posted on December 24th, 2012

Uncovering the Most Profitable Keywords in Your Industry

BY Jason Howard in Blog ,

Keywords are the bread and butter of SEO. Keywords help customers find you online, so it’s important to target keywords on your website that will bring you massive amounts of qualified leads that convert to sales. If you pick the wrong keywords, your website will fail to achieve positive results. 

Many people spend their days optimizing their websites for a narrow set of broad, generic terms, such as “software”, “vitamins”, or “dermatologist”. However, one of the problems with this is that 20-25% of the queries searched for on Google have never been seen before. Therefore, your goal should be to rank well for a variety of relevant keywords. You can achieve this by writing naturally and answering people’s questions with your web content.

The Longer and More Specific the Keyword, the Better

The goal of keyword research is to select terms that bring profitable traffic to your website. There’s a saying that shorter keywords are shoppers and longer keywords are buyers. Short keywords are generally used for research and to gather information, while longer keywords tend to be very specific and more commercial in nature. Generic terms may convert on occasion, but generally, the keywords with the highest conversion rates are highly specific.

For example, if you are a homebuilder in Chicago, Illinois, ranking for the broad term, “homebuilder”, won’t do you much good because the term is far too general – your services will be irrelevant to most of the people searching for that term. Another problem with targeting such generic keywords in your SEO campaign is that you often have to implement aggressive tactics to achieve good rankings. These aggressive tactics can raise your website’s risk profile and potentially cause your website’s rankings to fluctuate whenever search engine algorithms are updated.

How to Evaluate Keywords

Some of the best and most valuable keywords are the easiest to rank for. So, rather than spending so much time and money trying to rank for broad, generic keywords that won’t bring you qualified traffic, why not focus on specific, long-tail keywords? For example, the keyword “travel” is broad and generic. If you rank well for that keyword, most of the visitors who reach your website will not convert because your website won’t have what they’re looking for.

You can get slightly more specific by targeting the term, “Hawaii travel”, and even more specific by targeting the term, “Maui vacation packages.” But the real value comes when you optimize your website for ultra-specific keywords that bring you highly qualified leads, such as “Hyatt Regency Maui Resort and Spa deals” or “Hawaii Volcanoes National Park tours.”

Simply put, the more specific you get when it comes to keywords, the more value you can derive from your SEO campaign. But that doesn’t mean you should repeat highly specific keywords over and over again in your content. The idea is to scatter a variety of relevant keywords, from low value to high value, throughout your website. As a result, you’ll be able to rank for several relevant phrases.

When selecting keywords, evaluate how competitive the market is and whether you’ll be able to compete. Most sites are designed from the top down, or in other words, starting with a generic set of keywords and then working their way down to specific topics and keywords. If you have a limited budget, you should start from the middle or bottom, targeting more specific keywords on your main pages. The benefit of doing it this way is that it will be easier for you to dominate a specific market online.

Many websites fail simply because they are too general. If you’re competing with the likes of Huffington Post, Amazon, or TechCrunch, you’ll probably want to get more specific and target a niche that you’ll be able to dominate, unless you have the budget, resources, and manpower to compete with such influential websites.

Identifying Keywords with Commercial Intent

Keywords with commercial intent are keywords that prospects search for when they are near the conversion funnel. Conversion opportunities that keywords with commercial intent offer include the following:

  • Sway purchase decisions
  • Collect email addresses
  • Receive feedback from users
  • Convert to members
  • Achieve financial transactions

Generally, people who are close to making a purchase are dealing with a problem and are looking for a solution to their woes. Keyword phrases that include the following terms have great commercial intent and are likely to convert to profits:

  • Buy
  • Purchase
  • Get
  • Reserve
  • Book (as in book a flight or room)
  • Relief
  • Cure
  • Sale
  • Service
  • Solutions
  • Fix
  • Rent

Targeting keyword phrases that include specific details about a product or service, such as model number, brand name, and color, is also effective because these words indicate that the searcher is past the stage of casually searching for information about a product and is closer to actually making a purchase.

Some keyword phrases that you’ll want to avoid include those that contain the following words:

  • Free
  • Discount
  • Cheap
  • Specials

The above keywords indicate that the searcher is looking for something free or is shopping based on price alone. This is likely the type of searcher you don’t want to attract.

Ensure that your website is optimized for the most profitable keywords in your industry by working with Cynexis, one of the best seo company in ohio. Our SEO consultants will perform keyword research and optimize your website to maximize its visibility in major search engines. To start driving targeted traffic to your website and converting more prospects into leads and customers, contact our experienced team of web marketers today for more information about our SEO services.


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