Capture Buyers with SEO

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Ready for another day of staying ahead of the competition in the Growth race?

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You could write a few emails yourself to podcast hosts...

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• Log in with your email

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🧠 How to Master Search Intent for E-commerce Success
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Driving traffic to your site is one thing—converting that traffic is a whole different game. By understanding and strategically optimizing for different stages of search intent, e-commerce brands can boost their SEO efforts and turn more visitors into customers.

Here’s how you can do it:

1. Understanding Informational Intent
   What it is: These users are looking for answers or educational content, not products. They’re in the research stage.
   Your Move: Craft in-depth guides to build authority. If you run a skincare brand, publish content like “How to Choose the Perfect Moisturizer for Your Skin Type.” Add engaging visuals or videos to make the information more digestible. This not only improves brand awareness but sets you up for future conversions.

Insight: HubSpot reports that businesses publishing 16+ blogs a month see a 3.5x traffic boost compared to those publishing fewer.

2. Conquering Transactional Intent
   What it is: Users are primed to buy and just need that final push.
   Your Move: For these visitors, optimize your product pages. Use clear CTAs like “Buy Now,” offer detailed product descriptions, and feature customer reviews prominently. Adding comparison tools or time-sensitive offers can boost urgency and push users over the buying edge.

Insight: A study by BigCommerce shows that 92% of consumers rely on reviews before making a purchase, proving the importance of featuring them on your site.

3. Tackling Commercial Investigation
   What it is: These users are actively comparing options and looking for the best buy.
   Your Move: Write detailed comparison articles or in-depth reviews. An example could be an electronics store writing, “Top 5 Features of Our Best-Selling Headphones.” Make the buying process easier by giving users pros-and-cons lists, ensuring they have everything they need to make a decision.

Insight: According to BrightLocal, 82% of shoppers read reviews before purchasing, making it essential to offer clear product comparisons.

4. Maximizing Local Intent
   What it is: Users are searching for nearby services or stores.
   Your Move: Ensure your Google My Business (GMB) profile is fully optimized with accurate details and updated reviews. Using local keywords on your site also helps capture nearby customers. Encourage happy customers to leave positive reviews, boosting your credibility in local search.

Insight: Moz reports that GMB signals are the top factor for local search rankings, highlighting its importance for businesses.

The Bottom Line
By mastering search intent, e-commerce brands can enhance their SEO efforts, bringing in more relevant traffic and converting mid-funnel visitors into loyal buyers. Prioritize understanding what stage of intent your visitors are in, and craft content that aligns with their needs.

How to create buyer personas
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By now, you probably understand why it’s important to know your target audience, right?

When you know and understand your target audience, you can create assets that appeal to them, from ad creatives to ad copy, website messaging, and offers.

And you probably know you should document what that ideal customer looks like.

So the big question is… what’s the best way to do this?

How to create buyer personas?

You want to create your buyer persona, a detailed description of the kind of person who is most likely to buy from your brand.

Ask relevant questions

Here are some pieces of information you need when coming up with your persona:

• How old are they? What are their occupations, their hobbies?

• What are their problems? How do they feel daily? What emotions do they struggle to control?

• What are their relationships like?

• What products do they currently use?

Create individual personas

Once you’ve answered these questions, then you should create individual personas. For example:

User 1: A female nurse, 45 years old, works long hours. Struggles with back pain, and has tried solutions like generic orthotics and entirely new shoes. She has two kids (twins, 15 years old) who are both athletes.

Before you go...

Pro tip: The more detailed and specific you can make each ICP, the better.

And yes, you can create as many buyer personas as you can come up with, as long as they’re based on actual people who have bought from you.

The more, the better. After all, each persona is an entirely new audience to test.

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That’s all for today! While we curate another Growth edition for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