When dealing with search engine optimization (SEO), keywords play a large role in increasing the visibility of your website.
How so?
Because the keywords that are used in your website’s copy tell Google what the content of your website is all about. This means that when people search for specific items, Google will take note of the search words, and match it up to websites that use the same keywords in their copy.
Hence, if you are using the right combination, then you could potentially drive a good amount of traffic to your website.
But the question that many have when it comes to keyword research is which are better to use, keywords with high intent, or with high volume.
High Intent Keywords
Typically, high-intent keywords are used by searchers that have done research on a particular service or product and are in the process of looking to make a purchase. So, for example, if your company sells jeans, a high-intent keyword would be something like “buy black jeans”, because the use of the word buy indicates to us that the searcher has the intention of buying.
Consider any instance where you have searched items on Google with the intention of buying, what words have you used? Perhaps you would search “size 8 jeans” so that you can find your exact type, or perhaps you would search “price of black jeans” so that you can look at the pricing options.
Once Google has yielded results, whatever website that the searcher clicks on first, is most likely to make a conversion because the searcher already had the intention of making a purchase.
Overall, by using keywords with high intent, you could potentially increase your chances of making a sale, but of course, the key is to use the right keyword that searchers would most likely use in order to find the products and services that you offer.
High Volume Keywords
High-volume keywords, on the other hand, refer to words that have the highest search results. In order to determine high-volume keywords for your website, you would conduct a keyword research report, and this would tell you what keywords were used and how many times it was searched throughout a certain timeframe. This, in turn, gives you a good idea of the popularity of that specific keyword, and it indicates to you that your audience uses these words when looking for products or services that you sell.
Additionally, it also shows you what time of the year those specific words are used the most. For example, consider certain products that people want to purchase for Christmas, such as colourful lights, trees, gift ideas etc. Typically, they would begin searching for them in October already to avoid that end-of-year rush. So, this could also be a helpful indicator that during this time of year, those words should be used.
But, if you have found this information, then so have other people who also sell the same products or services. Therefore, this means that you’ll be going up against your competitors to rank the highest for these words.
What Keywords Should I Use?
This is completely up to you and what goals you are trying to reach. Because, although many people will argue that the main goal is to always gain conversions, perhaps that’s not what your business needs right now.
Consider the instance where businesses are new to the industry and just starting now. At this point, your main focus cannot necessarily be to make sales, because how can one do that when people do not even know about you and your products or services?
In these cases, the short-term goal for your marketing strategy would perhaps be to gain publicity and inform people of who you are and what you have to offer. Therefore, using keywords with high search volume could be beneficial because it increases the chances of your website becoming more visible to your audience.
On the other hand, if this is not your main concern because you see that many are visiting your website, but not purchasing anything, then you may want to consider using keywords with high intent because these audiences are more likely to lead to conversions.
So, to sum up, it all depends on what your goals are. But, if you are still having a hard time determining what keywords to use, or perhaps we have piqued your interest in SEO, then reach out to us today!