You’ve created content for real shoppers to discover your store, but do you know if your hard work is paying off?
Is your long-form content and long-form content driving conversions and sales?
Most content doesn’t convert because it doesn’t address how people search, their purchase questions, or what motivates these real people to buy.
On September 21, I moderated a webinar presented by Duane Sprague, Chief Marketing Officer at Shopper Approved, and James Arnold, Co-Founder of Answerbase.
They’ve shown how to easily understand real-world shoppers’ search goals and create measurable, high-converting content that really drives revenue.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
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To understand real-world shopper intent and create high-converting content, you must:
- Automatically determine what your customers are ordering and converting from.
- Post this information in a question-and-answer format that organic search finds and indexes.
- Ensure that visitors can easily see this content when they visit your site.
- Attract visitors and automatically suggest answers from product descriptions, specifications, and questions and answers.
- Improved conversion tracking to uncover new content opportunities in the future.
Google’s latest content update summary
The last three Google updates (the Helpful Content Update, the September Core Update, and the Product Review Update) all say the same thing:
Google wants to provide content that is useful and useful to the consumer.
So if you don’t answer a question, provide a solution, or provide quality content, neither Google nor consumers will care. And it certainly won’t lead to conversions.
How to create content that turns
Think about putting yourself in the mind of your target audience.
- What are they looking for?
- What are their problems and questions?
If you can answer those good, thoughtful, and accurate answers, Google will take great care of that.
Traditionally, you might ask the sales or customer service team what questions customers have, but sometimes, this can be difficult to scale.
[Find out how to do this in a scalable way] Instant access to the webinar →
Know what customers are looking for
To better answer customer questions, it is essential to understand what they are looking for.
Normally, your potential customers don’t search for your products directly.
Instead, they search for questions they want answered.
So your goal is to find out about these questions and create content that answers them.
[See how to use Google to provide better answers] Instant access to the webinar →
Understand the client’s intent
Start identifying the customer questions with the highest interest to buy. These will be questions about your brand, category and products that your future customers have during their buying journey.
You can discover these questions by researching your customers, different search engines, and your competitors.
This approach gives you the right phrases and questions people are asking about your brand, product, or keywords, which naturally increases your chances of appearing in organic search results.
Learn how SEO can help you in the real world
A Google study found that this mental map is how people search when they start shopping.
They use search modifiers to find the right fit, answer, product, and solution.
People don’t necessarily start out high and end up with a price. Instead, it bounces back and forth here and there, but in the end it will cover most search modifiers.
[Find out the 5 search modifiers used to get found] Instant access to the webinar →
Own the entire buyer journey
Your content and SEO efforts must start with providing meaningful answers to real customer questions.
Here’s what people want to know on every part of their journey:
- funnel top: wide solutions.
- Middle of the funnel: The solution or product category.
- Bottom funnel: specific products.
[See the specific questions asked in each level] Instant access to the webinar →
Post useful content
You can create valuable and useful content when you know what your existing customers are asking for and what your potential customers are looking for.
Shopper approved, September 2022The perfect point in between, and technology makes it easy to quickly identify what these questions are.
Where do you start?
Step 1: Define your current customer’s questions.
Step 2: Fill in any gaps in the Customer Content Request.
[Dive deeper into each step] Instant access to the webinar →
Effectively answering your customer’s questions and leveraging this useful content leads to new visitors and conversions to your site.
By matching specific FAQ information to conversions, you’re also better informed when investing in expanded content can be profitable.
[See real-world SEO in action] Instant access to the webinar →
[Slides] Real-World SEO: How people search, shop, and buy online
Here is the presentation:
Join us for our next educational webinar!
How to speed up your keyword research with powerful topic combinations
Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.
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Image credits
Featured Image: Paolo Bobetta/Search Engine Magazine
