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 … I researched the keywords for a site with the help of Google Ad words

Keyword research tool and I found that the top keyword fetched 165,000 searches in a

month...few months later I am 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 Drug Rehab

Just a rough estimate on the transitional phases could be:

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 is 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.

But the Global question arises why we should target the keyword which has a low search

volume.... the reason being though such terms have a very low search volume but there can be

20K such keywords that can be used to reach our website a month and that means 20K additional

visitors a month and a lot more conversions.

These keywords are called the long tails and have the maximum conversion potential. Also due

to very low search volume.

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.

I do keyword research with the help of a Google Ad words tool .First I find out informational

keywords and add Geo location to it. Before finalizing the key word, I do various brainstorming

activities where I make different permutations and combinations with all possible aspects of user

prospective.