AI is a hot topic in the content marketing world right now – some marketers swear by it, while others are leery of its potential impact.
So, how do you find the middle ground? How do you utilize AI to your advantage, while remaining cautious and avoiding common pitfalls?
Can you use AI to enhance your SEO and content strategy? And what’s the right way to do it?
Join us on September 13, and learn how you can start using AI to create high-ranking, effective content for your business.
We’ll share practical tips for successful AI usage, as well as real-life case studies from marketers leveraging AI for SEO and content creation.
Get an overview of the key concepts, and have your questions answered by industry experts.
In this webinar, you’ll discover:
Ways to combine SEO & AI: Learn how to supercharge your SEO efforts by seamlessly merging the power of SEO data with AI technology.
How to think outside the box with AI: Explore unconventional, yet impactful, applications of AI in content creation that will set your strategies apart from the competition.
Case studies that inspire: Dive into real-world examples that showcase the remarkable impact of AI on content creation, optimization, and SEO performance.
Join Andy Crestodina, a globally recognized content marketing expert and the founder of Orbit Media, and Margarita Loktionova, Content Marketing Lead at Semrush, as they discuss how AI can redefine your approach to digital marketing.
Whether you’re aiming to create compelling content, enhance your SEO strategies, or simply stay ahead of the curve, incorporating AI into your process could be the key to unlocking success.
Don’t miss out on this opportunity to gain the AI insights and inspiration you need to upgrade your content marketing efforts.
There are many challenges with managing content on global websites, so anything you can do to increase collaboration and reduce the workload for other teams will be appreciated.
A variety of elements contribute to effective content on your market-specific websites, with much of the focus being on the quality of the translation and localization. Still, those are not the only factors for success.
While the quality of localization is important, other factors also impact the quality – ranging from content consistency to cultural sensitivity – each impacting customer engagement.
Beyond being a great way to manage content ideation and creation flow, globally focused-content calendars can benefit your organization in other ways.
3 Reasons You Need A Global Content Calendar
Reason 1 – Presenting Relevant Content
In terms of customer engagement, showing relevant content to the audience is one of the most important factors in engaging content.
Needless to say, not many people are interested in purchasing items that are not in season, so for example, promoting short sleeves and shorts during the winter in the Southern Hemisphere is never a good idea.
Reason 2 – Local Business Objectives
We also need to consider the business objectives to accommodate each local site’s marketing and promotional needs.
I often hear from local teams that their localized website doesn’t work for them. Yes, it is written in the local language, but the content is not designed or adjusted to the local market or does not align with their sales or marketing goals.
Reason 3 – Product Launches And Availability
Another key consideration for your content calendar is to account for market cross-over, where a new product is only launched in one market, but trade press may promote it, creating demand in other markets.
For example, if you sell running shoes and your newest model is worn by top runners in the New York Marathon, you can guarantee that it will be seen and wanted by runners around the world.
Markets must be aware of the launch and have a plan to try to deal with the increased interest even if the product is not locally available.
While the product may not be available in every market, you can create a signup or point them to similarly available products to capture this interest, rather than offering no information.
What Should Be In The Global Content Calendar?
I find it extremely effective to have and share a global content calendar, if for nothing more than helping to organize the content schedule for each site.
The global content calendar should include and align to accommodate:
The products included may vary, but you can get the scale from centralizing similar messages.
All markets have back-to-school and similar holidays, so accounting for them helps ensure you have foundational content available as needed.
It also ensures you are not launching site releases or conflicting messages that may negatively impact a peak season in another region.
For marketing and promotional reasons, such as standardizing messages and ensuring content is available, it is also wise to include key events and activities on the calendar. For example:
Promotions.
Events, conferences, exhibits.
Products and services release.
You cannot stop people from talking across markets on social media. Hence, it is important that global markets are aware of key events and are able to leverage them to capture leads and sales, but also explain why similar opportunities and discounts are not available locally.
While not directly related to the actual management of content, it is also helpful to indicate planned website updates/release dates on the calendar.
This lets you know when you might not be able to update information on the website, ensuring updates are made prior to any blackout periods.
How To Use The Global Content Calendar
The purpose of having the global content calendar is to create an information source to give websites flexibility in showing the relevant content to each local country.
Based on the calendar, each site can identify which product and service pages to show on the top page – or to display at the top of the product pages and in the search results.
This process is about managing existing (localized) content to push on the website. Since there is no need for the local sites to create new content to meet the seasonal requirements, it minimizes the burden on the local teams.
There are some points to consider in order to keep the global content calendar effective and easy to adopt by the markets.
Make It Easy To Read And Use
While the calendar should include the information for all markets and websites, it can get unwieldy if you have many local sites.
Adding a filter function is a great way to make it user-friendly.
In addition, use color codes, symbols, etc., to make it easier to read and identify relevant opportunities for the users.
Show On/Off Dates
From the content management point of view, it is also good to show the dates when the content should be promoted and when it needs to be taken down.
For example, the date range for Mother’s Day-related items to appear on the home page, and even an email notice to the team to confirm it has been updated once the event is over.
Centrally Manage The Calendar
The calendar should be made available to all local teams. At the same time, it is generally a good idea to manage it centrally.
This does not mean the local teams cannot edit their local information.
By managing the calendar in one place, you prevent duplicates or different versions of calendars from being generated.
Content Flow/Process With Calendar
The calendar can also be used for other content-related work items, including prioritizing new content translation/localization schedules and releases and updates.
Summary
Even in a decentralized organization, some centralization of core content can save significant time and resources rather than needing to be created many times.
Organizing and projecting content needs in advance allows you to plan better for its creation and optimization.
By having your plans better organized, markets can take advantage of what has already been created or ensure that their unique needs are communicated and that content relevant to each local market is accounted for and presented in the best way possible.
Managing a global content calendar is not intended to disrupt the content workflow but to help organize it and make it more effective.
Most importantly, it ensures that what is created and presented in the local markets is the best to inform and engage the local consumers to drive sales.
We all know that strategic keyword targeting is central to successful SEO and paid search campaigns.
The more your site appears in search results for relevant queries, the more visitors it will attract.
But keyword optimization is about more than just driving more traffic to your site. It also plays a crucial role in maximizing your website conversions.
When you target buyer intent keywords as part of a holistic keyword strategy, you can build a site that generates sales just as well as it generates traffic and leads.
In this article, we’ll dive into different types of buyer intent keywords and offer tips on identifying terms that bring more conversions and sales to your business.
But first, let’s define our terms.
What Are Buyer Intent Keywords?
Buyer intent keywords are the search terms people use when considering buying something.
These terms express varying levels of purchasing intent depending on where the search user currently sits along the buyer’s journey.
Image created by author, June 2023
For example, suppose your business sells weed whackers. A potential customer might search the following terms along the path to conversion:
Awareness stage (problem-aware): “how to landscape a front yard.”
