If your clients have a singular search engine optimization (SEO) strategy, they need to make some changes. A recent article by Search Engine Land, citing research by SEO Solutions Consultant Leslie Ramey, points out that your client’s SEO strategy has the potential to be more effective when broken into two parts: pre-purchase and post-purchase.
Changing Your SEO Strategy
The information your client’s customers are searching for before they make a purchase and after they make a purchase is dramatically different. So, why shouldn’t your client’s SEO strategy reflect this?
Ramey gives the example of a kitchen remodeling customer. At the beginning of their purchasing journey, they’re on the hunt for every scrap of information they can possibly get. What are their options? How much will each new part of the kitchen cost? The more they research, the clearer the picture of their dream kitchen will become in their minds. Their searches will become more focused based on what exactly it is that they want, from cabinets to flooring and paint colors. “Understanding what those queries look like gives marketers an opportunity to create content that matches,” writes Search Engine Land.
You and your client need to review previously collected SEO data to see what types of information and keyword searches their customers will be making. Then, make sure your client’s website features content that will shed light on both. These can be FAQ pages, guides, white papers, fact sheets, online videos, links to webinars, and so much more. No matter which types of content you create, make sure their titles indicate what sorts of customer questions they address and that they’re easy to get to find on your client’s website. “With Google featuring direct answers in the SERP via featured snippets, creating content that may be featured there creates an enormous amount of trust with your potential customers because they see you not only as a provider of a product or service, but as an expert,” reports Search Engine Land.
Search Engine Land also reminds advertisers that a sale doesn’t not mean that the company’s relationship with that customer is over. And this isn’t just because repeat customers are the easiest way to make future sales and earn steady income. In terms of your client’s SEO strategy, it’s also because their customers may have questions about the product they just bought. This is especially true if they’re a first-time customer. So, your client must have information available on their web pages that addresses these questions as well.
Providing plenty of info for any and all questions a customer may have is the easiest way to gain their trust and their sale.
Your client’s target customers could be looking for information on a variety of different products they plan to purchase this year. AudienceSCAN on AdMall by SalesFuel provides insight into the future purchasing decisions hundreds of consumer audiences will make within the next year. Check out your client’s target audience’s profile for the inside scoop about their intended purchases for the year.