{"id":642538,"date":"2024-10-25T15:00:00","date_gmt":"2024-10-25T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/advanced-seo-how-to-level-up-your-keyword-strategy\/"},"modified":"2024-10-25T15:00:00","modified_gmt":"2024-10-25T12:00:00","slug":"advanced-seo-how-to-level-up-your-keyword-strategy","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/","title":{"rendered":"#Advanced SEO: How to level up your keyword strategy"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2725230e618\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2725230e618\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Heres_a_framework_to_analyze_user_sophistication_prioritize_high-intent_keywords_and_engage_all_decision-makers_along_the_customer_journey\" >Here&#8217;s a framework to analyze user sophistication, prioritize high-intent keywords and engage all decision-makers along the customer journey.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#1_Categorize_customer_sophistication_by_query\" >1. Categorize customer sophistication by query<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Problem-specific_or_situational_queries\" >Problem-specific or situational queries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Long-tail_keywords_with_specific_modifiers\" >Long-tail keywords with specific modifiers<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#2_Prioritize_where_in_the_funnel_ie_customer_sophistication_level_to_start\" >2. Prioritize where in the funnel (i.e., customer sophistication level) to start<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Business_objectives\" >Business objectives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Audience_segmentation\" >Audience segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Keyword_research\" >Keyword research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Competitor_research\" >Competitor research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Existing_traffic_and_conversions\" >Existing traffic and conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Customer_journey_mapping\" >Customer journey mapping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Key_touchpoints\" >Key touchpoints<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#High-potential_pages\" >High-potential pages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#A_balance_of_news-y_and_evergreen_content\" >A balance of news-y and evergreen content<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#3_Guide_beginners_through_the_full_knowledge_spectrum\" >3. Guide beginners through the full knowledge spectrum\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#4_Build_an_SEO_strategy_to_cover_all_decision-makers\" >4. Build an SEO strategy to cover all decision-makers<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Identify_stakeholders_and_their_roles\" >Identify stakeholders and their roles<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Map_stakeholder_needs_to_content_topics\" >Map stakeholder needs to content topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Organize_these_topics\" >Organize these topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Identify_and_leverage_cross-linking_between_roles\" >Identify and leverage cross-linking between roles<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#5_Convince_clients_or_managers_to_trade_volume_for_purchase_intent\" >5. Convince clients (or managers) to trade volume for purchase intent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-seo-how-to-level-up-your-keyword-strategy\/#Building_a_sophisticated_SEO_strategy\" >Building a sophisticated SEO strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Heres_a_framework_to_analyze_user_sophistication_prioritize_high-intent_keywords_and_engage_all_decision-makers_along_the_customer_journey\"><\/span>Here&#8217;s a framework to analyze user sophistication, prioritize high-intent keywords and engage all decision-makers along the customer journey.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThe SEO community has been constantly reminded to prioritize the user in recent years.\u00a0<\/p>\n<p>One way we\u2019ve embraced this for our clients is by going beyond basic keyword research to deeply analyze customer sophistication and intent.<\/p>\n<p>This <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach isn\u2019t just surface-level SEO. It requires thorough research, strategic analysis and even some internal advocacy to reshape reporting systems and KPIs.\u00a0<\/p>\n<p>But once momentum builds, the rewards far surpass typical SEO efforts, offering:<\/p>\n<ul class=\"wp-block-list\">\n<li>Evergreen impact across the entire customer journey.<\/li>\n<li>Comprehensive coverage of all stakeholders in major purchase decisions.<\/li>\n<li>A more engaging website experience that fosters long-term user loyalty.<\/li>\n<\/ul>\n<p>Now that you\u2019re on board (I hope), let\u2019s discuss how to get there.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-categorize-customer-sophistication-by-query\"><span class=\"ez-toc-section\" id=\"1_Categorize_customer_sophistication_by_query\"><\/span>1. Categorize customer sophistication by query<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I won\u2019t spend much time talking about beginner-level, top-of-funnel keywords since that\u2019s where most SEOs already have plenty of experience.\u00a0<\/p>\n<p>But when identifying deeper levels of user sophistication, traditional keyword research isn\u2019t enough.<\/p>\n<p>Look for these types of keywords instead.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-specific-or-situational-queries\"><span class=\"ez-toc-section\" id=\"Problem-specific_or_situational_queries\"><\/span>Problem-specific or situational queries<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Stage-specific phrases<\/strong>\n<ul class=\"wp-block-list\">\n<li>Users with more experience tend to use phrases related to specific challenges or stages of their journey.