High Traffic Keywords Lead to Better Conversions?
As a SEO consultant, one often gets asked whether it is better to aim for a select few primary high-volume keywords or aim to get higher search engine ranking for a wide range of secondary keywords.
Well, my answer generally is that, while you have to aim to get primary keywords up in the search engine results pages, it would be unwise to restrict your search engine optimization efforts to a select number of keywords. Along with each primary keyword, there should always be a bunch of variations that may individually not amount to much traffic, but together will result in sizeable amount of good traffic. Further, the lower competition for these secondary keywords will ensure faster results.
While, generic keywords tend to bring in much more traffic than specific keywords, it is often the specific keywords that amount to better return on investment.
Not convinced? Read on…
A travel site gets 40% of its traffic from very generic keywords. And by generic I mean really generic… couple of million competing pages types. These were the keywords that we specifically wanted to improve search engine ranking of the site for. But along with these keywords, we worked on creating content that targeted a couple of 100 secondary keywords. Once ranking on search engines, each of these secondary keywords, individually amount to hardly any traffic, but together they now contribute to over 60% of the search engine traffic of the site.
Further, since these keywords are highly specific, the users tend to know what they want and this results in much better conversions compared to generic high volume terms.
Had we, like many search engine optimization companies, worked on only the top 20/30/50 keywords, this site would have lost valuable traffic.
So now are you convinced that ignoring low traffic low competition keywords in an SEO campaign can result in you missing a lot of good quality traffic???
Tags: SEO
