Subscribe
Share
Share
Embed
We share our thoughts and ideas on how to grow a business.
Some of these jobs to be done
keywords have converted upwards
of 10%, 15 percent even.
What is the jobs to be done keyword?
It's a keyword going after a problem
that someone is trying to solve.
Usually it is attached to
a feature or a service.
So for an example, for us, it might
be how to produce bottom of the funnel
content, because as an agency, that
is something that we do for clients.
So it is usually someone
Googling how to do this thing.
themselves, But your product or service
could be a solution to that problem.
And so there's opportunity in the blog
post to then convince that person that
your process or your way of doing things
is better than how they were originally
thinking of doing it themselves.
What Benji said of like first
way to find jobs to be done.
What features.
That first answer should not take long.
Today we're talking about
jobs to be done keywords.
It is our third bucket in pain point SEO.
Number one being category keywords.
We did an episode on that.
And then, uh, last we did
competitor and alternatives.
And what's notable about jobs to be
done is in our pain point SEO schematic.
We, it is schematically drawn above
in the funnel above the other two,
because we think that a lot of these
have slightly lower intent Benji, if
you want to describe why, why that is
to folks that are not familiar, you can.
Yeah.
So on average, these do convert
less than category keywords and
comparison alternatives, but there
are a number of examples where
they can be higher converting.
Then both the category keywords
and comparison and alternative.
So some of these jobs to be
done, keywords have converted
upwards of 10%, 15 percent even.
Uh, and what is the
jobs to be done keyword?
It's a keyword going after a problem
that someone is trying to solve.
Usually it is attached to
a feature or a service.
So for an example, for us, it might
be how to produce bottom of the funnel
content, because as an agency, that
is something that we do for clients.
So it is usually.
Someone Googling how to do this
themselves, but your product or service
could be a solution to that problem.
And so there's opportunity in the blog
post to then convince that person that
your process or your way of doing things
is better than how they were originally
thinking of doing it themselves.
Yeah.
So here's what could be kind of fun.
I'll say a business type or a
product, and you can off the cuff
think of jobs to be done keywords.
So the example we use all the time in
every single video and conversation ever.
Is accounting software.
I was thinking in my head while you
explain that, what would be a jobs
be done keyword, how to, how to
create a profit and loss statement.
Yeah.
Something like that.
Yeah.
How to calculate your EBITDA or
something is what I was thinking is
like something that they would want.
Um, how to categorize your expenses.
Yeah.
Yeah.
Categorize expenses is really good.
Another example.
So you gave an example for our agency.
What if you were, let's just think
of an example we don't use often.
What if you're like a architecture firm?
Is that even relevant?
I mean, how, how to design
a house from scratch.
I think more better than that would
be certain, um, architecture types.
So, let's say you're an architect
that specializes in, I don't know, mid
century modern or something like that.
How to design a mid century modern house
could be something that you, that you
write and then you can explain your,
your thought process or thinking process
in terms of how you design those.
Things like that, though.
Actually, this, that actually,
that's a good challenging one,
because it's not as obvious.
Like, for, this is a bit of an
aside, but it's relevant to,
like, people thinking about SEO.
We always give examples that
are just SaaSs, so it's kind of
interesting to discuss something else
and flex those creativity muscles
on something that's not normal.
How to design a mid century house.
The reason this one's tricky
is because if you're hiring an
architect, you're hiring an architect.
You're not, like, trying
to do it yourself.
Whereas with the SaaS tool, there is like
a viable story where someone is trying
to do something in a kind of like a low
tech way or with Excel and someone has a
SaaS tool to make it smarter or faster.
But what about mid century modern home
renovations, even mid century modern
home renovation examples that could be
Googled by someone who wants to do a
renovation and like a serious renovation
and they're going to hire an architect and
they're trying to like think through it.
Um, or look at examples.
So, so, so that's distinct from a
category keyword in that space would
be, you know, residential architects,
New York city, or something like
that, which is just like, they're just
literally Googling for what you want.
I was going to say, that's a good
point just because with jobs to
be done, the key thing is really
understanding your customer well and
understanding what they might search for.
And so you're right in
that architecture example.
