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Keyword Research to Match the Buyer’s Journey

Keyword research is as old as SEO itself. Search engines use keywords to provide a list of relevant results to the searcher, and as this SEO market expanded, Google brought in an advertising platform that gave businesses a chance to appear on search engine results pages for keywords.

From there, Google offered a tool that enabled businesses to see how many searches occurred for any keyword, eventually giving way to keyword research. This tool is indispensable for business because it came from Google itself and offers additional insights to gain leverage over the competition.

As businesses began using more data for marketing, however, it showed that keywords are useful, but may not always be completely accurate. More software tools emerged to provide additional keyword insights, giving marketers more opportunities than ever to use keywords to their advantage.

Unfortunately, historical keyword research has a few problems:

  • SEO is focused on the decision stage of the buyer’s journey, and not the whole process.
  • SEO is focused on keywords alone, and not on categories or topics.

These two issues are being addressed as marketers focus on topics more than keywords, but that’s only part of the whole picture. Optimizing keywords to align with each stage of the buyer’s journey is the key, which we’ll cover here.

What Is the Buyer’s Journey?

The buyer’s journey refers to a framework that acknowledges the buyer’s progression through the research and decision process, which ultimately ends in a purchase. This concept isn’t new, but it’s evolved over the years with new technology and marketing insights.

There are three stages to the buyer’s journey:

  • Awareness: The buyer is experiencing and expressing a problem and conducting research to understand, frame, and name the problem. This stage involves question-based searches that center around the problem.
  • Consideration: The buyer has identified the problem and is investigating the available options to solve the problem.
  • Decision: The buyer has developed a solution strategy and compiled a list of products or services to address the problem. They are narrowing down the possibilities to come to an ultimate purchase decision.

Most marketers focus only on the decision stage, but there are opportunities at each stage of this process.

Buyer Personas

A map of your ideal buyer is vital, since it’s the only way to truly understand your buyer’s journey. You should understand their needs and problems, which will ultimately drive them toward your solution.

This can be done a number of ways:

  • Website and social media data: Your analytics should give you key data points about your audience. You can find everything from your audience’s demographics to the type of content they engage with most.
  • Surveys and feedback: The best way to get insight into your ideal buyer is by speaking with them directly. This can be done through polls, surveys, feedback requests, and other questions regarding their buying behavior at each stage of the buying journey.

This information allows you to connect the dots and create accurate buyer personas and mapping of the buyer’s journey.

Shifting From Keywords to Topics

Much of the SEO community has begun shifting from keywords to topics already. This comes in the form of long-form content that connects to other content across sections, providing a comprehensive overview of the broad topic. This approach addresses the new way that search engines are interpreting content.

For the purposes of this discussion, these long-form content pages typically target the short-tail keywords that have a higher search volume, ultimately addressing the awareness or consideration stages. Key decision-stage pages are narrow content.

These can be further subcategorized into pillar, target, and cluster pages:

  • Pillar page: This page covers the broad topic on a single page, with smaller cluster pages that link to it. This is focused on the awareness or consideration stage.
  • Target page: This page has a keyword or phrase linked to a specific product or service page. This is focused on the decision stage.
  • Cluster page: This page gives more detail about long-tail keywords related to the pillar page.

Putting It Together

The process to put all these pages together is simple. It begins like any other keyword research task, which is based on the keywords that a business is looking to rank for, and provides a starting point for what a prospective customer will search.

From there, you can begin to consider keywords outside of the obvious, such as synonyms and colloquial terms. This is the time to use keyword research tools, such as Google Ads, or consult customers about terms they may use to find a product.

Once this list is expanded, it can be narrowed down for better targeting. Irrelevant keywords can be filtered out, then relevant keywords can be sorted by topic and buying intent. For this part, be sure to put yourself in the shoes of the customer and consider what they would search to address a problem, as well as what keywords show intent to purchase.

This is when the stages of the buyer’s journey come in. Keywords should be categorized to each stage, using your judgement about what you believe the buyer is looking for. Categorizing is important, because it provides you with framework for what type of content is appropriate for certain phrases or keywords.

You’ll often distinguish patterns in the keywords along the buyer’s journey. Words like “cost” or “price” are usually found in the decision stage, whereas “how to” will be the awareness stage. These patterns will help you streamline your content planning.

Here are some examples of keywords at the awareness stage:

  • Fix.
  • Problem.
  • Troubleshoot.
  • Upgrade.
  • Optimize.
  • Prevent.

Here are some examples of keywords at the consideration stage:

  • Provider.
  • Solution.
  • Supplier.
  • Vendor.
  • Comparisons.
  • Software.
  • Features.

Here are some examples of keywords at the decision stage:

  • Pros and cons.
  • Benchmarks.
  • Reviews.
  • Ratings.
  • Pricing.