\u00a0<\/li>\n<li>Taking an example from the SaaS vertical, someone might search \u201cbest cloud security tool for compliance with SOC 2,\u201d showing that they already understand the tools and standards they need.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Advanced research queries<\/strong>\n<ul class=\"wp-block-list\">\n<li>Look for searches with multiple qualifiers, such as \u201cbest CRM for enterprise with customizable API integration.\u201d\u00a0<\/li>\n<li>This shows a user who has already moved past the basic understanding and is searching for specific needs or features.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-long-tail-keywords-with-specific-modifiers\"><span class=\"ez-toc-section\" id=\"Long-tail_keywords_with_specific_modifiers\"><\/span>Long-tail keywords with specific modifiers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Advanced terminology<\/strong>\n<ul class=\"wp-block-list\">\n<li>High-knowledge users often use industry-specific or technical language.\u00a0<\/li>\n<li>For example, in a healthcare context, instead of searching \u201cIVF clinic,\u201d they may search for \u201creproductive endocrinology specialist\u201d or \u201cpre-implantation genetic diagnosis.\u201d<\/li>\n<\/ul>\n<\/li>\n<li><strong>Technique or methodology-based searches<\/strong>\n<ul class=\"wp-block-list\">\n<li>These users will likely look for specific treatments, tools or approaches.\u00a0<\/li>\n<li>In a therapy context, keywords like \u201cCBT for <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> anxiety\u201d or \u201cevidence-based therapy in NYC\u201d show users are aware of treatment methods and are researching on a more granular level.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Question-like queries<\/strong>\n<ul class=\"wp-block-list\">\n<li>High-experience users might search with queries that reflect a deeper understanding of a subject.<\/li>\n<li>For example, \u201chow does IVF work for women over 40\u201d or \u201cwhat are the best therapy techniques for PTSD.\u201d\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-2-prioritize-where-in-the-funnel-i-e-customer-sophistication-level-to-start\"><span class=\"ez-toc-section\" id=\"2_Prioritize_where_in_the_funnel_ie_customer_sophistication_level_to_start\"><\/span>2. Prioritize where in the funnel (i.e., customer sophistication level) to start<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In my experience, SEOs tend to start where they can get the most immediate traction in volume, but that\u2019s not always the best strategy.\u00a0<\/p>\n<p>You can build a more effective system of prioritization by considering several factors:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-business-objectives\"><span class=\"ez-toc-section\" id=\"Business_objectives\"><\/span>Business objectives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Align content development with key business goals.\u00a0<\/p>\n<p>If the immediate goal is to generate leads or increase conversions, you should prioritize content aimed at users further down the funnel (intermediate or advanced).\u00a0<\/p>\n<p>If the goal is brand awareness or growing organic traffic, tackle beginner-level content first.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-audience-segmentation\"><span class=\"ez-toc-section\" id=\"Audience_segmentation\"><\/span>Audience segmentation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Different audience segments require different levels of knowledge-based content.\u00a0<\/p>\n<p>If a large portion of your audience consists of users new to your product or service, start with beginner content.\u00a0<\/p>\n<p>If you have an expert or returning audience, prioritize high-knowledge content that differentiates your product or service from your competitors.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-keyword-research\"><span class=\"ez-toc-section\" id=\"Keyword_research\"><\/span>Keyword research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Determine the search volume and difficulty of keywords across different knowledge levels.\u00a0<\/p>\n<p>I often find that the higher the search volume, the tougher the competition.<\/p>\n<p>This means you can find nice pockets of grabbable opportunity lower in the funnel as queries lengthen and sophistication increases.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-competitor-research\"><span class=\"ez-toc-section\" id=\"Competitor_research\"><\/span>Competitor research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Look at your competitors\u2019 content strategy, especially what knowledge levels they\u2019re targeting.\u00a0<\/p>\n<p>Identify content gaps or areas where they aren\u2019t covering certain topics and prioritize creating content to fill that void and take control of the narrative.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-existing-traffic-and-conversions\"><span class=\"ez-toc-section\" id=\"Existing_traffic_and_conversions\"><\/span>Existing traffic and conversions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Understand which pages or content types are already driving traffic, engagement and conversions. This data can help you prioritize similar types of content that meet those goals.\u00a0<\/p>\n<p>For instance, if you have a page comparing your service to a top competitor\u2019s service and that page has a good conversion rate, assess whether it makes sense to build similar comparison pages for other competitors.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-customer-journey-mapping\"><span class=\"ez-toc-section\" id=\"Customer_journey_mapping\"><\/span>Customer journey mapping<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Understand the different stages of your customer\u2019s journey and where content is needed to move them forward.