Decision stage (ready to buy): “buy Black & Decker electric weed whacker online.”
As you can see, prospects closer to a sale will use keywords with higher purchasing intent.
Now let’s briefly address why buyer intent keywords should be a focal point of your keyword strategy.
Benefits Of Targeting Buyer Intent Keywords
The obvious benefit of ranking well for buyer intent keywords is that it places you in front of prospects who are considering making a purchase.
This drives more conversion-ready visitors to your site, which, in turn, increases your bottom line.
But a prominent placement in Google’s results doesn’t just boost your site’s visibility; it also boosts its perceived credibility. Search users naturally assume that high-ranking sites are more trustworthy, making them more willing to reach for their bank cards.
Targeting buyer intent keywords tailored to your niche also helps drive more qualified visitors to your site. While high traffic volume is never a bad thing for a business website, traffic quality has a bigger impact on sales.
Instead of wasting resources attracting visitors with no genuine interest in your business, you can improve your SEO ROI by catering to those actively seeking the kind of products and services you offer.
Simply put, the better your site ranks for relevant buyer intent keywords, the more your site will attract and convert new, qualified customers.
However, it’s important to appreciate that optimizing for buyer intent keywords doesn’t mean you should exclusively target users closest to making a purchase.
The goal should be to cater to potential buyers at each stage of awareness in order to nudge them toward conversion.
Types Of Buyer Intent Keywords
We’ve already mentioned how buyer keywords express different degrees of purchasing intent depending on where someone is on the buyer’s journey.
Prospects at different stages of awareness tend to have similar goals, problems, and informational needs.
We can therefore group buyer intent keywords into three categories, each reflecting a different stage of the buyer’s journey.
Awareness-Stage Keywords
Users searching these terms are looking to better understand a problem they’re facing or a goal they want to achieve. Here’s where they discover that businesses like yours can offer the solution they need.
Awareness-stage keywords tend to be informational queries containing phrases like:
“How to.”
And “what is.”
Consideration-Stage Keywords
Once prospects learn about the available solutions to their problem, they move onto the consideration stage, where they start weighing up different buying options.
Often, prospects will seek resources like product comparison lists, in-depth reviews, testimonials, case studies, and anything else that helps narrow down the best option for their needs.
Consideration-stage queries often contain words like:
“[Product name] reviews.”
“Best [product].”
And “[brand name] vs. [competitor].”
Decision-Stage Keywords
Finally, prospects reach a point where they’re ready to take action.
They’ve homed in on the specific solution they want to buy and, at most, just need an extra nudge to get them over the line.
As you’d expect, decision-stage keywords express high levels of purchase intent.
For B2C audiences, these tend to include terms like:
“Buy now.”
“Discount.”
“Delivery times.”
For B2B customers (for whom the buying process usually takes longer), decision-stage keywords may include phrases like:
“Demo.”
“Terms and conditions.”
Or “payment plan.”
Identifying Buyer Intent In Your Target Audience
Now let’s look at how to find suitable buyer intent keywords for your business.
Once you know what keywords people use when they’re looking to buy something in your niche, you can incorporate these terms into your SEO content strategy and paid ad campaigns.
Remember, this exercise aims to address search users who are on the path to making a purchase decision.
Sure, targeting high-volume keywords is essential for attracting more visitors to your site, but targeting terms with different levels of purchase intent will improve your ability to convert those visitors into paying customers.
With that in mind, here are some things to think about when building a list of suitable buyer intent keywords.
Consider The Needs Of Your Ideal Customers
Start by fleshing out the different pain points your product or service can solve for potential customers. After all, search users use Google to find content and offers that help them realize their goals.
Ask yourself: What challenges do your target customers face? What motivates them? And what objections do they express when considering a purchase?
Once you’ve mapped out the various problems your business can solve for customers, both practical and emotional, you’ll have a provisional set of topics upon which to build your list of target keywords.
Research Your Existing Customer Base
The next step is to understand which search queries are already bringing visitors to your site and resulting in conversions. This will help you work out the types of buyer intent you’re already addressing well and which ones you’re underserving.
If you find certain keywords drive a disproportionate amount of sales on your site, you might decide to upgrade your content further to truly capitalize on the conversion potential.
Likewise, knowing which keywords aren’t performing well will reveal opportunities for improvement.
You can find out which keywords drive the most site traffic and conversions by checking out your Google Search Console and Google Analytics accounts.
These tools tell you how users currently interact with your site and reveal which queries drive the most clicks and how frequently users convert once they’ve landed on different pages.
Also, if you’re running any paid search campaigns, it’s worth digging into your Google Ads account for more insight into the types of queries that perform best.
Analyze Search Engine Behavior And User Queries
Another way to discover buyer intent keywords is to investigate what queries people search for within your niche.
While there are several keyword research tools that can help with this process (more on that later), you can start to build a good picture of the search demand in your space by manually Googling around relevant topics.
As you enter a query into the search bar, pay attention to Google’s auto-suggested keywords and take note of the “related searches” section at the bottom of each results page.
This is also a good exercise for testing your assumptions about the level of buyer intent behind different keywords. You might expect a certain query to yield high-intent results, but in reality, the search engine results page (SERP) is populated with low-intent results (or vice versa).
You may also discover that some queries produce a mishmash of results that cater to multiple intent categories. In these situations, it’s probably best to prioritize keywords with more clear-cut buyer intentions.
Utilize A Variety Of Sources For Insight Into Buyer Intent
Finally, when looking for keywords and topics relevant to your target customers, don’t forget to tap into several different sources for inspiration.
Chances are your sales and customer service teams are sitting on a treasure trove of customer insights for you to incorporate into your keyword strategy.
You can also learn more about your target audience’s pain points and motivations in the comments of relevant YouTube videos, Amazon reviews, social media posts, Quora discussions, and so on.
Remember, the goal is to understand what issues customers face at different levels of the buyer’s journey, so you can produce content and optimize your site for their search needs.
Finding And Optimizing Buyer Intent Keywords
Now let’s consider a couple of ways to help you identify and prioritize the right buyer intent keywords to target.
Selecting The Right Tools To Research And Evaluate Buyers’ Needs
As we’ve mentioned, manually examining the search results for relevant queries is valuable, but it’s not an efficient way to build a comprehensive list of target keywords.
Instead, it’s worth investing in a subscription to a premium research tool such as Ahrefs or Semrush.
Tools like these provide extensive keyword suggestions, search volumes, and ranking difficulty data that you can use to pinpoint terms with high potential.
Moreover, these tools let you analyze what queries drive the most traffic to your competitors’ sites so you can emulate the tactics that work for them.
Various Types Of Keywords To Consider For Optimization
Finally, if you run a brick-and-mortar business, it’s definitely worth incorporating local keywords into your content marketing strategy.
Local keywords with high purchasing intent include terms like “[product/ service] near me,” “[type of retailer] open now,” and “[business type] in [location].”
