So it comes down to the strategy. All right. We know that there are going to be some informative searches that their users are going to use throughout the purchasing journey, very top level, top funnel traffic that needs to be driven. That is going to be those informative pieces, that again are not going to lead directly to a direct conversion, per se in the short term.
However, what you’re doing is you’re now funneling in that traffic. You’re building awareness. You’re establishing authority within that industry. So when it does come time to make that purchase decision, let’s say that individual doesn’t remember your name, but now they type in a buy term, you’re now going to show case product and you’re going to land them on a category page or maybe sometimes even a product page, depending on how specific their search is.
So it’s really an overarching strategy when it comes to content on BigCommerce. Again, recognizing what the search intent is and therefore what type of page that content needs to live on.
Whether it’s going to be a blog post driving top funnel traffic that is then going to try pushing those individuals further down the funnel, either through retargeting or having specific calls to action on that blog post directing them to a specific product, or again having more of that middle of the funnel, bottom of the funnel content that’s going to serve more of that buy intent for the user that’s coming directly in and off of search.
BigCommerce SEO and Content Marketing Strategies – Surge #128:
https://www.optimum7.com/blog/surge-session/bigcommerce-seo-and-content-marketing-strategies.html
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