SEO strategy illustrates the marketing channel stage

We actually think you should start Establish SEO sales channels with high return on investment. If you are not familiar with marketing channels, we will show you how to proceed.

Many of you may already be familiar with the basic benefits of SEO. Your content ranks higher in your target keywords and ultimately gets more organic traffic on your website.

However, many marketers just concentrate their optimization work here. The truth is that if you build and optimize conversion funnels, the benefits will be even more profound.

Martin Zwilling, founder and CEO of Startup Professionals, recently stated that this will completely change your perception of marketing. Written for, He said; “If you still focus on sales instead of how is it Your customers are buying, and you lose your huge business potential. “

Finally, we got a defense!

Zwilling is just saying what we have repeated a thousand times so far-buying is a process. It’s not just price. You need a plan for the entire journey-a powerful conversion channel.

Specifically, you can use SEO to attract target customers and make them pass through the conversion funnel. Imagine if you can rank all the search terms and queries corresponding to each stage of the conversion funnel, you can attract customers throughout the purchase process.

To do this, you need to integrate keyword optimization, strategic content marketing, and a clear website structure to ensure that your potential customers can interact with you throughout the buyer’s journey.

In this article, we will introduce each marketing channel stage and the work required to build an SEO conversion channel. So let’s start wide.

What is a conversion channel?

There are a large number of conversion funnel models.

But in general, conversion channels are similar to traditional sales marketing channels, and can be used as visualizations to help marketers plan different stages of digital marketing.

With conversion channels, you will know;

  • Say what
  • When did you say
  • Where to say
  • How to say

More formally, it is defined as “a way of representing the buyer’s journey before the potential customer completes the conversion.”

The SEO conversion funnel is so named because it focuses on the organic traffic generated by search engines.

What makes the SEO conversion channel important?

Many companies still only sell their products based on price. For them, sales start and end with your lower price.

How wrong they are!

Although price is still an important consideration for buyers, everything about your product no longer changes around price. why? Because consumers have changed. Digital commerce has changed everything.

Today, in the initial stage, web searchers have not even considered the price. In fact, maybe they are still studying whether it is a good idea to buy a certain solution. In this case, you need to convince them of the benefits of the purchase first.

The SEO sales funnel is designed to organize your SEO campaign to quietly attract potential customers and gently “push” them to convert.

Marketing channel stage description

The SEO conversion funnel consists of three main parts-the top of the funnel, the middle of the funnel and the bottom of the funnel. This is what is required at each stage.

Top of funnel (TOFU)

The top of the funnel is also called the “awareness” stage, which is the stage where you are trying to attract potential customers. Here, consumers just browse around. Maybe they didn’t even realize that they had a problem.

You need to do three things.

First, make them aware of their problems (if they don’t know they have them), or remind them whether they are already aware of their problems.

Second, let them know the full cost of the problem. How much did they lose or stay on the table?

Finally, let them know that there is a solution to the problem.

At this stage, to attract potential customers, you should target a broad range of key terms and create content that meets these broad interests.

But this is not entirely correct. Even your broad keywords may originate from your buyer keywords. For example, if you are an SEO company, you can create content that involves the difference between hiring SEO and doing SEO yourself.

The content of this stage should focus on inspiring pain, in this case, should focus more on the benefits of hiring SEO rather than doing SEO yourself.

Middle of Funnel (MOFU)

The middle of the funnel is also called the consideration phase. Here, consumers now know they have a problem.

They also know that there is a solution. However, they have not actively considered repairing it. This is not yet a priority.

So, what is your job? Give priority to convincing them to get a solution immediately.

You want them to know that if they solve the problem, they will save a lot of money. It is very valuable to tell them the exact benefits here.

Bottom of funnel (BOFU)

The bottom of the funnel (also known as the decision-making stage) is where consumers are convinced to buy a solution. Now, all they need to do is to choose products and suppliers.

Therefore, your job is to let them choose your brand and products. They may encounter endless advertisements and make many websites. You need to convince them to choose you!

SEO strategies and strategies at each stage of the funnel

You need to focus on specific content types and Keywords at each stage of the SEO funnel. Here are some tips;

Consciousness stage

In the awareness stage, the focus is on the content that enables consumers to understand their situation and potential solutions. The best performing content options at this stage include:

  • Educational blog posts
  • Industry Research
  • Analyst report

Regarding keywords, “prevention”, “improvement” and “troubleshooting” are very effective in encouraging consumers to reconsider their position.

Consideration stage

In the consideration phase, you need to encourage consumers to start thinking about the content of the solution. Therefore, some content options that work well here include:

  • Expert guidance
  • Real-time interaction
  • Case study

As for keywords, popular options include “provider”, “service” and “tool”. Essentially, you want to use words that tell consumers the solution to the problem and that the solution should be obtained.

Decision stage

Finally, in the decision-making phase, you want to focus on what helps consumers choose the right solution and supplier (ideally your product). Therefore, please consider;

  • Supplier reviews
  • product comparison
  • Product Guide
  • white paper

Some of the best keywords at this stage include “pros and cons”, “comparison” and “comment”. “Free trial” and “test” are other words/phrases you should consider.

Map your customer journey through links

In addition to content and keywords, you also need to develop a perfect information architecture (IA) to discover and access your resources easily and quickly.

Search Engine Diary created a Detailed guidance on how to implement IA. In short, you need to concentrate;

  • navigation
  • Sitemap
  • Page structure
  • Wireframe
  • Content organization
  • Synopsis

The goal is to provide the right content and use the right keywords at every stage of the funnel. Links play a central role in the mapping journey. Using links, you can guide users through different stages of the funnel until the final conversion.

Ways to optimize SEO conversion channels

There are a few steps you can take Optimize your SEO conversion channel Used in search engines. Consider the following;

  • Use your domain name frequently: The domain name is simple and easy to remember. They also improve reputation, brand recall and direct search.
  • Combine SEO with PPC data: Incorporate the same keywords you use in Google AdWords and other PPC campaigns into your SEO channel.
  • Accept the long tail theory: Making full use of head and long-tail keywords will help you get online and get the most conversions.
  • Establish a keyword program: An SEO marketing funnel without a keyword funnel is incomplete. You need to identify the perfect keywords for each stage of the funnel.
  • Create a content map: A content map is a plan that outlines your content strategy. It answers the content, object, place and time of content marketing.
  • Perform split testing to improve your campaign: Group testing will help you discover new growth opportunities. Factors to consider in split testing Include keywords, CTA and title.

in conclusion

Every digital marketer needs to develop a plan to generate the right traffic, attract potential customers and convert sales. The SEO conversion channel is a solution to this demand. A well-designed SEO channel attracts the right number of readers (and attracts them), and keeps them in the loop, gaining the right to convert.

Update time: May 1, 2021


Vivian is an anthropologist lost in the field of digital marketing. She is interested in learning marketing science and the creativity that companies use to transform herself into a purple cow.

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