks higher

Content gains links naturally as a result of increased exposure

Domain Authority increases, site ranks higher overall

Increased likelihood of return visitors

Loyalty Summary• Regular updates to content assets are

recommended to establish trust amongst your

audience

• Use content campaign mechanics that encourage

your audience to return

FINAL THOUGHTS

Things to takeaway• Understanding your brand’s keyword landscape is

absolutely vital

• Support technical and on-page SEO with a content

marketing strategy based on your audience’s needs

• Regularly update your site’s content to encourage

brand loyalty and advocacy

Thanksfor listening.

@Koozai

Facebook.com/koozaiE-mail: natalie.mott@koozai.com

Tel: 0330 353 0300