Keyword research still forms part of the process, but it shouldn’t be considered the starting point. But for too long the SEO industry has placed excessive emphasis on the volume of searches, using this first and foremost to prioritise on-site optimisation and content marketing campaigns. Understanding what people search for is of course essential. How to approach research – traditional keyword research vs intent/customer journey mapping. We have created a FREE guide that follows a typical customer journey and unpicks the breadth of content, formats and choices they take along the way by following the micro-moments approach and the principles of Customer Experience Design. Adopting a user-centric approach to research provides much greater insight than the style of keyword research that has long been a cornerstone of SEO. Identifying and understanding relevant needs through research helps to shape a sound SEO strategy. Of course, many of these triggers are external influences, such as a conversation with a friend on social media or an advert on TV. A trigger (‘I’m thirsty’) leads someone to seek a solution (‘where’s my nearest coffee shop’). ‘ I want to buy’ moments occur when people are interested in buying a product or serviceĪll these moments have an underlying need and something that triggered awareness of that need. ‘ I want to go’ moments typically lead to searches about places and events.‘ I want to do’ moments signal a need for help or guidance with a task.‘ I want to know’ moments trigger searches for facts and information.Micro-moments can be categorised into four groups: In a 2015 article on the Think With Google blog, Sridhar Ramaswamy defined them as ‘ intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey’. That moment you pick up your phone to find a route to your destination, to search for that product, or an answer to a burning question (what was that actor’s name?!) It’s a moment of need that drives online behaviour and creates the opportunity for interaction with a brand. It occurs when a person instinctively turns to a device to act on a need – to learn something, do something, to watch or to buy. Whether we know it or not, as consumers, our daily lives are shaped by micro-moments. One of the best ways to do that, and an approach we take here at Fresh Egg, is with the concept of micro-moments. To unlock the secret to success in search, you must switch your mindset from company to consumer, and start with understanding user intent. Your audience’s interactions with your brand now take place in multiple locations, on numerous devices, whenever and wherever it suits them. It’s a smattering of interactions, emotions and experiences across a range of multi-channel touchpoints. Nowadays, the customer journey is far from linear. It’s been the case for a while that search marketing is no longer a standalone discipline – the true power of SEO comes when it’s combined as part of an integrated digital strategy. It’s an evolution driven by the emergence of new technologies and increasing consumer demand for hyper-relevant and customised experiences. The SEO industry is evolving at a rapid pace.
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