The data coming in to your Google Analytics account provides valuable information related to how the different keywords you target are performing. With this information, you can better understand your site visitors and begin to reverse engineer the creation of future content, as well as fine tune the layout of your site's existing content to effectively match content to meet visitor intent. The result is increased visitor engagement levels and improved conversion rates.
The first step in this process involves mapping out a content strategy based on clearly identified buyer personas and the different stages each persona moves through on their way down the conversion funnel. People normally enter the sales cycle at the top of the funnel, move through one or more stages in the middle of the funnel, and finally move through to the bottom of the funnel on the way to converting.
By understanding the different questions varying personas may be asking at each stage in the funnel process, you can begin to design a content strategy that effectively answers those questions at the time when your visitors are seeking the answers.
Gingerbread Houses with Solar Panels
Let's run through a quick example of how someone might reverse engineer their content based on keyword insights. Shawn runs an eCommerce site that sells extravagant gingerbread house patterns. These cardboard patterns are what people use to support their gingerbread creations. His customers come to him when they want to build a mansion, castle, or some other complicated structure, as opposed to just a traditional single-family gingerbread structure.
Now, imagine that a visitor arrives on a landing page on Shawn's website that's dedicated specifically to the explanation of how to modify the mansion template he sells in order to include customizations and make the gingerbread creation truly unique. Maybe it's a page called "How to Add Solar Panels to Your Gingerbread Mansion."
This type of visitor, the one searching for information on how to successfully complete a DIY project that incorporates one of the products Shawn sells, is clearly looking for additional information, assistance and education of some sort. They completed a Google search with keywords that matched up to that specific landing page and their intent behind navigating to the site is pretty clear -- they want information.
Shawn can assume that this particular visitor is searching for information related to customizing a gingerbread house design. Because this person is still in the research stage, he or she would be associated with the top of the funnel because they are still at least a few steps away from converting and may actually have already completed a purchase and are now seeking support resources on how best to use the product.
With this information, Shawn can double check and ensure that the call-to-action (CTA) on this page is appropriate and matches the visitor's likely intent for visiting the page. A Download the Gingerbread Solar Panel Installation eBook CTA would make a lot of sense, while a Price Shop Custom Gingerbread Designs datasheet CTA would make less sense.
Now on the other hand, if someone performs a search that results in their being directed to a pricing-specific page on Shawn's site, he could make a good guess that this visitor may be somewhere closer to the bottom of the funnel, because he or she is past the point of educating themselves on the product and has moved further into the buying process where price points are being reviewed.
How to Reverse Engineer Your Content in 4 Steps:
Start with The End in Mind
This four-step process can be summed up pretty easily, "To write a landing page well, start with the button." Great advice from the pros over at CopyHackers.
Basically, when you start with the end in mind, it's easier to identify and piece together a strategy that will touch on all of the major pain points, curiosities and concerns your customers might experience on their path to conversion.
Image courtesy of Shutterstock
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Aubrey is director of content for Salted Stone, an award-winning boutique digital agency that drives increased revenue for clients by producing extraordinary websites, digital collateral, and search marketing campaigns.
Aubrey specializes in helping businesses engage with their clients and respective audience. She has experience working in a broad range of industries, including technology, e-commerce, licensing, marketing, and publishing.
March 19, 2014