Is the goal of your digital marketing strategy to generate conversions?

Do you have a website that is well positioned but does not generate leads?

Here are some problems that can compromise your SEO or SEM strategy:

  • The pages of your site are well positioned, even at the top of the search engine results, but they are not clicked.
  • Your ads make a lot of impressions, but they don’t get clicks.
  • Your pages and ads get lots of clicks, but don’t convert.

If you have encountered one or more of these problems, it means that there is a disconnect  between the keywords, the Ads (SEM), the title / description of the page (SEO), and the content of the landing page / website.

Let’s see what the causes can be :

  • choose only keywords related to the search volume
  • use the same text for all ads
  • use the same landing page for all ads
  • do not check which page is positioned for a given keyword
  • do not check the organic search results to improve the visibility of the page in the SERPs

To avoid compromising your SEO or SEM strategy, always remember that your audience is people, not Google or other search engines. If you want to pursue a successful strategy, you need to understand what your audience wants, and give them what they are looking for.

So here’s what to do to effectively choose and use keywords, improving content and increasing user engagement.

1) Understand what the user wants

Keywords are important because they allow you to understand what the public wants, consider them as a direct expression of the consumer.

With this in mind, it identifies and uses the keywords that are used by the user during the various stages of the purchase process, and not just those with a high search volume:

  • At the beginning of the process the user will use  macro keywords , generic and with a high search volume, which are unlikely to lead to conversion.
  • In the final phase, however, it will use the so-called  long tail keywords , targeted and with a low search volume, which, however, will easily lead to conversion (purchase / contact), because they are chosen by a user who knows perfectly what he wants.

2) Offer relevant content to the user

Once you have finished searching for keywords, group them according to the different stages of the consumer’s purchase process and, to complete the SEO strategy, connect them to the most relevant content and pages on your site.

For paid ads, create a landing page with content that meets the user’s needs throughout the entire decision-making process. These pages are in fact defined as ” preferred landing pages “: by selecting the right keyword for a meaningful content, you will improve your positioning, the number of clicks and conversions.

The relevance of the content is not limited to the landing page. The ad texts (AdWords), title and description of the organic search results page (SEO) play a fundamental role in driving traffic to your site: if the content is not sufficiently relevant, a disconnection occurs and the user will leave the page.

Google itself also favors sites that have good usability, understood as the speed with which  users  find what they are looking for on the page. This proves the importance of using keywords closely linked to content created to meet the specific needs of the user. We are providing HGV Driver Training at I Drive Driver Training.

Researching the right keywords helps to create engaging and meaningful content for users, leading to an increase in traffic to your site and the generation of leads.


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