These days, many brands need a strong SEO strategy to make it easier for target audiences to find their websites and to convert. There are many strategies, software platforms, and even dedicated careers centered around helping brands like yours rank higher in search engine results. Just like the Google algorithm, this process is in a state of constant evolution, and the competition for high-volume keywords is only growing.
Since SEO is flexible and nuanced, there are strategies your brand can use outside of the overcrowded traditional landscape. Join us as we share what pain point SEO is, how it differs from traditional SEO, and how this strategy can complement your marketing goals.
Pain point SEO is when you identify long-tail keywords that address a specific challenge or question a customer has. For example, someone who wants to build a deck might search for “low maintenance decking that is DIY friendly.” If a brand has a piece of content that talks about product features that make their decking low maintenance, the customer searching for it is likely to be engaged.
No matter how involved pain point SEO strategy becomes, creating valuable content that solves your audience’s question or problem should be at the core of your efforts.
While the end goal of both strategies is to increase the visibility and search presence of your brand, there are vital differences to note. Traditional SEO focuses on prioritizing the highest volume keywords related to your brand. The goal is to achieve high levels of traffic by ranking for the most popular keywords and search terms. With this approach, it’s common to get more people who are higher in the sales funnel, which often translates to a lower conversion rate or not reaching the correct audience.
Pain point SEO isn’t just about ranking for target keywords; it’s equally important to solve the issue your target audience needs an answer for. When a user's question or problem is solved, they’re much more likely to become engaged with your brand and covert. The long-tail keywords used in pain-point SEO help your brand stand out to high-intent leads with problem-solving content.
In short, volume does not equal conversions, which is often a more important KPI to achieve.
Now that we’ve explained the differences between these two SEO strategies, let’s look at some of the benefits your brand can expect by implementing pain point SEO. When your content is focused on answering the questions and problems your target audience is facing, your brand is likely to build credibility. That credibility has two main effects:
The core of pain-point SEO is knowing the questions and problems your target audience has. One of the best ways to map out your pain point SEO strategy is by talking to your customers. Whether through a survey, one-on-one discussions, or common questions your team hears, the goal is to identify any roadblocks customers have throughout the entire buyer journey.
You can also use customer reviews to help round out your audience research. Reviews often have great insights into what potential customers seek in a brand, service, or industry. If your competitors have any online reviews, go through them as well. It’s an opportunity to highlight any competitive advantages your brand can leverage. If a competitor has customer reviews about a product that’s hard to install, that can fuel content ideas for your website.
To effectively incorporate pain point SEO into your marketing strategy, it helps to have expert support. At True Digital Communications, we have our own process called True Target SEO. It’s a way to help target your customer’s pain points by helping them create the right content based on their position in the purchase funnel.
If your brand wants to target its most valuable customers, True Target SEO is here to make a positive impact on your marketing efforts. Get in touch with Team True to learn how to achieve more through your SEO efforts.
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