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Identifying Top Converting Queries at Every Stage of the Customer Journey #SMXConvert

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Identifying Top Converting Queries at Every Stage of the Customer Journey #SMXConvert

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How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.

How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.

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Identifying Top Converting Queries at Every Stage of the Customer Journey #SMXConvert

  1. 1. @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Identifying Top Converting Queries at Every Stage of the Customer Journey
  2. 2. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda We tend to underestimate the strategic value of keyword & competition research, focusing more on the SEO audit at the start of the process
  3. 3. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda However, a Profitable SEO Process Starts by Targeting the Right Queries with the Right Content
  4. 4. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda To avoid problems like… Pages ranking well for top queries but with very poor SERP CTR… Ranking in top positions and growing organic search traffic without improved sales… Pages losing rankings in every Google Core Update… Not correctly scoping the number & types of queries to target to achieve goals and justify SEO investment
  5. 5. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda It’s about driving the keyword research 
 using these fundamental questions WHO Is your target audience & competition WHAT 
 Is your audience looking for WHEN 
 In the buying journey are they WHERE 
 Do you need to take them to satisfy their needs HOW 
 Do you need to be shown to maximize visibility WHY 
 Ranking for these queries is going to help goals Right Queries + Right Content
  6. 6. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda WHO Is your Target Audience and Competition?
  7. 7. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Start by understanding the site business offering: What’s the product/service about? What’s a conversion for the site? Remote Jobs Publications by Hiring Companies Remote Jobs Applications by Qualified Jobs Seekers Remote Job Board & Alerts
  8. 8. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda What are the most prominent features/characteristics and business “unique selling proposition”?
  9. 9. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Who’s the target audience of the site? What’s their profile? What do they care about?
  10. 10. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Develop user personas to establish each audience type profile and characteristics, using tools like Userforge Userforge
  11. 11. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda What are those queries and pages that already have better and worse rankings, CTR & conversions? Search Analytics for Sheets
  12. 12. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Which are the top organic search competitors? Which are the best ranked players in your site sector? Semrush Sistrix
  13. 13. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda How they’re already ranking vs. your site? For which relevant terms are they’re ranking & your site is not? Semrush
  14. 14. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda WHAT Is your audience looking for?
  15. 15. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Establish terms patterns based on the identified USPs, features, personas, current rankings & competitors Freelancers Remote SMBs Global Enterprises Software Tool App Chart Board Project Management Workflow Management Project planning Task Management Productivity Management Remote Communication Online Agile Best Free Digital Marketing Web Design Web Development Guide Project Reporting Project Reporting Calendar Timeline Personal
  16. 16. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Use the terms patterns as “seed” in keywords tools to identify related search queries per area/topic/need Semrush Sistrix
  17. 17. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Make sure to not leave any important main topic out by checking the different keywords groups with higher search volume from SEMrush Magic Tool Semrush
  18. 18. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Create lists of each topic related terms, making sure 
 to take into consideration synonyms Tool Software System
  19. 19. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Use most popular informational and transactional modifiers to obtain most popular queries as well as related questions in Google, Quora and Reddit… frase.io
  20. 20. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda You can also obtain suggested queries from 
 YouTube and Google for free with Suggestmrx suggestmrx.com
  21. 21. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Semrush Complement your queries using your paid search terms in case the site has also PPC campaigns running
  22. 22. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Create topic clusters with queries to group them: 
 Are you leaving any topic/area out? Complete if so! Cluster Army
  23. 23. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Consolidate, deduplicate and get the search volume/ difficulty/trend/features metrics for those missing them Semrush
  24. 24. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Sistrix creates automatic clusters from keywords lists, providing monthly search volume, device distribution and expected traffic trends for them Sistrix
  25. 25. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Verify for which of these you’re already ranking 
 to use as a criteria to prioritize the terms
  26. 26. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Prune for an initial queries list to target using fundamental criteria that validates alignment Business Relevance Profitable Search Volume Current Position Existing Page/Content Level of Competition Search Trend
  27. 27. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Check the level of competition based on your own pages if they already exist for higher accuracy Semrush Surfer
