Valuable keywords are expressions that generate pertinent traffic for your website and result in revenue. While tools like Google Keyword Planner and SEO tools are beneficial, they primarily emphasize search volume and intent rather than revenue.
To identify keywords that genuinely drive sales, it’s important to investigate alternative sources that integrate website traffic with tangible conversions.
Let’s dig into the types of conversions to take into account and then investigate where you can uncover keywords with significant conversion potential customized for your business, whether you operate as a publisher, a B2B brand, or a seller of consumer products.
Keywords optimized for driving conversions
SEO conversions consists of:
- Sales
- Leads
- Subscriptions to email and SMS
- Increased pageviews contributing to CPM revenue
- Downloads of apps, ebooks, or informational content
- Phone calls
- Live chat sessions
- Free trials
When someone joins your email list due to the solutions you provide, you have the opportunity to bring them back to shop when they’re ready. During the opt-in process, you can also inquire about their interests.
For instance, if you specialize in automobile spare parts, discover whether your customers are interested in tools, interior or exterior parts. This knowledge enables you to customize your marketing strategies to align with their interests.
By monitoring customer lifecycle metrics, you can observe that SEO initially attracted them, while email played an important role in convincing them to make a purchase. This methodology is applicable to indirect conversions from sources such as social media, PPC ads, or blog content.
To uncover high-conversion phrases, explore non-SEO tools and data providers in the first instance.
Referring URLs
We observe the traffic from natural backlinks, the ones we’ve intentionally built, and those provided by our affiliates. Our businesses are actively monitoring the conversions stemming from these links. If they’re not, it’s essential to start today while adhering to all tracking laws.
If the referring URLs are driving converting traffic, there’s no reason why you shouldn’t attempt to emulate and outperform them in their own arena.
Media companies promote their content, directing traffic to their high-conversion articles to generate revenue. While replicating this through SEO might be challenging, you can consider advertising on these high-performing pages.
Take the referring URL and input it into your preferred SEO research tool. This action will yield a list of keywords and phrases for which they rank. Compile the ones closely aligned with the reasons you’re achieving sales. Occasionally, you may encounter keywords with seemingly zero search volume, but in reality, there is demand.
Pro Tip: Investigate the backlink profile and, if possible, social shares. If there’s no SEO-driven traffic, it implies that the traffic is originating from other sources and converting. By improving your content and user experience, you can capture all the traffic instead of relying solely on referrals.
Customer surveys
When was the most recent occasion you conducted a survey of your customers? If you’ve never done so or haven’t sought data from the customer service, PR, or branding teams, you’re overlooking a valuable resource.
Customer surveys provide insights into the specific needs of the individuals contributing to your revenue and their areas of interest.
Here are some key questions to pose and how they can assist in identifying high-intent SEO keywords:
What issues did our product fail to address:
By understanding the unmet needs reported by customers, you can create blog posts, update product information, and launch targeted ads to reach individuals actively seeking these solutions. If you introduce a solution for the first time, and it addresses previously unmet needs, there’s a significant likelihood that those actively searching for such solutions will be more inclined to make a purchase.
What activities bring you enjoyment:
By understanding a person’s interests and recognizing that a significant portion of your audience shares those interests, you can conduct keyword research and establish a distinct content funnel. However, it’s important to ensure that the content remains topically relevant to your products or services; otherwise, it may do more harm than good.
If the identified topics are not directly relevant but still something you can write about, consider creating a new entity like a blog with a forum or community (once the blog gains traction) and leverage it for lead generation.
Now, you can surpass the platforms they frequent for entertainment and strategically reintroduce your primary brand through PPC, guiding them to your conversion site for revenue.
Which websites do you frequent for entertainment or to stay updated:
Even if they mention mainstream media sites with a myriad of categories, it’s still valuable for keyword research. Analyzing reader demographics allows you to discern political inclinations, age groups, gender distribution, income levels, and other demographic nuances.
Take note of the enduring topics covered by these sites and initiate a content strategy as long as the themes remain pertinent to your core offerings.
In terms of advertising, identify the areas within these sites where your audience engages, and display ads on topics relevant to your brand, all while keeping your audience demographics in mind. If possible, track the referring URL to uncover the topics and keywords associated with the page. This can provide you with additional valuable keyword data.
Data from Pay-Per-Click (PPC) campaigns
Instead of solely inquiring about the keywords used by your PPC team (given the importance of avoiding expenditure on unproductive traffic), also seek information about the specific locations where the ads are being showcased.
Platforms like Google Ads provide insights into the placement of your ads, such as on YouTube videos and various websites. If you observe a commendable number of conversions, dig into the topics that led to those conversions on your site.
YouTube videos can serve as a rich source for generating article and keyword ideas. If the videos are segmented into chapters, consider developing a series of content around each chapter. Additionally, if they highlight a feature with conversion potential, confirm if that aspect is adequately covered on your product or service page.
Upon obtaining the list of referring URLs responsible for at least ABC conversions, use the research strategy outlined in the initial section.
Find the Best Keywords for Your SEO Strategy
Begin your quest for high-intent and high-conversion keywords by steering away from traditional SEO tools, which primarily revolve around search volume and intent.
Look beyond these tools and dig into customer surveys, referring URLs, and PPC data for valuable strategic insights. The important link between keywords and conversions holds the key to improving revenue.
Redirect your attention, adopt strategic methodologies, and witness the flourishing success of your business.
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