Ever wondered how customers go from just hearing about a product to finally hitting that ‘buy now’ button? It’s like a journey, a roadmap we call the marketing or sales funnel. But here’s the thing – imagine trying to find your way through a maze without a map. That’s what it’s like for many businesses when they don’t quite understand this journey. You know what that means? Lots of SEO strategies, time, and money can go down the drain.
Now, it doesn’t matter if you’re just starting out or you’ve been around the block a few times. This is one ride you need to hop on regularly. Why? Because things change – customers change, your competition changes, and guess what, even your own organization shifts its gears! And all these changes? They impact your marketing funnel and you want to ensure you’re always on track with them.
Did you know that about 68% of companies need help with defining their sales funnel? It’s a big deal, and let’s face it, it’s a hassle, right? So, let’s talk – we’re here to make this whole thing clearer and way more effective for you. After all, your business is constantly evolving, and so should your approach, right? Let’s get into it!
Phases within the Sales Funnel
Before diving into SEO audience targeting within the funnel, let’s pause and review how we outline the funnel’s stages:
• Beginning of the Funnel
At the beginning of the funnel, the primary aim is to raise awareness among your intended audience. Potential customers get to know your brand, product, or service via diverse channels, including advertising, social media, content marketing, and word-of-mouth recommendations. It’s important to note that this phase is more about providing information and education, catering to the requirements of your audience rather than directly pushing products.
• Midway through the Funnel
In the midpoint of the funnel, people have expressed interest in your product or service and are actively searching for further details. This may involve more substantial engagement with your content, such as subscribing to newsletters, interacting on social media, or delving into product pages on your website. At this stage, your content should provide comprehensive information about your offerings, highlighting their benefits, features, and how they cater to specific customer needs.
• Tail End of the Funnel
At the last phase of the funnel, users are assessing their choices to make well-informed decisions about making a purchase. They might compare your offerings with those of competitors by perusing reviews, seeking affirmation that your offer is the optimal choice for them. It’s vital to offer content to these individuals that fosters trust and loyalty toward your brand, guiding them toward converting and leaving a favourable, enduring impression.
Harmonizing Your SEO Strategy with the Funnel: By synchronizing your SEO approach with the user’s search intent at every phase of the marketing funnel, you can present appropriate content to the precise audience precisely when they need it.
Grasping the Intent Behind Searches
Sure, let’s break it down! You know, when people search, they usually have a specific goal in mind. It could be to find information, get to a particular website, or maybe even buy something. And that’s what we call search intent – the reason behind those searches.
Now, SEO, it’s like the Sherlock Holmes of the internet, trying to crack the code of what people want when they search. When we get that right, it’s like hitting the jackpot. But get this, when we miss the mark, it’s like showing up to a party in your pyjamas – it’s just not the right moment!
And get this – did you know that over 70% of online experiences start with a search engine? That’s a lot, right? So, understanding these different search intents at different stages of your marketing funnel? It’s like knowing what your friends want at different parts of a party. Let’s dive in!
• Discovery Phase
At the beginning of the funnel, search intent usually revolves around seeking information. People are looking for information or seeking answers, often through educational or insightful content. Their searches commonly include queries such as who, what, when, where, why, and how. To engage with users at the top of the funnel, we suggest the following strategies:
1] Identify pertinent keywords and phrases your intended audience might employ when seeking information regarding your industry, products, or services. Emphasize broader, informational keywords.
2] Create top-notch, informative, and compelling content that addresses the fundamental elements, questions, and interests of your target audience. This can involve various content types like blog posts, infographics, videos, and social media content.
3] Focus on keywords that frequently trigger featured snippets in search results. They can enhance your visibility and establish your authority in the field.
• Evaluation Phase
As your audience progresses to the consideration phase, their focus turns more toward commercial and transactional interests. They are getting ready to decide on a product or service and are exploring various options. To engage with those in the middle of the funnel, consider:
1] Targeting more detailed and specific long-tail keywords indicates the user’s intent to gain more information or make a decision. These keywords often include terms such as “best,” “reviews,” “comparison,” or “how to choose.”
2] Developing in-depth guides, product reviews, and comparative articles that offer valuable insights and aid users in making informed decisions.
3] Creating location-specific content utilizing location-based keywords to direct people to your physical premises, if applicable. Local SEO tactics can assist in guiding people to your location instead of a nearby competitor’s.
• Decision Phase
Finally, we arrive at the conversion point, where users exhibit navigational and transactional intentions. They’re clear about what they desire and may even be actively seeking your specific brand or product. Focus on navigational and transactional keywords that frequently include brand names, product names, or specific action-oriented phrases like “buy,” “order,” “sign up,” or “contact.”
To connect with users at the bottom of the funnel, consider:
1] Fine-tuning product pages and service descriptions to target keywords that indicate the user’s readiness to make a purchase, such as “buy,” “order,” “discount,” or “pricing.”
2] Utilizing schema markup to present detailed product information in search results, aiding users in making comparisons and decisions more conveniently.
Extra Edge: Tracking Essentials
• Google Analytics 4
GA4 serves as a robust tracking tool offering detailed insights into website traffic, user behaviour, and conversions. Leverage its capabilities to monitor user entry points on your site, their interaction with your content, and the routes they follow before completing actions. We suggest configuring goals and funnels to gauge particular events, like form initiations and completions.
• Google Search Console
The Search Console is a treasure trove of insights that help track search queries and page performance. It’s like a backstage pass, showing which keywords lead traffic to specific pages using key performance indicators (KPIs) like clicks, impressions and click-through rates.
But that’s not all. Beyond those flashy numbers, the reports from Search Console are your secret decoder to unravel Google’s web crawling and indexing methods. Plus, they’re on your radar for spotting any hiccups related to Core Web Vitals.
• Keyword Research Tools
Tap into SEO tools like SEMrush and Moz to dive into and keep an eye on those SEO-centric keywords. These tools are like a keyword crystal ball, giving you a peek into the intention behind a keyword and estimating how often it’s searched for and how tricky it might be to rank for.
Closing Thoughts
Curious about how your marketing funnel and SEO strategies can work hand in hand? SEO’s a bit like planting a garden – it needs time and effort. You might not see those blooming flowers right away, but with the proper care, they’ll blossom beautifully.
Understanding how you connect with your audience and guide them through your funnel is the key. And the more you refine and tweak that process, the more efficient and effective your strategies become.
Ready to fine-tune your marketing approach? Get in touch with us and let’s work some magic together!
