When did you last go to Facebook or Instagram to search for a plumber, a mechanic, or other help you needed urgently?
Sure, you thought of browsing other social media platforms, but let me guess – you ended up heading over to Google and searching for local providers in your area instead.
The same thing happens to your customers. They are aware of how quickly Google can help them find solutions to their query than most social media does.
That’s because Search Engine Result Pages (SERPs) are designed to provide relevant results when they are searching for “jewelry repair” or “wedding ring” for example, whereas social media platforms are geared towards connecting people.
More people rely on their phones and devices to help them find things so businesses should realize the importance of a strong online presence – not only through social media platforms but, most importantly, Google.
This is why understanding the power of buying intent and search engine optimization (SEO) combined is essential to your marketing strategy.
Buying Intent and Why SEO is Powerful
It’s challenging to stand out on social media ads. With so much information on people’s social media feeds, it can take time to capture their attention. And even if you do, getting your message to the right target is a challenge in itself.
Email marketing can also be an uphill battle. As people become increasingly flooded with promotional emails, it’s easy for your message to get buried and ignored.
However, when they turn to search engines for something they need, their buying intent is high.
Someone searching for an “emergency plumber” will likely need a plumbing service right away. This high buying intent traffic is what search engines like Google aim to capture and deliver to their users.
The Limitations of Other Marketing Methods
Allocating a budget for advertising can increase the reach of your message and potentially lead to more conversions. However, it’s important to consider the user experience and ensure your advertising is not overly disruptive. People are on social media to connect with friends and family or to consume content they enjoy. Being bombarded with irrelevant or annoying ads can be a turnoff.
Disruptive marketing is effective only when done properly. Ensure that your advertising aligns with your audience’s interests and that the landing page you direct them to is optimized for conversions.
Simply getting them to click on Pay-Per-Click ads (that don’t even generate results to begin with) is not enough. In fact, you’re only wasting a budget without the right strategy. You must provide a straightforward value approach and make it easy for them to take action (like buying jewelry or clicking that ‘Learn More’ option on your page).
This is why we at Jewelry Store Marketers believe in the power of Search Engine Optimization (SEO) and organic search topic, where buying intent will play a significant role.
What is the connection between SEO and buying intent?
SEO is a practice of improving a webpage’s ranking on SERPs when people search for things online. It makes websites visible to the public.
And buying intent is a vital factor in its effectiveness. When people search for “jewelry repair” on Google, they are looking for someone who will repair their jewelry. The situation indicates a high buying intent.
Therefore, if your business appears at the top search results for that keyword, you have a higher chance of attracting customers ready to buy. Additionally, higher rankings on Google can increase a business’s credibility than those that appear lower down the list.
Higher Conversion Rates Achieved Through SEO
To illustrate this, consider our client, who achieves an 86% conversion rate on SEO leads, compared to only 20 to 30 percent on paid ad leads.
Another client was struggling with low website traffic. But after we optimized their site according to the user’s buying intent and implemented strong SEO, they began receiving more traffic. Finally, after years of having their website, they began receiving high-intent leads thanks to their improved website tracking.
These are only two of the many websites and countless clients we have had the privilege of working with and making their online businesses grow. We’ve witnessed firsthand how implementing effective SEO strategies can work wonders for jewelry business owners, considering the flooded competition in the market.
Final Words
SEO and understanding buying intent is essential to establish increased visibility and higher conversion rates. Unlike social media platforms, search engines provide more relevance and usefulness to users.
If you are still struggling to generate sales for your business, we are giving you an opportunity to take your business to the next level. Our team of experts has the knowledge and experience necessary to harness the power of buying intent through SEO. By optimizing your website with an SEO strategist, we can help you drive more traffic and convert more leads.
