Posted on February 23, 2018
Keywords that really lead to sales conversions are worth their weight in gold. The fact is, they drive less traffic, but the traffic they do drive is the traffic you want.
You bet people search for all kinds of things on the internet. While all they do is punch in a few words, the fact is that many of those words are worth simply nothing to you.
But to really increase your sales conversions you’ve got to look into longer, specific keyword search phrases, because that’s where your best bet ultimately lies. The people searching by these specific phrases are that much more like to buy – most estimates put it at 2.5 times more likely – than are all the people searching for shorter and more random words.
Purchase intent is where your sales traffic lies. That’s why marketers pay so much attention to longer search phrases that are so much harder to find and pin down.
Keyword phrases of four words (or more) are the name of the game for anyone struggling to sell online.
They have been used extensively in most SEO upgrades and optimization projects for about the past ten years. The trend has matured and today more and more people are often targeted with the goal of growing organic traffic, but they’re powerful for more than just traffic increases. People who search for long tail keywords are 2.5 times more likely to make a purchase.
This guide is intended to help you not only to discover more keyword phrases, but also to help you to integrate them into more content, and to introduce more traffic into areas of your website that are much further down the sales funnel.
By the end of tguide, you’ll want to head back to your content with a good long list of precisely the phrases your customers are searching now.
Finding them is as easy as using the online tools already available.
The essential tools are these.
Google Search Console – You need access to the Google Search Console where your site is registered with Google. That’s the trip up lots of agency based marketers get into, but if you can have the site admin give you access, it’s actually among the quickest and most valuable sources for long tail keywords.
Select from these any of the longest or most accurate, and take note that many of those with a CTR of 0% may need work on your side. That could include pages or landing pages with more attractive descriptions and better phrased ads. Particularly for Keyword phrases with high impressions, but no CTR, you should develop content to meet and better handle that search traffic.
Moz Keyword Explorer – is probably the second most popular way to easily compile a long list of Keyword Phrases. Just punch in your broader keyword, and they’ll give you a whole list of good related keyword phrases. You can easily export that list, but you want to be careful to exclude any that are obviously irrlelevent, or any that are less than four words. Especially, you want to target those with low average rankings and those which address issues that your current content isn’t currently addressing.
Thre are a few other ways to garner some additions to your list. LSIGraph will give you related queries though the free version doesn’t give you much way to know the search volume. And SpyFu is probably the single best commercial service for discovering and analyzing keywords your competitors should be taking advantage of. Get to them first!!
The point, without a lot more bluster, is to come up with a good long list of keyword phrases.
Obviously, keyword phrases that include words like “buy,” “purchase,” and “order” are going to stay on your list. They’re important!
But there are other ways to determine purchase intent, from many of your longer keyword phrases. You’ve got to investigate thoroughly.
If you’re selling heavily branded items (which we often recommend that you don’t) then some of those branded long tail keywords may belong in your new, shorter, “likely to convert” list.
The other thing you want to look for are keyword phrases that are likely to lead searchers to somewhere near the bottom of your sales funnel. These are probably keyword phrases that lead to:
You can see already; it’s also a content development guide. But most importantly, you want to understand the keyword phrases that are already in your list, because those are the ones people are already searching.
So, although you may be doing some content development, for the moment let’s concentrate on those keyword phrases you’ve singled out as likely to show purchase intent.
Both Moz Keyword Explorer or Google Keyword Planner will help you to estimate monthly search volumes for keyword phrases. That’s why it has always been a part of the Google AdWords suite of tools, and no good ad manager is going to set you up for ads without the volume to justify running them.
That same good ad manager knows that some of those keywords don’t have the monthly search volume data yet. It can help to keep those in your list, even if you’re just going by a hunch.
Keyword lists are like that. There should be a lot sure hits, but a few solid hunches are ok too. Simply put, having “not enough volume” doesn’t mean you’ll never make a sale based on good keyword combinations that are still relevant to what you’re selling, and XO ad managers definitely hold onto them. This is especially true with highly specialized and niche markets. And those just happen to be our favorite kinds of markets!!
At this point you should be able to segment your list of keyword phrases into those which are (1) Vital, (2) Secondary, and a good long list of (3) potentially useful but probably low volume and “to be tested” keyword phrases.
Now with your (1) Vital keywords, you can not only better plan your PPC ads, but also the content landing pages your sending people to. The keyword phrases that show buyer intent, or just that show conversion likelihood on down the sales funnel are the ones you want to design landing pages for, first.
In many cases, you’ll end up with a long list of high priorty content to be developed immediately.
In other cases, you can probably modify existing content to receive your now better targeted ad traffic. But be sure to follow these guidelines carefully.
That makes it easy to start converting, even if it seems like a big content project. A few pages a day will add up quickly and you’ll see your conversions, and your sales start to mount up too.
Filed under: Blog
Tagged with: Best Practices, Funnel Analysis, PPC
James is a technology and marketing writer with 20 years experience in advertising, media relations, and eCommerce. His articles have appeared in numerous publications around the web.