A colleague once told me that they “just wanted an easy way to get more SEO / organic traffic” for a client.
“So, do you really want more organic traffic or do you want more sales?” I asked.
“Right now, I just want more organic traffic. We need a good month for SEO.” he replied.
I said, “Well if you really want more raw organic traffic, there are three topic areas we can cover right now that will bring in thousands and thousands of new visits within the month.”
I continued saying that – “First, you need several content pieces about Xbox games – preferably with cheat codes. Second, you should write about TV show characters. Third, if you are truly desperate for raw traffic, just write quality articles about sex problems, pornography and/or religious issues.”
Of course, the point of this conversation wasn’t to actually come up specific articles covering those topics.
The point is that raw traffic is useless if you can’t turn it into sales.*
*Aside – I’m assuming that your primary goal is profit, not spreading of ideas. I’m also assuming that you’re not running some spammy ad arbitrage scheme.
Now there are plenty of ways to turn organic traffic into sales – even if your visitors don’t buy on the first click.
But what if you need to find & target keywords that will actually lead directly to sales?
That route is tough because when someone does a search, they don’t necessarily intend to buy at that moment.
There are plenty of excellent posts from SEOs on categorizing keywords according to the traditional marketing funnel (ie, research → consideration → purchase).
For example, “running shoes” might be a research keyword while “New Balance Vazee review” might be a consideration and “buy New Balance Vazee Size 11” might be a purchase keyword.
That framework is useful, but also quite rigid. It can create false positives and misses. And ever since Google took away keyword level data from Google Analytics, there’s also no way to make a direct, proven connection.
Instead, I like to use flexible rules to sift & sort potential keywords. If a keyword passes all 3 rules, then I can expand it to a theme of keywords to target with an existing or new page.
Here are the 3 rules that I use with clients when we’re selecting the highest-impact keyword themes that have the shortest route to a sale.[Continue Reading]