August 3, 2017 by Michael Diez
So you just published your website. You put up some ads on Google Adwords and waited for sales to come in.
Only you did more waiting than anything. What’s happening?
You check Adwords and see the clicks piling up, but no customers.
“Maybe Adwords is no good,” you say. “Maybe try Facebook.”
You try Facebook, and it is the same story. Crickets. What’s going on?
Today’s buyers are finicky. There is a lot of information out there. There are many choices. Most buyers are just browsing. And these browsing customers are costing you money.
Give them the information they are looking for. Show them how your product/service is superior to those other choices. If you do this, you would have saved those visitors time. If they do not buy right away, they will come back as soon as they get frustrated when other places do not give them the information they are looking for.
People are looking for information in search engines, therefore you need to provide search engines with the content people are looking for. In other words, you need to work on SEO Content.
Here is a quick outline to follow when creating content for your website.
Niche topics are topics in markets related to what you sell. For example, say you sell soccer balls. Niche markets include the following:
Buyer personas are the details of your target customers. For example
These keywords are used by people when they are ready to buy. They include words like “buy,” “coupon,” “discount, “deal”, “fast shipping.” Here are some examples:
These pages are optimized for sales, they should be your product/service pages. Most likely the pages you already have on your website.
In Google Keyword Planner, look for keywords with a lot of traffic and high competition. They’ll stick out because these keywords are usually significantly more expensive than the rest.
Don’t be turned off by their cost. Look at it this way. These keywords convert really well. 100 visitors for $5 costs $500 and converts 20% is $25/conversion. You should be selling soccer balls worth $50 or more. The point is, do the business math before judging the cost of these keywords.
These keywords are of specific products/services or categories. Here are some examples:
These pages are also optimized for sales. But these pages are usually category pages with many items. If it’s a service, then this pages usually show several services grouped together.
Most people are looking for information. You will get a lot of traffic from these keywords, but few conversions. The strategy here is to show them content with the information they are looking for. Answer all their questions. Help them make a decision.
These keywords include words like:
In Google Keyword Planner, look for keywords with a lot of traffic. If you have a low marketing budget, focus on promoting this kind of content. The key factor here is to make sure the content is valuable, meaning it saves the visitor time and money.
Content like this gets links and eventually ranks well in search engines, therefore it will only cost you the time to make the pages and a little advertising to get the ball rolling. Once you attain good ranking, you will have organic traffic that you no longer have to promote with advertising.
Then take some of the money and start advertising higher converting content (like product and commercial intent content) to increase revenue faster.