Identifying Top Converting Queries at Every Stage of the Customer Journey #SMXConvert

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#convertingqueries at #smxconvert by @aleyda
Identifying Top Converting Queries at
Every Stage of the Customer Journey

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We tend to
underestimate the
strategic value of
keyword &
competition
research, focusing
more on the SEO
audit at the start
of the process

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However, a Profitable SEO
Process Starts by Targeting
the Right Queries with the
Right Content

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To avoid problems like…
Pages
ranking well
for top queries
but with very
poor SERP
CTR…
Ranking in top
positions and
growing organic
search traffic
without improved
sales…
Pages losing
rankings in
every Google
Core Update…
Not correctly
scoping the
number & types of
queries to target to
achieve goals and
justify SEO
investment

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It’s about driving the keyword research
 
using these fundamental questions
WHO

Is your target
audience &
competition
WHAT
 
Is your audience
looking for
WHEN
 
In the buying
journey are they
WHERE
 
Do you need to
take them to
satisfy their needs
HOW
 
Do you need to be
shown to maximize
visibility
WHY
 
Ranking for these
queries is going to
help goals
Right Queries +
Right Content

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WHO

Is your Target Audience and
Competition?

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Start by understanding
the site business
offering: What’s the
product/service about?
What’s a conversion for
the site?
Remote Jobs
Publications by Hiring
Companies
Remote Jobs
Applications by
Qualified Jobs
Seekers
Remote Job Board & Alerts

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What are the most prominent features/characteristics
and business “unique selling proposition”?

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Who’s the target audience of the site? What’s their
profile? What do they care about?

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Develop user
personas to
establish each
audience type
profile and
characteristics,
using tools like
Userforge
Userforge

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What are those queries and pages that already have
better and worse rankings, CTR & conversions?
Search Analytics for Sheets

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Which are the top organic search competitors? Which
are the best ranked players in your site sector?
Semrush Sistrix

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How they’re already ranking vs. your site? For which
relevant terms are they’re ranking & your site is not?
Semrush

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WHAT

Is your audience looking for?

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Establish terms patterns based on the identified USPs,
features, personas, current rankings & competitors
Freelancers
Remote SMBs
Global Enterprises
Software
Tool
App
Chart
Board
Project Management
Workflow Management
Project planning
Task Management
Productivity Management
Remote Communication
Online
Agile
Best
Free
Digital Marketing
Web Design
Web Development
Guide
Project Reporting
Project Reporting
Calendar
Timeline
Personal

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Use the terms patterns as “seed” in keywords tools to
identify related search queries per area/topic/need
Semrush Sistrix

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Make sure to not
leave any
important main
topic out by
checking the
different keywords
groups with higher
search volume
from SEMrush
Magic Tool
Semrush

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Create lists of each topic related terms, making sure
 
to take into consideration synonyms
Tool Software System

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Use most popular
informational and
transactional
modifiers to obtain
most popular
queries as well as
related questions in
Google, Quora and
Reddit…
frase.io

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You can also obtain suggested queries from
 
YouTube and Google for free with Suggestmrx
suggestmrx.com

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Semrush
Complement your queries using your paid search terms
in case the site has also PPC campaigns running

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Create topic clusters with queries to group them:
 
Are you leaving any topic/area out? Complete if so!
Cluster Army

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Consolidate, deduplicate and get the search volume/
difficulty/trend/features metrics for those missing them
Semrush

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Sistrix creates
automatic clusters
from keywords lists,
providing monthly
search volume,
device distribution
and expected traffic
trends for them
Sistrix

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Verify for which of these you’re already ranking
 
to use as a criteria to prioritize the terms

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Prune for an initial queries list to target using
fundamental criteria that validates alignment
Business Relevance
Profitable Search Volume
Current Position
Existing Page/Content
Level of Competition
Search Trend

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Check the level of competition based on your own
pages if they already exist for higher accuracy
Semrush Surfer

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WHEN

In the buying journey are users
searching?

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WHERE

Do you need to take users to satisfy
their needs?