Once this is complete, you can group your keywords into pillar page, target page, and cluster page. This gives you insight into what type of content should be used, based on how competitive a term is, what the search volume is, what stage the buyer is in, and how profitable a keyword might be.

This information not only informs your current content, but it also helps you fill gaps in existing content. Check that the topics haven’t been covered before, and look for gaps resulting from keyword searches that aren’t currently being targeted.

Moving Forward

Traditional keyword research isn’t successful because most marketers only consider volume and competition. They tend to go for the terms with the highest traffic, but traffic doesn’t necessarily indicate buyers. In many cases, traffic indicates users looking for information about their problem, but are still weeks or months away from searching for a specific solution to that problem.

Because of this, current keyword research is a nuanced process that considers the needs of the buyer above all else. Used properly, keyword research can drive your content strategy to generate leads and convert customers, provided you address their needs throughout each stage.

Meta description: Learn how to conduct keyword research to address each stage of the buyer’s journey and map out your content to reach your prospective customers.

7 Video Marketing Myths Debunked!

7 Video Marketing Myths Debunked!

As of 2017, videos account for approximately 74% of all web traffic.

Crazy, right?

You might think that would mean that all business use video marketing – after all, why wouldn’t they be?
And yet, the truth is that 31% of all businesses and marketing professionals have not yet used video marketing to promote their companies.

Why?

Because they fall for video marketing myths that convince them they can’t.
Myths and misconceptions have a way of taking root – and it can be hard to debunk them. But debunk them we must…
… because you can’t afford to wait one more day to put video into your marketing mix.
Here are 7 of the most common video marketing myths – and the truth behind them.

Myth #1: Video Marketing Is Too Expensive for Small Companies

This myth is like a bad penny – it keeps turning up. So why is it so persistent, and what’s the truth?
It’s persistent because our views of what it costs to make a video are skewed by Hollywood. We hear that a “low budget” movie still has a budget of $50 million and we jump to the (erroneous) collusion that video marketing just isn’t for us.
The truth is that video marketing can be quite affordable. Marketing videos don’t have to be highly polished affairs with special effects and famous actors. Most of the time they’re not.
In fact, some kinds of video marketing are designed to be casual and unpolished – think Facebook Live, for example.
Don’t worry about the cost of your videos. Spend what you can afford and create the best videos you can within your budget.

Myth #2: I Need to be a Tech-Whiz to Produce Marketing Videos

Making videos is difficult – right?
Wrong.
Sure, if you insist on using top-of-the-line equipment, you’ll have to know something about videography to get started.
But what if you just want to get in front of your audience?
Video marketing can be done with a point-and-shoot video camera or even a cell phone. In fact, internet marketing superstar Gary Vaynerchuk got his start with videos he shot with his phone.
In other words, don’t let a lack of technical know-how stop you from giving video marketing a try. Provided that your audience sees what you want them to see, they’ll be satisfied.

Myth #3: I Don’t Know How to Write a Video Script

This myth sticks around because writing can be scary. But not every marketing video needs a script.
If you have the budget, you can absolutely hire a writer to take your idea and turn it into a polished script. But some of the most effective marketing videos feature entrepreneurs talking directly to their audience.
Look at it this way: nobody knows your products and services better than you do. You probably know them inside and out – and that means you can speak about them without needing a script.
If you’re worried you’ll get off track, create a rough outline of your video and run through it a few times before you film it.
And if you decide you need a script, think of it as talking one on one to a prospective customer. Using a casual, conversational tone takes a lot of the guesswork out of writing a video script.

Myth #4: It’s Not Worth Making Videos Unless They Go Viral

Would it be great if your marketing video went viral? Absolutely!
Does it need to go viral to be considered a success? No way.
We’ve all seen those videos on YouTube – the ones with millions of views. It’s exciting to think about millions of people seeing your content, but trying to make something like that happen is akin to attempting to catch lightning in a bottle. You simply can’t control it.
Besides, the number of views a video gets is far less important than the number of conversions it makes. You can make a hugely entertaining video that gets a ton of views, but if most of those views are by people outside your target audience, you’re really no better off than you would be if you get a lower number of highly-targeted views.

Myth #5: Nobody Will Be Able to Find My Videos

This myth is the flip-side of the previous one. It asks: what if you made a video and nobody saw it?
Some videos get more views than others, but if you optimize and promote your video properly, it will find its audience.
Keep in mind that YouTube is the second-largest search engine in the world behind Google. It attracts millions of viewers a day – and some of those viewers are looking for content like yours.
Most internet users say they’d rather watch an explainer video about a product or service than read an article about it. That means that the people in your target audience are actively looking for videos like the ones you might produce.

Myth #6: Video Isn’t Versatile

A video is just a video… or is it?
It’s not uncommon for entrepreneurs and business owners to assume that video is only good for one thing: lead generation.
That’s a mistake. In fact, video is one of the most versatile marketing formats available. It can be used to:
 Build an email list
 Educate your target audience
 Share tips and tricks of the trade
 Establish authority and trust
You can use video marketing for any marketing purpose – and you should.

