Screenshot from Pi-Datametrics.com, January 2023.
In the graph above, you can see that a “target” zone has been identified. Pi Datametrics Market IntelligenceEstimated income opportunity.
Content for these key terms ranks well enough, but is currently out of the positions that get the most clicks (and ultimately revenue).
Once you’ve identified this low-hanging fruit, it’s a great place to focus your efforts and optimize accordingly.
There are often easy solutions within this goal area, for example, resolving internal links that cause content cannibalization.
If you can also identify how much additional revenue you would get by improving this targeted content; this will help you build internal business cases for technical website fixes in release cycles.
How to capitalize on medium volume keywords
To identify: Find and identify content where the opportunity has already been established and you have content that already exists. Look at your content on pages 2 and 3 of Google.
Prioritize: Focus on the terms with the highest revenue opportunity to see a quick impact on your performance numbers and goals.
optimize: Once you’ve prioritized which terms to focus on first, go through each page one by one and optimize accordingly.
3. Optimize your content for informative searches
Long-tail search optimization is key to capturing your audience across multiple touchpoints prior to conversion.
One of the best places to start is by looking at the questions your audience is asking People also ask Google’s search function.
You can easily do this with The folks at Pi Datametrics ask the explorer tooas seen below.
Screenshot from Pi-Datametrics.com, February 2023.
Having a good understanding and understanding of your audience’s intent can help inform your content to align with your customer and their needs.
Google’s People Also Ask feature is a very useful tool for getting inside your customer’s mind and getting a clearer picture of the content they’re looking for.
Use it to explore which SERP questions relate to your product and key search terms.
Then create and optimize your content to answer these questions and provide your customer with the information they’re looking for, before the point of purchase.
Our research suggests that if a customer sees an “info” page before a product page, they’re more likely to convert, have a higher average order value (AOV), and also be a repeat customer.
Top tips for influencing your audience before conversion
Use Google’s People Also Ask feature to get inside your customer’s mind and anticipate the queries they ask Google about your product.
Make sure your content is optimized to answer these queriesand if it isn’t, think about adding new content to your strategy.
Don’t forget about other SERP features. All offer new opportunities to showcase your content to your customers and open more doors to your site.
4. Maximize opportunities across the SERP
SERP features allow you to appears several times on page 1 and engage customers with useful and engaging content.
A new opportunity we’ve seen to gain additional real estate in the SERPs is the rise of the Popular Products feature.
Through our research with Pi Datametrics – SERP Feature Radarwe’ve found that Google search results in the US are being flooded with Popular Products.
When we looked at individual categories, we saw that:
US Electrical Research75% of searches include popular products.
US Fashion Searches91% of searches include Popular Products.
Searches for household goods in the US89% of searches include popular products.
Luxury fashion searches in the US90% of searches include popular products.
Screenshot from Pi-Datametrics.com, February 2023.
The prevalence of this feature in US search results could be a harbinger of things to come in the UK and other markets.
If your website sells products, you should consider optimizing for the Popular Product feature.
How to optimize your products for the popular product search feature
This will primarily rely on submitting your product feeds to Google Merchant Center and adding a product outline to your site’s product detail pages (PDPs).
Make sure your product feeds include:
id. title Description. link Image link. Gtin. price Mark. availability
bonus: Some other optimizations that will improve your chances of appearing in popular product features include:
Product reviews. Relevant product titles targeting the exact match keyword. Competitive product prices.
Think about all the attributes in your product feed that help your product offering look competitive and provide customers with as much information as possible (for example, multiple color options).
5. Find and increase your share of value
On a macro level, a good way to identify additional business opportunities for your brand is to look at your organic share of value (SOV).
What is value share?
Value share in Pi Market Intelligence calculates the share of organic value score (OVS) that a domain has in a given category. Each position earns a score, which is added up and then divided into a “share of” calculation.
Assessing which categories and subcategories you perform well for compared to your competitors can help focus your attention on areas most likely to increase your SOV.
In the Value share of market intelligence In the chart below, you can see that Nordstrom is the best performer overall. But more specifically, they also clearly outperform competitors in the womenswear category.
Screenshot from Pi-Datametrics.com, January 2023.
Next, you’d want to break down which subcategories within the women’s apparel category contribute to Nordstrom’s outperformance.
You can see its visibility below [Coats and Jackets] i [Dresses] terms is where they stand out. This view a Pi Datametrics Market IntelligenceThe value share of ‘s demonstrates an opportunity within these subcategories to increase performance and therefore revenue.
Screenshot from Pi-Datametrics.com, January 2023.
Find out which terms within these categories contribute to good performance. This will allow you to have a better approach to optimization from a top-down level. You can be more confident that your efforts will increase revenue and brand awareness.
Are you interested in knowing who are the market leaders in your sector? Check out the Pi Datametrics market leaderboards low:
How can you use value share data?
Use the value share data as a reference measure future performance. Highlight the categories where your efforts will pay off increased ROI and brand awareness.
Identify the main competitors and the main rivals in a specific sector.
Discover potential partners – If publishers share a large percentage of value in your market, it may be worth pursuing new advertising or PR opportunities.
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