Mapping intent & conversion rate to create high ROI content — Thomas Johnson // We Buy Any Car

Show Notes

• ·02:53 - Next steps after mapping keywords to intent If you already have a lot of data, youll probably be looking for a way to forecast future content. Then, you can also secure a high return on investment. ·03:53 - How to apply keyword intent mapping Create a fu el depending on the business. Then, look at the layers of the fu el to determine what kind of content needs to be created at each level. Essentially, youre marrying your keywords with user intent at each stage. ·05:12 - Companies and the importance of the upper fu el If keywords are topically relevant, they should be included in your topic clusters. If the search volume isnt there, then higher intent keywords should be considered. ·06:13 - How to know when youve completed keyword research Do competitor analysis to determine where you are in the market. Use search console and keyword research tools. Survey customers and speak to sales to find out what to write about. ·09:48 - Marrying conversation rate with intent Look at all your existing pages and map all of the intents within your fu el. Then, pull through all of your conversation rates and create averages at an intent level. ·12:32 - How to calculate conversion rates Map your conversion rate and your intent to your blog pieces and service pages to identify how well they convert as a whole. That average allows you to build a bridge from already existing content to future content youll plan. ·13:48 - Including or excluding branded terms throughout the process It really depends on your business whether its included or not. In the case where your marketing team has a heavy focus on brand, you must include it as it makes up a large part of your strategy. ·15:55 - Using average conversion rates for future expansion of the website You can use the data from your own conversion rates and intent to plan future content and gauge how well that content will do. And, that will help you to get the balance between search volume and intent. ·18:10 - Ensuring SEO recommendations are picked up Youll need to create a pith to get the buy-in of company stakeholders in the corporate setting. And the tools like Semrush can be used to inform those SEO decisions. ·20:17 - Balancing search volume and intent Depending on what your business objectives are, you should always be trying to balance intent and volume. But, always consider whether the content is topically relevant for the objectives of the business.