Regardless of the kind of website conversions you’re trying to pursue, you need to have a list of well-targeted keywords to base your marketing or conversion optimization efforts on.
Otherwise, your website will remain hidden to your target audience — those who are most likely to take action on your offers.
If you’re looking for keyword research strategies that can help you get better website conversion, then you’re in the right place. We will cover just that, and then some.
Here are 4 effective keyword strategies that will help you skyrocket your conversions.
1. Pick the Low-Hanging Fruit
It may sound like an advice for rookies, but you must steer clear of broad and highly competitive keywords if you want to ramp up your conversions.
In keyword research, this means refining a “seed keyword” into longer variations that are easier to target in SEO and monetize in PPC.
After all, seed keywords are typically used in informational search queries, which are normally done for research purposes. Even if users manage to find your website through said queries, they are less likely to engage in any transaction — be it subscribing to a newsletter or making a purchase.
A tool like Ubersuggest can help you expand your seed keyword into hundreds of different long-tail variations. All you need to do is head over to their website and type your seed keyword into the main field:
After you click “Look Up,” Ubersuggest will provide you with hundreds of long-tail keyword suggestions within seconds. It will also include valuable metrics that can help gauge keyword profitability, particularly the monthly search volume, cost per click, and competitiveness.
After your initial search, you should be able to spot a couple of long-tail keyword ideas, which have at least 3 terms each. The next step is to look at the numbers to determine which of them are profitable.
As a rule of thumb, aim for long-tail keywords with a reasonable search volume and a competitiveness rating of around 4.0:
Each keyword’s CPC can also determine their potential in PPC campaigns. Just be sure to build great content that can capitalize the user’s intent and expectations upon clicking your advertisement.
These two things lead to the next important keyword research strategy you should learn:
2. Handpick Action-Based Keywords
Finding keywords with decent metrics is a step in the right direction. But if you truly want to convert traffic into subscribers into paying customers, you need to understand the intent behind the user’s search.
For example, let’s say your seed keyword is “graphic designer.” After a minute or two of scanning, you noticed that the long-tail keyword “graphic design art” looks incredibly promising:
This particular keyword suggestion has a whopping 2,400 searches per month with a competitiveness rating of 0.4.
Sounds like the perfect keyword opportunity, right? Not quite.
Take note that people who use it in search engines may only be looking for design ideas rather than actual graphic design services. If not, they could also be interested in becoming graphic designers themselves.
Long story short, some keywords may look good on paper, but they aren’t always effective in terms of securing conversions. That’s why you need to sprinkle your seed keyword with action-oriented or question-based terms, like “how to find” or “for hire.”
With Ubersuggest, you can do this with the help of the “Filter Results” feature found on the left:
In some cases, you can also add a term that describes what you offer as a company. In the example above, this word can be “services.”
3. Localize Your Keyword Research
If you run a local business, then you need to double-check the localization of your keywords.
Keep in mind that high-traffic keywords in the United States may not be as popular in other areas.
Fortunately, Ubersuggest makes it easy for you to localize your keyword research. As you enter your seed keyword, simply select the appropriate language or location from the drop-down menu to the right:
It doesn’t matter if certain regions use the same language or not. Selecting a different country will generate keyword suggestions that are vastly different than the default search settings, which is set to “English / United States.”
For example, the seed keyword “web design” will produce the following results if you select the United States as your area of localization:
But once you select “English / Singapore,” you’ll get the following:
Notice that some keyword suggestions are similar, but they perform very differently in these two countries. Now, imagine spending thousands of dollars optimizing for a keyword that rakes in thousands of searches in the United States, but only garners 10 in your location.
Yeah — it’s nothing short of terrifying.
Luckily, it’s something that Ubersuggest and a little preparedness can easily fix.
4. Recognize Keyword Seasonality
The last strategy serves more as a precaution instead of an active tactic in keyword research.
If your objective is to convert more users into sales as soon as possible, there’s one thing you can’t afford to overlook: keyword seasonality.
To put things in perspective, let’s take a look at the keyword “Christmas gift ideas for kids”:
At a glance, the competitiveness rating of 0.66 isn’t too shabby for an average search volume of 5,400. But once you factor in seasonality, everything changes.
If you hover your mouse over the graph icon next to the monthly search volume, you’ll see that the majority of these searches are only spread across three months:
As a marketer, this means that you’ll only realize the bulk of your ROI during this period.
Of course, this is to be expected if you mainly sell products that are specifically for the Christmas season. However, keyword seasonality is also relevant in niches like air conditioning, travel, hunting, and so on.
Keyword research may seem like a tiny part of the whole marketing puzzle, but it’s definitely one of the pieces you can’t be without.
Hopefully, the keyword research strategies above will help you not only in terms of traffic but also when it comes to your conversions.
Do you think we missed an important tip on how to do profitable keyword research? Feel free to share it in the comments section below!