How to select the transactional keywords for your website?

Just because we see a keyword fetching 100K searches a month doesn't mean that if you get a #1 spot for that keyword you will get about 100K visitors a month from that keyword....in fact the actual number of visitors you get from that term will shock us.
Say for Example …  You researched the terms for a site with the help of  Google Ad words Keyword research tool and you  found that the top keyword fetched 165,000 searches in a  month...few months later you are at the top of Google for that term....number of visitors per day 20 - 30..that comes to 600 - 900/ month.
Generic keywords are good for generating traffic but are poor when it comes to conversion. Reasons being generic keywords are searched at the earliest stage of the conversion process.

For instance, let's say that our core keyword is SEO India. Just a rough estimate on the transitional phases could be:

1. SEO India- Phase I
Intention - To check out the websites that show up in Google against the term and the variety of SEO information is available.
Searched by - This term can be used by SEOs, Website Owners, Researchers & a few potential buyers.
Traffic - Huge
Conversion Rate - Very Low

2. SEO Company India- Phase II
Intention – The visitor is looking for SEO Company in India.
Searched by - SEOs, Website Owners, Potential Buyers
Traffic - moderate
Conversion Rate - moderate

3. Best SEO Company in India - Phase III
Intention - To search for SEO Company especially from India
Searched by - Potential Buyers and maybe a few SEOs
Traffic - Low
Conversion Rate - High

4. SEO Services Company in India
Intention - To search for SEO Company in India 
Searched by - Potential Buyers
Traffic - Very Low
Conversion Rate - Very high

Let's take another example for transactional term suppose our core keyword is Drug Rehab


1. Drug Rehab - Phase I
Intention - To check out the websites that show up in Google against the term and the variety of Drug rehab information is available.
Searched by - This term can be used by SEOs, Website Owners, Researchers & a few potential buyers.
Traffic - Huge
Conversion Rate - Very Low

2. Drug Rehab Center- Phase II
Intention – The visitor are looking for Drug Rehab Centers.
Searched by - SEOs, Website Owners, Potential Buyers
Traffic - moderate
Conversion Rate - moderate

3. Drug Rehab Center California- - Phase III
Intention - To search for drug rehab centers especially in California
Searched by - Potential Buyers and maybe a few SEOs
Traffic - Low
Conversion Rate - High

4. Drug & Alcohol rehab Centers California
Intention - To search for drug and alcohol rehab centers in California.
Searched by - Potential Buyers
Traffic - Very Low
Conversion Rate - Very high 
Though the above may not be accurate but we can get the idea. We need to catch people at the final phases of their conversion process.

The final phase search terms are highly filtered and targeted which will generate more "transactions" for the website than others "keywords".

But the Global question arises why we should target the transactional keywords which have a low search volume.... the reason being though such "transactional terms" have a very low search volume but there can be 20K such transactional keywords that can be used to reach our website a month and that means 20K additional visitors a month and a lot more transaction.

These keywords are called the long tails and have the maximum conversion potential. Also due to very low search volume.You can use http://www.hitthetrail.com/ for getting transactional keywords for your website.
transactinal keywords graphs
source image: theme-zoom.com

We build back links and other off page initiatives for high search volume and also have good volume of content on the pages to support the long tails.

We need to do keyword research with the help of a Google Ad words tool that give us keywords idea. First I find out informational keywords and add Geo location to it. Before finalizing the key word, you need to do various brainstorming activities where you make different permutations and combinations with all possible aspects of user prospective to get transactional keywords.

13 comments:

  1. I really appreciate your useful analysis about choosing the "Keyword".
    Seo industry needs guys like you who put their maximum efforts in Researching and analysis....
    Gre8...Thumps up!!!!!

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  8. Key word density i.e stuffing is good for a website. But in my view, keyword stuffing is double edged knife. If the key words stuffing is not used properly or excessively used, they would harm the site indexing. Thanks for sharing the info.

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