4. Adjusting Content to Match the User Need
Now that you know the different category labels for search query types and how they relate to the purchase journey, you can serve your audience more effectively.
A common mistake that a lot of website owners make is to create only content that’s geared toward people at the bottom of the funnel. This assumes that people who come to your website are ready to buy. But they’re not. Most of them may just be getting to know your brand and products. This is especially true in B2B, which usually has a longer sales cycle than B2C companies.
A better practice is to ensure a good balance of search queries that target various intents across the funnel. Pick keywords with informational intent to attract new visitors. Add navigational keywords to ensure that you rank for your brand terms and are easily found by potential customers looking for your website or specific pages. Don’t forget keywords with transactional intent for people who are at the last stages of their purchase journey.
With these intent-based keywords, you can now create or adjust your content so it corresponds to visitor needs at different stages in the marketing funnel:
Informational content should not attempt to sell but to educate your website users about your products or solutions. While it may be tempting to create promotional content, this approach can turn off potential customers and cause them to lose trust in your brand. Instead, focus on providing valuable information to help your audience make informed decisions about their needs.
One way to achieve this is by identifying your target audience’s questions and concerns. Then, you can find content that straightforwardly addresses those issues. For example, if you’re selling fitness apparel, you could create informational articles about choosing the right workout clothes based on body type or how to care for athletic wear properly. By providing helpful tips without pushing a particular product, you establish yourself as an authority in your field and build credibility with potential customers.
To successfully get people with navigational intent to visit your website, you have to ensure you’re sending the right signals to search engines. Ideally, you should appear at the top for your branded keywords. However, this doesn’t automatically happen. You need to ensure that your web pages are optimized for your branded keywords and phrases, attracting highly qualified visitors who already know you.
You can optimize for branded search through keywords and by improving your web content for relevance and user experience. Google, for instance, now includes these in its ranking criteria (known as page experience).
Transactional content refers to everything that serves a specific purpose related to a transaction or conversion on the website. These include your product pages, checkout pages, confirmation emails, and more. Online visitors with transactional intent usually look for tangible things on your website. So these pages need to have unique and detailed titles, meta descriptions, high-quality images, and meaningful content.
When you optimize your product pages for upstream clicks, you’re also increasing their conversion potential. This is because transactional content dramatically affects the user experience. Poorly written or confusing transactional content can lead to abandoned carts, lost sales, and frustrated customers. On the other hand, well-written and explicit transactional content can improve user trust and confidence in your brand while increasing conversions.
Local content refers to information about the area where your business is located or operates in.
An effective way to optimize for local search is by creating localized content on your website. This includes adding location-specific keywords throughout the content on each website page, such as your address, phone number, hours of operation, and other relevant details that customers might be looking for. You can also create blog posts or articles focusing on events or news specific to your business areas.
Unlike the three preceding types of intent-based content, you don’t always have to optimize for local. Unless you serve a specific geographic location that you must rank in local search results for, you can focus on improving informational, navigational, and transactional content first.