Um, I'm not necessarily sure someone would
search for how to design a mid century
modern home because most likely they're
going to hire an architect to do that.
So why would they even search
for how to design it themselves?
But you're right that if you're
going through this process, you might
search for examples or renovations
or, or, you know, Different things.
And that's key to being able to
understand what jobs to be done.
Keywords are going to be those high
converting ones versus ones, which ones
are going to fall flat and maybe be
lower converting and it has to do with.
How well that search query ties into
what your product does and the problem
that your product solves for the person.
Yeah.
And we're going to be looking at data.
And for those of you listening,
we'll, we'll talk it through and
tell you what numbers that explain
what Benji just said is that we've
noticed with jobs to be done, there's
this big range of conversion rates.
And if you hit it just right, like
in our hypothetical, I don't know
anything about getting leads as an
architecture firm, but um, if you get
it just right and it happens to be that
people who want mid century homes love
to look at examples or whatever, you
can get a really high conversion rate.
If the how to, or whatever job to be
done type of query, just a spot on
what your product or service does.
Um, here's another example.
That's not as so the bread and butter for
jobs to be done is a how to type query.
We're going to look at some actual
examples from our real clients
as we tend to do in these videos.
But here is some more like get
your creative juices flowing.
Let's say you are an it security firm,
like a service business, or even software.
And you've done this customer research
and we can get, we're going to get
into a whole section on different ways
that you kind of need to do customer
research to come up with ideas.
And something has come up around.
I say this because we had a client a
while back that did something like this.
And I forgot who it was because
I can't remember anything.
Um, that, that something about
like when there's a data breach,
you know, So a non normal.
So like, yes, your category
keyword is it security company
or something like that, right.
Or it security software or whatever
example, but a potential jobs to be done.
There would be something around like
what, like a recent data breach.
So you imagine, um, imagine
there is a huge security breach
and you could help companies.
Protect themselves from this
happening in the future.
And so someone might then go search.
How to protect yourself from this specific
data breach, because it's top of mind.
Maybe it happened last week
or something like that.
And you wrote an article showing
your expertise on this and
basically making the pitch that you
could do this for that business.
That would be an example
of how to do it for that.
Yeah.
Or what I was thinking, and I don't
have enough, like experience in it to
think of the actual example, but like,
if there are certain types of hacks
that like have a name or like, we just
had our blah, blah, blah server level
thing, like, Broken or security breach.
And there's like a query that people
would Google when that literally that
emergency has just happened, that would
potentially be a money jobs to be done
keyword that it could just be as simple
as how to, like for us, how to protect
your WordPress site from being hacked.
That is probably something that we would
search for after we've just been hacked.
Yeah, I was thinking like,
what would we search for?
Just like WordPress, blah, blah,
blah, hack, or like my WordPress
just got hacked or like some,
some specific hack or whatever.
And you, and if you, if you had the
like customer research to know, Hey,
like we've had more than one good
client come to us when this exact
type of hack happened, you, you, you
want to produce a post on that hack,
that would be another jobs to be done.
So this is what jobs to be done.
Keywords.
Bread and butter, though, is sort
of the how to aspect, you know, if
you are, I don't know, like a photo
editing software, how to smooth edges,
how to remove sun glare in my photos,
how to edit, blah, blah, blah, right?
Yeah.
How to produce bottom of funnel
content is perfect for us.
Now let's get into that conversion
data that we were just talking about.
I am showing the graph that I've shown
in a few of these last videos, which
is different types of keywords, main
category, side category, et cetera.
Comparison, alternative versus, and
jobs to be done and jobs to be done.
His graph is right around that
two and a half percent conversion.
Number.
Let me just to recap for folks.
What is that percent conversion?
That is traffic to the post.
And I would need to look up the data
to remember if it was organic traffic
or overall, but that's not important
for the takeaways and, um, how many
product related conversions came?
Um, from a certain amount of traffic.
That's that percentage product being
free trial star demo request for the
software folks, a contact us form for
service businesses, or, um, we don't
have a ton of e commerce clients, but
theoretically an add to cart or whatever.
So that looks on the graph visually like
it's slow, but what I want to say is.
That's because the other
ones are very high.
And what we have noticed for clients
that are just sort of doing general
content production or blogging is
nobody's accidentally getting 2.
