What was the last thing you googled? I really want you to take a second and think about it. Was it a name, place, or event?
Now think about how you googled it, I’d be willing to bet it started with the words “What is”. You see, we are naturally inquisitive as humans, and since we have the power of infinite knowledge in our pockets we tend to look things up in the form of questions a lot. (Especially since the rise in voice based queries which make up 1 out of every 5 mobile searches).
So how can this tidbit of knowledge help you in your search strategy? Instead of talking high level, let’s look at a brand that is crushing in this space. That brand is tatcha.
Tatcha is one of Sephora’s fastest growing brands for good reason, they stay ahead of the curve. One of the tactics they have executed over the past year has been corralling unbranded organic search traffic. The search term we are going to talk about in this article is “what skin type am I”.
Tatcha has put together a skincare guide that ranks high for nearly every search query related to skin tone or skin type. This guide introduces new consumers to the brand in a “value first” way. This is how you build a organic approach. You give before you take.
Take note, and see how this can apply to your business.