If you are the in-house marketing manager on the receiving end of a conversation with your company’s hired search marketing agency, you have probably been told you need to invest in the almighty, ambiguous “content.”
Even more so, you have most likely been told that in order to successfully connect with consumers, you need to create and publish content that offers “how-to” advice or “top 10” lists.
But how do you know if this type of evergreen content is actually what you should invest company time and money in creating? More importantly, how do you know your target audience wants to interact with this type of information? And will actually share it with their social connections?
The answer is...
You do not know. Unfortunately, your search marketing consultant most likely does not either.
The reason for this is that most search marketing consultants are not aware of the “Do, Know, Go” graph. This precisely identifies the three basic motivational factors that influence all searches.
People predominantly search when they are:
- Looking to “DO” something, like make a transaction without consideration for what brand or agency offers the desired product.
- Looking to “KNOW” something or become educated on a particular process, concept or subject.
- Looking to “GO” to a specific branded destination but, for whatever reason, they do not know what the target’s URL is, so they search using the brand’s name. Regardless of what other listings may appear on search engine results that also offer the same product the consumer is searching for, the user will not detract from going directly to the brand they are specifically looking for.
Understanding what motivates your target audience in their personal search progression allows you to focus your resources on creating content that is most interesting and engaging for your customers.
With this, you are able to successfully:
- Increase internal efficiency for your company;
- Reduce time and costs associated with content development; and
- Maximize your traffic and conversions.
Because you are only offering exactly what your audience demands, you are not wasting your efforts on attracting unqualified, junk traffic to your site.
How Does The “Do, Know, Go” Graph Work?
If you are interested in aligning your content development efforts closer with your customer’s behavior and demands, then apply the “Do, Know, Go” graph in three easy steps.
Step 1: Input keywords that pertain to overall themes associated with your services, offerings and industry
Simply extract three to six related keywords from your keyphrase strategy and apply them individually to whatever search engine you are trying to rank successfully within.
Example: plane, airplane, airline
Common Theme: Flight
Step 2: Survey the first three pages of the search results and tally how many listings are dedicated to each concept (Do, Know, Go)
Step 3: Tally up all results applied to general theme associated with keyword sets to understand ratio of content demands
Once you tally up and assign each listing to a specific category of motivation, you are now in a position that allows you to understand what forms of content dominate the search landscape in relation to your business’s keyphrase strategy.
With this information, you can move forward with creating content that precisely satisfies the demands of your target audience.
Secret Step 4: Maximize your traffic and conversion opportunities by understanding consumer search interest
Now that you understand what forms of content are most attractive to your target audience, you can further your understanding of consumer behavior by researching what forms and terms are most popular and widely used by online consumers.
Check out Google Trends and plug in keyterms that you researched during the “Do, Know, Go” process. With this tool, you are set up to understand exactly what forms of a particular keyphrase are used the most by consumers at any given time, as well as what associations consumers make in regard to a particular service, concept or product.
A great example of this tool’s validity is the comparison of “power toothbrush” to “electric toothbrush.”
While the difference in form may not seem like a significant consideration for search marketing and keyphrase strategy, when you apply these terms to the search interest graphs in Google Trends, you can clearly see that the form of “electric” resonates with online consumers to a much greater degree than “power.”
Get To Know Your Clients and Watch Your Search Marketing Efforts Sky Rocket!
Understanding how to align your digital marketing efforts closer to the behavior and habits of your target audience is key for truly maximizing your opportunities considering traffic, visibility, conversions and transactions.
Taking the time to go through these steps will allow you to increase internal efficiency, productivity and profits.