Understanding the SEO buyer journey
The world and, by extension, the Internet is a sprawling digital metropolis, teeming with information, products, and solutions vying for attention.
This week’s newsletter is sponsored by the Digital PR agency Search Intelligence and North Star Inbound. See their case studies linked in the newsletter. If you are interested in sponsoring this newsletter, please get in touch.
Internet users navigate complex journeys of curiosity, shopping, and human connection through search, their queries acting as a compass guiding them toward their solution.
Your goal as a marketer is to get the user into your funnel, and you do that by understanding the buyer’s journey.
The Buyer's Journey
Before constructing an SEO funnel, it's crucial to grasp the underlying concept of the buyer's journey.
The journey represents a potential customer's process, from the initial need to the final decision to make a purchase or phone call to a service provider. It's a multi-faceted journey of exploration, evaluation, and commitment.
By understanding the nuances of this journey, you can craft content that resonates with users at each stage, gently guiding them toward your ideal conversion.
[SPONSORED by Search Intelligence]
Digital PR link building tip:
Use advanced Google search operators to find Digital PR ideas that are most likely to be picked up by popular outlets.
Here is an example:
"site: publisher_domain intitle:revealed intitle:most"
This search will give you the articles that a publication wrote, which contain the words “revealed” and “most” in their title.
The Funnel
The SEO funnel mirrors the buyer's journey, with each stage reflecting a different level of user intent and search behavior.
Let's explore these stages in detail:
Top of the Funnel: Planting the Seed (Awareness)
Mindset: At this nascent stage, users are just beginning to recognize a need or problem. They may be experiencing symptoms or challenges but haven't yet identified the root cause or potential solutions. Their minds are open to exploration and learning.
Search Behavior: Users typically conduct broad, informational searches using general keywords or even a voice or image. They're casting a wide net, seeking to understand the landscape and gather preliminary information.
For example, a person who finds a winged insect might use Google Lens to identify the bug and determine whether it threatens their home or safety.
Playbook:
Content: Create high-quality, informative content that addresses common pain points and offers valuable insights. Think blog posts, articles, infographics, and videos that provide practical tips and actionable advice.
Keywords: Utilize long-tail keywords that capture the specific nuances of user intent at this stage. For instance, instead of just targeting termites," consider phrases that describe the insect or the locations where one might find an insect like that.
Snippet optimization: Craft concise and informative paragraphs with a high chance of appearing as featured snippets on the search results page. This search real estate can significantly increase your visibility and brand authority even if a user doesn’t click on the result.
Content promotion: Actively promote your content on various platforms to reach a wider audience. Share it on social media, engage in relevant online communities, and collaborate with industry influencers. (Marketing is not just SEO!)
Middle of the Funnel: Nurturing Interest (Consideration)
Mindset: Having better understood their needs, users focus on evaluating potential solutions. They're actively comparing options, weighing pros and cons, and seeking information that helps them make informed decisions.
Search behavior: Searches become more focused and solution-oriented, with users employing more specific keywords and phrases. They may be comparing different products, brands, or service providers.
Example: Your homeowner with the termite issue might start looking for remediation providers and searching for generic service prices.
Playbook:
Showcase value: Create pages and product demos that clearly articulate your offerings' benefits and unique selling propositions. Use persuasive language, high-quality visuals, and customer testimonials to build trust and credibility.
Content depth: Go beyond surface-level information and provide in-depth resources demonstrating your expertise. Develop case studies, long-form content, and even webinars that delve into specific challenges and offer practical solutions.
Personalized experiences: Segment your audience based on their needs at this stage of the journey and preferences and tailor your content accordingly.
With the growth of AI answer engines the mid-funnel is the best place for SEO efforts, but it is by no means the only place.
Bottom of the Funnel: Guiding the Decision (Decision)
Mindset: At this stage, users are ready to purchase. They've narrowed their options, seeking final validation, reassurance, and a seamless transaction process.
Search Behavior: Searches become highly specific, often including brand names, product models, pricing inquiries, or requests for consultations. Users may be comparing prices, looking for deals, or seeking final reassurance before committing.
Example: Our homeowner is now looking for local providers to provide the remediation services they have discovered. They know what they want to pay and when it needs to happen.
Playbook:
Conversion Optimization: Optimize your landing pages for conversions by employing clear call-to-actions, compelling offers, and streamlined checkout processes. Remove any friction points that might hinder the user's journey towards purchase. Don’t use long form content when you are targeting the bottom of the funnel.
Social proof and trust: Offer personalized support through consultations, product demos, live chat, and email to address any remaining questions or concerns. Show testimonials and trust signals to encourage users to continue to the journey's end.
Retargeting: It’s not just about SEO; let other channels close the deal. Implement retargeting strategies to reconnect with potential customers who have previously interacted with your content. Use targeted ads and personalized email campaigns to remind them of your offerings and encourage them to complete their purchase.
While you might think that once a person purchases with a competitor, there’s no reason to continue retargeting at a low cost, it might still be worth trying because there’s a chance they didn’t solve their issues.Relationship building: Go beyond the initial transaction and nurture long-term customer relationships. Implement email marketing campaigns, loyalty programs, and exclusive content to foster ongoing engagement and encourage repeat purchases.
Ideas to keep in mind
To effectively guide users through your SEO funnel, keep these key principles in mind:
In-depth audience knowledge: Conduct thorough user research, analyze search trends, and create detailed buyer personas to gain a deep understanding of your target audience's needs, motivations, and online behavior.
Strategic keyword research: Use keyword research to uncover the language your audience uses at each stage of the buyer's journey. Conduct your own searches with keywords you find to identify relevant phrases that align with user intent. Building SEO efforts around a keyword that has the wrong intent doesn’t help you or the user.
Content diversity: Craft a diverse content ecosystem that caters to different needs and preferences. Develop a variety of content formats, including short-form content, videos, infographics, downloadable ebooks, and interactive tools, to engage users at each stage of the funnel.
User experience optimization: Prioritize user experience by ensuring your content is mobile-friendly (this is not a technical recommendation; try looking at your content on your own phone), easy to understand, and the calls to action fit the right stage of the journey.
Iterative analysis & optimization: Refine your approach and optimize your content for maximum impact with actionable data. Don’t just build SEO dashboards. Revisit all your assumptions for every funnel stage and stay aligned with buyer behavior.
Remember, SEO is not just about driving direct conversions; it's about building relationships, providing value, and guiding a user toward the bottom of your funnel, even if another channel closes the deal.
Brought to you by North Star Inbound—the sales enablement SEO agency.
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Amazing Insights. I just finished your book "Product-Led SEO". Like most Digital Marketers, I was struck in my old SEO space, but the book will be a guiding light for many years to come :)