In today’s digital landscape, search engine optimization (SEO) has become a crucial aspect of any successful marketing strategy. To effectively reach the target audience and drive conversions, brands must create SEO-focused content. However, not all content holds the same value, and it is essential to prioritize certain types to maximize return on investment (ROI).
The Value of Bottom of Funnel Content
While SEO resources may appear limitless, they are, in fact, finite. Therefore, it is crucial to allocate these resources wisely to achieve optimal results. In this regard, bottom of funnel content, which targets search queries with “transactional” search intent, has been proven to generate a significantly higher ROI compared to other types of content.
Bottom of the funnel keywords tend to have a higher conversion rate due to their alignment with users who are closer to making a purchase decision. By focusing on these keywords, brands can effectively capture the attention of potential customers who are actively searching for a solution or product.
Research has consistently shown that bottom-of-funnel keywords convert significantly more than any other type of content. Even when considering that top-of-funnel pieces may generate more traffic, the raw conversions from a limited number of bottom-of-funnel pieces can surpass those from a larger number of top-of-funnel pieces.
Comparison of Bottom vs. Top of Funnel Content
When comparing the performance of bottom and top of funnel content, it becomes evident that the focus on bottom of funnel keywords yields better results in terms of conversions. While top of funnel informational queries may attract users to the website, it is the bottom of funnel content that further engages and drives them towards becoming customers.
Understanding the customer journey is essential to grasp the impact of bottom of funnel content. Users typically start by searching for a top of funnel informational query, clicking into the search results, and reading an article. This initial interaction may lead to users returning to the site or providing their emails for gated resources. Eventually, a fraction of these users will convert into paying customers.
Based on the customer journey, it becomes evident why targeting bottom-of-funnel keywords is a more effective use of finite SEO resources. By aligning content with the intent of potential customers who are closer to making a purchase, brands can increase the likelihood of conversions.
Identifying Bottom-of-Funnel Keywords
Bottom-of-funnel keywords are search terms that indicate a user’s readiness to make a purchase. These keywords typically include specific product names, reviews, pricing, and other transactional elements. Identifying and optimizing content around them can significantly impact conversion rates.
Common practices in targeting such keywords
Many SEO and marketing teams are aware of bottom-of-funnel keywords and usually target them using the homepage or a few landing pages. However, it is worth noting that targeting only a few category keywords may limit the potential for maximizing ROI.
To fully capitalize on bottom-of-funnel content, it is crucial to expand the keyword strategy. Companies should aim to identify a broader range of bottom-of-funnel keywords to effectively capture the attention of potential customers at different stages of the purchasing process.
Exploring other High-Converting Keywords
In addition to bottom-of-funnel keywords, another category that demonstrates high conversion rates is comparison keywords. These are search terms that indicate a user’s intention to compare different products or services before making a purchasing decision.
By targeting comparison keywords, brands can position themselves as viable options during the customer’s decision-making process. Being present during this phase and providing valuable information can significantly increase the chances of converting potential customers.
To maximize ROI from SEO, companies should aggressively target comparison keywords. This can be accomplished by creating comparative content, such as articles, guides, or videos that highlight the unique features, benefits, and value propositions of the brand’s offerings.
Prioritizing bottom-of-funnel and comparison keywords is crucial for maximizing SEO ROI. These types of content have been proven to generate higher conversion rates, making them an essential focus for brands.
By prioritizing bottom-of-funnel and comparison keywords, brands can ensure that their SEO efforts align with users actively seeking products or services. This targeted approach increases the likelihood of conversions and ultimately boosts ROI.
To implement an effective SEO strategy, brands should conduct comprehensive keyword research to identify bottom-of-funnel and comparison keywords specific to their industry. By optimizing existing content and creating new pieces tailored to these keywords, brands can enhance visibility, attract qualified leads, and drive conversions.
By acknowledging the value of bottom-of-funnel and comparison keywords and maximizing their potential through SEO, brands can secure a significant competitive advantage in the digital landscape. Remember, success lies not just in creating content but in strategically targeting the right keywords at the right stages of the customer journey.