Let me guess, you’re here because your website is getting traffic, but you’re still not making money hand over fist.
As a marketer, it’s frustrating to know that all the effort you pour into traffic generation isn’t translating to sales.
You then rack your brain for reasons why this is happening.
Are my products not good enough? Is there something wrong with my page design?
While these reasons may certainly contribute to lackluster sales figures, a lot of brands overlook one critical factor that can make or break any marketing campaign.
Yes, I’m talking about their target keywords.
The Importance of Keywords in Marketing
If you’re already getting traffic, it’s safe to assume that you have a basic understanding of how keywords work in digital marketing.
In simple terms, keywords ensure your online content and advertisements reach the right audience.
For example, let’s say you make and sell infographics for a living. Some of the keywords you may target are “infographic agency” or “infographic design agency.”
In addition to targeting relevant keywords, you’ve probably already heard of the following keyword research tips:
- Look for low-competition keywords
- Check the keyword’s traffic potential
- Diversify your target keyword pool
However, a lot of marketers overlook one aspect that could essentially dictate the profitability of any given keyword — the user intent.
Ever since the dawn of search engines, users only had three reasons to search the web: to find information, to navigate to a specific site, and to look for products or services to buy.
It’s pretty clear that you need to target users with purchase intent if you want sales. Unfortunately, plenty of brands optimize for keywords that are used in informational searches.
These are keywords used by people whose primary intent is to conduct research, such as “what are infographics” or even broader terms like “visual content marketing.”
I’m not saying that you should shrug off these keywords altogether since they tend to get high search volumes. But if you want your traffic generation efforts to result in sales, then you need to look for keywords that are used in transactional searches to attract users with purchase intent.
Here’s how it’s done:
1. Expanding Your Base Keywords
There are truckloads of keyword research tools out there that can help you expand seed keywords into keywords used in transactional search queries.
Ubersuggest, for instance, is a free tool that can do this without the need for your own account. Simply launch the tool, enter a seed keyword, and navigate to “Keyword Ideas” for a list of expanded, long-tail keywords.
Apart from their SEO benefits, long-tail keywords with purchase intent also improve the user experience by guaranteeing visitors the information they’re looking for.
Another benefit of keyword research tools is that they help you find high-volume, low-competition keywords.
With Ubersuggest, low-competition keywords are those with an SEO difficulty of around 30, which are highlighted in green.
2. Sorting Keywords According to Intent
Now that you know how to expand seed keywords into long-tail variations, it’s time to sieve out the keywords with purchase intent.
The trick is to create a filter that scrapes off keywords with commercial or action-based terms, such as:
- For Sale
On Ubersuggest, you can start creating filters by clicking on the “Filters” switch:
Upon clicking apply, switch between the “Suggestions” and “Related” tabs to find keywords with purchase intent.
In the example above, we can find one related keyword with purchase intent and desirable metrics for SEO.
If you want more, you’ll have to repeat the entire process with new seed keywords. It shouldn’t take long since modern keyword research tools like Ubersuggest implement streamlined interfaces.
3. Integrating Keywords into Key Elements
Once you find target keywords with purchase intent, let’s review where these keywords should go in your website.
Your Domain Name
At this point, it’s probably too late to buy a domain name optimized for your target keyword. But if you’re just getting started, consider weaving your target keyword into your domain.
Whatever you do, avoid using an exact match of your target keyword as your domain name. Rather, find a way to combine your keyword with your brand name naturally.
Post Title Tags
When it comes to content development, use post titles that contain your target keyword as much as possible — preferably somewhere at the beginning of the title.
Title tags are among the first elements search engine crawlers look at when indexing your content. As such, websites that habitually include keywords in their post titles often have higher rankings.
Just like post title tags, search engine crawlers also factor in keywords in subheadings when determining a page’s relevancy. More importantly, the keyword-oriented use of subheadings also makes it easier for readers to find the specific information they want.
Main Content Body
Of course, you can’t forget about the main body if you’re trying to keyword-optimize your content. As a rule of thumb, see to it that your keyword is mentioned at least once — much better if you drop it within the first 100 words of your post.
4. Build Your Content Around Your Target Keyword
Finally, you need an ongoing content strategy spearheaded by the keywords you’ve obtained.
Keep in mind that publishing one content that’s optimized for your new target keyword is nowhere near enough to rank. What you need to do is to keep your content research in high gear — using related keywords as your starting point.
A straightforward strategy is to use a content research tool like BuzzSumo to find popular content in your niche. Use them as inspiration for your long-term SEO and content marketing strategy.
Armed with keywords backed with purchase intent, you should be well on your way to generating even more traffic while boosting your conversions.
It certainly won’t happen overnight — as expected with anything that involves SEO. But as long as you stick to the strategies outlined above, it’s only a matter of time before your traffic generation efforts are finally rewarded. Cheers!