In recent years, content marketing has seen a huge boom. However, many businesses create content with a view that any content is better than no content.
But if you want to generate sales quickly and continuously you need a strategy behind the content you’re creating.
One of the most important strategies is around the sales journey’s you create when people land on your website.
So, in this article, I’m giving you the key things you should consider when growing your rankings in Google while maximising sales through your blog.
First, I’ll tell you why long-tail keywords are so important to your business. How to put yourself in the minds of real people who use these keywords. Meaning you can turn visitors into buyers. I’ll even show you how to effectively monitor conversions from your blog.
The importance of long-tail keywords
We’ve all thought it:
“I want to be on the front page of Google”
You’ve probably even received emails from marketers saying:
“I will get you to the front page of Google”
The question is, what do you want to be on the front page of Google for? That’s where most people will choose a 1 or 2 phrase search term and solely focus on getting to the front page for that phrase.
This is a big mistake.
Yes, long term, you certainly want to target high volume, shorter search terms.
But the truth is, you need to be on the front page for as many different searches as possible that will allow you to answer your customers questions and sell your products.
That’s why targeting long-tail keywords is so important, but what are they exactly? Wordtracker explains Long tail keywords being those three and four keyword phrases which are very, very specific to whatever you are selling.
It’s often said that long tail keywords make up 80% of searches. And if you write a good quality article that targets a long tail, you could be on the front page within a matter of hours and ranking between position 1 and 3 within days.
But just targeting these searches isn’t enough. You really need to understand the types of people who are searching, what they are actually looking for and how likely they are to become your customers.
Let’s take a look at how to find long-tail search terms…
The very first step is to choose a broad term that you dream of being on the front page of Google, for example ‘Coffee’.
Once you decide on your broad term, there’s a couple of great tools you can use to find out ALL the words and questions that surround it.
1. SEMrush Keyword Magic
SEMRush has a feature called the keyword magic tool. This is where you can type in your broad term and it will give you a report on all the searches made by real people, which include your word.
Here’s a snapshot of how many opportunities you could be looking at:
Image Source: SEMRush.com
There’s 5.7 million searches that could be targeted here. But I can guarantee, they won’t all be relevant to the sales journey of the customer.
The next cool tool, which is completely free, is called answerthepublic.com
Once you type your broad term into it and hit enter, you’re provided with a diagram of all questions and prepositions that include it. All of which are popular searches.
You can download this as a .csv file to find out which are most relevant to your business.
Image Source: answerthepublic.com
By using SEMRush and Answerthepublic together, you can find the perfect combination of popular search terms, while creating a bunch of questions that you can answer for your target market.
That’s only the first step though, now the hard work begins.
How user intent is directly related to conversion
If you don’t understand what users are thinking, you’ll never convert your blog traffic into sales. And with over 5 million opportunities (as downloaded from SEMrush), prioritising properly is key.
Many websites tell you to identify transactional searches from informational, which is true. And knowing the customer journey stages is essential too.
Information searches are those that begin with:
So, that’s what I’ll focus on here.
Now that you have your exports, work your way down them to identify search terms relevant to your business. Think – if you answer the question, can you then present your product for the visitor to buy. If the answer is yes, you’re on the right tracks.
Note: I don’t mean to turn your blog post into a sales pitch, it still needs to be really informative.
Don’t worry too much about popularity and competitiveness of keywords at this point. But always the best strategy, is to find a high-converting keyword that has low competition with highest volume.
Here’s an example of non-converting keyword vs high-converting keyword
Non-converting vs High-Converting keywords
Again, imagine you’re selling coffee.
You find out that a high-volume search term is ‘coffee shops’. Then you turn it into a question. E.g. Best coffee shops in Manchester
Now if I put myself in the searchers mind. I’m probably looking for a coffee shop to visit. I’m unlikely to type this search query and then, at that point, decide to buy your coffee. Then I leave the site and forget about your brand. That’s a low or non-converting search term.
So, what’s a high-converting keyword?
Now carry on a bit further down your exported list. And you might see that ‘which coffee’ has a mid-high volume. You think of some popular questions such as – Which coffee is best for a cafetiere?
Now we’re talking. If someone came to your website after typing that in and you explained to them the best products for a cafetiere, they will probably buy it.
You’re now seen as the expert and they want what you have.
Even if this search is typed in half as many times, if it make you sales, your business will grow.
How to effectively track conversion for the blog (high level)
There’s a neat way of future-proofing conversion tracking to see whether your blog or products/service pages are performing the best.
Edit the urls when posting
Simply add /blog/ to every url when creating your new blog posts:
So your links will look like this:
You don’t need to use the word ‘blog’ but it should be something unique when compared to the product or service pages of your website.
Filter /blog/ pages in Google Analytics
Once your blog posts start generating traffic, you can use Google Analytics to filter out the blog pages and check your goal conversions
Navigate to the following in Google Analytics:
Behaviour >> Site Content >> Landing Pages
Then type the word ‘blog’ into the filter search box, like below.
Now you will see all the pages and their relevant information. Also, when you’ve setup goal conversions, they will show up here too.
Creating the post – lead visitors into the products or services
When you’ve decided the queries you want to target, you should decide on the products that fit the subject you’re writing about. You only need a couple.
Leading to your product pages
Be careful not to come across as over salesy. You could create a product promotion box that looks like this:
It sits nicely on the page but still allows the user to scroll past if they want to carry on reading the rest of the article.
If the visitor clicks through to the product, the product page itself, should contain more information relevant to the post they have come from. That’s how you link everything together and generate the sale.
Leading Visitors to Service Pages
If your website is designed for promoting a service, again you need a call to action embedded in the post. Try to stay away from direct call-to-actions, like ‘get in touch’.
For you blog it might be better to use words like “find out more here” or “Drop us a line if you need to talk about this subject in more detail”.
If you have a specific lead generation page, it should contain a contact form and be relevant to the blog post people are navigating from. That way you’re making it easy for your potential customers to get in touch.
So, there’s a few tips on how to create high-converting content for your blog.
Think hard about what your customers are thinking when typing queries into search engines. Remember to choose long-tail searches that answer your potential customers questions. Ones that will allow you to reach the front page quickly and present your products in a non-salesy way. Make your content super informative so you look like the expert.
Also make sure you have a way of tracking the success of your blog posts. That’s the only way you will know where to make improvements across your site over the long term.
This strategy works a treat for ecommerce sites, but I’ve also seen it work well for service or lead generation websites. The important thing is to keep testing and measuring, then building on what works.
Matt Adams is founder of Online Growth Guru Marketing. Matt setup his first online businesses in 2008 and since then has become a digital marketing consultant to influence sales and profits in varying industries. He often shares his expertise in business strategy, SEO and analytical marketing. You can follow Matt on Twitter @madams_ba.