5 percent conversion rate from
blog traffic to a product query.
You may get that to an email newsletter.
But you're not getting that to
free trial unless you're doing
something intentionally or a post
serendipitously Ranks for it.
So so this is nothing to sneeze
at and I would say this is likely
10 X higher than the average that
your blog converts right now.
What we've, what we've seen when
we've measured prospects or clients
that have come to us is that blogs
typically convert somewhere from 0.
01 to 0.
025 I believe on our point.
Sorry.
Sorry.
Sorry.
Not 0.
01 0.
1 0.
25 on average overall across
all their pages on their site.
And so then again, if you look
at this conversion rate and it's
converting on average at, uh, 2.
5%.
It's huge.
It's it's still huge.
Yeah, it's huge.
Then it gets more interesting.
I'm going to scroll to another graph.
If.
We look at specific jobs
to be done keywords.
So this is a graph of conversion
rates of, I think, what is this?
Six, six on each side.
So 12 jobs to be done posts, individual
conversion rates to a product query,
product CTA, and three, and they're
grouped in, in, in two groups of six.
The left side has huge conversion rates.
I'm going to rattle it off
3%, The right side has much
lower conversion rate, 1%, 0.
2, 0.
3, 0.
6, 1.
2, 1.
3%.
So it's like a big difference.
And we've labeled the first group as
having buying intent and the second
group as not having buying intent.
So let's look at some examples,
distinguishing between the
two for individual companies.
Actually, before we get to the examples,
why don't we talk through how we would
figure out which keywords have that
buying intent versus the no buying intent.
So if we were going to work with
a company and we were trying to
come up with their jobs to be done
and keywords that we'd go after.
How are we thinking through going after
those ones that do produce the, let's
say 10, 12 percent conversion rate.
I was going to use the examples for that,
but I could try to do it without example.
Sure.
I mean, either way, I was going
to say, you need to figure out
what your customers are using.
Your best customers are
using your product for.
So what are those key features?
So questions that we asked to
figure this out when we first
start working with the client.
Is there a feature or what is the
main reason that people are coming
into your product or service for
that, that the answer to that question
usually can be turned into some
sort of jobs to be done keyword.
I actually want to emphasize
the second thing you said.
I don't think in this case, you really
need to worry about best versus whatever.
I think this is a scenario where
all customers in aggregate, the
number one question to ask is, What
is the absolute core, like, feature
that the majority of them use?
Don't even worry at this point about
ideal customer profile versus whatever.
Like, and you can disagree with me.
I usually think this, this
one, and there's multiple
ways to do jobs to be done.
This is one example of
finding some of the keywords.
This should be obvious.
And I think like, like the example I'm
going to get to first, let's just kind of
talk about this with this first example.
The client was geek bot.
It's a way to run standup
meetings in Slack.
If you don't know what a standup
meeting is, it's a thing that started
in developer communities where you ask
three questions at the start of every day.
It's called a standup meeting.
Cause it's supposed to go fast and
people are supposed to do it standing.
So they're not comfortable
and it doesn't last too long.
The three questions are like.
I think something like,
what'd you do today?
What'd you do yesterday?
What are you going to do today?
Is there anything blocking your progress?
Something like that.
Um, And they started actually before
COVID, but there's a argument to be
having it done on Slack, which is for
remote teams, especially, but in general,
developers don't like to get interrupted.
And so this is a good way to just
do it in an asynchronous way.
And you can like have side discussions
where if somebody has an interesting
answer to like, what is blocking
your progress and other people can
be like, Oh, I'm going to clear that
up because I'm the one blocking that.
They can have that side
discussion without everybody else.
That's physically in the
room, like wasting time.
So this is.
A good argument for it.
And then of course, once COVID hit, this
like blew up, but, um, a, the, one of
their highest converting jobs to be done
keywords is how to run standups in Slack.
This is back to the point that
made me go to this example.
What Benji said of like first
way to find jobs to be done, what
features are most common, that
first answer should not take long.
You shouldn't have to talk to customers.
Like every product or service has
the absolute most obvious thing.
Like that's what it is.
And the reason I'm getting a little bit
loud or worked up about this is that.
