This Search Intent Drives Your Content Creation blog covers Step 1 Attracting Your Ideal Client of the eBook ‘Ultimate Guide To Creating 22 content assets’ and is part 5 in a series of 8
Once we have a good understanding of who your ideal client is and what keywords they are using, we then need to understand the optimal SEO structure for the homepage, the product or service pages and your blog page.
Each of these main web pages are made up of a number of SEO elements, each element has an important role to play. That role of each element depends on the purpose of the page.
Recent updates to Google’s algorithms have brought search intent front-and-centre with regard to content creation. Basically, because Google can now detect the type of search a user is conducting (along with more specific aspects of intent), the search engine is now equipped to point searchers to type of content they’re looking for at the given moment.
The homepage is your main landing page, usually the first introduction to your Ideal Client. You do not get a second chance to make a first impression, so the structure and content on your home page is key. Your homepage needs to display all the important information you want to impart to your Ideal Client in a specific order, with keywords that are positioned in strategic places to maximise your conversion results.
Your product or service pages are your solutions pages, these show your Ideal Client that you understand their pain and have the exact solution they need to solve their problem. Once again these pages have their own unique structure and need to offer information in a specific order, to continually reinforce that your solution far outweighs the competition. Keywords play a very important part within your solutions pages and will be placed in strategic positions to ensure you are found with ease.
Blog pages are the workhorse of your website. Without blog pages, you will not maintain the SEO ranking you have worked so hard to achieve. This is why we use your answers to create all of your blogs that can be drip fed on a consistent basis. Your blogs form the basis of your opinions, core values and core solutions. You need to demonstrate to your audience your expertise, your skills, your opinions and how you can solve your Ideal Client’s problems.
Each blog will have a specific structure which ties in with our ‘SEO content creation MAP’ strategy. This is where we add in your keywords to your answers so that your blogs can be found by your ideal clients and start ranking on search engines.
Your homepage is your shop window to the outside world, which means you need to make sure when your ideal client does a search to find the solution to their problem, they find your website on the first pages. When they click on your website, you need to deliver the solution they are searching for within the top section that is above the fold.
(Pro-tip: Search for the term you’re looking to rank for using “incognito mode” to see what type of post ranks highest for the query. You can also add “&filter=0” at the end of the URL to see what other pages Google is considering.)
It is important to recognise the fact that they will be in a search mode and prepared to click on multiple websites until something captures their attention. Which is why you only have seconds to highlight exactly what you do and why you have the solution they are searching for.
Otherwise, you run the risk of them clicking away, which in turn creates a high bounce rate and therefore lowers your SEO ranking.
We provide optimised ‘Web Page SEO Templates’ that are structured to instantly gain your ideal client’s interest, so they scroll down to learn more about your product or service. The objective of your homepage is to provide the necessary elements that help influence your ideal clients purchasing decision.
Use search intent as a driver for creating content, as this will tell you what type of content you should be creating in the first place.
Once your homepage is attracting your ideal clients, and your SEO structure is encouraging them to consume your content, the next logical step is to entice them over to your product or service pages. These pages allow you to provide a more in-depth solution to their problem.
There is a great opportunity for your product or service pages to rank solely on their own structure and content, which means they start to rank and show up in search results. The keywords for these pages are more specific and a lot more in-depth to the solution your ideal clients are searching for. We touch on these solutions on the home page and dive deeper within the pages themselves.
This means you want your product or service pages to show up when your ideal clients are doing a more detailed search. The more you can show up, the higher your chances are of being able to influence their purchasing decisions.
Conversational marketing will be critical for engaging with audiences in 2020 and beyond, for a variety of reasons. Overall, conversational marketing allows you to engage with your ideal clients in a more “real” way (even when doing so via artificial means, such as a chatbot). By engaging in conversation with your audience, you can learn more about their persona, their specific needs, and their intended goals—all without ever requiring them to fill out a form or complete a set of tasks.
74% of your ideal clients will do research online before deciding to contact someone and purchase the solution they need. This means you need to be part of that research process. There is more content online today than there has ever been in the history of the internet, which means your ideal clients can easily become overwhelmed and waste hours trying to sift through it all.
This is why we use the ‘SEO content creation MAP’ and ‘SEO content creation questionnaire’ to create content that is focused on your ideal clients purchasing decision journey. So when they read your blogs or eBook lead magnet they are in context to the solution they need and want. Which means you need to make sure your ideal clients find your blogs, quizzes, webinars, workshops and eBook lead magnets so you can influence their purchasing decision. Therefore you need to make sure your blogs and eBook are using the right keywords to get found within searches. Then they need to be structured in a specific SEO format that makes sure they consume the content.
We also use your blogs to help promote your lead magnet eBook that is created from your questionnaire answers. Another objective of your blogs is to fire tracking pixels and cookies as soon as your ideal clients land on them. This helps you to build an advertising audience for when you are ready to start paying for advertising and increase your traffic. Our ‘Blog SEO Templates’ are designed to make sure your ideal clients decide to download your free eBook and continue their learning experience.
This makes sure you remain at top of mind when they are ready to make a purchasing decision. The more content they consume, the more likely they are to contact you when they are ready to make a purchasing decision.
Your Ideal Clients don’t want to receive the exact same collection of content that your competitors are writing. Rather, your ideal clients want to receive content tailored specifically to their interests and needs with regard to your brand.
CLICK BELOW to find out how we do this:
