Valuing Every Click
The genius of search engines is putting your message in front of those who have already decided to do something, at their moment of interest.
Anyone who provides infrequently needed services can see the benefit.
Not all searches have value
Most clicks don’t. The ones that do vary wildly. The buyer journey from ‘wanting to learn’ to ‘wanting to act’ involves multiple stages and decisions.
Our website visitors arrive at any point.
Wasting time, energy and money securing clicks that don’t have intent, or worse, attracting clicks and failing to serve them, is normalised behaviour in the web marketing industry. That can’t go on. We will all be paying for all our clicks probably sooner rather than later.
Sites need to be built to work.
Identifying Commercial Intent or Buyer Intent
You can learn how to identify the elements that show intent. By matching their needs, we get much better outcomes. How that works is in establishing the nature of the ‘conversation’.
Figure out which have the most value, which have none, and what to do with those who have ‘some’.
It works across every industry. The buying decision follows our own internal decision-making process. The patterns are common because we are all human beings.
Different words people use represent three dimensions:
- The ‘thing’ they want help with — the need
- The stage in the buyer journey – the type of help, from consultancy to product
- Elements of identity like location, role or industry
We can identify each actual word as one of those three kinds of words, like labelling them all. Each kind of word has a scale of specificity – a market, buyer journey or audience word is each helpful in placing our intent levels.
Combined, they make the conversation precise.
The timeline is the most valuable aspect
Their overall timeline is derived from the scale behind each word type. In combination, these word types are all directional. Consistent patterns represent the decision-making process, and predictable pathways emerge.
We can help people better on-site because it is easier to anticipate what they want next. It means that when you serve the most likely to convert, the next cohort, the next most likely to convert. start navigating themselves to your solutions.
And more than that, people at the end of their journey act more quickly, which helps with cash flow.
Timing is everything
The intersection, the triangulation of the three word scales, gives you precision in the timing of visiting prospects.
You can’t see it without knowing the scales are there.
Much like triangulating mobile phone signals, and the what3word location service, buyer intent uses three sets of words to locate you in the sales conversation. The intersection tells you ‘where people are’.
The conversation is set. Knowing where people are precisely can help you respond more effectively. Sell too early or too late, and people get annoyed. It pays to recognise that they are exactly the same person at a different stage.
The logic, therefore, is to have content that matches every stage.
Your converting keyword process
- Extract all relevant keywords
- Note which word combinations have predictable value
- Include all those words in URLs and internal links (underestimated quality), headlines and schema for SEO
- Write decision-stage-appropriate content to better serve all visitors. Convert interest into needs and wants.
- Re-organise content around needs
- Re-organise content around identity
- Exclude no and low intent word combinations from your paid campaigns
- Restore marketing effectiveness
The benefit is that the structured way of organising content serves all your website’s visitors, whatever the source.
The level of intent is what we ‘pay’ Google for. Whether in currency, time, or effort. Identifying and targeting intent is an idea that drives $100 billion in revenue for them every 3 months.
- We identify which clicks have the highest conversion potential, and show you how it works.
- You can make and keep more of that money in your pocket.
The buyer intent conversion pipeline (NEW)
Buyer intent is a big subject, and one we will explore in a new dedicated mini site and mailer. The software will be under a different brand (Codename Tripleniche), so follow along as we develop the framework, software and proof of work.
We’ll invite you to come walk through how it all works when it’s ready.
It will explain why the humble website is set for a resurgence, not that they ever went away.
Matt
