How to optimize a company’s website for targeted requests and a specific audience of potential customers
Stanislav Gerstein, an expert in multi-channel sales, explains in detail how to optimize the company’s website so that incoming traffic is as relevant and targeted as possible: how to build a semantic core, how to use keywords and popular queries, and how to segment the target audience correctly
Before you increase traffic to your site, you need to decide what kind of traffic is needed. If the site is engaged in sales, then first of all you need visitors who will make a purchase. If the site is informational, it is important that visitors stay longer on the site and study more materials.
In both the first and second cases, the visitor’s interest is put first. In order for a visitor to log in and not close the site after a few seconds, they must see that the site or page meets their request. Therefore, it is necessary to adapt to the needs/desires of the visitor.
The first step is to collect a semantic core-a set of words, word forms and phrases that can be used to search for a product/service/information. In short, queries are divided into commercial and informational.
Commercial queries are keywords that users use to search for products and services for the purpose of purchasing/ordering.
For example: order pizza delivery, buy a bike, buy a jacket.
Informational (non-commercial) queries are keywords that users use to search for information without pursuing the purpose of making a purchase or order.
For example: how to fix the TV yourself, Stalin biography.
How can a simple person build a semantic core? It’s not that easy, but it’s free.
First, we write out all sorts of variations of how the product/service can be called, that is, we use a direct name, synonyms. You can ask customers what they call the product. After collecting the initial list, we use free search engine services: Yandex.Vordstat and Google keyword Planner.
Enter each written word in the search field and get a list of queries from the network. Copy all the words. At this stage, we do not filter or clean anything. Our task is to collect the maximum number of requests.
After all requests are collected, run your eyes through the entire list. Sometimes, after studying the requests, more ideas and options for product/service/information names come to mind.
The next step is cleaning the list. Often come across “garbage requests”, for example, you sell bicycles in Yekaterinburg, and got the request “buy a bike in Samara” – clearly not your request-delete.
Important point. For a commercial site, it is better to collect both commercial and informational requests. Why this is necessary-we will talk further.
Requests are collected and cleaned. Now we start grouping by meaning.
For example, let’s take the same bikes. We combine all requests with bicycles in one group, requests with pedals for bicycles in another group, and Bicycle seats in a third group. Bicycles, in turn, can be divided by gender, color, size, characteristics: mountain, urban, and so on. It all depends on the semantic core itself. Please note: you are grouping real queries, that is, you have already searched for them.
After all requests are divided and grouped, we create a site menu depending on the request groups.
Each query group is a separate page on the site. Many people make mistakes when trying to make a single page for a single request. This is unnecessary and useless work. You need to create a page for one group of requests, for example, “buy a mountain bike”, “mountain bike Yekaterinburg”, “mountain bike with delivery” need to be promoted on the same page and distributed by meta tags depending on the demand statistics. More popular queries are placed in the meta tags Title, H1.
How to check the popularity of a request
Just go to Yandex.Vordstat and enter a query using special characters such as “query” and”!request».
“Request” – display for queries that contain the phrase without additional words: that is, how many times you searched for the phrase “buy a bike” or “buy a bike”.
“!Query ” – fixes the form of the word (number, case, time). That is, in this form, so many people searched for information on this request: “buy a bike” – one statistic, “buy bikes” – another statistic.
The queries are collected, filtered and distributed according to the structure of the website, statistics of queries received. Next, we create the necessary queries, optimize the meta tags, and fill the page with relevant (corresponding to the request) content. We write unique and interesting information for users. The page should not be created for the sake of creation. The goal is good.
As we wrote earlier, for a commercial site, you need to collect commercial and information requests.
At this stage, sales pages are created on a commercial site, and the next stage is creating a blog and creating useful information pages so that visitors get used to the brand and can then make a purchase on this site.
We use queries from the semantic core not only for writing articles on the site. Requests also serve as ideas for audio and video content: we take interviews, use keywords in questions, post videos on the site and translate them into text format.
So we naturally increase traffic to the site, because the site has been properly optimized and search engines raise such sites higher.
Do not forget to make links to other articles. On commercial sites, in informational articles, we provide additional links to commercial pages. There should also be “share” buttons on the site so that any user can share the page in social networks. This attracts more visitors to the site.
After working with the site is finished, you can start expanding the Internet channel. We select sites where your target audience sits: social networks, forums, Bulletin boards, blogs, YouTube, and others.
Memo: Mark Sherrington’s “5W” methodology can be used to identify and segment the target audience.
Market segmentation is conducted on five issues:
What ? (What?)- what do you suggest? What products/services? (segmentation by product type);
Who! (Who?)- who purchases the product/service? What gender/age? (segmentation by consumer type);
Why? (Why?)- why should I buy from you? What is the client’s motivation/need? What problem does the product/service solve? (segmentation by purchase and consumption motivation), (to determine needs, do not forget to refer to the Maslow table);
When? (When?)- when will they want to purchase a product/service? (segmentation on the occurrence of the circumstances needs);
Where? (Where?)- where is the purchase decision and the purchase itself? (segmentation by place of purchase) – this refers to points of contact with the customer where you can influence the decision.
When the target audience is clearly defined, the search queries are studied, and you provide the necessary, useful and relevant information that is not focused on search robots, but on people-your potential customers – then the growth of traffic and sales is guaranteed.