Screenshot from Pi-Datametrics.com, January 2023.In the chart above, you can see that a “target” zone has been identified within Pi Datametrics Market Intelligence‘s Estimated Revenue Opportunity.
Content for these key terms is ranking well enough, but it’s currently sitting outside the positions that get the highest number of clicks (and ultimately, revenue).
Once you have identified this low-hanging fruit, it’s a great place to focus your efforts and optimize accordingly.
There are often easy fixes within this target area, for example, sorting out internal linking causing content cannibalization.
If you can also identify how much additional revenue you would gain from improving this target content; this will help you build internal business cases for getting technical website fixes into release cycles.
How To Capitalize On Medium-Volume Keywords
- Identify: Find and identify content where the opportunity has already been established and you have content that already exists. Look at the content you have sitting on pages 2 and 3 of Google.
- Prioritize: Focus on the terms with the highest revenue opportunity in order to see a quick impact on performance numbers and goals.
- Optimize: Once you’ve prioritized which terms to focus on first, go through each page one by one and optimize accordingly.
3. Optimize Your Content For Informational Searches
Optimizing for long-tail searches is key to capturing your audience at multiple touchpoints before conversion.
One of the best places to start is looking at the questions your audience is asking within the People Also Ask feature of Google search.
You can do this easily with Pi Datametrics People Also Ask Explorer, as seen below.
Screenshot from Pi-Datametrics.com, February 2023.Having a good grasp and understanding of your audience’s intent can help inform your content so that it aligns with your customer and their needs.
Google’s People Also Ask feature is a really useful tool to get inside the mind of your customer and have a clearer picture of the content they’re searching for.
Use it to explore which questions on the SERPs relate to your product and key search terms.
Then, create and optimize your content so that you answer these questions and provide your customer with the information they’re looking for, before the point of purchase.
Our research suggests that if a customer views an “informational” page before a product page, they are more likely to convert, have a higher average order value (AOV), and also be a repeat customer.
Top Tips For Influencing Your Audience Before Conversion
- Utilize Google’s People Also Ask feature to get inside the mind of your customer and anticipate the queries they ask Google in relation to your product.
- Ensure your content is optimized to answer these queries, and if it’s not, think about adding new content to your strategy.
- Don’t forget about other SERP features. They all provide new opportunities to get your content in front of your customers and open more doorways to your site.