Check out the guide to GMB optimization to learn more about increasing your site’s visibility for local searches.
Final Thoughts
Targeting buyer intent keywords is one of the most effective ways to reach a wider pool of potential customers, improve your website’s conversion rates, and boost your business revenue.
By following the tips outlined above, you’ll be well on your way to optimizing your site for purchase-ready buyers.
But remember, as with all aspects of SEO, sustainable results depend on strategic planning, careful implementation, and constant course correction.
Generative AI is becoming the foundation of more content, leaving many questioning the reliability of their AI detector.
In response, several studies have been conducted on the efficacy of AI detection tools to discern between human and AI-generated content.
We will break these studies down to help you learn more about how AI detectors work, show you an example of AI detectors in action, and help you decide if you can trust the tools – or the studies.
Are AI Detectors Biased?
Researchers uncovered that AI content detectors – those meant to detect content generated by GPT – might have a significant bias against non-native English writers.
The study found that these detectors, designed to differentiate between AI and human-generated content, consistently misclassify non-native English writing samples as AI-generated while accurately identifying native English writing samples.
Using writing samples from native and non-native English writers, researchers found that the detectors misclassified over half of the latter samples as AI-generated.
Interestingly, the study also revealed that simple prompting strategies, such as “Elevate the provided text by employing literary language,” could mitigate this bias and effectively bypass GPT detectors.
Screenshot from Arxiv.org, July 2023
The findings suggest that GPT detectors may unintentionally penalize writers with constrained linguistic expressions, underscoring the need for increased focus on the fairness and robustness within these tools.
That could have significant implications, particularly in evaluative or educational settings, where non-native English speakers may be inadvertently penalized or excluded from global discourse. It would otherwise lead to “unjust consequences and the risk of exacerbating existing biases.”
Researchers also highlight the need for further research into addressing these biases and refining the current detection methods to ensure a more equitable and secure digital landscape for all users.
Can You Beat An AI Detector?
In a separate study on AI-generated text, researchers document substitution-based in-context example optimization (SICO), allowing large language models (LLMs) like ChatGPT to evade detection by AI-generated text detectors.
The study used three tasks to simulate real-life usage scenarios of LLMs where detecting AI-generated text is crucial, including academic essays, open-ended questions and answers, and business reviews.
It also involved testing SICO against six representative detectors – including training-based models, statistical methods, and APIs – which consistently outperformed other methods across all detectors and datasets.
Researchers found that SICO was effective in all of the usage scenarios tested. In many cases, the text generated by SICO was often indistinguishable from the human-written text.
However, they also highlighted the potential misuse of this technology. Because SICO can help AI-generated text evade detection, maligned actors could also use it to create misleading or false information that appears human-written.
Both studies point to the rate at which generative AI development outpaces that of AI text detectors, with the second emphasizing a need for more sophisticated detection technology.
Those researchers suggest that integrating SICO during the training phase of AI detectors could enhance their robustness and that the core concept of SICO could be applied to various text generation tasks, opening up new avenues for future research in text generation and in-context learning.
Do AI Detectors Lean Towards Human Classification?
Researchers of a third study compiled previous studies on the reliability of AI detectors, followed by their data, publishing several findings about these tools.
Aydin & Karaarslan (2022) revealed that iThenticate, a popular plagiarism detection tool, found high match rates with ChatGPT-paraphrased text.
Wang et al. (2023) found that it is harder to detect AI-generated code than natural language content. Moreover, some tools exhibited bias, leaning towards identifying text as AI-generated or human-written.
Pegoraro et al. (2023) found that detecting ChatGPT-generated text is highly challenging, with the most efficient tool achieving a success rate of less than 50%.
Van Oijen (2023) revealed that the overall accuracy of tools in detecting AI-generated text was only around 28%, with the best tool achieving just 50% accuracy. Conversely, these tools were more effective (about 83% accuracy) in detecting human-written content.
Anderson et al. (2023) observed that paraphrasing notably reduced the efficacy of the GPT-2 Output Detector.
Using 14 AI-generated text detection tools, researchers created several dozen test cases in different categories, including:
Human-written text.
Translated text.
AI-generated text.
AI-generated text with human edits.
AI-generated text with AI paraphrasing.
These tests were evaluated using the following:
Screenshot from Arxiv.org, July 2023
Turnitin emerged as the most accurate tool across all approaches, followed by Compilatio and GPT-2 Output Detector.
However, most of the tools tested showed bias toward classifying human-written text accurately, compared to AI-generated or modified text.
While that outcome is desirable in academic contexts, the study and others highlighted the risk of false accusations and undetected cases. False positives were minimal in most tools, except for GPT Zero, which exhibited a high rate.
Undetected cases were a concern, particularly for AI-generated texts that underwent human editing or machine paraphrasing. Most tools struggled to detect such content, posing a potential threat to academic integrity and fairness among students.
The evaluation also revealed technical difficulties with tools.
Some experienced server errors or had limitations in accepting certain input types, such as computer code. Others encountered calculation issues, and handling results in some tools proved challenging.
Researchers suggested that addressing these limitations will be crucial for effectively implementing AI-generated text detection tools in educational settings, ensuring accurate detection of misconduct while minimizing false accusations and undetected cases.
How Accurate Are These Studies?
Should you trust AI detection tools based on the results of these studies?
The more important question might be whether you should trust these studies about AI detection tools.
I sent the third study mentioned above to Jonathan Gillham, founder of Originality.ai. He had a few very detailed and insightful comments.
To begin with, Originality.ai was not meant for the education sector. Other AI detectors tested may not have been created for that environment either.
The requirement for the use within academia is that it produces an enforceable response. This is part of why we explicitly communicate (at the top of our homepage) that our tool is for Digital Marketing and NOT Academia.
The ability to evaluate multiple articles submitted by the same writer (not a student) and make an informed judgment call is a far better use case than making consequential decisions on a single paper submitted by a student.
The definition of AI-generated content may vary between what the study indicates versus what each AI-detection tool identifies. Gillham included the following as reference to various meanings of AI and human-generatedcontent.
AI-Generated and Not Edited = AI-Generated text.
AI-Generated and Human Edited = AI-Generated text.
AI Outline, Human Written, and heavily AI Edited = AI-Generated text.
AI Research and Human Written = Original Human-Generated.
Human Written and Edited with Grammarly = Original Human-Generated.
Human Written and Human Edited = Original Human-Generated.
Some categories in the study tested AI-translated text, expecting it to be classified as human. For example, on page 10 of the study, it states:
For the second category (called 02-MT), around 10.000 characters (including spaces) were written in Bosnian, Czech, German, Latvian, Slovak, Spanish, and Swedish. None of this texts may have been exposed to the Internet before, as for 01-Hum. Depending on the language, either the AI translation tool DeepL (3 cases) or Google Translate (6 cases) was used to produce the test documents in English.
