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Quality over quantity—it applies to a lot of things in life, including online marketing, and SEO in particular. An important part of SEO and content marketing is keyword research (which isn’t dead yet). You want visitors to find your website online, right? You need to do some keyword research to make this happen.
But what happens when visitors get to your site? Are they converting? Is your phone ringing?
Intent Behind the Keyword Search: Think High-Value, Not High-Volume
If visitors aren’t turning into leads, one way to change this is to go back to the keywords you’re targeting. Are they the right keywords? If you answered with “I’m not sure, but these keywords have a high search volume,” that’s a problem. You should focus on high-value keywords rather than high-volume ones.
When I say “value,” I don’t mean value in terms of money, search ads, etc. I mean value in terms of value to your business. Is the keyword valuable in that it will drive qualified visitors to your website? Think quality, rather than quantity, when it comes to keywords.
But what’s wrong with keyword search volume?
Nothing at all! Just don’t use a high search volume as your deciding factor to target a particular keyword. If you do, you’ll end up with a lot of website traffic but not necessarily a lot of website conversions. Why? Keywords with higher search volumes are often searched by users who aren’t necessarily looking for your services.
Let me use an example. Say you’re a home remodeler or landscape designer and are writing a blog post about using large-scale pots to create beautiful garden architecture. Some examples of two keywords you may look up are:
- Large pots for garden
- Creating garden focal points
The first keyword has more monthly searches. So should you use that one? Nope, not necessarily. This is where user intent comes in.
What are the goals of your target clients?
Think about the goal(s) of your target audience. Think about who would be searching for “large pots for garden.” Most likely someone who wants to buy pots. Unless your landscaping company sells pots, this isn’t a good fit and if this visitor clicked through to your website, they wouldn’t convert.
Now think about the intent behind “creating garden focal point.” While it’s possible that someone searching for that phrase is just a homeowner interested in DIY garden work, it’s also more likely than the first phrase to lead to a website conversion. Someone searching for this may want tips for improving their backyard landscaping and are planning to hire landscape designers. A visitor like this would be considered qualified traffic—and is more likely to convert. Even if they aren’t quite ready to remodel and are just doing research, if you answer their question with a well-written, informational blog post, they’ll be more likely to see you as an authority and remember your name/come back to your site when they are ready to remodel!
High-Volume Keywords Aren’t Necessarily Right
The Google Keyword Planner is great, but don’t get hung up on search volume. Think about the intent behind the phrase being searched and if that visitor is a good fit for the services/products you offer. It goes the other way too. Just because the Planner says a keyword has a search volume of zero, this doesn’t mean consumers aren’t searching for it. This is why using the Google autocomplete feature can be helpful. The predictions that are shown in the drop-down list have been typed before by Google users or appear on the web. Taking my “garden focal point” example above, check out this screenshot:
According to the Planner, the phrase doesn’t get any monthly searches. But it’s been searched before and is a relevant keyword to target, depending on your company and target audience.
Don’t make search volume your sole deciding factor when picking keywords! If it comes down to a high-value keyword vs. a high-volume one, don’t be so hasty to choose the latter. Put yourself in the consumer’s shoes.
Need Help with Keyword Research & SEO?
If you need help with all of this—keyword research and all other aspects of SEO—call Blue Corona! We are experts at keyword research and not only getting websites to rank but getting them to convert as well. Let us analyze your website for free!
About The Author: Alanna is the Quality Assurance Manager in Blue Corona's Maryland office. When she's not triple-checking websites and content for errors and consistency, you can find her at the gym with her twin sister or urban exploring with her husband.
View more blogs by Alanna Hernandez