Tired of seeing your website traffic bounce before giving you a chance? When you know what your visitors want, and you give it to them, it's a lot easier to convince them to stick around.
And, as you'll see in just a second, if you follow this seven step model, you'll not only understand what your visitors want but also the best way to give it to them.
Just one thing before we start. If you're planning on trying to adapt this process to the Google Keyword Planner Tool – don't.
Yes, it is possible but I don't want you bidding on a Delorian just to get back your youth. Each of these steps has been dramatically simplified by using SEMrush, which is why I chose to showcase this method here.
If you're worried because you don't have an account then you can complete all of these steps with the 'free level' of SEMrush which allows 10 searches a day, with 10 results per search.
Without further ado, we start by looking at the way things are now.
What Keywords Are Visitors Using To Find Your Site Today?
This process has been made simple with the Domain Overview Report.
Step 1 - Simply open up your SEMrush dashboard and enter in your website's domain name.
Within a few moments you'll see the page filled with a colourful display of data. Data that gives you immediate insight into what's working and what's not when marketing your website.
For my example, I'm using a chiropractic site since I'm doing the work for a client anyway. This will come into play later when we dive deeper into identifying the intent of your website visitors.
Step 2 - Scroll down the page and find the "Top Keywords" section.
Click on the “25” under Organic Search or simply find and click the "Full Report" button; it shows up as green in the image below.
By opening the full report you'll get to see all of the top keywords visitors are using to find your site. You now have direct insight into the exact keywords your visitors are using to find you.
This is extremely powerful stuff!
The Organic Search Positions Report also lets you see which keywords are ranking well and which ones are bringing in the traffic in an easy to read graph.
Step 3 - Export the entire report into Excel (.xls), Comma Separate Value (.csv) or Portible Document Format (.pdf) by using the Export" button.
Now it's time to get to work. All of these steps are simple, but not always easy.
As you'll see in the next section, it seems like I lucked out but the truth is... exactly the opposite happened. I'll show you.
All of these keywords would be categorized into 'Solution Testing' or commitment keywords. That's great if you're only looking to convert visitors ready to buy into customers, but a majority of your audience will found in the other buyer intention categories (covered in the next section).
Step 4 - Sort the keywords into four different buyer intention categories.
- Problem Awareness
- Solution Awareness and Investigation
- Solution Testing
- Commitment To a Solution Path
In some ways this is the hardest step in the process, and the better you know your market, the easier it is.
Problem Awareness Keywords: These keywords usually investigate a general problem, such as "back pain," "lower back pain" or "causes of back pain."
The major distinction between problem awareness and solution awareness is the focus of their keyword research. If they are looking for more information about a problem they have, rather than a solution to that problem, then the keyword generally fits into this stage.
Solution Awareness and Investigation Keywords: Once your visitor has researched their problem they're going to start looking for a solution. To continue with the chiropractor example, you might see keywords like "how to fix back pain," "lower back pain treatment" or "back pain exercises" and "how to relieve back pain."
Keywords like these show that your visitor recognizes that they have a legitimate problem and are looking for solution options.
However, if you take a moment to review the keywords, you'll see that no specific solution has been found. They are still looking at their options to see what's right for them.
Solution Testing Keywords: At this stage your visitor has decided that they are ready to seek help, whether directly through your company or through a self-help path. Either way, if it's their first time trying this solution then they are most likely testing the waters.
In the case of a chiropractor's site you might find keywords like "back pain stretches" from someone who wants to try non-medical help.
Or you might find your visitors searching "local chiropractor" or "lower back pain treatments New York" to see what their local options are for medical treatments.
Either way, all three of these keywords indicate that your visitor wants to take action to resolve their problem, but before they commit to anything long term they are most likely going to want to take it for a test drive.
Step 5 - Now that you know what kind of visitors are coming to your site, it's time to create offers based on buyer intent.
Visitors using keywords to investigate their problems are looking for more information on why they have the problem, how long it will affect them and what it will do to their lives.
This kind of visitor wants information and you're just the expert to give it to them. Plus, by providing expert insights into their problem at this point in their buyer cycle, you're making it easier for them to come back to you when they are ready to investigate solutions to their problem.
Once that happens, they've moved into the next stage of the buyer cycle; they start to investigate whether there are solutions available to them, and if so, they wonder what these solutions are.
At first glance this seems like simple data collection, but when you peer into your visitor's mind you'll see that they are sorting the wheat from the chaff.
Their main goal at this point is to determine if a solution exists, and how right that solution is for them.
This is your moment to shine.
By offering your visitor a resource that answers all of their questions, perhaps compares possible solutions, and showcases why your solutions are the best... you have a tremendous opportunity to strengthen your relationship with that visitor.
Let's take the chiropractor for example. Let's say the chiropractor's website delivers a blog post that explains the top five common treatment methods for lower back pain, and objectively explains the pros and cons to each one.
The chiropractor has bestowed extremely valuable expert insights to help their visitor seek the help that's right for them. This immediately positions the chiropractor as the trusted expert and gives the visitor a reason to trust the chiropractor and move into the solution testing phase of the buyer cycle.
Now, Solution Testing can be easy... but it can also ruin all of your hard work.
"Solution testing" is just a fancy way of saying that your visitor wants to sample the goods without committing to "until death do us part."
So let them.
Many software companies, like SEMrush, do this by offering a free trial. That can be pretty easy.
However if you're a service-based business, which is what I specialize in, you can fall into the 'devaluing loop' nightmare and ruin your business.
The devaluing loop happens when you offer your main product at a discounted rate (or free) to your visitors. The discounted rate makes them wonder "if you can give it to me at half price now, why can't you keep offering it to me at that price?"
You end up creating discount hunters instead of loyal customers; exactly the same hole that daily deal sites have found themselves in for years.
If you get the Solution Testing phase right and your solution is all that you said it would be (it actually works) then chances are your tentative visitor will become a loyal customer (and move into the final phase of the buyer cycle) in no time!
That's when you 'upgrade' them into Committing to the Solution; your core product or service that will keep them coming back again and again.
Do you see how that works? Once you know what keywords your visitors are using to find your site, you can create an offer catered to exactly what they're looking for and help them move through the buyer cycle – straight into being a new customer.
Step 6 - The last step to this process is to create a marketing funnel for each offer that you make your visitors.
That means you'll have a blogging marketing funnel for Problem Aware and Solution Aware visitors; a lead generation marketing funnel for Solution Aware and Solution Testing visitors, and a sales funnel for those who are ready to turn into customers.
Each one of these funnels is at least a blog post by themselves, so I won't be getting into them here but I truly hope this has helped you implement a way to use the information provided by SEMrush to get you more new customers, faster.
If you have any questions feel free to leave a comment – I'll be around to answer them.