Every hour, millions of questions and queries are being typed into the text field of search engines. All queries will lead visitors to at least one web page visit. This means knowing the type of search queries your potential visitors are using – and providing the right content to satisfy their queries – is key to be featured on the first page of search engines.
There are three basic types of search queries:
- Informational queries
- Navigational queries
- Transactional queries
All three search queries appear along the buyer’s journey, roughly in that order, because each query reflects the user intent. Tailoring your content strategy to satisfy all user intent is the essence of inbound marketing (SEO content marketing).
The SEO Team in Island Media Management does keyword search, and considers search query and intent, before creating content and PPC ads for your campaigns. Here is how we do it.
1. Informational queries
Practically nowadays, almost everyone turns to the Internet to look for answers before they ask someone they know. They will expect that “Google knows the answers” by typing down keywords such as how to, why, where, what is, best, top, recommended, types of, etc.
The pressure is on Google (and other search engines) to crawl and index every content that they can find on the Internet.
The role of modern businesses is to provide some free content if they want to be discovered by search engines easily. This is the first part of inbound marketing, which is to provide useful content that offers value for free – whether a blog post, long-form guides, downloadable e-books, videos, or podcasts.
We mentioned the word ‘free’ twice, and we made no mistake. This is not necessarily a bad thing for businesses.
For example, suppose you own an online shoes store with a shoe repair service. Although giving away free content about basic shoe repair skills will reduce customer demand for the repair service, they will still come to you if they have problems that they really can’t fix.
Instead of wasting energy on low-cost-low-revenue services, your content gives your customers a chance to fix some problems on their own, and to come to you only for the premium services that generate more income in the long run.
2. Navigational queries
Once people know your business, either from ads, referrals or even from consuming your content, people will be typing down your business name in search engines to direct them to your website. In this case, you have a new lead.
The next part of the buyer’s journey is consideration – they have regarded your business as being trustworthy (thanks to your informational content) and consider buying from you. Your job now is to optimize your homepage and product page.
Optimizing your homepage
Your homepage should ideally look like a combination of a business card and a CV. Within a few scrolls, visitors should already know who you are and what you do, as well as your past projects and testimonials (if apply), and lastly the overview of products offered.
It’s important to display these features roughly in that order. Upon landing on your homepage, you don’t want to appear desperate or sales-y in front of your visitors by showing off all your products (unless you are a world-famous brand).
A website should have an inviting feel to it, giving the visitors a safe room to get to know you at their own pace. Remember that they are still considering your business as one of several businesses that will solve their problem, so there is no need to bombard them with product showcases.
3. Transactional queries
When users type down specific products or services, their intention is to get to know what is available in the market and for what price. Examples of transactional queries include:
- seo agency in bali
- cheap second hand phones jakarta
- buy rollerblades
- seminyak villa for sale
- salmon fillet supplier melbourne
Google recognizes this and will instantly feature specific product pages, directories, and ads.
If you have a PPC ad campaign, your ad copy must be refined to attract high-quality visitors to your product page.
Optimizing your product page
On the homepage, you can’t fully display all your products. This is why the product page exists. However, do not give in to the temptation of including every single product on one page. It’s a good idea to offer a general tour of your product categories.
Choose an organized catalogue, rather than prioritizing the high-value products first. This strategy does not work and makes the website feel uncomfortably sales-y.
This also implies that you will need to provide one page for each product or service. This is okay as long as you have no problem with page load speed. In fact for SEO analytics, this makes the analysis of product interest more obvious.
Your website content must also be engaging and relevant. Mention the benefits first, and then offer justifications afterwards. This is in line with human psychology – we ultimately make decisions based on emotions, and later justify them using our logic.
SEO Service and PPC Ads Service at Island Media Management
We hope that this article has been useful for you to get started with SEO. Search Engine Optimization is a long-term marketing strategy that takes time and careful monitoring. Our SEO Team will be happy to assist you in troubleshooting SEO issues and creating content that engages with your customers.