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

Thomas Johnson, SEO Manager at We Buy Any Car, discusses understanding query intent. It’s always challenging to get buy-in from stakeholders for SEO recommendations. But, what if there was a data-driven way to indicate future ROI on content pieces? Today, Thomas talks about understanding market intent and conversion rates to drive ROI.
About the speaker

Thomas Johnson

We Buy Any Car

 - We Buy Any Car

Thomas is the SEO Manager at 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 funnel depending on the business. Then, look at the layers of the funnel 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 funnel
    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 funnel. 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.

Quotes

  • "When you are not the market leader, there's a lot of stuff you can look at from what your competitors are doing. And you can use that as a marker." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "If you've got an 80% conversion rate on a page and you assume it was informational, then you're wrong because it's 80% conversion rate." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "If you look into identifying the intent of your blog pieces or service pages, you can map your conversion rate and your intent there. And get a feel for how well they convert as a whole." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "If youre a big brand, people will want to rank your branded queries and answer questions about your brand. You might need a whole new key map on doc just for brand." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "Volume isn't always king but, intent isn't always exactly king either. Sometimes there's a balance between the two and alongside this, there's always the topical authority conversation." -Thomas Johnson, SEO Manager, WeBuyAnyCar

About the speaker

Thomas Johnson

We Buy Any Car

 - We Buy Any Car

Thomas is the SEO Manager at We Buy Any Car

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