In our engagements, almost always
the client is like, yeah, yeah, yeah.
But like, that was
historically what we did.
And now we're trying to like venture,
we're trying to like up level to like a
platform and our platforms, we're going
to be a platform for everyone to do.
You know, like this is a classic,
like someone on the VC, like the
board was like This is fine, but
we need to turn you into a unicorn.
So you need to now create
this other enterprisey.
It's not bad.
Like, like the jobs to be done thing.
Your first, most obvious jobs to
be done is like the core feature,
like a Slack standup bot ranking
for how to run standups in Slack.
I can't show exact conversion rates of
specific clients, but this converts.
In double digit percentages, like
a landing, like a paid search
landing page and why you could
be like, is this jobs to be done?
Like, isn't this like obvious,
like kind of a few things.
Number one, I don't think I've seen
a single client that has a dedicated
blog post ranking in the top three
spots for a keyword like this ever
that before we've worked with them.
Some people like, and by the way,
that's, that's not an obvious statement.
If I go back to the pain point SEO.
Reverse pyramid, the skip funnel diagram.
I absolutely in the first two categories,
you can look at those episodes, category,
keywords, and comparison alternatives.
Absolutely.
We've seen clients ranking already
for category keywords, their whole
page ranks for category keywords,
or they've maybe produced like
feature landing pages for that.
Slack standup bot or something for, for
a client like that would rank for it.
In fact, I could probably hover over geek
bots, um, tab to get them out of title.
Yeah, no, you're, you're right.
I would say these types of keywords
are usually the biggest opportunities
for most businesses, just because most
content marketers or SEOs just don't
even think of keywords in this way.
They're not thinking of
the long tail use case.
So oftentimes they've gone after
Slack standup bot as the main
keyword that they want to own.
But they haven't even thought of.
Well, what if someone searches
the how to variation of this?
How do I actually do this in Slack?
And they, you're right.
The most of them don't have a
dedicated page to go after this.
And this is a great query
for the business, right?
In contrast, another, um,
post that we produced for them
is daily standup questions.
This was like.
A bet.
It had much higher volume because
if you think about it, daily standup
questions is like anyone running a
standup anywhere with no intent to
do it on Slack may ask about this.
Anyone who's interested in it, in a
standup in just like what a standup is
and how to run it or whatever at the
beginning is going to ask this question.
It converts way, way, way, way less.
It converts, but way less.
Why?
And if you think about why
that can help you think through
what Benji was talking about.
Is like, how do you find the good
ones that convert in the like seven,
five, 10, 12, 15 percent is this
one daily standup questions has
zero intent about doing it in slack.
That is the number one, like, thing.
And it also Or zero intent
of even doing it online.
Or in an asynchronous way.
This could just be, you're trying
to figure out the daily stand
up questions so you can ask it
at your next meeting in person.
Right.
So, some So, there is a story to convert.
Okay, some fraction of those people.
We then, inside the post Actually,
we haven't even gotten into this.
But, how do you sell
the product in the post?
But like, in the post, we can
make an argument, and we do.
This was many, many years ago, but like
we can, we do, I presume of, of, um, like,
okay, here are the advantages of doing
like, here are the three daily standard
questions you fulfill search intent.
You do have to answer that.
Otherwise you're not going to rank.
Then at towards the end, you could say.
Standups are typically done in person.
Here are downsides and here are the
advantages of doing it asynchronously.
A very easy way to do that is via Slack.
And we make a bot for that,
um, or teams or whatever.
Um, so let's go back to your
question for a little bit.
How do you find.
More of these, because we created
a larger triangle in our schematic
to sort of represent the idea that
there are almost always way more jobs
to be done keywords than there are
category and comparison alternatives.
You have a finite number of
competitors and like there's a
finite number of ways people would
search for blah, blah, blah software.
So your number one feature,
then what about your other
features that aren't number one?
I think they should be considered.
You should prioritize
your number one feature.
But I think like geek bot, I think
also started to do Slack polls.
And I think we have a bunch of
things around Slack polls for them.
And again, that engagement
was a long time ago.
Um, and you know, for us, it would be
things like how to measure, measure
conversions from content, right?
Like, I don't think most people hire us.
