in this presentation, Koozai's Head of SEO, Natalie, looks at search strategies and the purchase funnel

1. @njmott
Albert House – July 2017
KILLER SEARCH STRATEGIES
USING THE PURCHASE FUNNEL

2. People search in
different ways

3. Brands need to understand
how their audience is searching

4. Different search queries dictate
where a user is in the buying
process

5. Historically there have been three types of
search query
• Navigational
• Informational
• Transactional

6. This model was extended to include types of
transactional query known as Micro Moments

7. SEO works hardest at the
awareness stage, however…

8. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy

9. U N A W A R E / A W A R E
AWARENESS

10. Awareness
Desktop
Mobile
Voice Search
Facebook /
Twitter
YouTubeApp Store
Google Local
Knowledge
Graph
Featured
Snippets

11. In the market for a plumber?
How would you search?

12. In {place}?

13. “near me”?

14. Local plumbers?

15. Keyword data shows the most popular
searches in this sector
Keyword
Search
Volume
plumber 40500
plumbers near me 14800
emergency plumber 6600
local plumbers 4400
plumber london 2400
plumbers in my area 1000
plumbers in london 880
find a plumber 880
gas plumber 720
24 hour plumber 590
emergency plumber near me 590

16. But this doesn’t tell the whole story. The long
tail tells us more about the audience’s needs.

17. Gain an understanding of all possible search
queries in your brand’s keyword landscape

18. Shift toward more conversational search
queries, prepare content for Voice Search
Keyword
Search
Volume
i need an electrician 70
i need a bricklayer 90
i need a gardener 70
i need a plumber 90
Keyword
Search
Volume
find me a tradesman 70
find me a builder 110
find me a plumber 50
find me a tradesperson 30
Keyword
Search
Volume
how to find a builder 90
how to find a good builder 110
how to find a good painter 90
how to find a reputable builder 90

19. Social media platforms used as a search
engine, particularly for local queries

20. Don’t overlook video search

21. Position #0 - Know where featured snippets are
firing and create content for these needs

22. People also ask can be a rich source of
information for follow-up content pieces

23. Awareness Summary
• When conducting keyword research, consider all
the ways that your audience will be searching for
your product or service
• Not yet a seismic shift, but consumers are moving
away from using short tail keywords to answer their
needs

24. C O N S I D E R A T I O N / P R E F E R E N C E
CONSIDERATION

25. Consideration &
Preference
Structured
Data Blog Content
Longform
Content
Content
Seeding &
Promotion
Video
Content
Product
Reviews
Site Speed
Influencer
Marketing
PR

26. Organic visibility is dependent on 3 elements
• Technical SEO
• On-Page SEO
• Off-site SEO

27. All three must occur for a site to
rank well in organic search.

28. Without technical…

29. Without on-page…

30. Without off-site…

31. Over 50% of all users will abandon a site that
takes longer than 3 seconds to load
For e-commerce, 79% of users who experience poor website performance
have stated they will not return to that site again, and around 44% of them
would tell a friend if they had a poor experience shopping online.

32. Maximise your local visibility using local
ranking signals

33. Take up all the SERP real estate you can -
Knowledge Graph

34. Remember the keyword landscape? Use to
determine your content strategy

35. Don’t focus on the format, concentrate on
meeting your customer’s needs

36. Regularly update your content to aid with site
crawls and indexation

37. Build content that attracts attention (i.e. links)
https://www.koozai.com/resources/content-marketing-examples/

38. Know what success looks like for your
content, e.g. links, traffic, engagement

39. Consideration Summary
• “Traditional” SEO, i.e. targeting high volume head
terms is still important for top level awareness,
however the long tail is of equal importance
• Create detailed, engaging content that answers
your audience’s questions
• Create content that captures the imagination of
users and publishers to drive link acquisition

40. CONVERSION

41. Conversion &
Purchase
Content
Marketing
Content
Promotion in
Email
Marketing
On Site
Reviews
Off-Site
Reviews
SEO data for
UX / CRO

42. Whilst SEO’s main role is driving
traffic, SEO data can be used to
inform a conversion strategy

43. Use Search Console and Google Analytics to
gauge organic landing page performance

44. Conversion Summary
• Ensure your product offering matches your
audience’s needs as closely as possible
• Use SEO data to understand how landing pages are
converting and apply learnings to a CRO strategy

45. L O Y A L T Y / A D V O C A C Y
LOYALTY

46. Loyalty &
Advocacy
PR
Blog
Content
Video
Content
Longform
Content
User
Generated
Content
Brand
Affinity
Domain
Authority

47. Delivering a consistent content experience
can assist with brand loyalty

48. Consider UGC and different campaign
mechanics to keep your users returning

49. Content developed for the end user and
publisher has potential to gain natural links
Content produced according to user needs
Content is promoted to publishers
Content gains links from influencers
Content ranks higher
Content gains links naturally as a result of increased exposure
Domain Authority increases, site ranks higher overall
Increased likelihood of return visitors

50. Loyalty Summary
• Regular updates to content assets are
recommended to establish trust amongst your
audience
• Use content campaign mechanics that encourage
your audience to return

51. FINAL THOUGHTS

52. Things to takeaway
• Understanding your brand’s keyword landscape is
absolutely vital
• Support technical and on-page SEO with a content
marketing strategy based on your audience’s needs
• Regularly update your site’s content to encourage
brand loyalty and advocacy

53. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: natalie.mott@koozai.com
Tel: 0330 353 0300