Why Fixating On Search Volume Could Be Harming Your Performance

When it comes to keyword research, more often than not we focus most of our attention on search volumes and opt for keywords with the highest searches. There’s no denying it’s an effective way to drive more traffic to your site, but it might not always lead to improvements in conversions which doesn’t achieve the overall goal of increasing revenue.

So how do you increase your conversions alongside your organic traffic?
Answer: Focus on keywords that have a high conversion rate

Keywords with a higher conversion rate may not necessarily have a large search volume and probably aren’t terms that you would have considered before due to their low number of searches, but this doesn’t mean you should disregard them. These high conversion key terms could be the vital element in improving your YOY revenue and help towards your business growth.

For example, a search term may only receive 100 searches a month, but if the query has a 75% conversion rate, you are going to gain 75 orders as opposed to a keyword with 500 searches a month which only has a conversion rate of 10% which will only lead to 50 orders. Calculate your AOV (let’s say its £100) to work out your revenue, and you are looking at a difference of £2500. This might not sound like a massive difference to some, but apply this to even just a hand full of keywords, and you are looking at quite a healthy sum. Of course, these are just example figures, but it goes to show the difference it can make to choose a low search volume keyword over a query with a higher number of searches.

Many aren’t willing to try this tactic due to the risk of potentially losing traffic, but fortune favours the brave, and there’s no point in driving traffic to your site if it isn’t going to generate revenue. It is true that applying this tactic may reduce your sessions slightly, but having a large amount of traffic and a low CR isn’t going to do you any favours. So although you might see less traffic, you are receiving a better quality of traffic and as they say, quality over quantity.

Another reason why you shouldn’t target only high search volume keywords is bounce rates. Driving a high number of sessions that don’t lead to conversions and instead results in visitors bouncing off your site could signal to search engines that your site isn’t relevant to your chosen search terms and decrease your rankings in search. In the long run, the more people clicking straight off your site, the more likely you are going to see a negative impact on your positions in SERPs.

Choosing high conversion keywords also has the added benefit of improving the likelihood of gaining returning customers. Not only will you start generating more revenue through this increase in conversions, but you are also gaining potential for returning customers and as we all know, it’s a lot easier (and cheaper) to sell to a repeat customer. Returning visitors are more likely to have a higher AOV and could also become advocates of your brand too, which are valuable assets to have, especially with more and more people reading reviews and testimonials before making purchases online.

So, if your site isn’t generating the revenue you think it should, look at implementing high conversion keywords into your page titles and content. Alternatively, please speak to a member of our team for more advice on organic search and SEO.