As that being the number one thing,
it's sort of like a necessary feature
to get the grow and convert service
is like the whole point of growing
convert is content that does convert.
You obviously have to measure it, but
like if some people are Googling that
they may be in the right mindset to where
they'd be like, Oh heck yeah, I want an
agency that thinks about things like that.
Yeah.
The difference in posts that we
would produce would be on the high
converting side, how to produce
bottom of the funnel content versus
just how to produce blog content.
So again, having that clarifier would
add a lot to the conversion rate just
because that is primarily what we do
versus just the generic version of that.
And so there's even nuances in terms
of you might get the core feature
right or like something in your
service offering right in terms
of like, yes, we produce content.
But getting more specific in in the
keyword that you target can really
help increase that conversion rate And
you'll notice that a lot of the really
high converting posts that we'll talk
about Have a direct tie in like it's
so close to exactly what the product
is or what the services and that's
why it has a massive conversion rate.
Yeah, I was just thinking of some B to C
like, um, consumer product examples, like
in sports, that would sort of be a good
example that you can take as an analogy to
whatever, um, company you're working in.
So if you take sports like.
Something that you and I have started
to do surfing or like something, maybe
more people relate to like tennis.
So for both of those, if you sell
surfboards or tennis rackets,
a hot, so your category keyword
is for consumer products.
I understand this is going to be a
paid Google shopping listing, but just.
If you can rank on the first page
organically, any of those two companies
would take this hypothetical scenario.
I'm about to list your category.
Keyword is obviously like.
Nine foot long board for surfboards
or like tennis, you know, men's
tennis racket or something.
That's like obvious, right?
And again, like you're probably
gonna have to do Google shopping.
You, you would absolutely, any
of those two companies would
take an organic listing there.
That's like really free.
The, the, how to the category keywords
would be like, uh, or jobs to be done.
Sorry, jobs to be done.
That's more closely aligned would
be how to figure out what's the
best tennis racket for me, or how
to figure out the best surfboard.
What's what's the best beginner surfboard.
That's a how to, it's not literally
Googling nine foot long board or like,
you know, whatever tennis racket.
But the how it's they're
asking, how do I choose this?
It's like one step
removed, similar to like.
How to run a standup in Slack.
That's maybe less how to
choose a Slack standup bot.
It's like, it's like one step
higher, but it's like so close to it.
Versus tennis serving tips,
how to pop up on a surfboard.
Both of those are how to's where
there is some chance that somebody
Googling like tennis serve or
forehand backhand, like how to advice.
May also be in the market for a
tennis racket at some point more,
maybe some fraction of them today,
but that's like one step up.
That's the equivalent of daily standup
questions where you're like, yeah,
like some fraction of them, that's
the lens in which you need to think
through all of this, the places to
think through, to recap is go through
every single one of your features.
And as a group, you know, you and your
client or you and your coworkers or
whatever, you and your co founder think
through which of these features is
like, this is the thing we're known for.
And these other things are side features.
And it doesn't mean you don't do
the side features you prioritize.
Then talk about customers or recall the
customer conversations you've already had,
and they're probably going to talk about.
Use cases, like it doesn't come up off
the top of my head, but I know that
in general, like every SaaS company
ever, when we interview them and we
do the kickoff interviews, there's
always the story of like, we built the
product to solve this problem, but we
didn't even realize like our customers
started using it for this other thing.
Like everyone has that,
you know what I mean?
Especially as SaaS companies,
like those are useful.
The key point that I want to drive
home that in what you just said was
you want to find keywords that indicate
someone has a need for this now.
So in the slack example, there's a need
for this product because they're searching
for it, even in the surfing tips versus
what is the best board for a beginner?
What is the best board for a
beginner indicates that someone
has a need for a new surfboard.
Exactly.
And so that is the difference between
the very high converting ones and not.
It's just, does the, does the keyword
indicate that the person has a need?
Yeah.
And you want to prioritize those.
Um, and then the other example I wanted
to show in SaaS is we had a website
analytics tool, um, for that's ranking
high for record website visitors.
And that converts like crazy
also, I think maybe a double digit
conversion rate, like super high.
Um, And then I want to
show some nuance here.
So it's like a hot jar competitor.
