2. Keyword Research

Step 2 is to conduct keyword research.

There are 4 main types of searches that people have when they go on Google or Youtube.

• Navigational - Branded
• Commercial - Looking for a product or service
• Transactional - Looking to take action
• Informational - Looking for more information

We want to primarily focus on transactional/commercial keywords. Prospects using commercial and transactional search terms are looking to take action.

We’re not going to exclude informational keywords, they’re important because they help us raise market cap and overcome market saturation.

The reason why you need to focus on commercial and transactional keywords is because you can reverse engineer the informational keywords based on these lower funnel terms.

Let’s say you’re a design and construct builder in Sydney's Northern Beaches; your commercial keywords would look something like these:

• Kitchen renovations northern beaches
• Architectural builders sydney
• Custom home builders northern beaches
• Northern beaches bathroom renovations
• Designer home builders Sydney



Commercial and transactional keywords have the name of the service and a location. (This isn’t gospel but remains true 90% of the time).

Use Semrush, Ahrefs or Google Keyword Planner to find your high intent keywords.

3. Educational Content (Teach don't sell)

The next step is to create content educating your target audience about your unique category (Niche) and the unique challenges and problems that your target audience is having.

By educating your audience and discussing their challenges, they will see you as the authority and assume you’re able to provide the solution to their frustrations. You don’t have to sell if you educate.

The reason why this works so well is that it demonstrates empathy and expertise by showing a deep understanding of your customer's challenges.

Let’s use our design and construct builder as an example. We can build trust by understanding the customer’s pain points. To do this, we can create pieces of content in the vein of:

• 3 Common Reasons Your Dream Home Design Could Be a Budget Nightmare (And How to Avoid It)
• Your Builder's Quote Looks Cheap? Here’s the Thing…
• The Easy 3-Step Framework to Avoid Budget Blowouts in Your Home Build
• Save Yourself Hundreds of Thousands. Most Homeowners Don’t Realise This Until It’s Too Late…
• Why “Fast” Culture Leads to Poor Homebuilding Outcomes

Through these informative blog pieces, you will do two things…

1. Highlight the problem:

• You demonstrate that you understand the problem
• The reason why, educating your customer on the root cause
• Consequence of problem, makes them feel the pain of the current problem
• The ultimate negative outcome. Grounds them in the cost of inaction
• You create trust, empathy and authority

2. Highlight the solution:

• What does the customer need to solve the problem
• Why you are recommending the solution. What pain does it it allow them to remove?
• Good things that happen when they start using it.
• What positive outcome are they going to unlock for themselves?
  

4. Create Specific Landing Pages (Boosts conversions by over 50%)

Now that you’ve got your keywords and your assets sorted, You’ll need to create high intent landing pages. This is the cherry on the icing on top of the cake. The top 1% of businesses are being this thorough.

Google delivers results based on intention, meaning you need to be targeting one keyword per page.

That’s one service, one product, and one offer per page.

fort instance using our commercial keywords we’d create 5 seperate pages with these keywords.

• Kitchen renovations northern beaches
• Architectural builders sydney
• Custom home builders northern beaches
• Northern beaches bathroom renovations
• Designer home builders Sydney

The exact match keyword needs to be in your

• URL slug
• Heading tags
• Meta Titles + Descriptions
• First & last paragraph

Furthermore your landing page needs to include

• Service specific testimonials
• Trust badges
• Benefits
• Pain points
• Unique offer
• Unique guarantee
• Next steps
• FAQ
  

5. Utilise Google Search Campaigns

Utilising Google search campaigns, you can use your commercial and transactional keywords to tell Google we want the people searching for these services to land on our page.

Having specific landing pages lowers your costs and increases click-through rates and conversions.

Creating congruence between what your prospects' heads are thinking and what is on the page raises conversion rates.

All of this has a positive feedback loop with Google’s algorithm, which prefers your ads over your competitors.

6. Structure Retargeting Campaigns (Display + Socials)

97% of people aren’t going to be ready to buy today! Some services and industries differ but more or less we need to build trust and stay top of mind.

To do this effectively you need to utilise retargeting campaigns. That means targeting everyone that has been on your website or engaged with you on socials.

Retargeting campaigns can be done via

• Social media
• Google display

Retargeting is essential if you want to generate a predictable revenue stream and a bustling pipeline of leads.

If you’re not retargeting your audience, you:

• Waste money on ads
• Get lost in the noise that is everyday life
• Lose prospects to competitors when it comes to decision-making time
  
  

To retarget effectively, you can use a combination of

• Educational content
• Testimonials
• Case studies
• Proof of concepts
• Frameworks
• Listicles
• Storytelling
  

7. Refine & Optimise)

The final step is to keep an eye on the metrics and optimise and update your campaigns.

Some things you need to look out for:

• Click-through rates (The % of people who click through the ads)
• Cost per click
• Conversion rate
• Time spent on your website/landing pages

Update your retargeting ads with fresh content every 2-4 weeks and make sure you’re using negative keywords in your Google search campaigns

Summary

There you have it, the 7-step framework guaranteed to get strangers to buy your stuff.

This framework has many of my clients having to hire more staff and some even starting seperate businesses to fulfil their orders.

To recap

1. Know your customer: You gotta know your ideal customer inside and out.
2. Speak their language: Figure out what they're searching for online—the exact words they use.
3. Educate: Create content that helps them, not just sells to them. Solve their problems!
4. Tailor your landing pages: Make sure that when they click, they land on a page that's exactly what they were looking for.
5. Utilise Google for high-intent traffic: Use Google Ads to show up when they're searching for those keywords.
6. Don't be forgotten: Retargeting - it's like a friendly reminder to come back and check you out.
7. Tweak & Tinker: Keep an eye on what's working and what's not.

If you follow this framework, you will build trust, show you understand their problems, and make it super easy for them to become your customer.ns