Search Engine Optimisation (SEO), is not a single job businesses should take on board and then cross off their checklist. It is an ongoing process. When carried out correctly, it can bring many benefits to businesses regardless of size. SEO research must be kept fresh and ongoing. So every month, businesses should be performing keyword research, as search volume continuously changes, with the searched keywords on search engines ever altering.

To understand the benefits of SEO, businesses need to approach SEO the same way that they would with their infrastructure or software investment. No company would invest in new technology without acknowledging the need for ongoing maintenance and investment.  In addition to this, SEO needs to be paired with high-quality written content. When SEO was first introduced, businesses could use search algorithms to get higher rankings. Nowadays, this is no longer possible so beneficial content needs to be available to consumables that they will find interesting and shareable.

Bottom Funnel Marketing (BOF)

BOF or lower-funnel marketing is the last stage to help you with successful SEO. The goal of this stage is to help gain your sales conversions and you aim to convince consumers to purchase your service or product by providing content that will encourage them to take action. To work effectively, the BOF content needs to be highly personalised and appeal to consumers who are already interested in your product/brand, and help them decide to follow through and convert. BOF content needs to make consumers understand why your service or product offers them the best choice for their requirements.

Steps to producing high-intent keywords:

When you have produced your high-intent keyword list, you need to understand that not all SEO content leads directly to a conversion. Instead, concentrate on educating and engaging with your audience, even if they are not thinking about purchasing your product or service.

So, what steps should you follow after you have exhausted high-intent keywords?

Your goal is to rank as highly as possible with your target keywords, but that can be difficult for competitive keywords. So instead, start with back to basic strategies:

• Update and refresh outdated content.
• Identify pages that could benefit from a few strategic backlinks.
• Look for positions you have recently lost and find ways to reclaim them.

Then, tackle the more challenging SERPS by optimising your pages to maximise their potential.

Audit your website pages

Begin with an audit of your existing website pages, looking at your case studies, videos, live demonstration webinars and consultations and identify how you can improve these areas to help your search engine results page (SERP) rankings.

Use Google Keyword Planner to look at your keywords and look at those not listed in first position. Focus on searching for Long–tail keywords as these are longer and more specific keyword phrases that consumers are more likely to use when they are ready to buy.

After this stage, broaden your focus to include keywords that are specific and less competitive, with a clear intent, to educate consumers and boost your brand awareness. So in this case, by not directly selling but educating your readers, it will help build a trust and relationship with them.

When selecting the best keywords, consider:

• Keywords with informative intent
• Lower competition with reasonable search volume.
• Potential traffic and click-through rates because even lower volume keywords can be valuable with high click-through rates.

Create valuable content by writing blogs or news articles and incorporate these related keywords, focusing on not just selling to your consumers, by providing value and building trust with them.

Listen and talk to your customers

One of the best ways to discover new content ideas is to listen to consumer conversations. Regularly review their online feedback, concerns and questions as they are great sources for the content they are looking for.

​​Dominate the SERP by partnering with affiliate websites ranking for your target keywords.

This will help your website to gain better visibility. So offer promotions and incentives, propose exclusive offers or even affiliate partnerships to make your product more appealing.

Summary 

Keyword research can be a very overwhelming task to carry out and can take about a year of constant work before it eventually takes off. The last thing you want to do is spend the whole year of working in the wrong direction. So if you aren’t sure if your SEO strategy is going the right way, then reach out to Silicon Technix.  Our SEO and Digital Marketing team of experts use market insights to create optimal strategies (keyword) for your brand.