Twitter is constantly a “firehose of information,” with amazing “Tweet chats” and conversations. This week’s @serpstat emphasis is “Full-funnel content strategy.”
Q1: What do you include in your target audience personas? #serpstat_chat
A1: Demographics (Age / Location / Household income / Occupation) Behaviors – Where do they hang out online? What are their interests? How do they engage with brands online.
Sweepsify
A1 Target Audience persona goes deeper than your ideal target audience i.e., demographics, geographic and moves into the TA needs, pain-points and motivations.
Debi Norton
Besides the normal statistics, the most important thing to do as SEO is get into the mind of the searcher. Pretend to be them and roll play their journey to your website. That is powerful. #serpstat_chat
Joey Trend
Q2: How do you visualize the customer journey to reveal important moments? #serpstat_chat
I start with the basic/standard – everything has the same stages and order. The differences are: * where the majority enter the flow * what they prioritise * where they spend the most time * where they yoyo/switch tracks This requires observing/talking
Lyndon NA (Darth Autocrat)
A2: Research your buying process from awareness to purchase. Talk to sales and existing customers to uncover key moments in the journey where customers make decisions that guide them down the funnel. #serpstat_chat
Jonas Sickler
I’d add talk to customer service people, see what they complain or they are happy about. So important for kw research and content production #serpstat_chat
Montse Cano
Q3: How do you uncover the questions your audience asks during their journey? #serpstat_chat
A3: I like to scrape a list of all the questions that show up in the People Also Ask boxes for thousands of industry related terms. And then sort them by most appearances across all those SERPs to know which you should answer first. #serpstat_chat
Boyd Norwood – nozzle.io
1) Direct contact (with current consumers) 2) Followup content (with pre-consumers) 3) Looking through complaints 4) Looking through contact logs 5) Asking Sales/Services/Support 6) Looking at Web Chat logs 7) Looking on Forums/Community sites
Lyndon NA (Darth Autocrat)
A3: Use keyword research tools to expand your audience research. Think about what customers need at each stage of the funnel, and use keyword tools to unpack their search patterns. Then cross-reference keyword data with SERP data to build effective topic clusters
Jonas Sickler
Q4: When doing keyword research, what buckets do you use to classify search intent?
Classifying the Searcher’s intent with funneling. New prospects -looking to understand their needs Middle funnel -honing in on prospect needs Bottom funnel -getting the conversion All along the way, they’re using KW’s – organize them into the funnel process.
Debi Norton
A4: I think about keywords in terms of actions. Do searchers want to understand a topic, learn how to do something, or spend money? Search intent is critical because it informs your strategy, content format, CTR estimates, and profitability.
Jonas Sickler
I use the 4 base Intents * Navigational * Informational * Commercial * Transactional
Lyndon NA (Darth Autocrat)
Q5: How do you prioritize content creation? By topic, by journey stage, by conversion rate? #serpstat_chat
I prioritize content by top of the funnel, middle of the funnel, and bottom of the funnel keywords. I find that having that structure in mind when creating content converts more traffic into sales. #serpstat_chat
Joey Trend
A5: If you have ppc data showing which keywords convert best, it’s a great idea to start writing content to rank for those phrases. I also like to focus to do hub and spoke method around main topics to make sure to cover everything about a specific topic.
Boyd Norwood – nozzle.io
The decision-making stage is the final – conversion via journey stage journey at which your potential customer makes a decision based on their research. Your goal is to help them make a positive decision and finally become your client. Here final conversion happens #serpstat_chat
Praveenkumar yadav
Q6: How do you amplify your content strategy beyond SEO? What other channels do you use? #serpstat_chat
I use a tool called @SocialBeeHQ to amplify my content reach. It connects all of your social media pages and schedules posts based on the best most active times to post. #serpstat_chat
Joey Trend
A6.1: Use different marketing channels to push your message out. Get in front of your top-of-funnel audience by atomizing blog content on social media and generating buzz with bylines or ads. #serpstat_chat
Jonas Sickler
A6 To amplify your content – distribute your content where your target audience resides.
Debi Norton
In case you missed the previous #serpstat_chat
