Google pretty much handcuffed the SEO community by rolling out its "keyword not provided" initiative - and others (Bing) have jumped on the digital bandwagon and followed suit.
While many Web-based enterprises are still freaking out about this rather significant development in the search marketing landscape, others are simply focusing on what is in their control and making the most of this bad situation. They aren't worrying about keyword optimization any longer (in reality, they just can't), they've moved on and concern themselves now, exclusively, with optimizing the experience of their users' journey.
And what exactly is their secret? What do cool, calm and collected digital media professionals know that the rest just don't?
They know that the more useful they can make keyword/phrase combinations within their content, the more search marketing success they will have in general. They know that keyword relevancy matters but it is how those terms and phrases address a users demand for information that brings them one step closer to actually conducting a transaction.
In order to increase conversions from the keywords employed on your website, it's essential to craft a strategy that meets the demands, needs and expectations of a consumer's journey. There are three (some would argue four) phases of this journey for content marketers and SEOs to be intimately familiar with, developing content that is fueled by the keywords that emerge in their industry and audience audits.
Research: At some point in a customer's relationship with your brand, they will need to research what it is they are buying. For enterprises, this phase is an ideal opportunity to create search-engine friendly content that leverages their own knowledge and industry leadership. If you provide a solution to a complex problem for example, providing information on what the problem is and methods used to resolve it prove to be important elements in the path to purchase. An informed buyer is one that appreciates the value your brand brings and will reward you with consideration (the next phase) if you can help them get to a certain point of understanding. Developing content for the research phase means increasing your long-tail keyword focused content and providing assets that your own audience type will value.
Consideration: Having lots of information can be cumbersome for consumers of course; they can quickly become weighed down with data and paralyzed by the often important decision they must make. Brands and marketers can ease this tension by providing content and leveraging keywords that satisfy a consumer's inherent interest in comparing and evaluating their options. Leveraging product comparisons, product reviews, and demonstrations (coupled with the keywords of your choosing) is the optimal path to make this phase a fruitful one for your enterprise.
Purchase: When a consumer has done the research and explored the competitive options, they are one step closer to converting - but they aren't all the way there... not yet anyway. Keyword-driven content and its development should not stop during the actual purchase phase. In fact, it's one of the most valuable opportunities you have to give prospects a gentle nudge toward becoming a client or customer. To ensure they don't lose a prospective customer in the last leg of the race, take advantage of coupons and add-on incentives (again, coupled with keywords of your choosing) to make your products that much more appealing.
There are of course other phases that could also be in play. For example, there might be a need for a phase on your content marketing initiatives that addresses loyalty (or the lack thereof). Perhaps a combination of educational/information content in line with the customer product or service purchase.