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It’s critical to assess the audience intent with queries
to identify what’s the best way to target them

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… is it at the awareness phase, with informational
queries researching how does products/services work?

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If so, these should be targeted with guides and
resources pages

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… or is it at the consideration stage, with more
commercially driven queries assessing options to buy?

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In this case, then the queries should be targeted by
categories/sub-categories/features/brands/facets

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… or is the user at the purchase stage, with branded
products queries, already convinced to purchase?

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If that’s the case, then it should be product pages the
ones meant to rank to satisfy the need and convert

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Keywords tools like Sistrix already provide insights
about their intent, per query basis or in bulk

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Take into consideration different queries variations/
synonyms w/ same need, to be targeted by same page
Project Management tool for Remote work
Project Management Software for Remote teams
Remote Online Project Management Tool
Online Project Management Software for Remote Teams
pmtool.com/remote-work/

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Do you have
doubts? Check the
pages ranking in
top positions and
the search
features! What is
the nature of
these pages? Are
they the same for
the similar
queries?
Informational
Informational/Commercial Blend

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This cheatsheet
assigning intent to
most common
types of queries
and pages types
to which they
should be mapped
w/ examples for E-
commerce & SaaS
will help you https://bit.ly/3wKdCTe

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Use these resources to establish intent and audience
type per targeted query…

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..as well as to map page to queries, using intent,
checking if ranked page is ok, or new is needed

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keywordinsights.ai
Tools like
Keywords Insights
can automate this
process: creating
clusters, showing
ranked pages types
and current
rankings, saving
you time!

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Use this information to prioritize optimization efforts
and prune your targeted queries further

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HOW

Do you need to be shown to maximize
your search visibility?

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Assess opportunities to leverage search features
inclusion for your targeted queries w/ mapped pages

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You can prioritize those that can give you more
aggregated visibility for your targeted terms list…
Sistrix

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… and deprioritize those showing features you know
you can’t leverage and will generate a low CTR
Semrush

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Make sure to
also take this
into
consideration
when prioritizing
your content &
structured data
optimization
efforts

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WHY

Is ranking for these queries going to
help you achieve goals?

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What’s the potential of your identified total
addressable market? Is it enough for a positive ROI?

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Seomonitor
How much you can bring if you rank in top 10 for
 
the targeted queries in a year? Forecast it!

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Configure projection taking into consideration CTR
values using SERP/Device, search volume w/seasonality

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…as well as conversion rate, to identify additional
revenue, taking into account the alternative Ads cost

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Do you want to develop the forecasts from scratch
yourself? Take a look at these excellent resources!
https://moz.com/blog/seo-
forecasting-in-google-sheets
https://erudite.agency/insights/forecasting-for-seo-creating-
expectation-and-showing-return-on-investment/

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Use the
international SEO
ROI Calculator to
assess if the
expected additional
conversions will
generate a positive
ROI taking into
consideration costs
https://bit.ly/3rbRSi0

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If not, expand
and/or refine
accordingly, until
your forecasts are
aligned with your
established SEO
goals

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Just remember to ask the right questions,
 
to identify the right queries for the right content!
WHO

Is your target
audience &
competition
WHAT
 
Is your audience
looking for
WHEN
 
In the buying
journey are they
WHERE
 
Do you need to
take them to
satisfy their needs
HOW
 
Do you need to be
shown to maximize
visibility
WHY
 
Ranking for these
queries is going to
help goals
Right Queries +
Right Content

@SPEAKERNAME/#SMX
I’m Aleyda Solis

* SEO Consultant & Founder at Orainti

* SEO Speaker at +100 Events in +20 countries

* Author “SEO. Las Claves Esenciales.”

* Crawling Mondays Video & Podcast Series Host

* #SEOFOMO Newsletter Wrangler

* Maker LearningSEO.io

* European Search Personality of the Year in 2018

* remoters.net Co-Founder
Thank you! See you at the next SMX

Identifying Top Converting Queries at Every Stage of the Customer Journey #SMXConvert

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