As a search consultant, there’s one question I get asked countless times, both by clients and fellow marketers:
“My keywords are good and I do get traffic, but why am I not converting?”
(OR: “My keywords are good and I do get traffic, but why am I not getting conversions?”)
I understand their concerns. Converting customers is among the biggest challenges businesses face when it comes to organic search. It gets more frustrating when you find this out six month into your search campaign. I always suggest that my clients allocate some budget towards pay per click, at least for a month, to see which keywords work for them. But that’s another topic. My focus today is on Awareness, Keywords and the User Experience.
Each of your customers has a different mindset and need related to what you have to offer. Most times they don’t even know if they actually need your product or service.
I’ve found it useful to consider the five levels of user awareness when developing a keyword campaign:
If you look at the pyramid, you will see that:
- 3% of web users are very aware of you or your competitor’s product and most likely ready to buy. They have visited your site before, possibly read some blog posts from your site and done other related research.
- 7% are product aware. This could be an awareness of a number of other products like the ones you offer. They may be in the phase of comparing those products to yours.
- 30% are solution aware. They know there are solutions available for their problem, but they are not sure where to go. People who do random searches are a great example of “solution aware” users.
- 30% are problem aware. They know about the problem they face but are completely unaware if a solution exists.
- The remaining 30% are completely unaware. They don’t know what problems they have. Their problems are part of their daily routine and they think everything is going smoothly for them.
I am pretty sure by now you have some idea of where I’m going.
Using Keywords to Drive Awareness
On your website, you have multiple pages, each targeting 1, 2 or maybe up to 4 keywords max. I don’t suggest that you target more than 3 keywords per page. But each page has a set of content.
Check to see at what level your page content communicates, comparing your content with the user awareness pyramid. If your content speaks to the 3% of “very aware” users, then you are missing the remaining 97%. If your content speaks to consumers who are “product aware,” then you are still missing a remaining 93% of possible sales. As you can see, failing to keep user awareness in mind when you craft your content can have a devastating effect on your conversion and, ultimately, your bottom line.
Each person uses keywords according to their awareness and understanding. And if your content does not cater to that user then you are missing a lot of leads and leaving significant sales on the table.
Remember, content complexity is critical. The right bait for the right user can take your business to the next level.
I am fairly confident that 95% of your competitors are not doing what I have explained here. Most likely, you aren’t either. But if you plan your keywords and content carefully, you can put your business among the 5% who lead the market in your industry. This is why content complexity and a user-awareness focus to developing your online plan is vital to your success.
Each of your keyword can help you determine at what level in the pyramid your content performs. Write your content for that group’s mindset. If you want to reach the “problem aware” user, then give them some sort of story that they can closely relate to their problem. If they are “very aware” then give them some sort of offer or promise that is hard to match or compare.
This all comes down to user experience. When your keywords tie with your content, it results in the best possible user experience. Your website bounce rate goes down and you maintain or improve your search engine positions. And that’s just a side effect. The most significant outcome is that you will actually achieve a higher rate of conversions. The more your content relates to your users’ expectations the more likely they are to become your customers.
Google gives high importance to user experience especially post panda / penguin.
The User Awareness Pyramid will help you choose the right keywords and create the right content for each keyword. This will provide you with the best possible solution for your users and result in far more conversions as well as top page 1 positions on Google.
In your industry you are the most-qualified person to determine the best content. You know your potential customers needs. No content writer can write about your product like you can, because no one knows your product better than you. If you are not a good copywriter, that’s no problem. Write down your keywords and content and give it to a professional copywriter to rewrite it and make it more persuasive. But always make sure that your content authentically communicates that the information is coming from an expert and not some generic copywriter.