Create content that fully covers a cycle of engagement. Each keyword has its type of request which corresponds to the level of engagement of the Internet user. The type of query used by the user can indicate where in the purchase journey the keyword is used.
- Informational - Internet users are looking for detailed content, they are exploring different solutions. The user is at the start of the funnel.
- Commercial - Internet users prepare to buy, they need to understand the product or service and compare it with the competition.
- Transactional - The user takes action. Its objective is to carry out research with the aim of carrying out an action considered as a conversion.
What form should my content take? Depending on the type of request , you can determine the type of successful content. It's very simple, you can use the matrix below:
- Informational : Rich content, infographics, statistics, slideshows and definitions
- Commercial : "bestof" lists, case studies
- Transactional : landing pages, pricing pages, and product feature lists
Successful content needs to be deepened. Stop creating content suitable for a single keyword. To maximize your SEO and therefore the visibility of your content, think "semantic universe" . Use additional lexies that appear on the same semantic concept. Google searches for these lexies to "validate" your content.
To determine these successful lexies, you can:
- Use your intuition . In your client's industry, the basics should be obvious to you, such as brand names, product names, services, and industry terms. An example: a digital agency will use lexies that describe its services: SEO, content marketing, e-mailing, website creation, etc.
- Use a tool . From the target keyword, you can perform a semantic analysis to discover the additional lexies to consider when writing your web. There are a variety of lexie finding tools that can be used, SEO incorporates this functionality
