Get More Profit from the Traffic You Already Have - Relevancy Starts With Proper Research
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Google makes over $5 billion per quarter by being relevant. It gives users exactly what they want. Follow an example from Google – be relevant. Of course, because search engine optimization is a core traffic acquisition strategy, there isn’t a way to not be relevant. Our meaning of relevancy is a little different. Instead of keyword relevancy in Page Titles, <H> tags, internal links, and content (which is essential for good rankings), we mean relevancy on a site wide level. Specifically, we mean relevancy of the site’s content to the decision-making process of your customers. It may be affected by images (online retailers), information, and persuasiveness of the web copy.
To put it into perspective, let’s give you an example. John, a new home buyer, is looking for a mortgage loan. He typed “mortgage” into Google and clicked on the first link to a website that offered him all kinds of mortgages. The problem is John is not ready to get a mortgage now, and has some questions:
What is a good mortgage?
What do I need to get a mortgage?
How long does it take to get a mortgage?
What is a good mortgage company?
With all those questions in mind, he hits the back button and refines his search, because that website did not have any answers. Though the website was relevant in terms of SEO, it wasn’t relevant to John due to lack of information. We can improve John’s experience and gain him as a customer without losing search engine rankings by offering information that John needs. If we can answer his questions, he will feel more comfortable with our website (the product) and will develop a degree of trust with our company. Most importantly, he will spend time on our website getting relevant information to his decision, which speaks volumes.
The key is to anticipate the questions and concerns that your potential customers have. This brings us to the question: how do I know exactly what information customers want to know before buying from me?
Easy – keywords! Users go out to search engines to research. They type in full questions, partial questions, and keywords that indicate questions. The point is, users type in questions about products and services they want. Remember, according to Comscore, people do more than 61 BILLION searches per month. In the comfort of their own privacy, people confess to search engines like a high priest in a church. Search engines answer with results and make keyword data available with keyword research tools. By analyzing keywords, you can find exactly what your potential customers want, how they want it, and when. You can then create appropriate content and adjust the site structure to convert more visitors into customers and gain the upper hand over competition.
In the next section we will tell you how to do keyword research with marketing in mind and show you the tools that will help you do it.
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