Myth #7: I Won’t Be Able to Track the ROI of My Marketing Videos

Tracking ROI is a must for any marketing campaign, and believe it or not, there’s a kernel of truth in this myth – but you shouldn’t let that stop you.
It’s true that YouTube provides only a smattering of statistics. You’ll know how many views your video gets, not where they came from or how many clicks you get. You might be able to cobble together some information, but it will be incomplete at best.
The trick here is to use a video enablement platform to capture the information you need. That way, you can see:
 How long people spent watching your video
 Which parts they skipped over
 Which parts they rewatched
 What they did after they watched it
This information can help you track the ROI of your videos and fine-tune future videos to ensure a better response.
Video Marketing Might Not Be in Your Marketing Mix Now…
… but it should be. And there’s no reason to wait. These marketing myths are holding you back, and it’s time to let them go – and reap the rewards of video marketing for yourself.

What is Search Engine Optimization : Three building blocks

Search Engine Optimization : Three building blocks

being found on searches

All major companies that have websites are traceable online when people search information on major search engines like Google, Bing, and Yahoo. These search engines have primary search results where web pages and other contents such as videos or local listings are shown and ranked based on what the search engine considers most relevant to the users.
In general, the earlier and more frequently the site appears in search results list, the more visitors it will receive from search engine users. As an internet marketing strategy, SEO considers how search engine works, what people search for, the actual search terms or keywords and which engines their targeted audience prefers. SEO may target different kinds of search including image search, local search, video search, academic search, industry search etc.

The main questions is how will make your content optimum for SEO. The key is the three building blocks of SEO or the three ‘C’s which are content, code and credibility.

1. Content:
Having a good, relevant content is extremely essential factor. Without the keyword loaded HTML text on all key pages it is not possible for search engine spiders to read the content. In order to show up in the top 10 search engine results, it is important to ensure your target phrases are fixed evenly throughout the page.
2. Code:
With the explosion of database-driven content management systems (CMS) and WYSIWYG editors, much of the source code behind a Web site that helps define the content and layout is inept. The ideal solution to ensure search engines systematically index your site is, to design it to widely accepted Web standards. To round out source code optimization, ensure that every page has keyword-optimized title, META and ALT tags.
3. Credibility or page rank
The best way to do that is to acquire links from relevant industry sites that are ideally popular and are visible in search for your target terms. The more popular and relevant a site is that links to you, the higher your link credibility will be with Google.
Thus with these 3 ‘C’s, your website is more likely to increase in search engine visibility.

How does it benefit companies to implement Pay per Click Camapign

These days people prefer to shop online and companies are capitalizing on this new trend by ensuring they have a well designed and Search engine optimized website which would not only help them in attracting potential customers but would also ensure that customers have a comfortable experience while shopping on their website.

Apart from a well designed website it is important for companies to ensure that their website becomes listed among the first few search results of the search engines when people surf the internet for information with regard to what their company has to offer. In order to do this people use the concept of Pay per click which is a process of bidding done by companies to ensure they get a top ranking among the search results of a search engines results. The sooner you get found the more is the probability of the company selling goods and services.

ppc process 1

The companies which spend resources and time in ensuring their website gets listed among the top search results of the search engines such as Google and yahoo etc often tend to have more web traffic directed to their website and this gives them more chances of having potential customers turn into their actual customers. The more the people click on the website and different segments within the website companies have to Pay per Click however this surely helps them in gaining much more visibility in comparison to the other competing websites.

PPC Advetising

What is the Purpose and meaning of SEO?

SEO stands for Search Engine Optimization. Now the next question is what does this “Search engine Optimization” mean? In order to understand this concept let us first understand that all companies which have websites are traceable on the internet when people look for information on Google, Bing, Yahoo and other popular search engines. However since there are hundreds of companies proving similar products and services and almost each one of them has a well designed and self explanatory website, how will these companies ensure that people visit their specific websites and leave the other websites or somehow just miss looking through their competitors website? Well the answer is through the use of SEO Monthly Process. When people hire professionals to implement SEO methodology in the content of their website they tend to get their website searched and listed among the first few search results of the popular search engines. This is why people make sure that their website is properly SEO’ed monthly and that content is not repetitive or scattered when placed on the website.

SEO FRIENDLY SITE

Each product or service which is being searched on the internet would have a hundred websites which will either be offering information or products or even services related to information a person wishes to search on the internet. In such a scenario how can you ensure that you website is found? The fact is that your website has to be found for it to be visited and for potential customers to become actual customers. One of the ways which ensures that your company’s website is listed among the first few search results of the top search engines is the use of ethical and effective of SEO techniques.

on page seo factors

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