During the two-month experimentation period, some tools would have made tremendous advancements. Gillham included a graphic representation of the improvements within two months of version updates.
Screenshot from Originality.ai, July 2023
Additional issues with the study’s analysis that Gillham identified included a small sample size (54), incorrectly classified answers, and the inclusion of only two paid tools.
The data and testing materials should have been available on the URL included at the end of the study. A request for the data made over two weeks remains unanswered.
What AI Experts Had To Say About AI-Detection Tools
I queried the HARO community to find out what others had to say about their experience with AI detectors, leading to an unintentional study of my own.
At one point, I received five responses in two minutes that were duplicate answers from different sources, which seemed suspicious.
I decided to use Originality.ai on all of the HARO responses I received for this query. Based on my personal experience and non-scientific testing, this particular tool appeared tough to beat.
Screenshot from Originality.ai, July 2023
Originality.ai detected, with 100% confidence, that most of these responses were AI-generated.
The only HARO responses that came back as primarily human-generated were one-to-two-sentence introductions to potential sources I might be interested in interviewing.
Those results weren’t a surprise because there are Chrome extensions for ChatGPT to write HARO responses.
Screenshot from Reddit, July 2023
What The FTC Had To Say About AI-Detection Tools
The Federal Trade Commission cautioned companies against overstating the capabilities of AI tools for detecting generated content, warning that inaccurate marketing claims could violate consumer protection laws.
Consumers were also advised to be skeptical of claims that AI detection tools can reliably identify all artificial content, as the technology has limitations.
The FTC said robust evaluation is needed to substantiate marketing claims about AI detection tools.
Was AI Used To Write The Constitution?
AI-detection tools made headlines when users discovered there was a possibility that AI wrote the United States Constitution.
Screenshot from Originality.ai, July 2023
A post on Ars Technica explained why AI writing detection tools often falsely identify texts like the US Constitution as AI-generated.
Screenshot from ZeroGPT, July 2023
Historical and formal language often gives low “perplexity” and “burstiness” scores, which they interpret as indicators of AI writing.
Screenshot from GPTZero, July 2023
Human writers can use common phrases and formal styles, resulting in similar scores.
This exercise further proved the FTC’s point that consumers should be skeptical of AI detector scores.
Strengths And Limitations
The findings from various studies highlight the strengths and limitations of AI detection tools.
While AI detectors have shown some accuracy in detecting AI-generated text, they have also exhibited biases, usability issues, and vulnerabilities to evasion techniques.
But the studies themselves could be flawed, leaving everything up for speculation.
Improvements are needed to address biases, enhance robustness, and ensure accurate detection in different contexts.
Continued research and development are crucial to fostering trust in AI detectors and creating a more equitable and secure digital landscape.
The concept of search intent and the recommendation that marketers pay close attention to it when targeting organic keywords is well established in SEO.
Specifically, most discussions of search intent state the fact that search queries range from informational (people looking to learn about a topic), to comparative (people comparing solutions to their problem), to transactional (people looking to buy).
But regarding recommendations on how to use search intent to your advantage in SEO, the most common advice is to ensure you have a variety of content to “cover” the full spectrum of search intent; have some informational, some mid-funnel, and some transactional content.
We disagree.
Specifically, we’ve found in working with dozens of brands over many years in creating SEO-focused content that the vast majority of companies should not create an even spread of content across the funnel, but rather prioritize bottom of funnel content and slowly work their way up.
Why? Because SEO resources are finite and bottom of funnel content (e.g., search queries with “transactional” search intent) generates tremendously more return on investment (ROI) on SEO spend than everything else.
In this article, we’ll explain our reasoning and share data supporting this thesis.
SEO Resources Are Finite: You Can’t Target All Keywords Well
The general recommendation that you should “make sure you have content for all stages of the funnel” (aka all search intents) would be fine if companies had infinite SEO resources – meaning unlimited writers to produce content, unlimited SEO strategists to pick keywords and do SERP analysis, and unlimited budget for link building.
But no brand has this.
Even the idea of AI-assisted writing making producing massive amounts of content easier doesn’t negate this fact.
Sure, AI tools can produce thousands of pieces in a fraction of the time it would take a human, but that doesn’t mean they will all rank or be good enough to impress prospective customers and convert.
If a bunch of sites are all producing similar AI-assisted content to target the same keywords, Google will have to differentiate somehow to decide who to rank – and two safe bets in how it will make this decision are content quality and backlinks.
In terms of content quality, it’s quite likely that the best pieces for a given keyword will be the ones with the most originality and specific personal expertise, traits that Google has clearly stated it prefers and which require human input.
And backlinks have been a known ranking factor forever in SEO. In a world where many sites produce similar AI-produced pieces targeting the same keywords, it’s safe to assume it will be just as, if not more, important.
So regardless of how content is produced, SEO resources for everyone are finite. There are a finite number of employee hours, a finite number of writing budgets (regardless of if writers use AI), and a finite link building budget.
That means you have to prioritize the keywords you will target.
And the most logical way to prioritize is to focus SEO efforts on whatever will generate the most ROI (that is, leads and sales attributable to SEO).
In our experience, that is bottom of funnel, transactional, keywords.
Bottom Of Funnel Keywords Convert Significantly More Than Everything Else
To conclude, as we have, that bottom of funnel content converts significantly more than any other type of content, the first step is to actually measure and track conversions from SEO.
This sounds obvious, but the reality is that most SEO and content teams don’t do this; they just assume the more traffic, the better, and their entire strategy is focused on growing traffic.
You can measure conversion from SEO in different ways via different analytics tools, but in general, the process will require the following steps:
Define a conversion. This is typically a lead form fill or trial start for SaaS or sales-based businesses, or an actual transaction for ecommerce businesses.
Create a goal in your analytics platform to measure this conversion event.
Generate reports of which landing pages on your site resulted in how many conversions. This can be done via different attribution models like first or last click, depending on the analytics platform, but any data here is better than no data.
When you do this, you’ll inevitably find what we have found over 5+ years, dozens of brands, and hundreds of SEO pieces.
Specifically, pages on your site that rank for bottom of funnel keywords convert at multiple single digit percent (1% – 5%), whereas pages that rank for top of funnel, informational keywords typically convert at a fraction of a percent (0.01% – 0.5%).
In other words, the difference in conversion rate between bottom and top of funnel keywords is not 10%, 20%, or even 50% – it’s multiple fold.
This is exemplified in this data across 60+ content pieces for a software client of ours, where the content ranking for bottom of funnel queries converted on average at 25X higher than articles that targeted mid to top of funnel queries.
Image created by author, June 2023
Bottom of funnel posts had a 4.78% conversion rate versus 0.19% for top of funnel posts. Based on 60+ posts for a client.
Even after accounting for top of funnel pieces getting more traffic, the raw conversions from just 20 bottom of funnel pieces were 3 times more than those from 40 top of funnel pieces:
Image created by author, June 2023
20 bottom of funnel posts generated 1348 conversions while 40 top of funnel posts generated 397 conversions.