You can figure out who it is, but
I don't necessarily think, I don't
know, but record website visitors.
And then, um, another one that
also converts decently high, but
not in that double digit way is
track user activity on website.
All of this is stuff that is very
good keywords for them, right?
Like all of this stuff you should
do if you are in their situation.
But there is a difference, like a five
X conversion difference, I believe, or
four X between record website visitors
and track user activity on website.
They do both of those things, right?
You can imagine these tools like
hot char that do like heat maps
and session recordings or whatever.
And I think record website visitors
is just a lot more direct because a
lot of people refer to all of these
tools as like session recording
tools or what, or visitor recording
or website recording tools.
Like, so it's just like, It's, it's,
it's one step up from a category keyword.
They're not saying website
recording tool or software.
Those are category keywords.
I think we went after
all of those as well.
They're, they're sort of saying it in
a how to, and then track user activity
is just another way to kind of like.
Phrase something similar or
whatever, both viable, both good.
And then one step removed from
that we went after is funnel
analysis in Google analytics.
And we've done a case study.
Actually, I should probably
just say it's smart.
Like you've seen them on each
of these SERPs that I'm showing.
If you're watching us on YouTube, um,
they're ranking in like the second
or third spot for these or first
spot for record website visitors.
All right.
Funnel analysis.
Google analytics is a little bit removed.
One of the other features they are
really strong on is funnel analysis,
where as you're recording and doing this
kind of advanced web analytics, you can
also set different steps of a funnel.
If you're like a SaaS
company or whatever, right?
Like free trial this, that and the other
or inside your app, like join the app
or start your free trial and click this
button and create your account and all
this stuff that they want to track.
Typical SaaS companies.
You can do funnel analysis
in Google Analytics.
And they have really good arguments as
to the weaknesses of doing it in Google
analytics and how they do it better.
But it's not like the core and this
search term indicates the person is
looking to do it in Google analytics.
So the number one result, um,
showing right now on my screen is
Google's like help or support page
of their funnel tool in GA for.
So like that is the primary intent.
So you're not going to get
as many, a larger percentage
of people to convert from it.
We got some, it converted.
So, so that's just kind of
what, that's a good point.
Uh, even just looking at the SERP,
a lot of people would be scared off
from going after it because I think
prior to us producing a piece on
this, it was all Google's help pages.
And so you might think looking at
this keyword funnel analysis, Google
analytics, if it's, if it's mostly.
Google pages that are ranking, why would
we even create a page to rank for this?
And just because if you're detailed
in the post, and again, you're writing
towards the intent and you're explaining
the downsides of doing it in their
product, Google also wants to serve
that up as well as a counter opinion.
So Google has their point of view.
If you have an opposite point of
view is saying, here's the downsides.
And you make a case against
that, Google wants to serve
that information up as well.
And so, we have seen that even if you're
going after a branded term like that,
that you can still rank and you shouldn't
be scared off from producing a post.
Yeah, the SERP that we're looking
at has, The number one and number
three result is Google's help
pages and our clients article is
in between the two at number two.
So if we hadn't produced it yet, you would
see Google's help pages as one and two.
And, and absolutely that we,
I've been, you and I have both
been in client discussions where
they're like, are you kidding me?
Like, how would we possibly,
but like, you can't.
Look at it.
Like we're ranking, um, that actually
is, I was going to say that that's also
key for one of the examples that we were
looking at earlier around Slack because
they built a tool on top of Slack.
Oh, to do something similar.
Yeah.
Like a lot of the keywords that we
went after was Slack owned those.
And so the question became,
can you even rank for those?
And yeah, again, that shouldn't, Scare
you from producing these pieces again.
You should just think through what are
the keywords that I want to own and then
just try to produce a piece that answers
the search intent the best and not be
scared off by situations like that.
Yeah.
Two more things that I want to say before
we close, um, uh, a way to think about
it from what, what we were saying before
about just like what creates the Really
high converting bucket of jobs to be done.
I think one thing to think about
or just pay attention to is I think
we've seen people misinterpret some
of the stuff we're saying and, and
produce kind of like, like high
level how tos to like the end result.
So if you have some business, some
software, I don't know that like,
Marketing analytics or whatever.
