Four SEO Insights
For Your SEO Efforts
We have tried to collect 4 very specific tips for e-commerceers who want to grow their SEO.
Search Intent and Keywords Prioritization:
Search intent is a central element of SEO. Keywords can generally be categorized as informational, comparison, or transactional. Traditionally, it is advised to cover the full spectrum of search intent, but it is more beneficial to prioritize bottom-funnel, or transactional, content. This is because resources for SEO are limited, and bottom-funnel content provides a significantly higher return on investment (ROI) than other types of content.
Limited SEO Resources
With limited resources available, it is crucial to focus on the keywords that provide the highest ROI. This is especially true in a world where AI-assisted content creation is commonplace but does not necessarily ensure quality or conversion. While AI tools can produce content faster, it is no guarantee that the content will rank high or convert effectively. In addition, the presence of quality content and backlinks remain crucial factors in SEO.
Bottom-funnel Keywords Convert More
Measuring and tracking conversions from SEO is essential to effectively evaluate the effectiveness of your content. Many SEO and content teams focus on driving traffic but overlook the importance of tracking conversions. Content that ranks for bottom-funnel keywords tends to have significantly higher conversion rates compared to top-funnel content. This is because the conversion rate for bottom-funnel keywords typically ranges between 1% and 5%, while top-funnel keywords often convert at a fraction of a percent.
Why Top-Funnel Keywords Convert Less
While top-funnel keywords may have high search volumes, their conversion rates are often minimal. The journey from a top-funnel search query to an actual customer is long and involves multiple steps with low conversion rates, resulting in a very low overall conversion rate. This underscores the importance of focusing on bottom-funnel keywords, even though they may have lower search volumes
r There is a wider variety of bottom-funnel keywords than many people realize. These can be categorized into three main types: category keywords, comparison keywords, and “jobs to be done” keywords. Category keywords are directly related to product or service categories, comparison keywords involve comparisons between products or services, and “jobs to be done” keywords focus on the user’s specific problem that your product or service can solve. These types of keywords should be prioritized in your SEO strategy to maximize conversions and thus ROI
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