To emphasize, the 1350 conversions from BOTF content above are from only 22 pieces, whereas the 400 conversions from TOF are from 42 articles.
In addition, we should mention the articles we labeled as “top of funnel” in this study still had some buying intent. We went after them only after exhausting most bottom of funnel keywords and chose the keywords strategically to ensure they still had some chance of a conversion.
In that respect it’s fair even to call them “mid-funnel.” For many companies, the majority of their content and SEO efforts are directed exclusively at top of funnel keywords that will convert to leads or sales at or below the conversion rates above.
That’s a tragic waste of SEO efforts, in our minds.
Why Are Informational, Top Of Funnel Keywords So Low Converting?
So, the story goes, you can get your brand in front of a large number of people who, at some point in the future, are likely to need a product or service like yours.
But as the data above shows, and our collective experience confirms, it requires so many steps to get to a conversion from top of funnel traffic that the conversion rates are minuscule.
Specifically, the journey from someone Googling a top of funnel informational query to becoming a customer is:
They Google the query.
They click into your results.
They read the article.
Some fraction of these users either return to your site on pure memory or give their email to download a white paper or gated resource.
Some fraction of those users open subsequent drip emails.
Then at some point, some fraction of those users will need your product or service and reach out.
Each of these steps has a small conversion rate, so in combination, the entire journey has an absolutely minuscule conversion rate.
So much so that, as per the data above, a possibly higher search volume of these top of funnel queries compared to transactional queries does not make up for the tiny conversion rates.
There Are More Bottom Of Funnel Keywords Than You Think
So if you buy into this notion that targeting bottom of the funnel keywords is a better use of finite SEO resources than evenly spreading SEO content across the full spectrum of search intent, the next important question to tackle is: “Which keywords in my space are bottom of the funnel are high converting and how many of them are there?”
We’ve noticed that many SEO pros and marketers have a limited view of which keywords are bottom of funnel – that is, have some level of transaction or buying intent.
In our experience, there are three common buckets of bottom of funnel keywords, only the first of which is commonly considered as bottom of funnel.
1. Category Keywords
If we use a hypothetical business that we’re all familiar with, SEO software, the obvious transactional keywords are things like “SEO software” or “best SEO tools.”
Yes, those are very high-converting bottom of the funnel or transactional keywords that any SEO software brand should absolutely target.
In our framework for BOTF SEO, called Pain Point SEO, we call these “category keywords” since they involve the user literally Googling the name of the product or service category.
Most SEO and marketing teams are aware of these keywords and do target them, usually with the homepage or one or two landing pages.
But what we’ve found is that many teams consider this to be the entirety of bottom of funnel or transactional keywords. They target a few category keywords and spend the rest of their time creating blog content to rank for top of funnel search terms.
But there are actually a lot of other high-converting search terms that we notice most brands don’t think about and ignore in favor of producing content to go after extremely low converting top of funnel keywords.
2. Comparison Keywords
Specifically, another extremely high-converting category of keywords is what we call comparison keywords.
These are keywords that show the searcher is comparing multiple options, such as “salesforce vs pipedrive” or “adidas vs nike womens running shoes.”
Many discussions of search intent categorize this as a mid-funnel query because, they say, the searcher may not be ready to make a transaction but is simply doing product research.
But in our measurements of conversion rates of hundreds of pages ranking for comparison keywords, they often convert just as high as the category keywords discussed above.
As a result, in my view, companies that want to maximize ROI from SEO should aggressively target comparison keywords.
They should identify every comparison keyword stemming from their top competitors that has any semblance of search volume and ensure they have a dedicated page on their site to rank for each.
3. Jobs To Be Done Keywords
The final of our three categories of keywords that we have found can generate conversions from SEO are jobs to be done keywords.
This is the largest of these three categories of high-buying-intent keywords, meaning there are usually a lot more jobs to be done keywords than category or comparison.
This category is often ignored or not prioritized by brands as being conversion-generating, though, because these are queries where the user is not overtly looking for or comparing product options but is indicating that they have a problem that your product happens to solve.
In our SEO software example, this would include queries like “how to do competitor keyword research,” “how to know search volume of keywords,” or “how to track which keywords a site ranks for.”
If you have an SEO software product with features that lets people do those things, then, in our experience, ranking for keywords like these will generate conversions.
Typically the conversion rate of these keywords is slightly lower than category or comparison keywords. However, they are still much better than top of funnel queries like “SEO strategy,” “best SEO tips,” or even “digital marketing strategies,” which are typical top of funnel keywords companies go after but which have very little buying intent.
With the mountain of competition in B2B, establishing trust with potential buyers is no easy feat.
Unlike in ecommerce, where transactions are typically swift, and purchases are at far lower prices, B2B sales cycles are lengthier and involve much higher stakes.
With endless opportunities to choose from, community has become more crucial than ever, as people search and check social media but ultimately rely on trusted peers for advice when making important business decisions.
So how can B2B businesses ensure their content stands out and gets noticed – and most importantly, trusted – by their target audience?
This is where influencers, or subject matter experts (SMEs) in the B2B realm, play a pivotal role – particularly in the context of expanding to international markets that speak multiple languages.
By harnessing the reach and reputation of well-known SMEs in the local markets, B2B companies can amplify their international content marketing efforts, ensuring that their message resonates with diverse international audiences.
Over time, SME collaborations enable B2B companies to cultivate a strong community around their brand, which then drives inbound leads and growth across international markets.
Why Involving Local Influencers & SMEs In International B2B Content Marketing Campaigns Is Crucial
Extensive research plays a hefty role in the B2B buying process, in that:
B2B buyers complete up to 70% of their research prior to even contacting a sales team.
87% of B2B buyers say online content has a major or moderate impact on vendor selection.
78% of B2B referrals create viable customer leads for the business.
What do all three of those points have in common?
B2B buyers are looking for a trustworthy source to confirm information found during their research.
As such, partnering up with SME influencers is key to building up this crucial brand trustworthiness, especially if you’re a global brand expanding into diverse international markets worldwide.
In fact, up to 86% of B2B brands have reported some measure of success with highly targeted influencer marketing.
But selecting the relevant influencers for the right market is key for content to resonate with local target audiences.
For example, a highly knowledgeable SME from New York City is unlikely to have much sway or influence if you’re targeting customers in Tokyo, on the other side of the world.
This is because:
An English-speaking influencer has little effect on a primarily Japanese-speaking audience.
Perceptions towards B2B products and services vary by location because buyers’ needs differ by region.
Cultural tendencies of buyers in niche markets have significant sway over purchase decisions.
If influencers lack shared cultural values with the local target audience, their recommendations will fall flat on that audience.
How To Identify And Build Relationships With Local B2B Influencers And SMEs
So, how do you identify the right SME collaboration to expand the authority of your own business in a new market? And how can you build a relationship with them in order to incentivize the SME to collaborate with you?
