Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
Examples of Search Phrases Across Buying Cycle
Segment
Top-Funnel
Mid-Funnel
Bottom-Funnel
Off Campus Apartments
Real Estate
University Housing
Rental Properties
Real Estate Accountant
Asset Management
Undervalued Assets Real Estate Property
Safe Gourmet Appetizers
Quail Eggs - Entertainment
Master Chef Recipes
Quail Eggs Canapes
Quail Eggs - Health & Beauty Inflammatory Diseases Natural Asthma Cures Quail Egg Antioxidents
Cosmetic Dentistry
Makeovers
Cosmetic Dentistry
Dental Implants
Need
Benefit
Product/Service
terms (bottom-funnel) in search of an immediate sale. As the keyword phrases narrow down to a product type, the candidates for targeted terms get progressively smaller thereby intensifying the competition for a select few terms. For example, as shown in the table above, top-funnel terms like asset management or master chef recipes are far removed from the highly competitive, bottom-funnel terms like real estate property and quail eggs canapes , respectively. Competition for the top-funnel keyword phrases is far less competitive since the terminology used to represent a pain point is less specific (i.e., terms represent a broad based need). In contrast, the bottom- funnel terms are on the radar of most marketers focused solely on a product/service sale. The problem with putting all your eggs in this basket (e.g., using bottom-funnel terms only) is that the targeted consumer is in a shopping mode at
this stage. So, competition is likely driven by the best price or delivery terms. On the other hand, top-funnel terms provide an early stage connection leading to a relationship rather than a discount advantage. Using the same example above, a top-funnel video created by a realtor for addressing university housing is unlikely to face the level of competition for bottom- funnel terms like rental properties . Choosing the right keyword phrases should start with a discovery of what terms at any stage of the funnel are trending. Google Trends is an ideal tool for determining if there is a new or sustaining interest in terms considered for search engine optimization.
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