Screenshot from Pi-Datametrics.com, January 2023.In the chart above, you can see that a “Target Zone” has been identified within the estimated revenue opportunities from Pi Datametrics Market Intelligence.
Content for these keywords ranks fairly well, but is currently outside of the positions that will drive the most clicks (and ultimately revenue).
Once you’ve identified that low-hanging fruit, this is a great place to focus your efforts and optimize accordingly.
There are often simple solutions in this target area, such as removing internal links that result in content cannibalization.
If you can also determine how much additional revenue you would get from improving that target content; This will help you create internal business cases to incorporate technical website fixes into release cycles.
How to benefit from medium-volume keywords
- Identify: Find and identify content where the opportunity already exists and you have content that already exists. Look at the content you have on pages 2 and 3 of Google.
- Prioritize: Focus on the terms with the highest revenue opportunity to see a quick impact on KPIs and goals.
- Optimize: Once you’ve determined which terms you want to focus on first, go through each page individually and tweak accordingly.
3. Optimize your content for information searches
Optimizing for long-tail searches is key to capturing your audience at multiple touchpoints before conversion.
One of the best places to start is to look at the questions your audience is asking in Google Search’s People Also Ask feature.
You can easily do this using Pi Datametrics’ People Also Ask Explorer, as shown below.
Screenshot from Pi-Datametrics.com, February 2023.By knowing and understanding your audience’s intent, you can tailor your content to fit your customers and their needs.
Google’s People Also Ask feature is a really useful tool for getting into the mind of your customers and getting a clearer picture of the content they’re looking for.
Use it to find out which questions in the SERPs relate to your product and your most important search terms.
Then create and optimize your content to answer those questions and provide your customer with the information they are looking for before they make a purchase.
Our research suggests that a customer who views an “information” page before a product page is more likely to convert, have a higher average order value (AOV), and is also a repeat customer.
Top tips for influencing your audience before converting
- Use Google’s “People Ask Too” feature to get into the mind of your customers and anticipate the questions they will ask Google about your product.
- Make sure your content is optimized to answer these questionsand if not, consider adding new content to your strategy.
- Don’t forget about the other SERP features. They all offer new ways to expose your content to your customers and open more doors to your website.
4. Maximize the chances of the entire SERP
SERP features allow you to appear multiple times on page 1 and entice customers with useful and engaging content.
One new way we’ve seen to gain additional space in the SERPs is the rise of the Popular Products feature.
In our research with Pi Datametrics – SERP Feature Radar, we found that Google search results in the US are flooded with popular products.
Taking a closer look at each category, we saw the following:
- US electrical research75% of searches involve popular products.
- US fashion searches91% of searches involve popular products.
- US Household Goods Searches89% of searches involve popular products.
- Search for luxury fashion in the USA90% of searches involve popular products.
Screenshot from Pi-Datametrics.com, February 2023.The proliferation of this feature in US search results could herald future developments in the UK and other markets.
If your website sells products, you should consider optimizing for the Popular Products feature.
How to optimize your products for the popular product search function
This mainly involves submitting your product feeds to Google Merchant Center and adding a product schema to your website’s product detail pages (PDPs).
Make sure your product feeds include:
- ID.
- Title.
- Description.
- Shortcut.
- image link.
- Gtin.
- Price.
- Brand.
- Availability.
bonus: Other optimizations that increase your chance of being featured on popular product features include:
- product reviews.
- Relevant product titles targeting the exact match keyword.
- Competitive product prices.
Think of any attributes in your product feed that help your product offering look competitive and provide customers with as much information as possible (e.g. multiple color options).
5. Find and increase your value share
At the macro level, you can identify additional commercial opportunities for your brand by looking at your Organic Value Share (SOV).
What is a value share?
The Value Share in Pi’s Market Intelligence tool calculates the share of the Organic Value Score (OVS) that a domain owns in a given category. Each position is given a score, this is totaled and then broken down into a ‘share of’ calculation.
Evaluating which categories and subcategories you’re doing well in relative to your peers can help focus your attention on areas that are likely to increase your SOV.
In the Market Intelligence Share of Value chart below, you can see that Nordstrom is the top performer overall. But they also clearly outperform the competition in the women’s fashion category.
Screenshot from Pi-Datametrics.com, January 2023.Next, you want to break down which subcategories within the women’s apparel category contribute to Nordstrom’s superior performance.
Below you can see that they stand out for their visibility for the terms (coats and jackets) and (dresses). This view in Pi Datametrics Market Intelligence’s Share of Value shows an opportunity within these subcategories to increase performance and therefore revenue.
Screenshot from Pi-Datametrics.com, January 2023.Find out which terms within these categories contribute to good performance. This allows you to better focus on top-down optimization. You can be more confident that your efforts will result in increased sales and brand awareness.
Would you like to know who the market leaders are in your industry? Check out the Pi Datametrics market leaderboards below:
How can you use share-of-value data?
- Use share-of-value data as a benchmark measure future performance.
- Highlight categories where your efforts will be successful Increased ROI and brand awareness.
- Identify the main competitors and main competitors within a given sector.
- Discover potential partners – If publishers are a big part of the value of your market, it might be worth looking for new PR or advertising opportunities.
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