Let’s now take a deep dive into the process.
Step 1: Research People Who Matter To Your Local Target Audience
It all starts with researching who your audience cares about. A free tool like SparkToro is one of the easiest ways to get started.
Based on your search filter, SparkToro identifies who your target audience follows and trusts as a source of credible information.
You can then curate lists of relevant SMEs for the market you’re looking to expand to, which should ideally also include lesser-known yet still highly credible SMEs whose audiences tend to be more engaged.
To give you a concrete idea, here’s an example of a SparkToro search for a company that provides consulting services and a SaaS tool for document automation. Its goal is to expand into the German market.
I set the filter for “my audience frequently talks about,” typed in “document automation,” and selected Germany for the location.
SparkToro then summarizes the list of influencers, websites, and lesser-known destinations that earn engagement with that buying audience:
Screenshot from SparkToro, May 2023
In this case, there is a mix of English-language and German-language influencers and relevant publications. Ideally, you’ll want to focus on gaining credibility within the local language, so SparkToro is the just starting point.
You’ll then need to dig deeper into what and who is relevant to contact, as well as invest time into building relationships with SMEs, depending on the relevance of their followers.
Step 2: Identify Ways To Involve Them That Require Little Effort On Their Behalf
Once you’ve conducted the research and identified the relevant SMEs to collaborate with within the local market, the next step is to determine how best to approach them.
Keep in mind that the most effective outreach strategy is one that makes it as easy as possible for SMEs to see the value in a partnership. Don’t just beg for their time and offer up nothing in return.
For example, you can offer for them to attend a panel discussion on a highly relevant topic for their industry and local market.
Here’s an example of how you might contact an SME for collaboration via LinkedIn or email:
Image created by author, May 2023
This type of message prompts a response from SMEs for a few reasons:
They know they’ll be advertised without paying.
They don’t have to spend tons of time preparing, especially as it’s a panel discussion, so their time commitment is minimal.
They have a chance to network with and learn from well-known people within their industry, bringing back benefits for their personal and company brands.
Step 3: Nurture Relationships And Provide Ongoing Value
Finally, once you connect with an SME and convince them to collaborate together, you want to maintain and deepen that working relationship, because this increases the chance of future collaboration opportunities.
In fact, if the relationship becomes a strong one, the influencer is likely to refer your B2B business to their network, or even come back to you themselves as a customer.
This is actually the long-term strategic value of such partnerships because it directly impacts high-quality inbound lead generation.
Ways to strengthen ongoing relationships with SMEs include:
Regularly engaging with their own content, such as by commenting on or sharing their updates to support their efforts and keep your brand top-of-mind as they continue producing new content for their own audience.
Offering to mention them and/or link to their content in future content you create.
Offering to meet up for a coffee at in-person conferences and get to know them.
Develop a partner referral agreement so you both can refer potential customers and generate inbound leads.
Continuing to collaborate on marketing efforts together where both brands are promoted.
How To Apply B2B Influencer And SME Data To Both Global & Local Content Marketing Efforts
Now that you’ve got the process in mind, what are some direct examples of how to apply SME collaborations across content marketing efforts?
I’ll cover this in further detail in the below section for various types of content marketing applied both globally and locally.
Panel Discussions & Co-marketing Webinars
As mentioned in the message example from the how-to section above, panel discussions are a highly effective method for beginning engagement with SME influencers because they require little to no preparation time for the participants.
Plus, in nearly every market, industry titans enjoy conversing with their fellow experts to share insights and recommendations to listening audiences.
Panel discussions can be both live or virtual events, but regardless of the format, they’re a great resource that elevates the authority of your own brand to your audience due to the SMEs who attend.
This topic applies globally because it’s a question that brands all over the world struggle to answer.
When applied to your own content strategy, ideally, the SMEs invited to such a discussion should come from multiple markets, particularly those that you plan to expand into internationally.
An important point to note: global in-person events should be treated as annual affairs.
Creating a one-time event that pools together the biggest influencers in an industry is a special occasion, so it’s not something to do regularly, as they come with higher resource costs for both you and the participants.
Local Approach
When applying the concept of a panel discussion within a local market, you can go much smaller in scale and ideally virtually, which provides more flexibility to create recurring panel discussions throughout the year.
Start by selecting a topic that is relevant to the local market and the target audience.
For instance, if you’re an IT company and are targeting German businesses, you could host a panel discussion on “How German Companies Can Finance Digital Transformation” (but in the German language equivalent).
Then, use your SparkToro account to identify the biggest German influencers in the IT industry and invite them to participate in a special panel discussing tips to scale digital transformation across Germany.
By hosting a panel discussion with local SMEs who speak German, you present valuable insights to your buying audience in Germany in that localized setting and context.
You can then deepen relationships with key players that your target audience already follows, and follow up by creating localized content that resonates with those same local market buyers to guide them further on their buying journey with your brand.
Whitepapers
Whitepapers are one of the most valuable resources in B2B content marketing when they include original data and information that isn’t available anywhere else.
You can make whitepapers with unique data by gathering information from SMEs.
Plus, SMEs typically appreciate being cited in whitepapers because their personal brand is attached to that in-depth report, which automatically elevates their own standing and credibility with their followers.
Global Approach
A global approach to this strategy is to select a topic that has a more universal appeal.
Again, digital transformation is a subject that impacts brands all over the world, so creating an in-depth whitepaper on the topic has global appeal – but only if it’s backed with information from highly credible SMEs.
In the same manner that S&P Global Market Intelligence has done here, ensure in your content strategy that the SMEs included for global content also appeal to your international target markets.
Local Approach
When it comes to the local approach, the main difference from the global is that you want to target the analysis and present the whitepaper findings within the context of a regional point of view.
Paralleling the global subject matter, you can create your own whitepaper explaining the ideal digital transformation journey for the shipping industry in one particular market.
Your whitepaper can answer many of the questions that have ground supply chain businesses in Los Angeles to a halt by inviting SMEs with experience managing those ports to contribute information.
Although the example is in English, the concept applies across markets that speak other languages, too.
With a more localized approach, you gain specific insights to publish in your content and establish your brand as a thought leader in that particular market.
This also increases your opportunity to build relationships with key local players and generate leads and referrals from the target buying audience.
Podcasts
Podcasts are a heavily growing medium for B2B content marketing.
By collaborating with influencers and SMEs on a podcast, you can tap into their expertise and reach new audiences through audio content that millions of people stream throughout their busy days.
Global Approach
When building your podcast, start by identifying global influencers and SMEs with a strong following in your industry.
For example, if you’re an HR consulting company, you could collaborate with a senior HR specialist.
Choose a topic that would be of interest to both the global audience and the local influencers.
For instance, you could create a podcast episode on “The Future of Work in a Post-Pandemic World.”
