in SEO by Jeffrey_Smith

Which would you rather emphasize (1) reacting to the effects of the competition or (2) implementing SEO and SEM tactics based on causation that cater to the psychology of search? In this post we explore SEO, exploring causes behind keywords and building a bigger sales funnel.

Is Your Sales Funnel Informational, Navigational or Transactional?

Is Your Sales Funnel Informational, Navigational or Transactional?

Digging a layer deeper than the surface, it is safe to conclude that sales and conversions are about one thing – the size of the funnel that visitors use to find your website.

Considering the various ways a website can receive traffic:

  • Search Engines (Organic Search or PPC)
  • Advertisements (Adsense, CPA Networks, Text Links).
  • Contextual Links via Editorial Feedback
  • Press Releases and PR
  • Email Marketing
  • Social Media

And the type of consumer or the mood or flavor of the searchers or visitors intent:

  • Conducting Researching (Qualitative)
  • Interesting in Purchasing (Motivated)
  • Tangential Discovery (Potential for Conversion via Found a Link from Surfing)
  • Not interested

These variables determine which funnel or options ideally facilitate a conversion. Also, keep in mind that conversion can mean different things to different websites at different times.

Hence, getting a valid email address and name is one example of a conversion; since you know that through introducing them into an email drip campaign that the likelihood of matching that individual’s preference or intent (based on the keyword or landing page they used to subscribe) could be used as a benchmark to submit offers to them over time (based on correlation).

For others conversion may be subscribing to a popular RSS feed (which has its own hooks, offers and promotions) or for others, conversion means making a sale for a product or service. In either scenario the size of the funnel matters and what happens “after” visitors arrive should play into which funnel they traveled down to get there.

Organic search engine rankings boil down to (a) having qualitative relevant content (b) creating prominent landing pages that correspond to those keywords (c) consolidating internal links based on the optimized keywords and (d) having enough link popularity to give it a  boost in the SERPs (search engine result pages).

If your website doesn’t rank high enough, traffic levels will be insignificant to engage your sales funnel. This means that the real power you have is the power of observation, innovation and execution. By monitoring trends, using keyword research and producing quality content on a topic, you can expedite the authority process for your website.

Website authority translates directly to trust from search engines as a qualifies source of information. That authority comes from adding layers of topical content and gaining traction for rankings through selective content.

The content you create should be based on structured principles of keyword research and you should thoroughly understand the required relevance thresholds needed in order to effectively “make a dent” in the SERPs.

This means understanding how many pages or related posts  are required (for the root keyword and modifiers) to push it “over the top” of the tipping point issued by challengers all fighting for those keyword combinations and how many authoritative or deep links are required to each page before it is designated as an authority on the topic.

Keywords and modifiers

Search engines are all about functional queries and keywords and keywords modifiers returning the most relevant result. These modifiers [supporting prefixes, suffixes and synonyms] set the tone for which consumers reach your pages as destinations and allow you to create a broader array of appeal across multiple demographic and psycho-graphic profiles.

It is important to see past the result and consider the originating intent of the individual behind the search. By presenting preferred conversion paths based on the type of visitor – [ informational, navigational or transactional ] – courtesy of Andrei Broder’s masterful document a taxonomy of web search; you can improve upon the visitor experience by matching their expectations through carefully crafted choices that correspond to their impetus.

By investing your time in (1) keyword selection and (2) content / modifiers and accommodating site structure; reaching your ranking objectives is merely a matter of tact, volume and time.

If you are interested in finding hidden keyword opportunities, then you can use a keyword generation tool like Keyword Lizard – that allows you to input various keyword combinations. All you need is a spreadsheet to create the root phrases, modifiers and potential prefixes and suffixes that are popular in your niche and allow the various scripts to do the rest.

Once you created your mix-up / master list, you can use the Google Adwords Keyword Suggestion Tool or the keyword research tool of your choice to conduct research and find profitable hidden keyword opportunities for both SEO or SEM, depending on your budget, your needs and the competitors you are up against. 

Read More Related Posts
Sifting Through Organic Search Engine Results
With the mass amount of beta tests executed on search algorithms within the Googleplex, search results can often seem like "mixed-fruit" or a "tossed salad" for business owners trying to ...
READ MORE
SEO and the Cycles of Optimization
With SEO, being faster is not always better. When you are targeting competitive keywords, slow and steady wins the race. Just as what goes up must come down, understanding the ...
READ MORE
SEO Dependency – Do Your Rankings Rely Too Much on The Home Page?
Are your search engine rankings depending too much on one page (like your homepage) or one sub folder of your website? If so, here are a few tips to spread ...
READ MORE
3 SEO Tools for On Page and Off Page SEO
When you’re tired of playing childish games like leap-frog in the search results with your competition and are ready to change the subject from recess to biology and literally dissect ...
READ MORE
For those of you who have installed the SEO Ultimate SEO Plugin for WordPress from SEO Design Solutions and are have patiently waited for information about the feature-rich dashboard and ...
READ MORE
Warning: If you currently provide SEO or SEM services, use PPC or Affiliate Marketing for your website(s), consider yourself "put on notice" that the market-devouring collaboration between Theme Zoom and ...
READ MORE
Search Behavior and Keyword Selection
Where you rank in search engines matters equally as much as which keywords you rank for; however, you should not confuse rankings, relevance or search behavior when targeting keywords for ...
READ MORE
How to Create A Plan B for SEO Rankings
Does your website have a plan B for SEO rankings? Specifically, does each landing page and its corresponding keywords have a best case alternative or worst case alternative in the ...
READ MORE
Are you building the right type of links?
While link building is an important for SEO, the million dollar question is, are your building the right type of links for your website? The truth is, not all links ...
READ MORE
How New Content and Post Frequency Impact SEO
Today's topic is based on the importance of refreshing your on page content from time to time to toggle "the fresh content factor" to get a boost in the SERPs ...
READ MORE
SEO and Google Search Engine Result Pages
SEO and the Cycles of Optimization
SEO Dependency – Do Your Rankings Rely Too
SEO Tools for On Page & Off Page
The SEO Ultimate WordPress Plugin Video Tutorial
Domain Web Studio 3.0: SEO Tools for SERIOUS
SEO, Rankings and The Way People Search The
How to Create A Plan B for SEO
Stop Building Worthless Links!
How New Content and Post Frequency Impact SEO

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

One thought on “Search Engine Traffic and the Sales Funnel
Comments are closed.