I realized that most content tends to meet users right where they are. When someone looks up “best MBA programs,” they typically get a list of MBA programs. But I’ve discovered that sometimes the most valuable content can challenge the very assumptions behind these queries. It’s about offering alternatives that users never knew they should explore.
Taking the initiative to broaden user awareness beyond their typical path often gets overlooked in SEO and content marketing strategies. However, when done thoughtfully, it helps position my products and services to rank for a wider array of keywords while enlightening my audience about various solutions to their issues.
Imagine someone searching for a certain degree, medication, certification, or product. They often seem to have settled on a solution without fully evaluating their problem. By crafting content that gently introduces alternatives like “apprenticeships vs. four-year degrees” or “herbal supplements vs. prescription options,” I find I can attract high-intent traffic and offer more value than just matching the initial intent.
Allow me to share a roadmap on integrating this strategy into ongoing editorial processes.
LLMs are already doing this
I’ve noticed how LLMs and AI Overviews already employ a version of this strategy. After addressing a query, they often probe further, asking if you wish to delve deeper into the topic or learn about alternatives. Following this path with an LLM can guide users toward opportunities they hadn’t considered.
For example, I was searching for mood and stress supplements. While LLMs and AI are not replacements for medical advice (always consult with a healthcare provider before altering diet or supplements), they offered some intriguing suggestions. By entering what I was already taking into ChatGPT, it not only provided feedback but also posed additional questions, enhancing the discussion.
Through our back-and-forth, the AI went beyond general advice, offering modifications I hadn’t thought to ask about, integrating details like my caffeine habits into its suggestions.
This approach allows me to guide audiences towards solutions they might not have initially considered.
How to Identify Beneficial Queries
When optimizing for “mood and stress supplements,” I try to think beyond the obvious. Many might be searching for such products because they feel overwhelmed. They may be seeking ways to cope during a stressful period. From there, I can extend my keyword research to discover topics about stress relief and produce content that presents additional methods for stress management.
Conversely, a user might begin their quest believing meditation or nature walks are the solutions for their stress and mood improvement. Yet, they might be unaware of mood supplements. So, while it’s wise for a supplement company to cultivate content regarding mood and stress products, it’s also prudent to explore other solutions for user problems.
Embedding product suggestions within broader articles about sleep and stress can introduce readers to options they hadn’t initially thought about.
Structuring Content Around Alternative Solutions
Quality and value are what I prioritize when crafting this kind of content. When users encounter valuable information, they tend to stay engaged longer, explore related links, and perceive my content as a reliable resource.
The goal is to rank for the primary intent while skillfully introducing my unique solutions. Beyond text, other ways to guide users include:
- Free templates or tools, even alongside paid offerings.
- User stories that depict varied experiences.
- Educational events like webinars or workshops tying into my offerings.
The key is to ensure product mentions feel natural rather than forced into promotional content. When done subtly, such mentions can shift user perceptions and expand their problem-solving landscape.
Keyword and SERP Signals that Signify Openness
I’ve come to recognize when users might be open to journey-interrupting options by identifying keywords suggesting they’re still in the research phase versus ready to make a purchase.
Branded Terms
Someone searching [“brand name” buy] is usually more intent on purchasing compared to those exploring [“brand name” reviews] or [“brand name” competitors], which signal ongoing research.
Industry ‘Widetail’ Queries
I coined the term “widetail” queries to cover a broad array of searches that fall within the same user journey. For instance, a user needing their lawn mowed might search numerous related topics, each a piece of the broader issue.
- “Robot lawnmower price”
- “Lawn service near me”
- “How often to cut grass?”
By thinking beyond straightforward service offerings and tapping into these peripheral queries, I capture more of those in the early stages of their journey.
When Ethical Guardrails Are Needed
While discussing supplements, it’s crucial to approach this strategy responsibly. Especially in areas like healthcare, careers, or finance, it’s my duty to ensure content doesn’t falsely position a product as a solution to serious issues. FDA and FTC guidelines are there to protect users from misleading claims and to ensure safety.
Interrupting Buyer Journeys at the Right Time
Consider the lawn care example again; multiple funnels can direct toward the goal of alleviating lawn maintenance burdens. Each query is a part of the user’s overarching journey. By broadening the scope of content, I appear not just during basic comparison searches but also amidst tangential research paths.
Strategically expanding content helps catch the attention of those not expecting it, increasing search traffic, leads, and creating a loyal audience pleased to discover my brand.
Inspired by this post on Search Engine Land.