You can follow examples from the HubSpot team that manages their podcast, “Culture Happens.” In this particular episode, they discuss the future of remote work.
You can even reach out to those same presenters and invite them to participate as guests on your own podcast discussing the topic in a similar but unique manner.
Through this collaboration, you tap into their wider audience, build your brand credibility, and generate new leads and referrals through your podcast.
Local Approach
The localized podcast approach involves identifying SMEs who have followings in particular markets and that speak the language that your business intends to target.
For instance, to localize the podcast example from above for France, you could do an episode around “Streamlining New Employment Regulations Around Remote Work in France” and invite an HR specialist from the French market to speak about their experience with handling these changes.
This helps you build a loyal following in concentrated local markets, which translates into higher volumes of inbound leads that grow your business internationally.
Collaborate with SMEs to Win and Global and International Content Marketing
In the highly competitive world of B2B, where trust and reputation are paramount, leveraging the expertise and influence of SMEs is a powerful strategy.
As you strive to make your mark in international markets, remember that collaborations with trusted and local influencers can help your content shine, resonate, and ultimately drive success in your B2B endeavors.
Over time, these partnerships with SMEs not only help you create valuable and trusted content but also cultivate a strong community around your brand.
By providing informative and practical content, you can position yourself as a B2B industry thought leader and trusted source of knowledge.
And most importantly, by tapping into the networks of global and local influencers, B2B businesses can drive inbound leads and foster growth in international markets.
Here is a complete data analysis of Content Syndication impact in Google Search for News publishers with the list of most impacted sites and estimated traffic share going to Yahoo syndicated content vs original content. Data by NewzDash based on millions… pic.twitter.com/d4aFlaQMJ2
The main finding: Yahoo News consistently gets a high proportion of traffic for syndicated news content compared to the original publisher sites.
When Yahoo syndicates publishers’ content, that syndicated version often outranks or ranks similarly to the original content in Google search and news results.
Hence, Yahoo News likely receives a significant portion of the traffic that could have gone to the original publisher sites.
Google Confirms: Noindex Syndicated Content
Google SearchLiasion entered the discussion, tweeting several replies with slides from a recent event discussing updates with advice concerning syndication, canonicals, and noindex.
I talked in May at an AOP event in London & revisited our guidance about syndication, so maybe these slides I used there will help. Our main help page change was to focus on your goal with syndicated content rather than the mechanism… https://t.co/YcEzsdBv82pic.twitter.com/FFhA7doHTS
— Google SearchLiaison (@searchliaison) July 7, 2023
Here, you can see the precise recommendation for syndication partners to use the noindex tag, which could help Google’s automated systems better recognize the original article.
For Google News, our advice on syndicated content outside your network did not change. Use noindex. Wasn’t use canonical before. It was use noindex. And as it’s your syndication arrangement, asking for that is entirely possible. https://t.co/YcEzsdBv82
— Google SearchLiaison (@searchliaison) July 7, 2023
Google maintains it only recommends noindex, not canonicals.
We also updated the guidance for those who use syndicated content to consider to only recommend noindex. Of course, if the agreement the partners have requires this, they should follow the agreement. We made the change so this advice was completely consistent with what publishers… pic.twitter.com/rtTyQTG2xI
— Google SearchLiaison (@searchliaison) July 7, 2023
Ultimately, Google does not blame its guidelines syndication partners for outranking original publisher content.
We also changed our guidance for Google Search to match what it was long for Google News, use noindex. Of course, if publishers had been requiring noindex completely as part of agreements, they’d have already been doing this. But it makes it all consistent https://t.co/P9ajQ6XWoCpic.twitter.com/pTYG773ACY
— Google SearchLiaison (@searchliaison) July 7, 2023
This recommendation does not mean that Google can’t tell what content is original and what is duplicated.
At this point, there’s sometimes a “What? Google thinks everyone in the world needs to noindex content because they can’t figure out original content!” reaction. No. We figure out original content all the time. But when content is deliberately allowed to be published by another… pic.twitter.com/jUhAF01UWz
— Google SearchLiaison (@searchliaison) July 7, 2023
Canonical tags do not work because the content on a syndication publisher’s website can differ from the original content, thanks to the unique website templates and surrounding related content.
Syndicated content especially can differ from the original content with lots of other material on the page. Canonical is designed primarily to deal with near duplicate pages. That’s why we don’t recommend it for syndication within a network (such as two newspaper owned by the… pic.twitter.com/9Jqo8u4jmT
— Google SearchLiaison (@searchliaison) July 7, 2023
Some Twitter users misinterpreted the advice, leading to the following clarification:
We aren’t saying stop syndicating. We’re saying if you care about the content you voluntarily allow to be published perhaps outranking your own, have the partner make use of noindex — which has long been our advice. https://t.co/IP5eAHSL53pic.twitter.com/j6O8LowWnL
— Google SearchLiaison (@searchliaison) July 10, 2023
Google also offered three options for publishers who use syndicated content partners.
There are basically three options if someone syndicates through a deal with a partner. Do nothing, expect to compete with partner in ranking. Use noindex, and guarantee partner won’t compete. Try canonical, effectively the same goal as noindex, keep partner from competing…
— Google SearchLiaison (@searchliaison) July 10, 2023
SEO professionals advised publishers to help ensure original content outranks the rest.
— Darth Autocrat (Lyndon NA) (@darth_na) July 10, 2023
Publishers Must Decide
The complex issue of syndicated content potentially outranking original content has received renewed attention.
Despite some confusion and misinterpretation, Google remains consistent in its long-standing advice, emphasizing that publishers should require their syndication partners to use the noindex tag.
Ultimately, Google leaves it up to news publishers and syndication partners to properly determine how to handle content to ensure both meet their publishing goals.
When you compare what customers say they want to what your business offers – you might find a mismatch between the words you use to market your business versus the terms your customers use.
Accurately discover useable, hyper-relevant key terms and phrases from conversations.
Quickly summarize call details to be more proactive in addressing issues before they become major problems.
Save valuable time compared to manual call listening.
How AI Can Enhance Your Keyword Targeting Strategy
With the insights you discover with AI, you can automatically:
Identify your customers’ most commonly-spoken words and phrases at a glance.
Map their keyword frequency to spot emerging keyword trends.
Apply the insights from your findings to refine your SEO and keyword bidding strategies and respond to customer sentiment appropriately.
For example, a personal injury law firm might receive multiple calls about “scooter accidents,” but they may not have been aware previously that this was even an area of opportunity.
Based on the strong upward trend in this CI-spotted keyword, however, the firm could open an entirely new line of business for scooter accidents.
Find out other ways AI can help you target the most effective words and phrases to meet your customers where they are in their journey – download CallRail’s ebook.
Tip 3: Apply AI Insights To Accelerate Your Content Generation
While it’s not wise to rely on AI writing tools completely, they can certainly help to speed up your content generation process.
