Why 'Why' Questions Convert Better Than 'Near Me' Searches
Most businesses chase "near me" keywords. Smart businesses capture the "why" and "how" questions first.
Quick Answer
Problem-aware keywords beat transactional ones. Here's the data:
- ✓ Earlier touchpoint: You meet buyers when they realize they have a problem, not when they're comparing vendors.
- ✓ Lower competition: Everyone fights for "near me" keywords. Few target the "why" questions.
- ✓ Trust building: You educate them first, earn trust, then they come to you when ready to buy.
Understanding the Buyer Journey
Stage 1: Problem Unaware
They don't know they have a problem. They're not searching for anything yet.
Stage 2: Problem Aware (Where You Win)
This is your goldmine. They realize they have a problem and are researching WHY it's happening and HOW to fix it.
Key insight: They're educating themselves. They haven't decided on a solution yet. If you answer their question well, YOU become their trusted source.
Stage 3: Solution Aware
Now they know the solution exists. They're comparing options.
Stage 4: Vendor Aware (The Crowded Stage)
This is when they search for "SEO agency near me" or "digital marketing company Kuala Lumpur". They're ready to buy, BUT:
- • You're competing with 20+ other agencies
- • They don't trust you yet
- • They're shopping on price
- • You have zero relationship with them
The problem: If you only show up at Stage 4, you're a stranger competing on price.
Why "Why" and "How" Keywords Dominate
1. You're There First
When someone searches "why is my Google ranking dropping", they're 2-4 weeks away from hiring an SEO agency. If your article answers their question:
- • They remember your brand
- • They bookmark your site
- • They explore your other content
- • When they're ready to buy, guess who they call first?
2. Trust Through Education
Think about your own buying behavior. When you have a problem (leaking roof, knee pain, website issue), what do you do?
- 1. Google the symptoms: "Why is my ceiling leaking?"
- 2. Read 3-5 articles
- 3. Learn what the problem is
- 4. Search for a solution: "roof repair near me"
- 5. Call the company whose article helped you most
That's the power of problem-aware content. You educated them, so they trust you.
3. Lower Competition, Easier Rankings
Check Google yourself:
• All paid ads
• High competition
• Takes 6-12 months to rank
• Mostly informational content
• Lower competition
• Can rank in 2-4 months
4. AI Engines Love Problem-Aware Content
ChatGPT handles 500+ million questions weekly. When someone asks:
ChatGPT, Claude, and Gemini recommend articles that answer this question thoroughly. If you have the best content, AI sends traffic to YOU.
This is AIEO (AI Engine Optimization) - getting recommended by AI assistants. It's the next evolution of SEO.
Real Example: A Malaysian Construction Company
What they were doing (wrong)
Targeting: "construction company Selangor", "building contractor near me"
- • High competition
- • Slow to rank
- • Competing on price
What we did instead
Created content for problem-aware searches:
- • "Why is my renovation over budget?"
- • "How to choose a reliable contractor in Malaysia"
- • "What to do when your contractor disappears"
How to Find Your "Why" and "How" Keywords
1. Use Google Search Console
Look at the queries already bringing traffic to your site. You'll find questions you didn't even know people were asking.
2. Check "People Also Ask" on Google
Type your service + problem into Google. The "People Also Ask" box shows you exactly what questions people have.
3. Ask Your Sales Team
What questions do prospects ask on the phone? What objections do they raise? Turn those into content.
4. Talk to Your Customers
Ask your existing customers: "What problem were you trying to solve when you found us?" Their answers are your content goldmine.
Farming vs Hunting
Hunting (Transactional Keywords)
Chasing "near me" and vendor-aware searches is like hunting. You catch one customer at a time:
- • High effort
- • High competition
- • Unpredictable results
- • You eat today, but what about tomorrow?
Farming (Problem-Aware Keywords)
Creating problem-aware content is like farming. You plant seeds:
- • Build trust over time
- • Lower competition
- • Compounding results
- • Content written today brings customers in 2027
Smart businesses do both. But if you're only doing hunting, you're leaving money on the table.
Common Mistakes to Avoid
❌ Writing fluffy content
Don't write generic advice. Give specific, actionable answers. If they can't implement your advice immediately, it's not good enough.
❌ Hiding your CTA
You helped them. Now tell them how to work with you. Don't be shy about your offer.
❌ Only targeting one stage
Create content for ALL stages of the buyer journey. Problem-aware, solution-aware, AND vendor-aware.
❌ Not tracking results
Use Google Search Console weekly. See what's working. Double down on winners.
Stop Competing on Price
Start capturing buyers before your competitors even know they exist.
Get Your Free Opportunity Report — we'll analyze your industry and show you the exact "why" and "how" keywords your competitors are ignoring.
By Result Marketing Team