How Do I Optimize SEO Conversions On Non-Branded Search Terms?

In the breakneck world of digital marketing, non-branded search terms are crucial for businesses to reach new customers. They can greatly expand your online presence and amplify your Search Engine Optimisation (SEO) efforts. Unlike branded keywords that directly reference a specific brand or product, non-branded search items merge broader topics and user intents. In this guide, we will take you through the strategies on how to optimise SEO conversions for non-branded traffic effectively.

Non-branded keywords refer to the keywords and phrases that do not specifically include the brand names. Instead, they focus on general topics, products, or services that users are actively seeking information about. Search terms such as best smartphone, digital marketing strategy or organic skincare products do not include any brand reference and are referred to as non-branded search terms. Optimising for non-branded search terms is essential for reaching potential customers who may not be familiar with your brand but are actively searching for solutions and information related to your products.

1. Keyword research
   
   Keyword research is the process of identifying and searching for non-branded keywords that are frequented by your target audience. Tools such as Google Keyword Planner, SEMrush, or Ahrefs to find non-branded keywords. Opt for search terms with decent search volumes, as keywords with high search volumes are bound to have more competition.

Also read: Choosing the Right SEO Keywords for Health and Fitness Brands



2. Local SEO
   
   Optimising your Local SEO is extremely important to optimise conversions on non-branded search terms. This is because including a location-specific keyword greatly improves your visibility to local users who are ready to convert. Creating a Google My Business (GMB) listing can greatly improve visibility for non-branded searches with local intent.
3. Content creation
   
   It is advised to create content that aligns with user intent and addresses the needs of the user while incorporating non-branded search terms at the same time. This content could be in the form of blogs, posts, articles, videos or infographics. This not only improves the site authority but also increases the likelihood of creating organic backlinks.
4. User experience enhancement
   
   Your best bet at conversion is optimising the user experience. Try and focus on providing a seamless user experience that is intuitive to the user. Make it easy for customers to find what they are looking for and encourage them to take clear calls to action. This also includes improving site speed, navigation and overall usability to keep visitors engaged. Enhancing the user experience also builds trust in your brand and might encourage visitors to explore further.

Also read: Why User Experience is Key to Digital Marketing Success



5. Mobile optimisation
   
   With the growth of mobile devices, it's really important to make sure your website works well on them. Google prioritises web responsiveness and considers web optimisation crucial for ranking well in the search engine result pages for relevant content.

These were some of the tips on optimising SEO conversions on non-branded search terms, but in our competitive arena, these basics, although important, are quite inadequate. These measures can only bring your audience to your page and let them assess the products and services you are offering. Ultimately the keynote for all your SEO strategies is conversions; if your leads do not convert into buyers, all your effort goes to waste.

This is why, now you need to target users with different intentions differently. The first step is to divide the users into three distinct intent groups and optimise each of them differently. Here is an expansion on the user intents and how to optimise conversion for them.

1. The intent is just to research
   
   A user with research intent has not yet decided if they want to convert. Thus retargeting pixels can greatly come in handy for such users. A retargeting pixel is a small piece of code that tracks website visitors and allows you to show ads to specific groups of people. By tagging them you can bring them back once they are ready to convert. Remarketing procedures include emails, popups, SMS opt-ins and targeted ads. This also significantly assists your SEO efforts.
2. The intent is problem-solving
   
   Someone in the ‘Mid-Funnel’ could be just looking for comparisons, to solve a problem, or even how to do an exercise correctly. They do not need the product yet or are not aware that your product can solve their problem. The best way to address this user intent is by providing them with a demonstration of how their problem can be solved using your product. This not only helps in retaining the user but also builds brand credibility as you provide the user with value without the user spending anything.
3. Ready to convert but didn't pull the plug
   
   This is a classic case of a customer not pulling the plug and can be frustrating for both the buyer and the seller. There could be many reasons for this and finding that out is key to solving this problem. The best way is by asking the customer, so add a pop-up dialogue box asking the user why they are leaving so soon. Your price could be high or the user might not be convinced enough to make the call. At this stage, it might also be lucrative to add discounts or money-back guarantees so that the buyer can be given the last required reason to try your products or services.