In order to drive traffic to their websites, many SEOs and business owners strive to rank well for high-volume keywords, expecting that this will draw in users and lead to conversions. In practice, however, this is not always the case. Ranking well for high-volume keywords will do you little or no good if those keywords are not relevant to what users are seeking. Your site can rank well for key terms and still deliver a poor user experience.
Target Relevant Keywords
A general keyword is not necessarily relevant to what search engine users are seeking. For example, you can rank well for the term “baseball,” but if you are selling baseball cards and memorabilia and most of the people who find your website through search engines are looking for tickets to baseball games, you will not be getting many sales. Ranking high for keywords only matters in practice if those keywords are drawing in users who want to make purchases.
Not all keywords are worth tracking. It can be expensive to track all keywords, especially if you have a large and established website with hundreds of pages. It only pays to report on non-branded keywords if they are relevant to the product or service your company offers and they have generated conversions and performed well in paid search. Long-tail keywords may not generate as much overall traffic, but they may be more likely to lead to conversions because they demonstrate a clear and specific user intent.
If you notice a keyword is delivering results, you should start to track it. You can do this with manual checks and by using third-party tools that can provide useful data to get around the not-provided algorithm.
Query Expansion and Query Chains
You might not even need to have specific keywords on your site to rank well for them. If you have a high-authority site with quality inbound links and content that is relevant for a keyword, you can rank well for a keyword even if it is not specifically included on the page. Query expansion is when a page does not contain an exact keyword but contains enough relevant content that it still ranks in the SERPs for that keyword. This can happen if you use one term and Google recognizes that the content is relevant to a synonym for the term you use.
Query chains are an important signal for user intent. A search engine can take contextual date into account to figure out a user’s intent when searching for a keyword. This is another reason why it can be tricky to track keyword rankings.
Keyword Performance Can Help Your Business Target the Most Relevant Keywords
Tracking search engine rankings can be helpful, but only if the keywords that are being tracked are relevant to what users are searching for and deliver conversions. Ranking well for a particular keyword will not necessarily translate into sales. You should monitor traffic and conversions to evaluate the success of your website.
Keyword Performance has helped many businesses identify the most relevant keywords to target in order to increase conversions. We conduct keyword research to figure out what terms people are using to find the content, products, and services they want. The keywords that may seem like obvious choices are not always the ones that deliver results. We have the expertise to figure out which keywords are most likely to lead to conversions and to craft content that uses those keywords in ways that draw in users. To learn more about how we can help your business, contact us today.