A common observation in Google Analytics for many websites is that a majority of the traffic usually comes from a handful of blog posts.
The problem? High traffic doesn’t always translate to a large number of conversions.
The reason for this lies in the nature of the keywords targeted – focusing on head terms or high-volume queries may attract a broader audience, but these visitors may lack strong buying intent. To boost conversions, it’s essential to prioritize content that targets lower-volume keywords with high buying intent.
This approach, known as Pain-Point SEO, helps attract visitors who are actively seeking solutions to their problems and are more likely to convert. Focusing on middle or bottom-of-funnel keywords with high-converting potential can yield better results than chasing high-traffic, top-of-funnel queries.
In the following article, we will dive deeper into the concept of Pain-Point SEO and explore various frameworks that can drive leads and signups more effectively than traditional content marketing strategies.
Pain Point SEO is a method focusing on content crafted around high-intent keywords instead of high-volume ones, aiming to drive conversions by addressing customer pain points and catering to search intent.
Pain Point SEO is a shift in focus from volume-driven keywords research, to pain-focused keyword research and content creation.
When developing a keyword strategy for a content marketing campaign, a common mistake is to prioritize high-volume keywords without considering the searcher’s intent. This approach can increase website traffic, but it might not necessarily lead to more leads or signups.
Instead, we propose a more effective method – Pain-Point Driven SEO – which focuses on addressing the problems and needs of potential customers throughout their buyer’s journey.
For example, when conducting content marketing for a SaaS company targeting HR reps, many marketers might start by generating a list of keywords related to that audience.
They would then prioritize these keywords based on their search volume and competition levels. Although this method could result in increased traffic, it might not lead to a substantial boost in leads and signups.
The reason? It overlooks the key aspect of searcher intent.
Rather than focusing on volume alone, our Pain-Point Driven SEO approach begins by understanding the challenges and issues faced by potential customers.
Using this insight, we then identify relevant keywords and topics that address those pain points.
This way, our content will not only attract traffic but also cater to the specific needs and interests of our target audience.
With Pain-Point Driven SEO, we map the searcher’s intent to various stages of the buyer’s journey, which helps us predict which articles will lead to conversions.
This method ensures a more effective SEO campaign, as it directly aims to resolve customers’ problems rather than merely increasing website traffic:
To effectively drive leads and signups, it’s important to focus on three primary SEO content types:
These keywords directly relate to your product or service, and when someone is searching for them, they’re already solution-aware.
BOFU conversion keyword examples include:
Further Reading: How to Own BOFU Keywords for SaaS
These keywords target users who are already interested in your product or service – and ranking for them is the core starting point.
Competitor comparison keywords often include searchers that are generally deep in the funnel.
They’re comparing your product (or your competitors) to understand which will solve their pain and fit their needs.
Further Reading: SaaS Competitor Comparison Landing Pages Best Practice
Competitor comparison keywords include:
Competitor comparison keywords target users with high buying intent, making them valuable for driving conversions.
Derived from the Jobs-To-Be-Done (JTBD) framework, these keywords target searchers who have a problem that your product or service can solve indirectly.
Examples may include “how to manage sales leads” or “how to migrate from BigCommerce to Shopify.”
While these keywords may not generate as many immediate conversions, they still possess buying intent and can effectively guide potential customers toward your offerings.
Further Reading: Jobs-to-Be-Done SEO Framework
The key to generating ideas that fit these frameworks is to have a deep understanding of your customers and prospects. A comprehensive knowledge of your customers’ pain points, needs, and preferences allows you to create content that directly addresses their concerns, making it more likely to resonate and drive conversions.
To uncover valuable conversion-focused SEO topics, consider asking your customers the following questions:
By researching and targeting keywords within these frameworks, you can create SEO content that is aligned with the needs and expectations of your target audience, driving high-quality leads and signups for your business.
When creating content for SEO, it’s crucial to prioritize pain-point driven pieces that target long-tail keywords. This approach often leads to higher conversion rates compared to other types of content. Consider the following guidelines:
Remember that the key to success with pain-point driven content and long-tail keywords is to prioritize addressing the needs and challenges of your target audience, which ultimately helps drive better conversions and sales.
Founder of Rock The Rankings, an SEO partner that helps B2B SaaS brands crush their organic growth goals. An avid fan of tennis, and growing micro-SaaS businesses on the weekend. 2x SaaS Co-Founder – Currently working to build and scale Simple Testimonial.
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