Keyword research is integral to every aspect of your internet marketing efforts. This can’t be emphasized enough.
Even if your campaign has already generated a respectable amount of conversions, you simply cannot rest on your laurels. You need to sustain that growth. Without solid keyword strategies in place, there’s always the risk of your business going kaput.
If you want your online business to thrive, you have to use every available resource and tool that can give your brand a leg up in the competition.
Towards that end, you have to use SEO or Search Engine Optimization to your advantage. This means being on the constant lookout for well-targeted keywords that match the search intent of your audience.
Here are the 4 excellent keyword strategies that will optimize your conversion rates.
1. Focus on Long-tail Keywords
If you want to boost your site’s conversion rate, you’ll do well to pay more attention to long-tail keywords in your SEO campaign.
Nearly everyone who does keyword research knows this already, but it’s worth emphasizing on account of how search engines are becoming more personalized every year.
So the same rule applies. If you want your site to rank high, you have to expand your “seed keywords” into long-tail variations.
Obviously, long-tail keywords are less likely to be used as search terms in search engines. On the flip side, longer and more specific phrases will face lesser competition, which will drive more conversions in your SEO campaign.
Figuring out which variations of keyword phrases are likely to ramp up your conversions is where the real challenge begins.
Fortunately, there are numerous online tools that can help you generate hundreds of long-tail keyword variations using a seed keyword. One such tool is Ubersuggest.
Using Ubersuggest is so easy even a child can do it. Just go to the website and enter your seed keyword into the empty field.
After you click “Look Up,” you’ll be instantly taken to a comprehensive results page showing hundreds of long-tail keyword suggestions, along with their corresponding Search Volume, CPC, and level of competition (Competition). It’s pretty straight-forward, as you can see below.
That amount of data helps you make better and informed decisions as to which keyword phrases are likely to increase your conversion rates.
Search Volume, for example, allows you to assess the popularity of certain keywords. CPC (cost per click), on the other hand, can determine the profitability of keywords in PPC campaigns.
Lastly, Competition lets you check each keyword phrase’s competitiveness on a scale of 0 – 1.0. For small businesses, choosing keyword suggestions with a competitiveness rating of up to 0.4 is most recommended.
Taken together, these metrics offer an extensive overview of the possible keyword strategies that will drive qualified visitors to your website.
2. Find Keywords With Commercial Intent
If you want to draw conversions in your marketing campaign, you have to take into account the intent behind visitors’ searches.
The goal here is to drive the right traffic, which you can do by attracting prospects who are likely to engage in a transaction, whether to buy a product, sign up for a service, or any other activity that may lead to an actual sale.
You can pull this off by using commercial intent keywords. As the term itself implies, these are keywords frequently used for transactional searches.
Let’s say you’re selling offering cleaning services. In this case, you can enter the words “cleaning services” in the search field.
As you can see in the screenshot above, “Commercial cleaning companies” has 1,900 searches every month with a competitiveness rating of 0.46.
Sounds promising, right? Not so fast.
For all you know, users using those keyword phrases in search queries might only be looking for employment opportunities. Maybe a big chunk of them are thinking of starting a cleaning service themselves.
By going this route, you may attract a lot of visitors to your site, but they will not necessarily lead to more conversions.
If you want to secure conversions, you need to include transactional keywords such as “buy,” “discounts,” or “for hire” — just to name a few.
Ubersuggest allows you to incorporate commercial intent keywords into your search by using the “Keyword Filter” feature on the lower left portion of the results page. See how it works below.
By entering transactional or buying terms into the field, you should be able to get keyword suggestions targeted for purchase intent.
Other buying terms you can use to target action-based keywords include:
- Where to buy
- Low cost
3. Find Local Intent by Picking Local Keywords
If you’re running a local business, you need to take into account local intent in your keyword research.
In fact, according to a report by Brandsource, 75% of local searches result in a store visit while over 25% result in purchases.
The best way to draw local traffic to your site, of course, is to localize your keyword research.
Thankfully, Ubersuggest makes it easy to generate keyword suggestions that are relevant to local searchers. After entering the seed keyword in the search field, just specify the language and location from the drop-down menu on the right.
So if you’ve got a chimney sweeping business in Canada, for instance, you can enter “chimney sweeping” as your seed keyword and then specify “English/Canada” as your area of localization. After clicking “Look Up,” your screen will appear like this:
If you select the default setting (“English – United States”), your results will look something like this.
You’ll notice that the keyword suggestions generated in both instances are almost similar except for the results in the Search Volume, CPC, and Competition categories.
What these results prove is that keyword phrases that perform well in one locale may not be profitable in another, which only goes to show how essential it is to employ localized keyword research in your SEO strategy.
4. Be Mindful of Keyword Seasonality
Are you keeping track of seasonal trends that influence your website traffic? You should. After all, seasons can directly impact customers’ purchasing behavior.
To bring home the point, NRF reports that the Christmas holidays resulted in sales amounting to a whopping $655.8 billion last year.
As an SEO marketer, it is in your best interests to get a piece of that pie. And you can do exactly that by incorporating keyword seasonality into your overall keyword research strategy.
For example, let’s try the keyword phrase “family Halloween costumes.”
From the screenshot above, you’ll notice that the keyword we entered has a competitiveness rating of 0.33 and an average search volume of 22,200. That’s a potential SEO goldmine right there.
Now by hovering your mouse over the graph to the left of the monthly search volume, you’ll notice that majority of the searches were made on August through October.
Clearly, there’s a huge spike of searches for “Halloween costume ideas for toddlers” during these months. And you’d do well to capitalize on this seasonal trend by employing those keywords, and the variations thereof, in your SEO strategy.
Of course, Halloween is only one season among many. By incorporating keyword seasonality in your SEO strategy, you’ll be giving your business a significant boost in ROI for the entire year.
There are no two ways about it: keyword research is essential to any successful online marketing campaign. Without it, you can’t hope to sustain a competitive edge in the marketplace.
In employing the keyword research strategies mentioned above, it’s equally important that you never lose sight of the big picture — and that is to target interest and intent. In the final analysis, keyword research is the foundational strategy that forms the basis of your SEO campaign.