“If you rank for the right keywords, your ideal customers will discover you.”
Yes, we’ve all heard it and it sounds like a foolproof plan. Just create valuable, informational content, get it to rank on Google, and wait for the traffic to roll in.
But here’s the truth… the theory is flawed.
Why? Because when people search for information online, they’re usually in what we call a ‘Problem State’. They’re confused, uncertain, or trying to solve something.
Their goal is to reach a ‘Goal State’. This is where their question is answered, their concern is eased, or their need is met by a product or service.
But, just because someone lands on your content doesn’t mean they’ll remember you.
Thanks to something called the ‘Forgetting Curve’, most people quickly forget what they’ve read, especially if they don’t have an immediate reason to act or re-engage.
So, even if someone finds your blog post today, there’s a good chance they won’t recall your brand tomorrow.
So, what can you do?
You need to rank for enough relevant terms so they encounter you again and again – each time they re-enter the search journey, each time they go deeper into their decision-making process.
This repeated exposure helps shift them from just learning to actually remembering who you are and eventually, choosing you.
It’s about showing up consistently at the right stages of their journey, so when they’re finally ready to solve the problem, your brand is the one they trust to get them to their goal state.
Think about your own experience
How many times have you found helpful information online but then totally forgot where you saw it a few minutes later?
Even if your content is clear, interesting, and useful, it won’t guarantee people remember you.
We live in a busy world, and attention is pulled in so many directions, making it tough for brands to stay on top of their minds.
Aligning audience goals with your product
That’s why SEO isn’t just about getting lots of visitors. It’s about connecting with people when their search matches what you actually offer — when their problem fits perfectly with your solution.
Take the veterinary industry as an example.
When someone searches for pet health issues, they’re not just browsing—they’re trying to solve a real problem. Whether it’s “why is my dog limping?” or “best treatment for cat fleas,” they’re in a problem state, actively looking for a solution.
That solution? Often, it’s a veterinary service.
So, by focusing on pet health-related keywords and search terms, vets attract highly relevant traffic—people who are already concerned, already engaged, and more likely to take action. These aren’t just clicks for the sake of traffic; they’re potential clients who genuinely need help.
But the catch is your solution only works if it’s actually available to them. If a pet owner in another town or city finds your website, you may have the perfect answer, but not the ability to help them directly.
That’s why local SEO matters just as much as keyword relevance. You need to make sure you’re targeting people who are not only searching for pet-related problems, but are searching from within your service area.
You can read more about local SEO here.
SEO helps you show up exactly when and where people are looking for answers, making your veterinary service the logical next step in their journey from problem to solution.
Understanding the SEO funnel
SEO isn’t just about ranking high on Google, it’s about guiding people along their journey.
First things first, make sure your website has everything.
Make sure it clearly lists your services, highlights what sets you apart, and makes it easy for visitors to contact you. Remove any friction so people can take the next step effortlessly.
Next, get the word out there.
Use PR and content marketing to reach people early in their research phase. This plants the seed that you’re a trusted solution.
Crucially, when people land on your site from any external link—an article, podcast, or media mention—they should land in a relevant spot that continues the conversation.
That’s why strong, clear website copy matters. It should speak directly to their needs and show immediate value.
Then, give them a little nudge to keep reminding them who you are.
Use content, retargeting ads, and personalised messages to gently nudge potential customers toward choosing you as they move closer to making a decision.
Finally, drive them to convert and take action.
Once they remember you, make the path to conversion as seamless as possible. Use strong CTAs, simplify the buying or booking process, and provide quick answers and incentives to act now.
When you combine visibility, trust-building, and a smooth path to conversion, SEO becomes a powerful tool for turning visitors into loyal customers.
Knowing your audience inside and out
Effective SEO starts with truly understanding your audience—their problems, questions, and goals. It’s not just about rankings; it’s about connecting with real people through their search behaviour.
While “search everywhere optimisation” is the buzzword of the year, success lies in showing up where it matters most. People might start on Google but often move to other platforms.
They could end up watching YouTube reviews, browsing Pinterest for inspiration, or listening to podcasts for advice.
To stay relevant, consider all the touch points influencing their decisions:
- How does your website build trust?
- Are they watching TikTok influencers or reading reviews?
- Do they engage with Instagram communities?
By knowing where your audience spends time, you can meet them with the right message at the right moment, whether it’s a blog post, video, or social content.
When you show up consistently and helpfully across their journey, simple clicks can turn into lasting customer relationships.
Need help refining your SEO strategy? Our team’s here to guide you.