How to boost online traffic that converts in 2024

TL;DR

Focus on bottom-of-funnel keywords for higher conversions.

Transcript

foreign welcome to small business big results a show where we share stories from small business owners and fast growing startups I'm your host Brian Dean and today I have Benji Heim with me so welcome Benji yeah I'm excited to be here bench is the co-founder of grow and convert andwardable.io previously he run marketing at two venture-backed startu... Read More

Key Insights

• Focusing on bottom-of-the-funnel keywords can significantly increase conversion rates, as these queries indicate higher buyer intent.
• Talking directly to customers can reveal untapped keyword opportunities that traditional research tools may miss.
• Even keywords with low or no search volume can yield high conversions if they target specific buyer intents.
• Content should not shy away from selling; if the search intent is transactional, pitch your product directly.
• Positioning and differentiation are crucial in saturated markets; unique selling propositions can help businesses stand out.
• Creating or owning a category can help a business become synonymous with that category, providing long-term branding benefits.
• Interviews with industry experts can leverage their audiences and help build credibility and reach.
• A mix of SEO strategies and community engagement can drive traffic and conversions, especially for new businesses without established authority.

Questions & Answers

Q: Why focus on bottom-of-the-funnel keywords?

Bottom-of-the-funnel keywords are crucial because they indicate a higher level of buyer intent. When users search for these terms, they are typically closer to making a purchasing decision. As a result, content targeting these keywords can achieve conversion rates up to five to ten times higher than top-of-the-funnel content, which is often more informational and less likely to lead directly to a sale.

Q: How can businesses identify untapped keyword opportunities?

Businesses can identify untapped keyword opportunities by engaging directly with their customers. Conversations with customers can reveal how they describe products and services, uncovering terms and phrases that may not appear in traditional keyword research tools. This approach allows marketers to discover unique keywords that resonate with their target audience and align with their search behavior.

Q: What is the role of content selling in SEO?

Content selling in SEO involves directly promoting a product or service within content that targets transactional keywords. When users search for terms with buying intent, they are looking for solutions and comparisons. By highlighting the value proposition of a product and comparing it to alternatives, businesses can satisfy search intent and increase the likelihood of conversion, while still providing informative content.

Q: How can businesses stand out in a saturated market?

To stand out in a saturated market, businesses should focus on clear positioning and differentiation. This involves identifying what makes their product or service unique and communicating this effectively to their target audience. Creating or owning a niche category can also help a business become synonymous with that category, enhancing brand recognition and long-term customer loyalty.

Q: What are some effective ways to leverage industry experts?

Interviewing industry experts can be an effective way to leverage their audience and build credibility. By featuring experts in content, businesses can tap into their established networks and gain exposure to a wider audience. This approach not only enhances content authority but also encourages sharing and engagement from the expert's followers, expanding reach and influence.

Q: Why is it important to prioritize keyword intent over volume?

Prioritizing keyword intent over volume is important because high-intent keywords, even with low search volume, can lead to higher conversions. Keywords that reflect a strong purchasing intent are more likely to result in sales, whereas high-volume keywords often attract broader, less targeted traffic that may not convert as effectively. Focusing on intent ensures that content aligns with user needs and drives meaningful business results.

Q: How can businesses use SEO to drive scalable growth?

SEO can drive scalable growth by focusing on a strategic mix of low-competition, high-intent keywords and more competitive terms over time. By initially targeting keywords that are easier to rank for, businesses can build authority and traffic gradually. As domain authority increases, they can tackle more competitive keywords, expanding their reach and maintaining sustainable growth through organic search.

Q: What is the significance of creating a category in marketing?

Creating a category in marketing is significant because it allows a business to define a new market space and become the leader in that category. By introducing a unique concept or term, the business can differentiate itself from competitors and establish a strong brand identity. This strategy not only captures market attention but also builds long-term brand association with the category, leading to sustained competitive advantage.

Summary & Key Takeaways

• Benji Hyam emphasizes the importance of targeting bottom-of-the-funnel keywords to increase conversions. These keywords, despite low search volume, indicate high buyer intent and can outperform top-of-the-funnel content in driving business results.

• Customer interviews can provide unique insights into keyword opportunities that traditional tools might miss. By understanding customer language and needs, businesses can tailor their content to address specific queries and objections.

• Positioning is key in a competitive market. By identifying unique selling points or creating a new category, businesses can differentiate themselves and capture a niche audience, leading to more effective marketing and higher conversions.