Did you know that determining SEO keyword value is one of the most important aspects in creating a successful SEO campaign, yet it is also the one element that marketers and SEO experts alike struggle with the most.
Why is calculating keyword worth so challenging?
The answer is simple. It is because no one can determine the exact value of a keyword with 100% accuracy. Sadly, there is no magic column in Google AdWords Keyword Planner that says, “most high value keywords here”. Although that would be amazing!
That said, there are ways in which you estimate the SEO value of keywords and ensure that you are getting the best possible ROI from your SEO strategy.
Within the below guide, you will find out the difference between high- and low-value keywords. You will also discover the tools that you can use to find high value keywords and how to use your chosen keywords based on their CPC (cost per click) value.
What are high value keywords
When taking on the challenge that is keyword learning, it is important to understand the difference between quality and quantity. Of course, you will want to choose a keyword that drives visitors to your website, but you also need to know what will happen when they get there?
Put simply, are they converting?
If your current keywords aren’t resulting in conversions, it may be because you are using too many high-volume keywords and not enough high commercial intent keywords. These high value keywords are more likely to lead to sales as the users who have searched for them on search engines are close to making a purchase.
A great SEO keywords example of a searcher who has high commercial intent is “SEO experts near me”. The person who typed this phrase into their search bar is actively looking for SEO experts so this would be the ideal time to use PPC advertising. Your highly targeted ad would be positioned right at the top of SERPs, providing you with a direct lead and a high chance of converting.
One of the most common errors that marketers make when conducting keyword research is putting too much effort into finding high search volume keywords (click here for more info on search volume meaning), that are too broad to result in conversions. Instead, you should be focusing on high value keywords that show commercial intent.
That said, if you want a well-rounded SEO campaign that provides both short term wins and helps you to achieve your long-term goals, you should focus on getting the right balance of high SEO value keywords and long-tail keyword phrases that cost less but are more targeted.
What are the benefits of high value keywords?
Learning how to rank for a keyword and get your website on that highly coveted first page of Google is no easy feat. With so many different elements to factor in including creating a responsive website, building a high performing link building campaign and establishing a network to share your content with, you can be forgiven for adapting a slightly slapdash approach when it comes to keyword research.
However, if there is one element of keyword research you should focus on, it is finding high value or high commercial intent words.
High value keywords work best as part of your paid search campaigns for several reasons:
- Paid ads will be positioned right at the top of the search page
- You can choose to optimize for cost per click, cost per lead or cost per conversion
- Google Shopping Ads are a great way to engage with searchers who have commercial intent and are more likely to get clicks that result in conversions.
How do I find high value keywords?
The next step is for you to start actively finding the right high value keywords for your website.
Fortunately, there are several free online tools that can help you to identify high commercial intent keywords:
Google AdWords Keyword Planner
A user-friendly and super helpful tool from Google, AdWords Keyword Planner is arguably the easiest way to find the most valuable keywords for your business.
To use this tool, all you need to do is log-in to your AdWords account, access the Keyword Planner from the “tools” tab and then choose “search for new keyword and ad group ideas”. Once you are presented with the search field, simply enter your specific product or service and you will be given instant access to a comprehensive list of suggested keywords for your website.
How do you know which ones are high value keywords?
It’s simple. The high commercial intent words will be the ones that have the highest suggested bids. These words are expensive for the sole reason that they are the ones most likely to result in conversions.
Google Analytics
Another highly useful tool brought to you by the world’s number one search engine, Google Analytics allows you to see your top performing keywords, as well as the effect they have on your overall conversion goals.
To find out this crucial information, all you need to do is open the “AdWords Keywords” report.
If you can’t locate any high performing keywords, you should definitely take the time to add some to your AdWords account to see how your conversion rate would improve if you chose to target some high commercial intent keywords.
Remember, you have to speculate to accumulate!
Should I be using low value keywords?
As the name suggests, a low value keyword is one that has low commercial intent and therefore, advertisers are not willing to pay much money for one of these words.
A fundamental example of a low value keyword is “free”. If someone types “free SEO advice” into Google, they are highly unlikely to spend any money.
That said, there are instances in which low value keywords can be useful. Namely, if you have a freemium business model, you might be able to convert free users into paying customers by increasing your visibility online and driving valuable traffic to your site.
Although you may be tempted to bid on low value keywords as they are relatively inexpensive, you run an increased risk of users immediately bouncing from your site.
Are you ready to discover the SEO value of your keywords? Get in touch today.
