It is very difficult to predict the user’s behavior on the Internet today. Modern consumers are constantly searching for new data. Every day they look at a variety of media, and spend a lot of time on analysis.
According to the resent Google`s research, the average B2B customer makes 12 searches before the selection of a specific site. He seeks not only a description of the product, but also feedbacks from other buyers. Therefore, keyword selection should be carried out in accordance with the consumer`s behavior.
In many industries, people simply enter a word in the search box, click the button and watch the results. However, in the vast majority, users are looking for reviews of the product, related topics and comparison. Even after making the purchase, they seek out ways to maximize the correct use of it. This model of SEO is much more complicated than the usual selection of keywords from a particular vocabulary ligament. It is a search pattern, which would give the right message, the right user at the right time.
Way of customer journey from Problem Unawareness to successful purchase (funnel):
- Problem Unawareness
- Formulation of the problem
- Search for solutions
- Comparison of solutions
- Customer Success
This is the beginning of a process, where the user does not know about you, about your products, and even about the existing problem. This is the right moment to begin your work on SEO. This is a direct opportunity to “develop audience” from the interested user`s to your customers.
When we talk about “audience development”, we mean the right customers who are interested in your products and services. Buyers must have a good attitude to the brand, before optimization, so you can turn them into an asset of “Permission marketing”, whether it is a list of e-mail addresses, social or retargeting audience. You should focus on the keywords that users are looking for before they think about your product.
Formulation of the problem
This is the next step on the path to purchase. Your potential customer is aware of the problem, looking for a solution, but still does not understand how to do it. At this stage, as a rule, SEO ignores client, which is a huge mistake. You can get ahead of the user through the creation of landing pages and content, dedicated to their “problems” and challenges.
Guidelines for use: Identify “hot spots” of your customers and try to turn them into lists of keywords. What problems can solve your product? Who can find it?
For example, your potential customer has broken brush for cleaning floors, and he starts looking for a device that would not fail very quickly and will be suitable for solving the problems of this particular buyer. Your task to provide information about different types of brushes for cleaning floors, and then offer your products. This scheme works very efficiently, just try!
Search for solutions
At this stage of the funnel, the potential buyer knows what he needs.
Regarding the tools that can be used in this step: Enter the words of category in the Keyword Tool, and then in the Term Explorer, to assemble a large collection of keywords. Then identify the words that are dominated in this collection.
Other areas with which you can work here are “modifiers” or descriptive terms.
This approach is about the use of NPS data. Index of Loyalty NPS is a wonderful resource with information on customer preferences. If you have a better solution than just a “tool” – do optimization for each of the leading products.
If you come to new market, you will necessarily acquire competitors. The absence of competition is a bad sign, where SEO is not relevant. Remember, SEO is a way to get the demand, rather than start from scratch.
On the basis of NPS data, keep doing surveys among the most loyal customers to show potential buyers what they think about your products and services.
During this stage, customers are trying to find out some details about the product. This is your unique opportunity to influence the customer experience by providing a high level of service.
Implementation of success of the client and upselling
Now you have received at least one client, so you can relax a bit. This is your first small victory. However, if you work in the field of SaaS services, there is still a lot of search engine job.
Each time, when the client is immersed in the search process is going deeper and deeper; you can seize the moment and capitalize. In the end, if you show enough creativity you can entice the customer at an early stage of planning purchases. Therefore, look for new ideas, develop, provide and your buyer will find you!