Fantastic! You’re website is well-optimized for niche related keywords. You’re ranking well for them, but… they aren’t translating into sales. What went wrong? Well, people who search for your keywords might be looking for information or photos. They might not be in buying mode. Generic keywords are actually more difficult to rank for and your forcing you're website to compete with all different types of search results. Honing in on the keywords that actually translate to dollars and working on ranking for them will increase your ROI.
Picking the Keywords
If you’re not already tracking your sales keywords in Google analytics, it’s a good idea to add the required code to thank you page which a customer arrives on following a sale. From there, data is sent back to analytics. You will then be able to see which keywords turned into sales on your website. Instead of a generic term, like “Ashley Furniture,” it might be a specific model number, color, size or include words like “best price” or “buy.” The more specific the term, the more likely the visitor is to be someone who is genuinely interested in making a purchase.
Once you’ve identified these money keywords, you’ll want to track your rankings for these terms. Take a look at the pages ranking for these terms and make note of the number of back links to the pages, types of links and the quality of the content. By comparing these pages side by side using a tool, you’ll have a better idea of what kind of work needs to be done to elevate your website’s ranking for these terms.
Putting the Plan Into Action
Gone are the days of being able to create new pages to rank for each derivative of a keyword. That’s overkill and considered spam that the Google Panda update was created to target. Instead, modify your existing pages to incorporate these long tail terms naturally into the text. In the process, don’t go overboard by adding too many occurrences of the keyword. Each occurrence of the main keyword phrase can be surrounded by other words that turn the phrase into a long tail, money keyword.
Mix up your back link anchor text to that page. Use all the variations of your money terms and throw in plurals, singular tense, and additional, descriptive keywords. Always be sure to include some straight html links to the page as well as words like “click here”, “visit” and “read more.”
In the long run, if you select keywords with low to moderate competition, properly optimize the page, and build quality links slowly, you will see quicker progress and higher sales result from using the correct keywords for your website.