If you want to improve the quality and relevance of your content, Conversation Intelligence can fill in the gaps a typical AI generator leaves behind.
How To Tailor Content To Your Audience’s Specific Needs
Use CI to gain valuable insight into what your customers really want, and apply that data to your content strategy, using the following steps:
Discover popular terms and phrases your customers are using on calls.
Ask an AI content generation tool, like ChatGPT, to create content topics or even a rough draft based on those insights.
Remember to edit and put your own unique spin on the AI content before you press publish.
Whether you’re writing a blog post, landing page, email, or promotional blurb, CI can help remove some of the guesswork and streamline your process.
Conversation Intelligence uses powerful AI technology to transcribe and analyze your customer calls with near human-level accuracy.
Tip 4: Use AI To Elevate Your Campaign Optimization Strategy
The most important thing you can do is automatically qualify leads and turn them into conversions with a direct integration with Google Ads.
If you connect your AI tool directly to Google Ads, Google Ads understands not only which keywords and ad creatives drive calls, but also which of those calls turns into a hot lead or paying customer.
This way, Google Ads can bid smarter on the keywords or creatives that truly drive revenue, not just calls or clicks.
By identifying the sources of your best leads, you can allocate your advertising budget more effectively – only spending on the most qualified leads, resulting in a higher return on investment (ROI).
This is especially helpful if you have a limited advertising budget.
How To Optimize & Manage Your Qualified Leads
Start implementing AI into your campaign strategy with these three steps:
Tip 5: Increase Conversions & Efficiency With Marketing Automation
If you want to increase conversion rates and improve the efficiency of your marketing and sales teams, marketing automation is a powerful tool.
By combining user data and predictive analytics, AI can help predict what customers want.
Use AI to automatically deliver personalized offers to your customers at just the right time, based on insights from past online behaviors.
3 Powerful Marketing Automation Tools To Upgrade Your Strategy
Looking for ways to automate your marketing efforts? Here are some powerful options to boost your efficiency:
AI-powered chatbots can be used to answer common customer questions, provide product recommendations, and even process orders automatically.
Conversation Intelligence can be a powerful tool to analyze your calls and automatically qualify leads based on certain keywords or phrases mentioned. Marketing and sales teams can then follow up on qualified leads, using automated notifications for timeliness and relevance.
CI integration with CRM solutions is a way to tailor automation and communications by marketing source and track content engagement through phone calls. For instance, you can set up an automation to send an email to every lead whose call lasts longer than one minute.
When you access the data required to better understand the entire customer journey, you can gauge the effectiveness of all your marketing touchpoints.
Leverage Conversation Intelligence For Advanced Call Analysis
Recent advances in AI speech recognition accuracy present exciting new marketing opportunities, particularly for businesses that rely on customer phone interactions.
As a call-heavy company, it can be overwhelming trying to manage and analyze a large number of calls – that’s where Conversation Intelligence comes in.
How Conversation Intelligence Can Improve Your Marketing Outcomes
Using powerful AI, trained on over 650,000 hours of voice data, with an accuracy similar to that of human transcribers, CallRail’s Conversation Intelligence is just the tool you need to handle your call-related tasks faster and more effectively.
CI automatically transcribes and analyzes all of your inbound and outbound calls, and it’s purpose-built to understand conversations with near human-level accuracy – which means:
More accurate keyword spotting.
More accurate auto-tagging and lead qualification.
From research and SEO discoverability to content generation and campaign optimization, Conversation Intelligence is the solution you need to refine your process and maximize results.
For more on how you can use CI to turn your calls into a competitive advantage, download CallRail’s ebook.
ChatGPT kicked off the race to implement AI across all industries and processes – including SEO and content creation.
As you know, AI offers many opportunities for you to boost efficiency and increase search rankings. However, there are also some challenges you need to be aware of.
Let’s dive into how you can use AI to help streamline your content creation while avoiding major pitfalls.
Step 1: Discover The Benefits Of Using AI In Your SEO Content Creation Process
Every day, experts are uncovering how helpful AI is in all aspects of content creation and content marketing.
Step 2: Learn AI Integration Best Practices For SEO & Content Strategies
Next, be sure you’re focusing on how to educate your team as well as integrating AI into high-impact areas of your business.
Learn exactly how in our upcoming webinar with Connor Carreras, Conductor’s Sr. Director of Digital Customer Success, where he’ll discuss how you can:
Start using AI-generated content to rank higher on SERPs.
Maximize your ROI by properly integrating streamlined AI into your existing workflows.
Step 3: Follow Expert Guidance On How To Overcome AI Challenges
In this upcoming live session, we’ll walk you through the many ways AI can help you get a leg up on your competitors.
So, if you’re looking to add AI-generated content to your SEO strategy, check out our upcoming webinar with Conductor to learn ways you can overcome these challenges.
Key takeaways from this webinar:
Benefits of using AI in your content creation process.
Best practices for integrating AI into your SEO and content marketing strategy, and how to create high-quality, search-optimized content with AI.
Top challenges of AI content creation, along with guidance on overcoming them.
You’ll even get the opportunity to ask your most pressing questions in a live Q&A session.
Can’t make the webinar but still want to access Carreras’ expert insights? Just sign up here and you’ll receive a recording and a copy of the presentation, after the event.
When shaping your SEO strategy, your success metrics come down to bottom-line results – what’s going to move the needle for your company and make a real impact?
Which SEO strategies can you employ to hit your KPIs?
In order to succeed in competitive markets, you must go beyond on-page optimization and sound technical SEO – you need a full-funnel approach.
With the right mix of link building and content creation, you can directly affect the rankings of key product pages while boosting overall performance.
6-Step Process For Boosting Product Page Ranks
To consistently boost your product page rankings, try adding these 6 steps to your SEO strategy:
Audit existing content and ensure topical relevance to the product page with strategic internal links.
Identifyhigh-intent keywords, a.k.a. your new content opportunity, for the product page.
Discover linkable topics with a tie-in to the product page, but make sure they are broad and useful enough to not be advertorial.
Create content based on findings, and build external links to the broader topic, with strategic internal links to the high-intent keyword content and product pages.
Measure the impact on the primary product page against the keyword ranking KPIs initially identified. Monitor rankings, traffic, and links across the entire funnel as additional KPIs.
Don’t worry, we wouldn’t leave you hanging without more information.
Join Cory Collins, Business Development Manager at Page One Power, and Nick Katseanes, Sales Director at Page One Power, as they show you how a funnel of links and content can result in stronger SEO campaigns.
Learn how you, too, can combine link building and content creation to drive product page rankings in addition to secondary KPIs.
Key Takeaways:
Learn how to grow product page rankings after technical SEO and on-page optimization are completed.
Understand how content marketing and link building strategically tie back into product-level SEO KPIs.
Gain insight into the difference between high-intent keyword content and linkable content, and how to use the two together.
Can’t make the live webinar? Sign up and we’ll send you the recording and all the resources after the event.
