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How to Use Keywords for Better Conversions

How to Use Keywords for Better Conversions

How to Use Keywords for Better Conversions

Lots of discussions around Search Engine Optimisation tend to concentrate on achieving an optimum ranking with Google. Of course, ranking’s critical to getting more enquiries, but it isn’t the whole story. Once a prospective customer clicks on your site, the focus shifts to conversion, whether it’s filling out an online form, or completing a purchase. In this article the Imagefix team looks at how to use keywords for better conversions.

How Can Keywords Improve Conversion Rates?

Keywords are the words or phrases that online shoppers use when looking for goods or services. The job of search engines is to match their results closely to the kind of the keyword used. So, for example, search results for ‘bathroom towels’ will be different to the results for ‘best budget bathroom towels’.

Your customers use different keywords at different stages of the buying cycle. Understanding this and using appropriate keywords for each stage of that journey will help to guide your customers from a general enquiry, through to a sale.

How Can Keywords Improve Conversion Rates?

What is Customer Intent? 

It’s rare that we hit the search button knowing exactly what we’re looking to buy and where to get it. For consumers, buying online is more often a process that goes through 3 distinct stages:

  1. What? First comes the desire to browse through a range of resources around an item or service. I may be thinking of buying a TV, without yet having given much thought to the exact specification I’m looking for.
  2. Where? Then there’s the need to locate the best place to buy. At this stage, I may know what kind of TV I’m looking for but still be refining my search. I’ll be interested in different brands and models at this stage.
  3. Which? Finally, a decision is made, and you have a buyer looking for a supplier. Now I’m looking for the supplier that’s offering a good price, an excellent track record, and the returns and delivery options I want.

Each of these stages provide an opportunity to engage potential customers, using different content and keywords. It makes sense therefore, that your keyword research covers the What?, Where? and Which? That way, you’re part of their journey, and they’ll learn to trust you along the way.

Finding Keywords to Attract Customers in the What? Phase

The start of the buying process is all about gathering general information. Your potential buyer might not even be aware there’s anything in particular they’re looking for. At this stage it’s about browsing, and any attempt to persuade or sell is likely to be off-putting. So, what kinds of material are customers looking for at this stage?

  • Blogs
  • Infographics
  • Checklists
  • Buyers’ guides

Searchers will be looking for general information that provides answers to basic questions like: ‘How can I improve the air quality in my home?’ Keywords for the What? phase tend to be frequently used search terms, and question search terms: ‘Air filters’ or ‘How can I improve the air in my home?’ Your website should include this kind of information, and use ‘What?’ keywords to guide customers to it.

Appropriate SEO Keywords for Buyers in the Where? Phase

The Where? phase comes into play at the point at which buyers know what they want to buy but haven’t yet decided where to buy it from. Now they know the general direction of travel but they’re looking for key differentiators between brands. At this stage of the process buyers are looking for a more specific kind of material:

  • Landing pages
  • Case studies
  • Product demo
  • Sample, or example

Directional searchers are looking for comparisons between brands. They want to know about the features of different products, and why it’s right for them. Check out your competitors’ keywords to work out how to differentiate your offeringYou may want to use a geographical tag – ‘air purifiers Birmingham’ or add a service – ‘air purifying test’.

Converting Customers at the Which? Phase

This marks the end of research for your buyer, and their readiness to convert. The important thing to know at this point is what it is that will persuade a buyer to click through to your site, rather than that of your competitors. Obviously, they’re searching for a site that offers a simple and trustworthy way to buy. They’re looking for the bridge to your brand.

  • Free trial
  • Customer reviews
  • Consultation
  • Testimonials

Potential customers want to know what their desired item will cost, how they buy it, and which is the best place to get it from. This is where your buyer keywords come into play. Examples might include ‘best air purifiers’, or ‘which air purifier’, ‘Air purifiers London’ or ‘customers reviews air purifiers’.

How to Use Keywords for Better Conversions in Your Marketing Plan

How to Use Keywords for Better Conversions in Your Marketing Plan

Once you have identified appropriate content and keywords for each of the buying stages, this will form an integral part of your marketing plan. Your business will be SEO optimised to respond appropriately to customers at whatever the stage of their buying journey they are on. Having the full range of keywords in use also increases your ranking, because you are offering useful content across a broad range of customer intent enquiries.

Imagefix Offers SEO Expertise  

At Imagefix we believe in providing businesses with products and services that market their businesses effectively. Our SEO products and services are designed to give you maximum online impact. We’ll make sure that you achieve a high ranking for the geographical area you serve, and we can optimise your website content using keywords that will return better conversions.


Want to know more about keywords that convert? Call the Imagefix SEO specialists today on 01525 715608 and let’s start talking about increasing your sales.