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by Samantha Noble on 3rd August 2010
Having a mixture of broad and specific keywords can help businesses improve conversion rates for their online products.
According to an advice piece on the Yahoo! Search Marketing Blog, users of SEO services need to try and put themselves in the shoes of customers when drawing up keyword lists.
It explained there are typically three key steps when consumers are looking for a product online, with them searching for generic phrases to begin with, before starting to use more specific terms as they narrow their options and then using product names when ready to buy.
As a result, the article advised, broad keywords are great at driving traffic to a website, but more focused ones have a greater chance of leading to sales.
“Look through your list of keywords and determine which phase of the buying cycle they apply to, then round out or amend your list,” it suggested.
Last month, Eric Enge of Search Engine Watch stated that achieving good SEO results can be a tricky task for businesses to achieve without expert help.