Catering SEO Copy to the Online Buying Cycle

Much of SEO is about improving the visibility of your site. Unfortunately, some have misunderstood this and believe that this is the only goal of SEO. It’s important to recognize that SEO and sales are closely related. Your site should not only be optimized for the search engines, it should be optimized for your visitors. One of the most important elements is the connection between SEO and the online buying cycle. It’s a mistake to think that all internet searches are conducted by the same kind of user, and that they all have the same likelihood of clicking on an ad or buying a product. Thankfully, most of your traffic belongs to one of three categories: interested, researching, or buying. A good site targets all three types of users, but treats them differently. Interest Take a close look at your keyword list and try to identify those that indicate a general interest in the subject. These keywords tend to be fairly broad. They tend to be either academic or entertainment seeking. These are the users looking for “latest news” and “funny clips.” They have no immediate interest in buying something, and shouldn’t be treated as though they do. Why target these readers at all? Several reasons. Users who find your content interesting or entertaining are more likely to subscribe to your site, share it on their social networks, link...

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