Strategies Beyond High-Intent Keywords: Navigating the Next Phase of SEO Success
Running out of high-intent bottom-of-the-funnel (BOFU) keywords is a common challenge in the digital landscape. When phrases like “best social media tools” or “top email verifiers” become saturated, it’s time to explore alternative strategies. This article delves into practical tips for maintaining visibility on search engine results pages (SERPs) and keeping a strong connection with your audience, even after exhausting your high-intent keyword list.
Navigating Beyond High-Intent Keywords:
Once you’ve tapped out your high-intent keywords, a fundamental shift in mindset is crucial. Move from a purely conversion-centric approach to one that focuses on building relationships. Recognize that not every piece of content needs to lead directly to a conversion; instead, prioritize engaging and educating your audience, fostering a connection even if they aren’t ready to make a purchase.
Audit Your BOFU Pages:
Start by conducting an audit of your existing BOFU pages. Identify keywords where SERP rankings can be improved. Utilize tools like Rank Checker in Moz Pro to track keyword positions and concentrate on those not holding the top spot. Strategies include reclaiming lost positions, strategic backlinking, and refreshing outdated content to optimize your BOFU pages effectively.
Explore Long-Tail MOFU and TOFU Keywords:
After optimizing BOFU pages, broaden your keyword focus to include long-tail middle-of-the-funnel (MOFU) and top-of-the-funnel (TOFU) keywords. These specific, less competitive keywords contribute to educating potential customers and building brand awareness. Leverage tools like Moz Keyword Explorer to identify relevant long-tail keywords with lower competition and reasonable search volume, enriching your content strategy.
Connect Educational and Sales Content:
Integrate related keywords to bridge educational and sales-focused content seamlessly. Identify topics related to your BOFU articles, research high-volume, low-competition keywords, and create valuable content that builds trust. By mentioning BOFU content in relevant sections, you guide readers from informative to sales-oriented content, replicating successful strategies used by industry leaders.
Listen to Customer Conversations:
Tap into customer conversations to discover new content ideas. Leverage conversation intelligence tools, conduct customer interviews, and explore online communities where potential customers engage. Gather insights into their questions, feedback, and concerns to tailor your content strategy accordingly.
Explore Emerging Topics:
Stay ahead in your content strategy by exploring emerging topics. Use tools like Google Trends to identify trending keyword opportunities and seasonal patterns. Don’t overlook zero-volume keywords, as they can lead to untapped niches with less competition, making them easier to rank for and attracting relevant traffic.
Collaborate for Better Visibility:
Enhance your SERP visibility by collaborating with affiliate websites ranking for your target keywords. Offer incentives like exclusive deals or commissions to make your product more appealing, increasing your visibility on listicles created by affiliates. This strategy diversifies your content distribution and amplifies your brand’s reach.
Implement “Crash the Party” SEO Pages:
Shake things up with the “Crash the Party” SEO strategy. Initially comparing your brand with a competitor, expand the scope by including a third competitor in the mix. This strategy captures attention and positions your brand as a unique solution in a competitive landscape.
Exhausting high-intent keywords doesn’t signify the end of SEO success but an opportunity for diversification. Shift from a purely transactional approach to one focused on relationship-building. Continuously enhance BOFU pages, leverage customer feedback for new keyword ideas, and explore creative SEO strategies. By adapting and staying flexible, you’ll uncover untapped markets, engage broader audiences, and establish your brand as an industry authority.