Understanding your Search Audiences leads to better website performance.
Just by moving content, it can perform much better.
To serve your visitors, apply concepts like Topics, Timelines, Niches, “Levels of Interest,” and Navigation to your content. We offer a Framework and a Methodology to increase your conversion rates that work in addition to all the existing copy and landing page efforts.
Writer Training For Search
Free Search Audiences for Writers Course. This is not SEO.
This is post-click content design to connect with more visitors. Currently free in Beta.
This is not training on “how to write“. It is the nature of search/website audiences and their buying timelines. Creating stage-appropriate content that matters to visitors makes content effective and more valuable.
Writing for keywords and clicks and producing blogs for search is no longer the most profitable strategy.
Access, Assess and Archive Your Search Data
Search data is valuable website visitor intelligence. This is not Google Analytics.
Google Search Console website search data needs to be ‘switched on’.
After that, it is only available on a rolling 16-month basis. We will capture and process the data for you on a regular basis before it is lost. That data is highly effective in spotting opportunities, gaps, and changes in website visitor profiles over time.
Don’t assume this is being done. Set up, capture and start to understand what people are looking for.
Search Audience Insights
Most existing website audiences hold unrealised potential. High-value clicks are small in volume and easy to miss, obscured by the many visitors not yet ready to do business.
A discovery exercise to highlight the potential.
Examine the current website visitor profile to help marketers and business owners
- Understand your most valuable clicks
- Gap analysis for valuable clicks without content
- Advice on structuring content to maximise opportunity
Client-Level Search Training
This is an exercise in figuring out what will work before actually doing it. Projects work better when everyone, including the client, is on the same page.
Don’t leave one of your business’s most important marketing channels to chance. It is easy to assume that SEO providers understand the nature of search marketing audiences.
There is no point in getting clicks if they don’t convert.
Topic Mapping
Keywords are not audiences. A topic is often a visitor’s primary interest and an audience in and of itself.
Mapping is an exercise in understanding your most important audience, your current website visitors. They are already interested in your most profitable solutions. We could handle that opportunity better.
Develop an effective website content structure for a specific topic, the most likely to succeed first.
Search Audience Consultancy
After an initial discovery, we often find more topics than expected, missing content and untapped opportunities.
Particularly for websites that use blogs, the potential gain in performance can be stark.
A deep dive into product keyword market fit, navigational structure, and mapping information architecture around content plans that will convert more. Often, existing content works better somewhere else.
Agency Train the Trainer
Teach a man how to fish.
When projects go well, they tend to continue. The benefits of a long-term client relationship come from successfully converting content plans. Keywords and blogs are not enough.
Start with the most likely to succeed, grow conversion rates, and gain a much better understanding of search’s potential to support other areas of the digital marketing solution set.
