Getting to the top of the first page of Google search results – or even somewhere on that page – used to be the major goal of search engine optimization (SEO) efforts. It was seen as the Holy Grail, the achievement that would propel any business into the commercial stratosphere. No longer.
In a study done by Hubspot, SEO ranked as one of the top channels that delivers the above-average sales conversions, so it’s increasing important to choose keywords that potential customers will search for.
There are lots of reasons why that old-style SEO is dead. For one, Google has reduced the importance of keywords in search rankings and has tweaked search algorithms to make sure that keyword stuffed content doesn’t overpower what users want.
A page-one ranking on Google doesn’t equate to conversions, sales, and revenues. You need to make sure that you rank for keywords that actually drive sales.
The bottom line? Forget about choosing keywords for the sake of ranking on SERPs. Instead, choose keywords that drive traffic AND inspire your customers to take action. Here are some approaches to identifying those keywords.
Use Analytics and Keyword Tools
In order to find high converting keywords, you’ll need two resources: your analytics reports, showing what’s happening on your site now, and a few keyword research tools.
The Google Adwords Keyword Tool was a great tool for finding high converting keywords, but it’s gone, replaced by the arguably less effective Google Keyword Planner. (If you’re using Adwords and want to use this tool, Search Engine Land has a good guide to using it.)
There are also alternatives, such as those recommended by Search Engine Land. or Internet Marketing Ninjas. When doing keyword research always look for “exact match” to see exactly what people are looking for. And if you have the option, look for regional or local information too.
The first step is to use your analytics reports to understand what keywords are bringing people to your site now and how effective they are in driving conversions. You should be able to see what people are searching for, and track their path as they move through your site.
Set up goals for some of your main conversion targets so you can see whether any keywords that you might not have thought of are bringing traffic to your site, then check out the search volume in your chosen keyword analysis tool. Some tools include local search information. This extremely important so you can see what’s happening in your core geographical area.
Know the Full Spectrum of Options
There are other ways to identify high converting keywords. For example you could:
- Use the intitle: Google search to see how many sites have your potential keywords in the title (hat tip to Tim Arends)
- Check out the options in Google Suggest. Since the suggestions are based on actual searches, you can be sure they will convert. ProMediaCorp has a free web tool for polling Google Suggest search terms.
- Do a web search and look at the related searches that come up at the bottom of the page. Again, these are based on what people have actually searched for.
- Do a competitive analysis to establish what keywords your competitors are targeting and what traffic and likely conversions they are getting.
Use the Dandelion Approach
Photo credit: marfis75
Recently, attorney marketing specialist Richard Jacobs was interviewed on Crazy Egg about his fascinating “dandelion keyword theory“. The quote that really struck me was this:
“A REAL keyword is a dandelion—the core of which is the actual keyword; the white fluffy halo surrounding it the actual theme of hundreds, if not thousands of permutations that actually make up that keyword’s search volume.”
In other words, choosing high converting keywords is more about the cluster than the actual core keyword itself. The methods listed above will help you identify the cluster and find new options for high converting keywords.
Focus on Questions
Think about how most people search – and how you probably search when you’re not wearing your SEO expert hat. A lot of people search with real questions. Knowing what these are can give you a head start to driving conversions. With Google’s recent Hummingbird, there is a shift in focus on a more “conversational search” following the natural language of how people are searching for things. For example, if you were to search “Where is the best area to get drinks?” it’s going to search for potentially the best neighborhood in your location for bars, if you’ve turned on the location settings. It wouldn’t just search drinks or area as in the geometry definition.
If someone types in a question and your site has the answer, then that person is more likely to take up your offer. Questions people ask will come up as search terms within your analytics reports.
Assess User Intent
Keep a close watch on user intent. Keywords only convert if they match what people are trying to do. Some people search for information out of curiosity rather than because of any intention to act on what they find. Others search because they want to do something.
To assess user intent, you need to check the search terms and see which ones indicate that users are planning to take action. The more specific the terms are (such as including a price point and location) the more likely it is that users wanted to accomplish something specific.
Do Forensic Analysis
Another good tip comes from John Alexander of Search Engine Academy who promotes forensic keyword analysis in an article on Search Engine Watch. In other words, choose words that convey action. Combine these key terms with expressions related to the business. This process will help you align your content to your users’ core search needs.
Target Mobile Searchers
Research shows that more than any other segment, mobile device users act quickly on the information they find when they search. That’s why looking at mobile search trends and mobile analytics can help you identify keyword targets.
One thing you’re likely to find is that many mobile searches include a location because of that need for actionable information. Mobile users want to know where they can buy sneakers at a certain price in a town near them so they tend to be pretty specific.
This last suggestion raises another issue: conversion is not just about keywords but about optimizing your entire site (for example by getting Squarehook to make it responsive) so that users have a positive experience when the keywords bring them there. Only then will those keywords fulfill their promise and convert.
Final Thoughts: Talk to Your Users
Human-to-human connections are the most powerful forces in online marketing. In addition to digging deep into your data, talk to your customers about what they’re seeking out. Listen to customer service requests, monitor helpdesk emails, and talk to buyers 1:1. Remember that you’re trying to visualize the forest from the trees. Know the value proposition you’re driving.