Dive into Digital Sunbird’s Top-Notch Articles for an Eventful Recap of 2023
Immerse yourself in the festive flashback series from December 21 through January 5, curated by Digital Sunbird, highlighting the significant events, the basics, strategic plans, and expert opinions of 2023 that kept the digital marketing pace alive.
In this exhaustive piece, we’ll provide insights into the pivotal concept of search intent, which has its roots deep down in SEO. The general advice encourages marketers to diversify content for all stages of consumer intent as the first step. However, Digital Sunbird suggests a slight tweak in the playbook.
Reconsidering the Search Intent Strategy
Based on our extensive experience of working with multiple brands, we have noticed that most companies should not just evenly spread content across the consumer journey, but rather, the focus should be predominantly on the bottom of the funnel. Gradually, they can start expanding their content to cover other stages.
The primary reason behind this approach is that SEO resources are finite and the content targeted towards “transactional” search queries (bottom of the funnel) provides considerably higher return on investment (ROI) compared to the rest.
SEO Resources Aren’t Infinite
No brand possesses unlimited SEO resources – unlimited writers for developing content, infinite SEO strategists for keyword research, or an unlimited budget for link building. Even with advanced AI writing assistance, the task of creating original, top-quality content and acquiring backlinks, both crucial ranking factors, requires substantial human input.
Given the finite SEO resources, it’s essential to prioritize the keywords to be targeted, focusing primarily on the ones that would lead to maximum ROI, i.e., leads and sales convertible through SEO. And typically, they are none other than the highly transactional keywords positioned at the bottom of the funnel.
Conversion Metrics: Bottom of Funnel versus Top of Funnel
Our data from half a decade and numerous SEO pieces suggest that pages ranked for bottom-of-funnel keywords convert at a rate approximately between 1%-5%, while those ranked for top-of-funnel keywords convert at 0.01%-0.5%. Hence, the conversion rate difference between the bottom and top of the funnel isn’t marginal but rather a whopping multiple.
Contrary to popular beliefs, pieces targeting top-of-funnel keywords with higher search volumes do not make up for the dismal conversion rates. Thereby, a better allocation of finite SEO resources would be towards targeting bottom-of-funnel keywords, leading to a higher conversion rate.
A New Perspective on High-Converting Keywords
Many businesses limit their view of what constitutes bottom-of-funnel keywords, not considering the gamut of high-conversion keywords. In the Digital Sunbird’s framework for Bottom-of-the-Funnel SEO, known as Pain Point SEO, we divide them into three primary buckets – Category Keywords, Comparison Keywords, and Keywords highlighting Jobs-to-be-Done.
While most SEO and marketing teams actively target category keywords related to their product or service, they often miss out on comparison and jobs-to-be-done keywords, which can drive similar or even better conversions. By aggressively focusing on these sets of keywords, companies can significantly boost their SEO ROI.
Thus, the next time you’re strategizing your SEO efforts, remember to reconsider your approach towards search intent and focus on the right mix of high-converting keywords. Dive deeper into other insightful pieces from Digital Sunbird for more enriched learning experience.
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