They might be like, yeah, jobs
to be done, grow and convert set.
How to, and it'd be like how to grow your
website visitors or something like that.
And the argument for it would be like, you
know, like we, we, we guys, we surveyed
our users, like you said, and they're
using our marketing tool or whatever
to like, they want to grow traffic.
They want to grow revenue.
And it'd be like how
to grow your business.
Like, that's kind of an extreme example,
but it'd be something along those lines.
You'd like.
Okay.
Yes.
Like technically that is a goal or
that's like a job that your user wants
to do, but it's just soul general.
It's like the end step.
What we're talking about is like, that's
not going to be as high converting
is like how to do that one analytics
thing that your tool happens to do.
That's what, not to say that you
don't do that broader picture one
you can, but it's, that's going to
be the like lower converting, almost
more top of the funnel leak content.
And you want to prioritize
the stuff where you're like.
This is a very specific thing they're
trying to do, and our software is
like one of the best ways to do it.
Uh, to build on that, I, I think you
also need to describe how to do it with
your own process or your own product.
That, that, that will be the
difference between these types
of pieces working or not working.
So if, if you had done how to do session
recording, And you didn't give a product
walkthrough about how to do it in your
own product and the differences and the
differentiators of why your product is
better or different than status quo, then
your, your piece is not going to rank.
So someone's going to get in there
and you might give generic examples.
And I would say this is, this is what
a lot of people do, because again,
When we're producing these pieces,
we're interviewing someone inside of
the company to get their own subject
matter expertise or to get the real
product screenshots of the walkthrough
of how someone would use this feature.
If you're just hiring a freelance
writer who doesn't know the nuances
of the product, they're likely to
just talk through generically how
to do session recording and then
not give the specifics in terms
of how to do it with that product.
And that will be the difference of
getting a 10 or 15 percent conversion
rate versus that could even if
you rank for that keyword and it
directly ties into your product.
If you don't have that sales pitch
for your way of doing things, it
can make the difference between
this working and not working.
Yeah.
I was going to correct
what you had said earlier.
It's like you might need that
originality or your perspective to rank.
You may not, you could rank
with something generic.
That's just like how to do
this in like a general way.
And by the way, if you, anyone who's
listening to this and then goes after
and does these types of keywords,
you will see that on the SERP.
That's what every other result is going
to be, you know, how to track users on
a website or whatever keyword that was.
If you clicked into every result,
that's not our clients result.
It's probably the same thing.
So you can rank that way.
They are ranking that way though.
The way to create conversions
is to sell your product.
I'm glad you mentioned that I
was going to be ready to end it
without talking about writing these.
As usual, as per the other two category
keywords in comparison, do not shy
away from selling your product.
You will not get conversions or very few.
If you don't sell your product ranking
for this type of keyword is not enough.
Unlike a category keyword.
If you do a basic list post on
accounting software and your.
Accounting software is listed first.
Even if you have like two sentences
and your post basically looks like a
G2, um, or Capterra like, like list,
you may not maximize your conversions,
but you'll get some in jobs to be done.
If you rank for some jobs to be
done, how to query, and you are just
like, no, like people say in content
marketing, you should give and not ask,
and I'm not going to sell my product.
It's like weird or like inappropriate.
You will basically be wasting
time because you're not going
to get a lot of conversions.
And as Benji said, The classic formula
for this is show or talk about how to do
this in a general sense, then get specific
and say, and by the way, this is a pain.
There's like classic formulas for this.
Here's how to do this in Excel.
We talked about accounting
at the beginning.
Here's how to produce the P and L in
Excel, or here's how to do whatever
with a template or something like
here's a PDF template download,
but it's a pain to do it manually.
Here's how you can do it with our
software for all of you software clients.
That doesn't apply to the
tennis racket or surfboard.
You're not gonna, you're
not gonna be doing this.
Here's how to catch a wave on your body.
Um, although that happened the other day.
Some lady went right in front of me and
she was just with flippers and her body.
I was like, this is amazing.
If you like this video,
don't forget to subscribe.
You can also get the audio
only versions of these shows
wherever you get your podcasts.
And you can follow us at growandconvert.
com slash newsletter for any articles and
updates for when these videos come out.