As digital marketers, we often hear the term "SEO" thrown around in conversations about improving website traffic and driving conversions. However, many people mistakenly believe that SEO is solely about conversions, when in reality, it's about connecting and convincing. In this blog post, we'll explore the conversion path of SEO and how understanding the needs and emotions of our prospects leads to success.
The conversion path of SEO
The conversion path of SEO can be broken down into several stages. The first stage is the exposure to stimulus, which can be external or internal. This stimulus triggers a search, which is done within an emotional need state. This need state dictates the type of search that the prospect conducts. For example, if a prospect sees a car they want on a TV show, they may search for information on the car, including pricing. This search may then lead to more searches on car finance options.
Through skimming pages and reading some, the prospect will eventually reduce their purchase options down. Eventually, a few options will remain, and the prospect will evaluate each one before finally converting. This process may take over a year, with multiple searches for different items and information.
It's important to note that the digital touches between a brand and its prospects matter. This is where brand assets and salience stand out. The helpfulness of the content on a website can also alter the memory architecture of the brain, just like ads do. This means that the brand sticks in the prospect's memory.
SEO works alongside other marketing channels. It's role is to solidify and back up the advertising you use. Once the ads win you over, SEO helps justify your emotional decision. It's the process of building trust with your audience and providing them with valuable information.
To ensure you're on the right track, it's important to track your progress by monitoring your analytics. This will help you understand what is working and what needs to be improved. In addition, it's crucial to stay up to date with the latest SEO trends and algorithm updates to keep your strategy relevant.
In conclusion, SEO is not just about conversions, it's about connecting and convincing your audience. By understanding the emotional need state of your prospects, you can create content that addresses their pain points and provides them with valuable information. By focusing on connecting and convincing, you'll be able to drive more traffic to your website, increase your brand's visibility, and ultimately, boost conversions.