Lot of times we hear common problems in SEO such as:
- I get a lot of traffic, but very few customers
- I get a lot of traffic, but very few convert into my funnel
- I get a lot of calls, and visitors but they don’t buy my products (online or offline).
- My bounce rate is very high in Google Analytics
All of the above have one common problem, you know what that is? It’s called Persona of your Ideal Customer.
IF the potential customer or visitor’s INTENT doesn’t match what you provide on the site, then it just won’t work out! Even if the potential user might have bought from you at a later point, but you need to aware of the Intents of your customers at various stages of the lifecycle and make sure you are dealing with all the various stages.
Obviously, you can’t limit the demographics of people who visit your website (unless you are using google adwords), but you can control the content that you are writing online (which your visitors are looking for).
You have to think hard about what exactly your buyer personas are looking for at various stages. For e.g. Customer can be in a discovery stage, that is then brought into activation stage and then into purchase and retention and word of mouth stages. It’s important that you decide a strategy to tackle customers in each of these phases and give them what they are looking for in the purchase cycle.
A very easy way to know the Intent behinds your users is to see the “Searches related to your search word” at the bottom of the search results on every Google search.
Key to a great SEO is understanding user behaviors (there’s usually big product teams dedicated to this science in most tech companies I worked for!). Key to great SEO also is understanding the context of the your users (the stage of lifecycle they are in). By understanding context, you can talk to your potential customers in the “same voice” and hold their hand leading to purchases, retention and word of mouth (in the end). The best way to do that usually is by answering a question that your user might be looking for.
Also, by looking at the related keywords (the Intent), you can find out which keywords are underserved and may be focus on those opportunities to get customers.
Long story short, Google will like you if your customers will like you. Your customers will like you if you know them and you show them what they are looking for. Now that’s real SEO. All this takes time though, lots of different experiments over a period of time, and it’s not for every business owner who quickly wants some rankings because they think SEO is just data entry which can be performed by Monkeys! But if you are looking for a long term sustainable organic search marketing, then just hit reply and send me a quick email!
Happy new year, and I hope we can achieve some of our SEO goals this year, together.