SEO Conversion Funnel - Understanding the Moments of the User
When we work on an SEO project, soon we think, I will make a strategy for the most important words and another for the long tail. It is a very common thing to happen, where we simply ignore the user’s momentum, that is, what his intention is with that keyword.
In this article, we would like to bring a more interesting vision to you, where we evaluate the intention of the user, organizing SEO work by stages of the moment of conversion.
As an example, we will follow the flow of a person interested in hosting your new site:
Moment of conversion in SEO
Step 1: Generic search
In this step, the user is looking for something very generic to satisfy his problem. In this case, the person is interested in a server by typing “translate from English” in case the person is looking for a Translator ･ app. Here is the time where the head tail or mid tail should be well crafted. A user who has a very generic problem so can be impacted by his brand, giving certain credibility to it. It is important to know that he is not yet prone to convert, thus moving on to the next step.
Step 2: Niche research
The user having the knowledge that needs to be a bit more specific, he tries the search for “hosting php sites” because his site is made in PHP technology. Here is the case where he will get some brand references and for this his company needs to be well-positioned next to news channels and specialized materials. This is work done mainly by the press office but can also be done through guest posts on relevant channels.
Step 3: Brand discovery
Discovering a channel of news of your confidence that talks about the subject, the person feels more comfortable to look for something like “hosting php website”, where he specifies the subject + a brand. At this time it is very important that your company is well positioned for important searches and your brand. It is something that simply with On-Page factors you solve.
Step 4: Brand research
After discovering more details about a company and its service it is time for the user to seek more information about that company’s reliability. For this he can type something like “web hosting company reviews”. At this point it is crucial that you monitor your good and bad cases, because if you have any content on the internet that denigrates the image of your company, it may stop converting the user.
Step 5: Brand navigation
Understanding that brand is very good, the user can perform a search as “hosting company site” to access the company website. It seems simple, but in many cases we work the brand does not even appear for the name itself. It is something very serious that can disrupt in its moment with the user. Take the test, search for your brand + website.
Step 6: Purchase
Enthusiastic about its brand and service, the user wants that “discontinuity”. It is very likely that he will look for a discount coupon or a link that provides the discount. This way he can execute queries like “hosting company discount coupon”. It is imperative that you keep an eye out and, if possible, have a page on your website that offers a discount to the user to drive even more sales.
Step 7: Evaluation
Finally, a little worried after the purchase, the user begins to have doubts about what he has acquired, being able to search something like “how to install wordpress hosting”. He needs this information to remain true to his acquisition.
The project should always be looking all the way of the user and considering all the words involved. In the next project you work or even in the current one, think of this template and apply in your projects.