High potential keywords are phrases that bring relevant traffic to your website and generate revenue. While the Google Keyword Planner and SEO tools are useful, they focus on search volume and intent, not necessarily revenue.
To find keywords that actually generate sales, it’s important to explore other sources that combine website traffic with actual conversions.
Let’s look at what conversions to watch out for, then explore where you can discover high-converting keywords tailored for your business, whether you’re a publisher, a B2B brand, or a seller of consumer products.
Conversion-oriented keywords
Conversions for SEO include:
Sales Leads Email & SMS Subscriptions Highest CPM Earning Page Views Downloads of Apps and eBooks or Information Phone Calls Live Chat Sessions Free Trials
If you have someone on your email list because you’ve provided solutions, you can buy them back once they’re ready. And as they’re opting in, you can ask about interests.
If you sell gardening supplies, find out if your customers like tools, indoor or outdoor gardening, and whether they prefer growing vegetables, flowers or succulents. Knowing this helps you tailor your marketing to their interests.
If you track customer lifecycle metrics, you can see that SEO initially attracted them and email was what persuaded them to make a purchase. This approach also works for other indirect conversions, such as those from social media, PPC ads, or blog content.
And that’s what leads us to find these high-converting phrases. Look first at non-SEO tools and data providers.
Referral URL
We all see the traffic links we get naturally, the traffic we’ve built, and the traffic our affiliates send us. And our companies are tracking their conversions. If they aren’t, start today by following all the tracking laws.
If those referral URLs have traffic that converts, there’s no reason why you shouldn’t try to replicate them and beat them at their own game.
Media companies advertise their own content and drive traffic to their high-converting articles so they can make money. You can’t mimic this through SEO, but you can advertise on those pages.
Grab the referral URL and plug it into your favorite SEO research tool. You’ll get a list of the keywords and phrases they appear for. Now, compile the ones you like best into the reasons why you get sales. Sometimes you’ll see zero search volume, but guess what, there actually is.
Tip: Check out the backlink profile and social shares if you can. If there is no SEO traffic, the traffic must come from somewhere else and convert. Creating better content and better UX allows you to get all the traffic compared to the referral.
Customer surveys
When was the last time you surveyed your customers? If you’ve never asked your customer service, PR or brand teams for the data, you’re missing out on a gold mine.
Customer surveys let you know what solutions the people who make you money need and what interests them.
Here are some questions to ask and how they can help you find high intent SEO keywords.
What hasn’t our product solved?
If customers tell you what they need and you meet those needs, you can create blog posts, update product information, and run ads to reach people who are looking for those solutions.
If you haven’t offered this solution before and you do now, there’s a good chance that people who are actively looking for it will be more likely to buy it.
Dig Deeper: How to turn surveys and polls into great content
what do you do for fun
By knowing the person’s interests and seeing that a large percentage of your audience has the same interests, you can do keyword research and create a separate content funnel. Just make sure the content is relevant to your products or service, or you could do more harm than good.
If the topics are not relevant, but there is something you can write about, create a new entity like a blog with a forum/community (once the blog takes off) and use it for lead generation.
Now, you can beat the places they go to engage for fun and remarket your core brand using PPC to drive them to your conversion site for revenue.
What websites do you visit for fun or to stay up-to-date?
Even if they say media sites with a million categories, this is still beneficial for keyword research.
Reader demographics: You can find political swings, along with age, gender, income and other distortions.
Relevant categories: Track the perennial topics these sites cover and start developing a content strategy as long as the topics are relevant to your core offerings and topics.
To advertise: Find out where they are on these sites and show ads on topics relevant to your brand and with your audience demographics in mind. If you can track the referring URL, look at the topics and keywords for which the page appears. This can lead to more keyword data.
PPC data
I left it for last because it involves the strategies we discussed above. Instead of just asking about the keywords your PPC team is using (since they shouldn’t be spending on unproductive traffic), also ask about where your ads are showing.
Google Ads and similar platforms allow you to control where your ads appear, such as YouTube videos and websites. If you’re getting a good number of conversions, look at the topics that brought those conversions to your site.
YouTube videos can be a gold mine for article ideas and keywords. If your videos have chapters, consider creating a series of content about each chapter. If they show a feature that could lead to a conversion, check to see if you have it covered on your product or service page.
When you get the list of referring URLs that generated at least XYZ conversions, use the research strategy in the first section.
Dig Deeper: 7 Reports SEO and PPC Can Use to Help Each Other Succeed
Don’t start with SEO tools for high intent, high converting keywords. This is all about search volume and intent.
Beyond SEO tools, explore customer surveys, referring URLs, and PPC data for strategic insights. Aligning keywords with conversions is the key to generating revenue.
Change your focus, adopt strategic approaches and watch your business thrive.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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