Keyword lists are one of the most important tools for understanding and attracting target customers. Whenever someone searches for “red shoes” or “chocolate ice cream cakes,” Google takes these keywords, searches millions of pages across the internet for relevant websites containing these keywords, and displays them in a hierarchical rank.
In order to attract new customers, you need to make sure your website ranks for certain keywords. For instance, if you were a bakery, you would want to try to rank for high-volume keywords like “birthday cake cupcakes” or “vanilla cake Pittsburgh.” However, finding the right keywords to rank for — and then actually ranking for them — is not always easy. That’s why UXAX is here to break down this process for you.
Buyer personas help you determine how potential customers think and speak about your service or product. If you can identify their language, you can craft content that uses the terms they use. In turn, you will begin to rank higher for those terms, thus placing you higher on their radars.
To craft an accurate customer persona you need to ask yourself the following questions:
Even if your company doesn’t have a full sales team, you probably still have someone who listens to customer questions and frustrations. Pull together a list of the most common inquiries potential customers ask as well as any concerns they voice when deciding on your product or service. You want to find out what problems sales employees have when they are trying to get potential leads to convert.
Getting to the root of these questions will help you understand why potential customers search for your product. You will then be able to use this information to create content revolving around their questions and curiosities.
Although complaints may not seem like something to be happy about, they can shed some light on why potential leads do not end up converting. Sometimes, their grievances lie in the buying experience or check out process. Taking a look at these problems helps you understand their pain points and frustrations. If you address customer problems proactively, the potential customer who’s read reviews about your product being faulty will be reassured. As a result, they will be more likely to convert.
Once you know what issues to address, you can also tailor your content to include different keywords your customers might be using.
Because their metrics measure site engagement, Google analytics can offer great insights into how customers interact with your website. It may be helpful to review some info on interpreting analytics measures before you delve in. Once you have a good footing you may want to check some of the following measures.
Examining your website’s bounce rate, particularly the pages that have the highest bounce rates, can show you where on your site you have content that isn’t providing value to potential buyers. Once you identify these pages you can take a hard look at what elements may not be performing well and improve the content on these pages so that they present value to potential customers. Remember to create keywords around this content.
Session recording and heatmap technology can be paired with analytics data to determine how users interact with your website. When you record a viewing session you record every movement someone makes on your website in real-time.
Heat maps offer a look at areas on your website where users’ mouses and eyes move to and spend the most time on. Looking at website session recordings and heat maps will show you places on your site that users may have trouble engaging with. You can also compare these places with areas you found high bounce rates for. Tracking user movements is a great way to get inside the head of your potential customer and craft keywords they may use to search for your service.
Chances are there is a website that offers a similar product to yours that is more successful with creating relevant keywords. Don’t feel bad about it! They can be a great resource to look at when you are trying to think of keywords to lead to your website and products. Copy what you can from a similar competitor. More likely than not they developed keywords that will lead to your site as well if you’re similar enough. Moreover, checking on your competition can show you whether you’re being lapped with regard to product or service quality. Most businesses already keep tabs on their competitors behavior, so make sure you keep tabs on their keywords as well.
At its core, keyword discovery revolves around how your potential customers think, speak, and feel about your product. Need a little extra help creating an effective keyword list for your site? Contact the experts at UXAX today for more information.