Today's consumers spend a significant portion of their time researching products before purchasing or realizing what they need. Studies show that 81% of people research on search engines —84.08% of which use Google — before making a purchase or even visiting local locations. That applies to products and services, both big and small, because there are often thousands of brands available. Doing their research ensures they get the best product for the best value.
So, what can you do to become the best possible result in their search?
Developing an SEO strategy can help you rank in the results of relevant inquiries while establishing your brand as a trusted resource. The following SEO tips will help ensure you're providing the information your target audience needs so they'll be more inclined to choose you in their final customer journey stages!
Using this information, you will also develop a buyer's journey map. It maps out the process your ideal consumers go through from the moment they first see or hear about you until they purchase. These activities, motivations, emotions, and barriers then get grouped into stages. These stages may vary in number from company to company, but these are the basics:
Understanding your target audience and their consumer journey allows you to think through how your product helps them and fills in the information surrounding it, even if some parts exist outside of what you offer. This way, you can better target those needs/wants in your marketing when developing your SEO strategy.
For instance, customers in the Awareness stage are looking for content with answers, resources, options, valuable insight, data, and education.
Those in the consideration stage benefit most from information that presents heavy research in an easy-to-read and digestible way. Information about your products or services and how they can resolve their problems will also be necessary.
By the Decision stage, searchers are looking at specific providers and their special offers. It would be an ideal time to target your SEO and SEM content and efforts toward free trials, coupons/deals, consultation offers, etc.
The model is known for helping brands improve:
According to Search Engine Journal, the model can increase keywords by 328% on page one, 741% on page 2, and rank #1 for targeted keywords on the hub page.
That means you were there when they didn't fully understand their problem or what they needed to do about it (without pushing your product on them!). As they moved into the next stage, your brand and content were available to educate them on the features and value of your solutions specifically. By Decision time, you have also provided deals, consultations, trials—whatever they need.
Now you're more familiar with and a trusted resource on the topic. In a market where 73% of consumers prefer to buy from brands they're familiar with, you'll have a significant competitive advantage. As the saying goes, knowledge is power. And SEO is crucial in helping your customers stay informed about their needs and how your solutions can meet or exceed them.
Reach out to McClatchy to discuss how your company can become more authoritative and trustworthy by leveraging an SEO strategy that provides the information people need.