\u00a0<\/p>\n<p>What questions does a customer have after getting some basic education on your key topic \u2013 and as they move along the journey? Make sure you\u2019re creating content to answer those questions.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-key-touchpoints\"><span class=\"ez-toc-section\" id=\"Key_touchpoints\"><\/span>Key touchpoints<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If users need more education early on in their decision-making process, focus first on top-of-funnel and middle-of-funnel content.\u00a0<\/p>\n<p>If users are closer to conversion or come with much pre-existing knowledge (like in B2B SaaS or specialized industries), start with middle-of-funnel and bottom-of-funnel content.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-high-potential-pages\"><span class=\"ez-toc-section\" id=\"High-potential_pages\"><\/span>High-potential pages<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Identify existing pages with high impressions but low rankings (often beginner or broad topics).\u00a0<\/p>\n<p>Building intermediate and advanced content that links back to these pages can increase their authority and rankings while guiding users through the knowledge funnel.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-a-balance-of-news-y-and-evergreen-content\"><span class=\"ez-toc-section\" id=\"A_balance_of_news-y_and_evergreen_content\"><\/span>A balance of news-y and evergreen content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Keep your content strategy flexible to build a base that will keep paying off <em>and <\/em>capitalize on shorter-term interest spikes.<\/p>\n<p>Start with evergreen beginner and intermediate content that will continuously bring in traffic over time and will serve users at all stages.<\/p>\n<p>Monitor any trending or emerging topics in your industry (particularly for advanced content) and prioritize those to capture short-term traffic and establish your brand as a thought leader.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-3-guide-beginners-through-the-full-knowledge-spectrum-nbsp\"><span class=\"ez-toc-section\" id=\"3_Guide_beginners_through_the_full_knowledge_spectrum\"><\/span>3. Guide beginners through the full knowledge spectrum\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Top-of-funnel queries for beginners are a great source of traffic.\u00a0<\/p>\n<p>The next challenge is to educate those users to guide them through the stages of awareness, knowledge, consideration and, ultimately, purchase intent.\u00a0<\/p>\n<p>Create a clear content hierarchy, organized by knowledge level (beginner, intermediate and advanced) to identify content gaps to address, from introductory material to more in-depth content.\u00a0<\/p>\n<p>Start simple with something like this:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"299\" alt=\"Content hierarchy spreadsheet\" class=\"wp-image-447752\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-600x112.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-800x150.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-200x37.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-768x144.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-1536x287.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"299\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet.png.webp\" alt=\"Content hierarchy spreadsheet\" class=\"wp-image-447752\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-600x112.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-800x150.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-200x37.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-768x144.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Content-hierarchy-spreadsheet-1536x287.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>One structure that\u2019s been effective, site-UX-wise, is using broader top-of-funnel topics as pillar pages, with links to more detailed middle- and bottom-funnel pages that provide more specific insights and advanced knowledge.\u00a0<\/p>\n<p>From there, use contextual links to guide users through this natural flow.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Place links with clear, action-oriented anchor text that tells the user what they\u2019re getting with a new page.\u00a0<\/li>\n<li>Link from broad introductory content to more specific areas as users\u2019 knowledge grows.\u00a0<\/li>\n<li>Add a \u201cRecommended for You\u201d or \u201cRelated Articles\u201d section at the end of every resource article. The recommended content should either expand on the current topic in more depth or introduce the next logical step in the user\u2019s journey.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-4-build-an-seo-strategy-to-cover-all-decision-makers\"><span class=\"ez-toc-section\" id=\"4_Build_an_SEO_strategy_to_cover_all_decision-makers\"><\/span>4. Build an SEO strategy to cover all decision-makers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Along with user sophistication (how much they know), it can be incredibly impactful to build a strategy to cover all decision-makers who all need to know something different.\u00a0<\/p>\n<p>For instance, for a marketing automation tool:<\/p>\n<ul class=\"wp-block-list\">\n<li>CMOs need to know how it helps their team perform better.<\/li>\n<li>CTOs need to know how it integrates with an existing tech stack.<\/li>\n<li>CFOs need to know how the tool\u2019s fees and integration costs compare with the revenue it will drive and\/or the ultimate operational costs saved.<\/li>\n<\/ul>\n<p>I recommend structuring a content matrix to address all people involved in the decision by taking the following steps.