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Customers and Lead Generation with SEO in Malaysia
SEO in Malaysia is focused on website search engine optimization for the Google search engine AI, for lead generation. As a SEO, PPC online advertising agency in KL, Malaysia, Kognifi uses this as a core component of digital marketing in Malaysia.
This is because Google is the most popular search engine in Malaysia at 98% market share . The search engine usage rankings (July 2019) in Malaysia are as follows:
- Google 98.4%
- Yahoo 0.78%
- Bing 0.59%
- DuckDuckGo 0.11%
- Baidu 0.06%
Search Intent for Lead Generation
Search engines get user intent. When someone wants something, they search for it. Either they ask a friend for recommendations or they go online and search for it. The good SEO and PPC agencies get this. And use it effectively in their digital marketing efforts.
When an online user is asking, the search engines on the desktop or smartphones will give a list of possible recommendations. These recommendations are nearly always based on user intent, i.e, the user’s recent past search history.
The results will show a direct match to the user search intent, and possible recommendations based on possible relationships with that search query.
For eg, the user is searching for flights to Bangkok. Besides the flights to Bangkok results, the search engine may show other details of interest related to the flight, per SERPs (search engine results pages) below:
So a search engine is actually a recommendation engine , just like a trusted adviser or friend would be. This important in digital marketing as marketing is all about communicating and advertising products to drive demand and sales.
This is important because:
Just like in-store selling, we can leverage the power of the search engine to recommend highly relevant products and services to users who are searching for such things. SEO is like an automated 24/7 digital marketing and sales assistant.
Smarter User Intent Matching
These recommendation search engines work based on artificial intelligence (AI) algorithms . Based on formulas, algorithms, neural networks and powerful computing platforms, these search engines learn everyday by crawling the internet and indexing all online information.
The Google algorithm has over 200 input factors as seen from Google patent filings . As such an SEO expert needs to understand this system and know which factors to prioritize for the user intent and context.
These indexed information are refreshed constantly with new crawls. An SEO optimized website becomes powerful in giving inputs to these search engines. Making these search engines are extremely powerful in providing the most relevant answer to a question. Like a genie in a lamp!
The search engines commonly seen are:
- Bing (Microsoft)
- Baidu (China)
- DuckDuckGo (Privacy Focused)
- Yandex (Russia)
Search Engine Marketing Campaigns
User Intent search marketing is about:
- Search engine optimization (SEO)
- Search engine advertising (eg Google Ads)
Kognifi does both local Malaysia SEO and Online Google Ads (Adwords and Google Display Network). As an SEO agency in KL, we use search engine marketing to recommend your product or service to users who are considering such a product or service.
This is the most effective way to reach prospects seeking your type of products and services. And you get an effective sales pipeline from qualified leads. This is an additional sales channel that only gets efficient over time through proper SEO, Google Ads PPC and CRO management.
To optimize the SEO, Google Ads PPC and GDN results and budget, you will need to be clear on your buyer personas, content and brand drivers and share that accordingly with us for implementation.
Alternatively, we can go through the Strategy Consulting process first. We can then prepare the tactical part of the search marketing process using the following framework.
Search Engine Marketing Framework
Time needed: 10 days.
How to create a search engine marketing plan
- How to do Campaign Messaging with Keyword Research
Based on the campaign messaging you desire, we will do keyword research to create a knowledge graph for your campaign. This will comprise of keywords relevant to your product and customer journey of discovery. And critical to search engine optimization (SEO) and PPC or Display search advertising and remarketing.
This research process also uncovers competitive messaging visibility and cost opportunities for the campaign. We can then prioritize the campaign tasks based on these opportunities.
- Relating the Customer Journey to the Sales Funnel
Based on step 1 above, we map out the customer journey, touch-points and the sales funnel. This step is key to moving the user deeper into making a buy consideration. This is not a linear process and can be in loops and in deeper iterations.
The desired user experience (UX) and user interactions (UI) is key in moving the user into a prospect then into a buyer. The desired UX/UI goals along the sales funnel, needs to be clarified and agreed on. These can be tested for effectiveness during the conversion rate optimization (CRO) process.
- Content Creation and UX/UI Implementation
Based on step 2 above, the sales funnel maps out the required content and desired messaging. Now the content has to be created. This is where decisions are made on:
1. Content types eg. ebooks, webpages, rich results, infographics, forms, videos, audio, images, animation, forms, chatbots etc.
2. Content goals and metrics
3. Copy writing for SEO and quality scores
4. Copy writing for user attention and retention
5. Microcopy writing for touchpoints and actions for conversions
6. Brand book provisioning and guidelines
7. Web platforms types eg. custom coded website, WordPress, Other CMS, Other landing page providers, domain names, hosting etc.
8. Ads platforms eg. Google Ads, Bing Ads, Facebook Ads, Taboola, Outbrain etc.
9. Analytics types eg. tag managers, analytics platforms, pixels, heatmaps etc.
10. CRM or email integration requirements
Based on content selected, the campaign will be run. Sales leads and customer acquisition will be funneled in by either forms, phone calls or chat messages.
- Analytics Installation and Configuration
Based on step 3 above, the content’s performance will be tracked and monitored to goals. Suitable analytics platforms are selected to meet the tracking and reporting requirements. The scripts used will need to light weight to minimize impact on content speed performance.
This performance monitoring, events tracking and goals will be setup, platform by platform. With compliance to data protection laws where this campaign will run.
- Performance Monitoring and Change Control
On launch, performance will be regularly monitored. Conversion rate optimization (CRO) testing will be done to test lead generation configurations that can potentially work better.
This testing is required to ensure performance goals are met and identify other opportunities for messaging and acquisition.
Customer acquisition paths will be mapped and the customer journey map will be reviewed for opportunities.
That’s the search marketing framework and system in simplified checklist.
Do get in touch with us for a discussion on how we can work together in your search engine marketing and customer acquisition efforts. To get that online channel up and running effectively.