Step 2 – Find out what your website visitors are looking for
Now that you’ve perfectly established your overall goals and their economic values, let’s hop over to the next important question to ask yourself: What are my website visitors really looking for?
The user’s intent in searching online is all rooted in a cause. The website above gave an ideal answer right away on the inclusivity they have to offer. Ask yourself, are my visitors only coming with the intention to buy? The key here is to evaluate with the right questions.
are users on your site to compare prices?
Or, are they visiting to look at the designs you offer?
Or, do they just want to see what’s trending in the market?
If you know your Google Search Console basics, then you can just check the search queries that are bringing visitors to your website or landing page. With this data, you can analyze the type of search intent to find out what brings the most conversion
Types of Search Intent
Every visitor’s search intent can vary from case to case. Take note of their purpose to target their needs with the right content angles effectively.
Usual Keywords: Buy, Best, Price, Order, (Name or Type of store) in (Location)
The user searches with the intention to buy a product or a service. They already know what they want to buy. They’re just searching for where they can buy it from and not concerned with how the product is made.
Usual Keywords: Product name, Service name, Name of brand
The visitor is aiming for content, such as research materials. It could be a blog, white paper, e-newspaper, and the likes.
Looking for Information
Usual Keywords: 4 W’s (Who, What, Where, When), How, Why, Ideas, Examples, Guide, Tips
The searcher wants information to provide a solution. Their queries might include how to get a task done, pricing details, or a comparison between different brands. Some users are also looking for physical locations to visit or purchase from.
Usual Keywords: Group, Join, Register, Review, Community, Sign Up
A visitor might simply want to interact with other people by signing up on a social media website, becoming a part of online communities, or posting opinions on review sites, etc.
Get To Know Your Customer Better
You have your own instincts on what works best around your business, and it’s not so bad to stick to your gut feelings in mapping marketing strategies. If it works for your business, it’s fine to go along with it.
There is, however, a surefire action to get inside your customer’s minds – with cold hard data! Maximize the analytics tools you have to gather relevant statistics from your audience. Digital marketing tools allow you to source demographics, bounce rates, conversion rates, and other helpful metrics.
Thanks to these multiple channels, you can rely on integrated data from each to get to the root of what your potential customers are really trying to search for.
Here are more solid resources to check out for substantial data:
- Web searches – Don’t underestimate extensive, detailed market research. Check your web user engagement metrics to identify the content that’s working for you and improve your website’s weaknesses.
- Online communities – You may use Quora or Reddit to understand the people you would profile in your target group.
- Competitors – Look at the people who are buying from your competitors.
- Customer Reviews of Similar Products – It gives you huge insights into exactly what the customer is looking for.
- Surveys – These are a great way to understand people’s expectations. You can either have your existing customers fill out survey forms or have short surveys on your landing pages.