After you consider keyword traffic potential, the second variable to consider is the chance for keywords to convert. Keyword conversion is a measure of the likelihood of a visitor taking the action you want them to take on that page. For example, some pages are more likely to sell a product or service other pages. Everyone’s resources of time and money is limited. Therefore, you will want to strategize keywords on the specific pages you wan to rank for.
To evaluate which of your pages are most important, you need to understand keyword conversion. To measure keyword conversion you need to determine the action you want visitors to take. After you identify this desired action, you can measure the number of occurrences where visitors took this desired action. For instance, website visitors may convert to buyers, subscribers, or applicants. In addition, desired actions can be anything that fits your business.
For e-commerce sites, your most important conversion is turning visitors into customers. In this case, you can measure sales conversions. The number of page occurrences where visitors buy products. For service based sites such as photography your most important conversion is having visitors contact you after reviewing your portfolio. Lastly, you may have a property management site and renters can apply for housing. Whenever you visitors take desirable actions you have conversion. How you define a conversion depends on your site.
What Makes A Page Likely To Convert
There are lots of factors. However, the most important factor is a well-optimized page that is user-centric. In other words, the page must convince the user to take a certain action. Pages must be written from the perspective of your user. Otherwise, if you write from your own perspective you may discourage visitors. A wise man named Karl Gilis once said: “Don’t sell the way you want to sell, sell the way people want to buy.”
Don’t sell the way you want to sell,
Karl Gillis
sell the way people want to buy.
How To Sell The Way People Want To Buy
Two companies A and B describe similar housing for rent. Company A describes the rental as follows: 2 bedroom, 2 bathroom condo on top floor with views of palm trees. Company B describes a similar rental as follows: 2 bedroom, 2 bathroom condo on top floor so you won’t be disturbed by any neighbors above you. Furthermore, top floor windows let in lots of natural light because the unit is above the palm trees giving you a stunning view of downtown Tampa. Which rental unit would you choose? Company B, right, because they communicated the features of the unit and showed how they benefit the renter. Both companies A and B have 2 bedroom, 2 bathroom condos on the top floor with views. However, Company B took the perspective of the renter and communicated renter benefits.
You now have a better understanding of what conversion is. Next, you will need to determine which keywords are likely to lead to higher conversion. As you may suspect, some keywords are more likely to convert than others. Conversion is a variable you should consider when deciding whether you should attempt to rank for a keyword.
Types of Keywords Most Likely to Convert
To understand which keywords are most likely to convert you need to take the perspective of the searcher. For example, Medicare insurance company may consider the following three keywords:
- Medicare Part D
- Medicare Part D plan
- Get quote for Medicare Part D
When you consider a searcher enter queries for the above keywords, what would that searcher most likely be looking for? The answer to this question is called Search Intent and it is vital in every keyword strategy. First term, Medicare Part D, can have many search intentions. For example, a searcher may be looking for more information about Medicare Part D. Others maybe interested in comparing Medicare Part D plans. There are many reasons for searching for Medicare Part D. This is the case for many broad, head keywords such as this one. A quick Google search of this keyword shows advertisers selling Medicare Part D plans. As a result, there is a reasonable chance to convert for this keyword. Furthermore, this makes sense because many people curious about Medicare Part D may want to buy this coverage.
However, someone searching for Medicare Part D plan is more likely to convert. This searcher is specifically searching for a plan to compare and they buy. It is reasonable to assume people searching for Medicare Part D plan intend to purchase a plan.
The third keyword, Get quote for Medicare Part D, is even more likely to convert. The person searching this keyword is explicitly revealing their intention to get price for Medicare Part D. This person is likely to have already done research on Medicare Part D plans and now wants to compare prices before buying a plan. When this person visits a well-optimized page on a site, the chance of conversion is high. However, people change their mind, want to continue shopping for the “best” deal, and some are just not ready to buy now.
The fact is conversion rates are low even for the most successful pages. The average landing page across industries has a conversion rate of less than 2.5%.
Keyword Conversion Summary
There are a couple takeaways from this example. First, the search intent of a searcher is very important. The intent of broad keywords may include people looking for information and not ready to buy. On the other hand, more specific keywords, may lead to higher conversion rates. Therefore, long-tail keywords are more likely to convert. In every case, the keywords you optimize for must be relevant to your business mission. For example, the keyword “Medicare for all” is a political topic in 2020 presidential election. This Keyword may not be relevant to the mission of a Medicare insurance company.
Digital Marketing
Keyword research is the first step to successful SEO. Your next step is to develop the content that matches these keywords. Get more information about digital marketing.
