In recent years, the SEO community has been constantly reminded to prioritize user experience above all. While SEO professionals have become proficient in basic keyword research, it’s now essential to delve deeper into understanding customer intent and sophistication. This shift isn’t just surface-level work—it requires comprehensive research, strategic analysis, and, at times, advocating internally to reshape reporting systems and key performance indicators (KPIs). The benefits of advanced SEO approaches are significant, surpassing typical SEO efforts by providing an evergreen impact across the entire customer journey, comprehensive coverage for all stakeholders in major purchase decisions, and a more engaging website experience that fosters long-term user loyalty.
1. Classify customer knowledge by search query
Basic keyword research often focuses on beginner-level, top-of-funnel keywords, which most SEOs are already quite familiar with. However, identifying deeper levels of user sophistication requires more than traditional keyword research methods. Specific types of keywords provide insights into the user’s knowledge level and intent. For example, problem-specific or situational queries reveal users’ immediate challenges, while stage-specific phrases indicate their position in their journey. Advanced research queries often contain multiple qualifiers, showing users who have moved beyond basic understanding to search for specific needs or features.
Moreover, long-tail keywords with specific modifiers are indicative of users who have detailed knowledge or experience. High-knowledge users often use advanced terminology—industry-specific or technical language that shows their deep understanding of a subject. In the context of healthcare, rather than searching “IVF clinic,” a knowledgeable user might search for “reproductive endocrinology specialist” or “pre-implantation genetic diagnosis.” Technique or methodology-based searches further exemplify their advanced knowledge, as they might look for specific treatments or tools, such as “CBT for social anxiety” in therapy contexts. Additionally, question-like queries show a deep understanding, with examples including “how does IVF work for women over 40” or “what are the best therapy techniques for PTSD.”
2. Determine where in the funnel to begin
Many SEOs start by tackling keywords that offer the most immediate traction in volume. While this might appear beneficial initially, it isn’t always the optimal approach for long-term success. Building a more effective system of prioritization involves aligning content development with key business goals. For instance, if the immediate goal is to generate leads or conversions, it’s wise to focus on content targeting users further down the funnel—those with intermediate or advanced knowledge. Conversely, for goals like brand awareness or growing organic traffic, beginner-level content could be the priority.
Understanding the segmentation of your audience is crucial. Different audience segments require varying levels of knowledge-based content. If a substantial portion of your audience is new to your product or service, starting with beginner content makes the most sense. However, if your audience consists mainly of experts or returning users, focusing on high-knowledge content that differentiates your product from competitors is more effective. Furthermore, keyword research should account for search volume and difficulty across different knowledge levels. High search volumes typically correlate with stiffer competition, meaning there could be opportunities in targeting less competitive, high-sophistication keywords.
3. Lead novices through the entire knowledge range
Top-of-funnel queries targeting beginners are fantastic for driving traffic, but the challenge lies in educating these users and guiding them through various stages of the customer journey—awareness, knowledge, consideration, and ultimately, purchase intent. Establishing a clear content hierarchy organized by knowledge levels helps address content gaps effectively, from introductory material to more detailed content. A useful site structure includes broader top-of-funnel topics as pillar pages, linking to more specific middle- and bottom-funnel pages that offer greater insights and advanced knowledge.
From there, using contextual links to guide users through content flow ensures they transition naturally through the various stages. Anchor texts should be clear and action-oriented to inform users of what they will find on the linked page. Broad introductory content should link to more specific topics as users’ knowledge grows, with features such as “Recommended for You” or “Related Articles” sections at the end of each resource article. This not only addresses immediate user inquiries but also gradually introduces more complex topics, facilitating a seamless and educational journey.
4. Develop an SEO plan to address all decision-makers
In addition to addressing user sophistication, an advanced SEO strategy should cover all pertinent decision-makers, each of whom requires different information. For example, in the context of a marketing automation tool, CMOs need to understand how it enhances team performance, while CTOs are interested in its integration with existing tech stacks. CFOs, on the other hand, will be focused on the cost-effectiveness in terms of fees, integration costs, and overall revenue generated or operational costs saved.
Creating a robust content matrix to address different stakeholders involves identifying these roles and mapping their needs to content topics. Each stakeholder has unique pain points, motivations, and concerns that must be understood and addressed through tailored content. By building a matrix categorized by stakeholder role and content type, considering the stage in the buying process (awareness, consideration, decision), you can ensure comprehensive coverage. Additionally, leveraging cross-linking techniques between roles ensures that users are guided to content relevant to their specific concerns, influencing both individual and organizational decisions.
5. Persuade clients (or supervisors) to prioritize purchase intent over volume
In recent years, the SEO community has been continuously reminded to put user experience first. Although SEO experts have mastered basic keyword research, it’s now crucial to explore deeper into understanding customer intent and complexity. This evolution goes beyond just scratching the surface; it demands thorough research, strategic analysis, and sometimes even advocating within the organization to reconfigure reporting systems and key performance indicators (KPIs). The advantages of these advanced SEO strategies are considerable and extend beyond conventional SEO efforts. These strategies offer lasting benefits throughout the entire customer journey by ensuring full coverage for all stakeholders involved in significant purchase decisions. Additionally, they contribute to creating a more engaging website experience that can lead to long-term user loyalty. By prioritizing user experience, advanced SEO techniques not only aim to improve search engine rankings but also enhance overall user satisfaction, which in turn supports sustained growth and success for businesses. Therefore, focusing on user experience and understanding customer intent becomes essential for any forward-thinking SEO strategy looking to make a meaningful impact.