  28. 28. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda WHEN In the buying journey are users searching?
  29. 29. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda WHERE Do you need to take users to satisfy their needs?
  30. 30. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda It’s critical to assess the audience intent with queries to identify what’s the best way to target them
  31. 31. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda … is it at the awareness phase, with informational queries researching how does products/services work?
  32. 32. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda If so, these should be targeted with guides and resources pages
  33. 33. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda … or is it at the consideration stage, with more commercially driven queries assessing options to buy?
  34. 34. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda In this case, then the queries should be targeted by categories/sub-categories/features/brands/facets
  35. 35. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda … or is the user at the purchase stage, with branded products queries, already convinced to purchase?
  36. 36. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda If that’s the case, then it should be product pages the ones meant to rank to satisfy the need and convert
  37. 37. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Keywords tools like Sistrix already provide insights about their intent, per query basis or in bulk
  38. 38. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Take into consideration different queries variations/ synonyms w/ same need, to be targeted by same page Project Management tool for Remote work Project Management Software for Remote teams Remote Online Project Management Tool Online Project Management Software for Remote Teams pmtool.com/remote-work/
  39. 39. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Do you have doubts? Check the pages ranking in top positions and the search features! What is the nature of these pages? Are they the same for the similar queries? Informational Informational/Commercial Blend
  40. 40. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda This cheatsheet assigning intent to most common types of queries and pages types to which they should be mapped w/ examples for E- commerce & SaaS will help you https://bit.ly/3wKdCTe
  41. 41. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Use these resources to establish intent and audience type per targeted query…
  42. 42. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda ..as well as to map page to queries, using intent, checking if ranked page is ok, or new is needed
  43. 43. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda keywordinsights.ai Tools like Keywords Insights can automate this process: creating clusters, showing ranked pages types and current rankings, saving you time!
  44. 44. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Use this information to prioritize optimization efforts and prune your targeted queries further
  45. 45. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda HOW Do you need to be shown to maximize your search visibility?
  46. 46. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Assess opportunities to leverage search features inclusion for your targeted queries w/ mapped pages
  47. 47. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda You can prioritize those that can give you more aggregated visibility for your targeted terms list… Sistrix
  48. 48. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda … and deprioritize those showing features you know you can’t leverage and will generate a low CTR Semrush
  49. 49. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Make sure to also take this into consideration when prioritizing your content & structured data optimization efforts
  50. 50. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda WHY Is ranking for these queries going to help you achieve goals?
  51. 51. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda What’s the potential of your identified total addressable market? Is it enough for a positive ROI?
  52. 52. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Seomonitor How much you can bring if you rank in top 10 for 
 the targeted queries in a year? Forecast it!
  53. 53. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Configure projection taking into consideration CTR values using SERP/Device, search volume w/seasonality
  54. 54. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda …as well as conversion rate, to identify additional revenue, taking into account the alternative Ads cost
  55. 55. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Do you want to develop the forecasts from scratch yourself? Take a look at these excellent resources! https://moz.com/blog/seo- forecasting-in-google-sheets https://erudite.agency/insights/forecasting-for-seo-creating- expectation-and-showing-return-on-investment/
  56. 56. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Use the international SEO ROI Calculator to assess if the expected additional conversions will generate a positive ROI taking into consideration costs https://bit.ly/3rbRSi0
  57. 57. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda If not, expand and/or refine accordingly, until your forecasts are aligned with your established SEO goals
  58. 58. @SPEAKERNAME/#SMX @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda Just remember to ask the right questions, 
 to identify the right queries for the right content! WHO Is your target audience & competition WHAT 
 Is your audience looking for WHEN 
 In the buying journey are they WHERE 
 Do you need to take them to satisfy their needs HOW 
 Do you need to be shown to maximize visibility WHY 
 Ranking for these queries is going to help goals Right Queries + Right Content
  59. 59. @SPEAKERNAME/#SMX #convertingqueries at #smxconvert by @aleyda I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thank you! See you at the next SMX

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