-When it comes down to it, top rankings or a lot of natural search traffic doesn't matter if the keywords people are coming from don't end up converting.
-This keyword research methodology is just a scientific way (with the dynamic relevancy algorithm) of finding keywords that are more likely to convert by doing in-depth research into a site’s audience base and what they search for on the engines
-This site sells things like &quot;comforters&quot; and &quot;bedding&quot; which get a lot of search volume and are relevant. But when you take the time to understand how the site distinguishes their brand from their competition and think about their competitive advantages, we realize they sell to people searching for &quot;cheap comforters&quot; or printed/specific colored comforters.
Organic Keyword Research and Selection PubCon- November 2008 Eric Papczun Director of Natural Search, Performics [email_address]
The real KPI of any natural search campaign is conversions! (not traffic volume or rankings)
A site must be optimized for keywords that drive qualified traffic , not just traffic
You must look beyond the typical metrics of search volume and competitiveness to understand searcher intent
Just because a keyword has a lot of volume, doesn’t mean you should go after it, even if it’s relevant to your business Just because a keyword isn’t very competitive, doesn’t mean you should go after it, either