How to acquire the right type of traffic with your SEO strategy
The age-old problem with statistics is the reality that they often do not provide an accurate insight into the metrics they are seeking to describe. This doctrine is no different within the SEO industry and it can be argued that traffic figures can often give a misleading impression of how successful a marketing strategy has been at attracting and converting new customers.
The reasons behind this are entirely logical; attaining a top page ranking and drawing rising levels to your site would be fundamentally useless if the type of users you are attracting have no intention to become paying customers and have only visited your pages for your content rather than your service.
Incidentally, this point was raised recently with a client who was seeking to draw more traffic to their site through the day-to-day release of content surrounding their company debt solutions. Whilst we enjoyed little success with the initial rounds of content focused around the keywords ‘administration’ and ‘liquidation’, we saw a huge rise in the amount of traffic the articles were acquiring after we begun releasing work focused around the ‘administration’ of football clubs and major sporting franchises.
Initially, this was seen as a huge success as all figures and graphs suggested that our content campaign was drawing rapidly increasing levels of traffic and by extension raising our prospects of obtaining more business. However, when we compared our sites conversion rate before and after the shift to sporting articles, we realised that it was actually higher before we made the change. Why do you ask? The reasons here are entirely based on the type of traffic we had begun drawing; instead of attracting users who visited our content links for matters related in the insolvency industry and hence individuals in the industry looking for advice on the industry, we had begun attracting sports fans who were simply using our site to read the latest updates on their club.
This example is one of many which emphasise the importance of not only raising your sites traffic levels but also implementing filtering techniques into your SEO strategy in order to ensure that the right type of users are accessing your page.
Unsure how you can do this? Here we elaborate on three key measures you can take in order to ensure that you raise your traffic levels and attract users more likely to convert to paying customers.
Stage one – Determine your target customer base
In order to thrive in your industry, you need to be aware of the type of people who are interested in your service and who to tailor your SEO strategy towards in order to maximise your chance of acquiring paying customers. As such, it is imperative that you determine who you want your target clientele to be, and conduct a meticulous analysis of the behavioural trends of your users in order to come to a decision about this.
The key here is trying to tailor your marketing campaigns towards varying segments, and then targeting them incrementally. If you find that you are experiencing particularly strong results from a certain segment, and then try another one. You can then identify a number of segments who are viable candidates to become converting customers, and then formulate varying SEO strategies that are specifically tailored to provide for the desires and needs of your different targeted segments.
Struggling to decide which segment should be targeted initially? We suggest that you begin targeting the segment which stands to make you the most money and is relatively uncompetitive, in order to both optimise your ROI and begin attaining it swiftly.
Stage two – Choose the optimal keywords for your campaign
After determining the primary segment you desire to aim your campaign towards, the next thing you should consider is the keywords you will target. This process is fundamental to ensuring that your content and site is drawing prospective clientele that have a higher chance of becoming paying customers, because the keywords you choose will have to be done so with purchase intent taken into consideration.
Essentially, you will want to select keywords that are relevant to your industry but also suggest that the user could potentially want to use your service after their query has been addressed. The key point to remember is to not choose keywords which draw large levels of traffic or have the largest search volume. Instead, you should think about which types of searches for information in your industry could logically lead to someone converting into a customer.
Relating back to the insolvency example used earlier, we erroneously targeted the word ‘administration’ in the pursuit of higher traffic levels. We also chose within the same campaign to target ‘insolvency advice’. Whilst both terms had huge search volumes and had been proven to draw more traffic, the reality was that they were not inducing paying customers and were often quite expensive to bid on. However, if we had chose to target ‘help with company debt’ or ‘business rescue’, we would have paid less money on them as they were less competitive, and would subsequently have a higher chance of getting a top page ranking. Similarly, those seeking advice would more likely be doing so in order to get free help with their problems, and the semantic inference that can be taken is that they would only convert to paying customers in drastic situations. However, those typing in ‘help with company debt’ or ‘company rescue’ are implicitly more likely to convert because they are actively seeking help for their company; they are not looking for D.I.Y style help, they are looking for someone to provide help for them. Thus you stand to pay less, make more, rank higher and raise your converting traffic by using keywords which have purchase intent taken into account.
Similarly, if you worked in the property industry, then targeting the phrase ‘property designers’ or ‘top property designers’ would be vastly superior than the larger volume phrases ‘property design’ or property ‘redesign’. This because again, you would be saving money bidding on far less competitive keywords and by extension it would be easier to attain a top page ranking. Furthermore, someone searching property re-design may be doing so for a D.I.Y purpose and could be searching the internet to find advice about how to do so. However, someone searching ‘property designers’ will most likely be doing so because they are seeking a service, or are at least shopping around the market for the services of a designing company.
Considering purchase intent is vital to the success of your SEO strategy to attracting converting customers, and you will need to incorporate keywords which have these in order to maximise your chances of raising your ROI.
Stage three: Tailor your content strategy to your target audience
After you have chosen which segments to target, and have supplemented this with a wisely selected set of keywords, you should devise a new content strategy for your site which ensures that new work released is both relevant and helpful to your prospective clients. In order to do this, you will have to again anticipate which type of content paying customers would visit as a pre-cursor to using your service and ensure your own is adjusted accordingly to match this.
You could also ask your existing customers which aspects of your content interests them the most and induces a positive response from them towards your business so that you have a greater insight into your customers mindset. You can then begin releasing more content similar to this and set up KPI’s to monitor its performance.
You could also release regular blogs which discuss complex matters within your own industry in order to attract users who would only read your jargon-ridden page if they were genuinely concerned with industry matters. By using a strong content writer to do this, you can exude the impression as an expert in your industry, which will have the two positive effects of raising your ranking and also increasing your chances of doing business with counterparts in your field.
It might also be helpful to adjust your site so that users who visit your page are given visible reasons to be impressed by your company and service. You could create an annotated portfolio of your extra work and ask your past clients to write reviews in order to enhance your reputation and establish trust with potential clients from an early stage. You could also improve navigability to exude a strong opinion of your technical capabilities.
Overall, by targeting the right segments and meticulously testing which keywords to use, with purchase intent taken into consideration, you are standing to raise your levels of converting customers immeasurably. Moreover, your chances of achieving a top page ranking will rise exponentially by the reality that you are bidding on less competitive search phrases.
By then supplementing this with a strong SEO strategy, you will ensure that your target audience is filtered further and your reputation is enhanced through your exertion as an industry expert. Whilst you will never achieve a 100% conversion rate, taking these simple steps to get close is thoroughly recommended; maximum return from a minimal outlay, surely this reality is every marketing companies dream.