9. @staceycav #brightonseo
55% of all US product searches begin
on Amazon.
-Bloomreach
https://www.bloomreach.com/en/resources/blogs/2015/10/amazon-commands-nearly-half-of-consumers-first-product-search.html
Graphic showing the 3 types of visitors:
Top of the funnel researchers (awareness)
Mid to bottom of the funnel (actively seeking a product)
Influencers, linkers and those who can send your message out – journos, bloggers etc
Triggers graphic.
What is the problem or event that leads to someone researching something to buy or a solution to that problem
Triggers graphic.
What is the problem or event that leads to someone researching something to buy or a solution to that problem
We don’t buy washing machines because we want washing machines. We buy them because:
Our old one is broken
Our old one is too small
We’ve just moved into the first property we have lived in where we need our own
Our old one is way too dated
Our old one is not energy efficient enough
Old one is too noisy
We don’t buy washing machines because we want washing machines. We buy them because:
Our old one is broken
Our old one is too small
We’ve just moved into the first property we have lived in where we need our own
Our old one is way too dated
Our old one is not energy efficient enough
Old one is too noisy
We don’t buy life insurance because we just fancy it. Triggers:
Just bought a house
Just had a baby
Just married
Partner unable to work suddenly
Triggers graphic.
What is the problem or event that leads to someone researching something to buy or a solution to that problem
Triggers graphic.
What is the problem or event that leads to someone researching something to buy or a solution to that problem
Triggers graphic.
What is the problem or event that leads to someone researching something to buy or a solution to that problem
Triggers graphic.
What is the problem or event that leads to someone researching something to buy or a solution to that problem
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
This is the point it makes sense to start using tools. No sooner.
Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant.
With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site.
Tools:
Bloomberry (now part of buzzsumo)
App.kwfinder.com
Soovle
Answerthepublic
Revisit data from your customer service/sales team
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords.
Split into early and late research eg:
Can I get life insurance if I have dangerous hobbies (early query)
High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed)
Life insurance providers covering scuba divers (looking for a provider – late)
Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers
Longer tail research queries >> Back to the same sources that we used above
PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES.
SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS
IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
Search Console data
Landing page conversion rates
Assisted conversions
Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
Search Console data
Landing page conversion rates
Assisted conversions
Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
Search Console data
Landing page conversion rates
Assisted conversions
Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
Search Console data
Landing page conversion rates
Assisted conversions