If you aren’t still leveraging the powers of higher conversion keywords, you better be starting off right now!
Did you know that different types of keywords have different levels of purpose and significance? Yes, that’s right!
Some are closer to your desired goal (i.e. sale of a product or service) in your conversion/sales funnel and some are farther from it.
Remember: The closer the keyword is to your conversion goal, the greater are the odds to convert your lead into a customer!
Try weaving in these higher conversion keywords into your content marketing strategy (as text, videos or ads) while promoting your business and monitor your progress.
Here are the six main keyword classifications that you must know to create effective and targeted content for your audience.
- Brand Keywords
- Product Keywords
- Competitor Keywords
- Substitute Product Keywords
- Complimentary Product Keywords
- Audience Keywords
Let’s assume that you own a cool food processor with the brand name “Eazy Chopper” that makes cutting veggies a walk in the park.
1. Brand Keywords (The Topmost Higher Conversion Keywords)
First up is Brand Keywords! The brand keywords are keyed in by those folks who are already familiar with your brand or know your brand well. And they are also the “hottest leads” (the ones that can be easily converted into customers)!
Obviously, in this case, the brand keywords (your target audience will type in) is “eazy chopper” or “easy chopper”.
The brand keywords are the closest to your goal (sale or subscription) and possess the best chance for conversion.
You may not see a lot of click-throughs or page views coming in for your content in your analytics tool with this type of keywords. But they will surely give you the best bang for the buck in the form of higher conversion rate for being closest to your desired goal in your sales funnel.
2. Product Keywords
The product keywords are one step behind/lower than the brand keywords in the hierarchy of higher conversion keywords. Product keywords describe your brand/product or what it does.
In this case, it can be either “vegetable cutter” or “veggie cutter” or “vegetable chopper” and so on.
The synonym list of product keywords can go on and on depending on the type of the product or service you are promoting.
People who are searching with “product keywords” may not be the hottest leads out there, but they surely are closer to your target conversion goal.
And unlike the brand keywords, you get more page views and click-through rates with this type of higher conversion keywords.
So, if you can manage to bring in this traffic (hot leads) to your website in hordes, and if your sales copy is solid, you can very soon see a huge increase in your conversion rate.
3. Competitor Keywords
Competitor keywords are terms related to your competitors and searched by your target audience.
In the closeness to your conversion target, these keywords come behind product keywords (three steps behind your conversion goal), which means, these keywords are harder to convert than the product keywords or the closest brand keywords.
To get some valuable insights about these search terms, you must go way past a basic Google search. But worry not; these days there are some fantastic tools available that can reveal your competitor keywords. It will let you know what terms are your competitors ranking high in the search engine results pages (SERPs).
Here are a few of them.
4. Substitute Product Keywords
Substitute product keywords are the alternate search terms entered by your target audience related to your product instead of your regular product keywords.
For example, taking our example of “veggie slicer”, if you can optimize your content for “meat mincers” or “blenders” along with “vegetable slicers” or “veggie chopper”, your content may be found by those audience in the organic search results searching with alternate terms like “meat mincers” or “blenders”. This translates to more traffic!
But there’s a caveat: it may be harder for you to rank higher for these terms in Google due to its lesser relevance to your product; both in paid search marketing (PPC) and organic ranking.
5. Complementary Product Keywords
These are the additional terms usually searched by the folks searching for your main product terms. Now sticking to the same example of “veggie slicer”, people searching for a “veggie slicer” can also search for a “fruit and veggie juicer” or even a “cutting board”.
So it’s a good practice to widen the net of your target audience and optimize your content for complementary product terms also along with the other higher conversion keywords.
6. Audience Keywords
Audience keywords are the broader terms likely to be searched by your target audience. These keywords are surely unrelated to your product term (veggie slicer or veggie dicer), but they could very well fit in the niche and pique the interest of your target audience.
Now, are these higher conversion keywords? Well, not exactly, as these terms are much distant from your desired conversion target. But these terms could very well arouse some curiosity in your target audience.
For instance, people searching for “veggie slicer” may also be interested in scouring through content related to kitchen articles, crockery, charcoal grill, electric ovens and the like.
So integrating the audience keywords in your content marketing strategy can ultimately drive in some qualified leads to your website and even end up converting them into permanent customers in the long run.
While promoting your products online, it is always good to broaden your keyword choice and integrate a wide range of it in your content. Leave no stones unturned, you know!
The knowledge of higher conversion keywords can definitely make your keyword research more effective and enable you to come up with a much robust content marketing strategy that yields solid results.
What kind of keyword researching model are you currently employing for your business? Have you been using these higher conversion keywords to increase sales? If so, what has been your experience with it?
Please share your thoughts and suggestions as comments down below.