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Jason Hawkins

Search Query Analysis: How to Maximize Lead Generation & Sales

Jason Hawkins

The success or failure of your internet marketing campaign begins with keyword analysis.

As we all know, SEMrush is a great tool to conduct this type of keyword research. I would argue the structure in which you set up your SEO campaign is of the utmost importance. While the details I am going to share may seem minor, the results are not.

Taking keyword research a step further will solidify the time, money and resources you put into your SEO campaign. For example, industrial internet marketing services are quite costly. They often spend thousands of dollars on an SEO campaign, but they must convert this traffic to truly profit.

Let me show you how we successfully implemented a profitable strategy based on search query analysis. I will share how to maximize the chances your SEO campaign is a success, not measured by traffic, but actual lead generation and/or product sales.

Ultimately, traffic will not make your small business successful. Conversions will. 

We can all agree that lead generation and sales are a byproduct of targeted traffic. After analyzing data on over 100 different websites, I have identified a common theme that may be overlooked by some.

In this post, we will use a client of ours that currently sells metal buildings, among other related products.

Capitalize off the query: 3 different reasons why people search

To Gather Information. An example of this query would be "cost of metal buildings." How do we know this? Well, I would argue that one who knows which type of metal building they want would certainly search for that specific type of building (they would likely include size if they were passed the information gathering stage). Metal buildings range from $3,500.00 to $35,000.00+.

Most of these searches are in the research phase. There is always an exception to this rule, but generally speaking, the conversion rate (visitor vs. visitor) against a buying type keyword found below would be greater based on our data. Search volume will always be greater than buying type keywords, and with that comes heavier competition.

To Compare Products. An example of this query would be "metal buildings cost." Again, how do we know this? Based off Analytics, these types of visitors compared multiple types of building prices and even different sizes of buildings. Perhaps this visitor has land and knows he needs a building; he's just not sure what metal buildings cost and, therefore, how much building he can buy with his dollar.

Search volumes will not be as great as the informational queries. However, these are generally more targeted in nature.

To Buy. An example of this query would be "30 x 40 x 15 metal building for sale." This searcher knows the exact dimensions of the building he is looking for, and specifically appended "for sale" to the end of his query.

This will be the least searched in terms of volume, but conversions are sky high for these types of long-tail queries. The great news is that despite there not being many searches for these types of queries, competition is extremely low as everyone wants to rank for the heavy hitter, "metal building."

Search-Query-Analysis-Goal-Conversions

SEO campaign success with search query analysis

Now that you know how to interpret search queries, you may be wondering how you can successfully utilize the aforementioned data to your benefit. Ask yourself, “What search queries would my ideal buyer type to find my website?”

Review your current strategy. What keywords are you going after? Why? What is the logic behind your SEO campaign? Are you solely trying to go after the heavy volume keywords that are informational-based with heavy competition? If so, you are competing against other organizations that have the time, resources and money to ensure this is a difficult task.

The path of least resistance would be to target the search queries with buying intent. It can be extremely easy to rank for these types of keywords. Try it on just one page following my previous recommendations in this SEMrush post.

Open a new page weekly if possible on a new category with buying intention, utilizing the methods outlined in the above link. This can allow you to quickly rank for these types of keywords as competition is limited. More importantly, it will allow your conversion rates to reach levels you’ve never seen before in a timely manner.

After you complete this task for a couple of months, you should see your conversion rates in Google Analytics skyrocket. If not, there may be some conversion rate optimization issues.

My next post will go into great detail on ways you can increase conversion rates on your website.

Author bio:

Jason Hawkins is the President & Co-Founder of NoRiskSEO.com and TheMiamiSEOCompany.com. He has over eight years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, ensuring industry leading response time from staff, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment. Follow Jason on Twitter here. His last article for SEMrush was, "How to Use SEMrush to Dominate the Search Engines."

Jason Hawkins is the CEO & Co-Founder of TheMiamiSEOCompany.com. He has over ten years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment.

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