Swipe Files - 📂 Pain point SEO

Today's newsletter is proudly supported by 42/Agency 🙌

When you're in scale-up mode and you have KPIs to hit... the pressure is on to deliver demos and signups. And it's a lot to handle: multi-channel strategy, remarketing, landing pages, email sequences, revenue ops, conversion rate optimization.

42/Agency, founded by my friend Kamil Rextin, has worked with companies like Sprout Social, Klue, Qwilr, Uptick, Onfleet, and many more to help them with all things demand generation. They're always my top agency recommendation for specializing in SaaS demand gen. Go read some spicy takes on freemium, "inbound marketing", and category creation and then schedule a free consultation.


More traffic = better, right?

Not always. In fact, an inversion relationship can appear for SaaS businesses in particular.

This is what my friends over at Grow & Convert found in their post on Pain Point SEO.

The pain-point SEO strategy is specifically for SaaS businesses (some of the strategies can also work for services businesses and e-commerce businesses as well). Ranking for high-volume keywords may work well if your main goal is to generate traffic (ad or impression based content sites; media), newsletter or email signups (personal or email list based blogs; course sites), or any other business where top of funnel traffic is valuable. So in this article, when we say “conversions” we mean product-related signup or form fills, not an email or newsletter opt-in.

To sum it up:

Pain Point SEO is a strategy that we coined describing how to prioritize content ideas around high-intent keywords over high-volume keywords with the goal of driving conversions.

Turns out, search intent is important. Really important.

It's the single biggest factor that influences conversions.

I love the way they illustrate their process for focusing on high intent "pain point" keywords first.

Here are 5 ways this usually plays out:

  1. Comparison posts: this framework objectively compares your product or service to your top competitors. Here’s an example.
  2. Best product or service lists: this framework helps searchers discover the best products or services in the category they’re searching for. Here’s an example.
  3. Alternatives to ‘X’: this framework helps searchers discover alternatives to your competitors products. Here’s an example.
  4. Articles that talk about pricing: This framework talks about pricing of your own product or service (if you have this hidden) – you could also do this for your competitors if they’re not forward about pricing. Here’s an example from a hubspot agency.
  5. Product or Service Use Cases: this framework helps searchers figure out how to solve a problem they have and presents your product or service as a potential solution — ie. how to increase leads from content marketing (note the subtle tie-ins to SEMrush throughout the post).

If you're just getting started with SEO, this is where I'd start.

And even if SEO has been a big part of strategy historically, you're likely over-indexing on high volume keywords.

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →

Thanks again to our featured sponsors:

  1. Agorapulse: “The Zappos of social media management platforms” helps you plan, schedule, and report on your social presence.
  2. Ahrefs: Ahrefs Webmaster Tools is a free SEO toolset to help you build backlinks, improve your site, and rank for keywords.
  3. The Juice: “Spotify for marketing & sales content” to discover blogs, podcasts, and videos to help you grow your business.
  4. 42/Agency: My #1 recommended demand generation agency for SaaS to help you drive demos and signups.
  5. Supermetrics: Get all your marketing data into your reporting tool of choice. Push data from 70+ integrations into Google Data Studio, Sheets, and more.

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