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Effective SEO for All Stages of the Conversion Funnel

April 05, 2016
Aaron Polmeer

By Today’s Industry Insider

example-keyword-intent-and-search-funnel

In 2013, the data scientists at Wolfgang Digital set out to answer one of digital marketing’s greatest questions: What is the average conversion rate?

The answer, according to 56 million visits to 30 different websites, is 1.4%.

How does your site measure up? Do you think you could you do better?

Optimize each stage of your conversion funnel, and yes, you probably could.

What is a conversion funnel?

A conversion funnel is a way of visualizing the stages that prospects go through before they convert. It’s called a funnel (rather than a tunnel), because the inverted shape represents how prospects drop off along the way to converting.

How many stages a funnel has will depend on who you ask, but for the purpose of this article, I’m going to keep things simple and talk about a three-stage funnel: top (awareness), middle (evaluation/research), and bottom (conversion).

stages-of-conversion-funnel

Most visitors to your site will arrive at the “awareness” stage. Your visitor numbers will drop off as they move closer to the “action” (conversion) stage.

Barring a few exceptions (Amazon for instance, where Prime visitors convert at 74%, and non-Prime visitors at 13%), only a fraction of those who visit you at the “awareness” stage will go on to convert – the 1.4% mentioned above, to be precise.

Rethinking how you use SEO to support your site at each stage of the funnel can get those visitors that make it past the awareness stage that much closer to taking action.

Top Of the Funnel

At the top of the funnel (TOFU), you are trying to capture potential customers at the “awareness” stage.

At this point, the customer has realized they have a problem, and they are searching the web looking for a solution. They may go on to make a purchase; they’re just not quite sure what they want to buy, or when.

Yet.

Think of it like the modern-day version of window shopping.

window-shopping

If you want to capture these potential customers (and why wouldn’t you?), you need to provide content that’s geared around the type of search queries that are asked at this early stage.

The goal is to answer these queries in the hopes that your content will rank in the SERPs and bring searchers to your site. This means setting commercial intent aside, and focusing on query-based keywords. There are a number of tools that can help you to do this.

Most marketers’ go-to keyword research tool is Google’s own Keyword Planner, but let’s forget about that for a moment. It’s very useful, but it’s also very commercially-minded.

Optimizing your site for customers at the awareness stage entails uncovering longer-tailed phrases that lack the search volume needed to appear in Keyword Planner.

Answer the Public, Ubersuggest, and Infinite Google Suggest are all free, effective tools for identifying long-tailed phrases that customers search for early on in the buying cycle.

So you can begin to understand the …read more

Source:: Kiss Metrics Blog

      

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