1. Understand your potential buyers
Buyer Personas are your ideal customers. Your buyer personas can be categorised by their educational background, jobs role or even by the clothes they wear. Finding personal information about your buyer personas helps you understand the tone of voice which may be appropriate to use.
2. Map their journey
Before searching for keywords, you should define what stage of the buyer’s journey your ideal customers are at. Hubspot describes the buyer’s journey as “the active research process a buyer goes through leading up to a purchase.”
- Awareness stage: In the awareness stage, prospects realise they have an issue that needs to be resolved. Keywords should be focused on helping customers to solve their problem.
- Consideration stage: The prospect has a clearly defined idea of the problem. Additionally, they have researched all the potential solutions to the problem that they are facing.
- Decision stage: The buyer has evaluated different solutions and now has to choose a business to help them solve their problem. If your website visitors are in the decision stage of the buyer’s journey, you can start using keywords related to your brand to convert customers.
3. The strategy
Do you want to increase your website visits or convert more customers?
- Ranking opportunities: Web pages which you have an opportunity to rank for by improving your on-page authority. Search for keywords which you rank just outside the top 10 pages for on Google and look to optimise these further.
- Conversion opportunities: Do you have good website traffic but want to convert more opportunities? You can improve your conversion rate by adding call to actions (CTA) to pages and then linking the CTA to an enticing offer.