According to an expert on SEO from Denver, certain search terms represent varying degrees of intent and interest. You can use these search words as keywords for your sites. By strategically scattering relevant keywords among your web pages, you'll make it more likely for potential customers to find you. Thus, using keywords would not only improve your site's search ranking, but it can also boost conversion rates.
Here's a guide on what type of keywords you can use to grow your client base:
People who already know who you are and what you can do will likely input your brand name in search engines. These people are also the easiest to convert. Using these keywords may not attract the most traffic, but they do deliver the best conversion rates for both natural search and paid advertisements.
These are the search terms related to what your brand offers and what it can do for customers. Depending on the diversity of your products and services, this may turn out to be a long list. People who input these in search engines are further up the sales funnel and will need more effort to convert. You’ll need to win in this category if you want to boost traffic and conversion numbers.
Audience Search Terms
This list covers all types of terms that your intended audience may be looking for. The impression volume potential is high, which makes it enticing to target. However, it can cost more and may create a lot of traffic with low conversions. This category aligns with traditional targeting, which bases results on the peoples' interests.
A couple of years ago, competitor search terms provided high conversion rates. However, Google changed its quality score parameters, which makes it almost impossible to get good value cost per click in this category. If you have the resources and are trying to eat into the market share of a certain competitor, targeting these terms are still a viable option.
These are some of the keywords to consider when it comes to targeting specific terms based on intent and interest. By choosing your keywords carefully, you'll not only attract new customers but retain their loyalty as well.