What if you could glance at your long list of SEO keywords and identify exactly which ones are most likely to convert? It may sound like a fairy tale, but it’s absolutely doable.
Long tail keywords—keywords of 4 or more words—are often targeted with the goal of growing organic traffic, but they’re powerful for more than just traffic increases. People who search for long tail keywords are 2.5 times more likely to make a purchase.
Increased organic rankings and traffic are great, but eventually your SEO strategy has to drive revenue. By creating content that caters to long tail keywords with purchase intent, you can drive traffic from users who are at the bottom of the funnel and primed for purchase.
Scroll to the bottom of this post to access our Long Tail Keyword Worksheet template. It will help keep you organized and focused as you discover, prioritize, and target keywords that convert.
To find the keywords that users at the bottom of the funnel are searching, start by conducting long tail keyword research. There are several free tools available for identifying relevant long tail queries:
To find long tail keywords using Google Search Console:
Look for keywords with low average rankings, or those that imply questions that your content doesn’t currently address. Add those keywords to your list.
Conducting keyword research will result in a long list of potential keywords to target, so remember to group them into composite, or “family” groups based on variations, related themes, and identical user intent. Creating good content — even sales-based content — requires thinking about keyword topics more than individual keywords.
Every family will not represent a keyword group that converts. User intent research is required to identify which long tail keywords have purchase intent.
To identify keywords that convert, an easy place to start is reviewing your list for obvious purchase-intent keywords:
Prioritize user intent research for those queries first, but don’t neglect less obvious keywords. To find all purchase-intent keywords—and to validate the hypothesis that obvious keywords have purchase intent—conduct a depersonalized search for each keyword on your list. Review the search results to determine if keywords are used by searchers at the bottom of the funnel.
Bottom-of-the funnel queries produce certain types of content in search results:
If the majority of the first 10 organic search results populate these types of content, the keyword represents a dominant purchase intent.
After isolating your list to include only purchase-intent keywords, it’s time to prioritize the list.
Keywords with the highest potential value should be targeted first. Answer a few questions to determine the value of each keyword:
High-priority keywords should be those with decent monthly search volumes and those that are crucial to your business. Next, you’ll be ready to start creating content for those high-priority keywords.
Before you start from scratch creating brand new content, review what you have to determine if existing content could be better optimized to for long tail keywords. In some cases, new content will be needed, but you’ll likely discover opportunities to optimize existing content instead of starting from scratch.
There are some guidelines to follow when optimizing or creating content for conversion keywords:
Start with your highest priority keywords, and either optimize existing content or create new content to drive traffic from searchers who are primed for purchase.
Conducting long tail keyword research, and creating and optimizing content for purchase-intent keywords, will help you drive increased organic traffic from highly-qualified leads who are ready to convert.
Start by identifying existing opportunities for improvement. Collect low-ranking queries from Google Search Console, and optimize content for those keywords and their user intent. Earn higher rankings for that content, and provide better answers to the questions potential customers are asking.
Download the Worksheet:
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