The first step in our strategy was to focus on the keyword ‘water softeners,’ with the aim to improve rankings and sustain those increases. Beyond that, our client wanted to expand their audience. Through research and the building of personas, we identified the topics that influenced consumers’ purchase decisions higher in the conversion funnel – what they were thinking about before they were ready to buy.
Our strategy therefore mirrors the conversion funnel to focus on:
CONVERSION KEYWORDS – these being ‘water softener’ and ‘water softeners’
EDUCATION KEYWORDS – ‘hard water’ and ‘soft water’ and related terms
AWARENESS KEYWORDS – these being terms relating to the problems that having a water softener solves
Knowing that we were operating in competitive markets across these three areas, and that the ‘awareness’ terms, in particular, would be difficult to rank for given the fact they are less closely related to our client’s core offering, we structured a strategy comprising SEO and PR. SEO started at the ‘conversion’ end and PR at the ‘awareness’ end. We also maintained a focus on technical excellence throughout.