Recommendations for building an intent-based SEO strategy.
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In 2018, effective search marketing requires deep understanding of the customer and their journey, strategic selection of intent-based keywords, and careful alignment between traffic acquisition and conversion optimization.
The result is better ROI, better customer experience, and more scalability for your business. You are not only attracting higher-quality traffic, but you are converting them to customers at a higher rate.
Discovery and Goal Definitions
At this stage, we are looking at:
- Current ranks
- Current traffic (segmented)
- Metrics such as domain authority, search visibility, page load time, trust rating
We’re also looking at our systems and tools to make sure we have everything in place to execute a digital strategy.
- Google Analytics health check-up
- Website access (CMS, etc)
- Marketing automation
- Tracking and integrations
Research & Competitive Analysis
Keyword research is an important part of the process, but it’s often done incorrectly. Just as content marketers align content pieces with the buyer’s journey, we should also define most valuable keywords for each stage.
- Which words are more likely to bring in top-funnel traffic that can be nurtured?
- What questions do people ask when they are at this stage?
- What criteria matter most when someone is nearly ready to make a purchase?
- Which words are more likely to bring in someone with intent to buy?
Once keywords have been defined for each stage of the buyer journey, the next step is to determine competition.
For high-volume keywords with tough competition, paid traffic may be the best option. However organic shouldn’t be ignored for top-funnel keywords. At this stage, we are looking for content opportunities that are both attainable and fill a gap for searchers. This might be a topic for which there is not yet a definitive, comprehensive guide from a credible source. Or maybe the top ranking content has a lower domain authority, so there’s an opportunity to win that spot. Or it may be a topic where the current top ranking content is several years old. The gap analysis step is an important one that is often overlooked.
Lower-funnel keywords should drive traffic to content that emphasizes unique value prop (to stand out from others) and compelling CTA (to convert).
It’s also recommended to continuously track search-related metrics for competing sites.
Action Plan & Tactics
- On-page optimization (rewrite title tags, write unique meta descriptions, add rich alternative text to images and graphics).
- Make content recommendations and strategy based on gap analysis.
- Create priority list and ideas for testing.
- Fix technical issues or tracking.
Tracking & Ongoing Optimization
- Keyword Ranks
- Segmented traffic
- Blog subscriptions
- Bounces and exits
- Pages viewed per session
- Demo requests
- Free trials
- Appointment requests
- General leads
Sample recommendations for Qumulo
On-page optimization for key terms.
Build links by encouraging customers to write a review on G2Crowd or Capterra.
Take advantage of featured snippets.
Make "ego bait" for influencers.
Define commercial intent keywords.
Write and test meta descriptions for Google snippets.
Build link equity.
Use rich snippets to show high ratings.
Don't ignore local SEO.
Here is an example of a simple keyword that has been expanded to include modifiers that signal intent to buy:
|scalable storage||affordable scalable storage||scalable storage seattle|
|buy scalable storage solution|
|scalable storage cost|
|price for scalable storage|
|scalable storage cost|
|best deal scalable storage|
|scalable storage reviews|
|compare scalable storage systems|
How Qumulo compares to other companies in this space
- Pure Storage
- Dell EMC
- DDN Storage
These are just a few examples.
Let’s talk if you’d like to hear more!
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