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-identify-stakeholders-and-their-roles\"><span class=\"ez-toc-section\" id=\"Identify_stakeholders_and_their_roles\"><\/span>Identify stakeholders and their roles<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Each stakeholder has different pain points, motivations and concerns. Understanding these is crucial for tailoring content to each group.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-map-stakeholder-needs-to-content-topics\"><span class=\"ez-toc-section\" id=\"Map_stakeholder_needs_to_content_topics\"><\/span>Map stakeholder needs to content topics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Create a list of questions, concerns and priorities for each stakeholder.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-organize-these-topics\"><span class=\"ez-toc-section\" id=\"Organize_these_topics\"><\/span>Organize these topics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Build a matrix by stakeholder role and content type based on their stage in the buying process (awareness, consideration, decision).<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-identify-and-leverage-cross-linking-between-roles\"><span class=\"ez-toc-section\" id=\"Identify_and_leverage_cross-linking_between_roles\"><\/span>Identify and leverage cross-linking between roles<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Influencers, end-users, and decision-makers will have overlap in concerns. Use internal linking to guide users between pieces of content relevant to different stakeholders.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-5-convince-clients-or-managers-to-trade-volume-for-purchase-intent\"><span class=\"ez-toc-section\" id=\"5_Convince_clients_or_managers_to_trade_volume_for_purchase_intent\"><\/span>5. Convince clients (or managers) to trade volume for purchase intent<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Spending more time on middle- and bottom-funnel queries likely means less time gobbling up traffic at the top of the funnel. This also means your traffic growth may slow or even flat-line when you adopt this strategy.\u00a0<\/p>\n<p>Shifting to high-knowledge terms improves traffic quality and intent because users searching for these terms are usually further along in their research or decision-making process.\u00a0<\/p>\n<p>As a result, they\u2019re more likely to engage with your content, convert or become long-term customers.\u00a0<\/p>\n<p>However, it\u2019s essential to communicate the expected short- and long-term effects to your team and management and set up reporting to support your approach.<\/p>\n<p>Make it clear from the beginning that high traffic doesn\u2019t always mean actual business impact.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Broad\/high-volume keywords bring in more clicks.<\/li>\n<li>While high-knowledge keywords bring fewer users, they also bring better engagement metrics like time on page, engagement rate and conversions.\u00a0<\/li>\n<\/ul>\n<p>Segment your reporting to echo how you segment your content and UX, and you\u2019ll start to see clear patterns you can share with your stakeholders.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-building-a-sophisticated-seo-strategy\"><span class=\"ez-toc-section\" id=\"Building_a_sophisticated_SEO_strategy\"><\/span>Building a sophisticated SEO strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is no small task. It requires adding multiple layers to your approach, which can be both time-consuming and complex.\u00a0<\/p>\n<p>However, the payoff is significant. As you refine your strategy, you\u2019ll gain a deeper understanding of your business, industry, and users, ultimately improving your SEO efforts and every aspect of your work.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Kelly Ayres\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Kelly-Ayres.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Kelly-Ayres.jpg.webp\" alt=\"Kelly Ayres\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Kelly Ayres<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/kla1\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<div>Kelly Ayres is the rare marketer with an MBA, a master&#8217;s in clinical psychology, and over 15 years of experience driving growth and awareness for a range of brands. Her SEO approach is rooted in rich analysis of user intent that no GPT tool can replicate. Along with producing and executing growth-friendly SEO strategies, she contributes frequently to industry podcasts and webinars from her home in New Jersey.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/advanced-seo-keyword-strategy-447751\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s a framework to analyze user sophistication, prioritize high-intent keywords and engage all decision-makers along the customer journey. The SEO community has been constantly reminded to prioritize the user in recent years.\u00a0 One way we\u2019ve embraced this for our clients is by going beyond basic keyword research to deeply analyze customer sophistication and intent. This&#8230;<\/p>\n","protected":false},"author":1,"featured_media":642539,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Advanced-SEO-How-to-incorporate-customer-sophistication-to-drive-long-term-growth.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-642538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/642538","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=642538"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/642538\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/642539"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=642538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=642538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=642538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}