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Keyword Research

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Traffic Sweet Spots

More is not necessarily better...



When big traffic is not actually big traffic


Google aggregates the traffic data (broad match) into each keyword used in the search term. (So the broad match traffic volume for "dog" includes the traffic for "dog breeds", "white dog" and "my laptop is a real dog".


So, if you see traffic of 100,000 searches per month on a word, it is highly likely that people are not actually searching for that word they are searching for keyword phrases which contain that word.


This is useful, at first, to help you find subject areas that have (in aggregate) a decent amount of traffic.


Then, you need to drill down and see exactly what traffic niches could be useful to your business.


Match Types


To see how this is done, select one or more of the Match Types click the checkboxes on the left of the AdWords window:





Broad match reports all searches containing the words in the keyword phrase, in any order, with or without other words.


[Exact] match reports the searches containing exactly the keyword phrase.


"Phrase" match reports the searches containing the keyword phrase, with or without other words before or after.


This helps you to understand the traffic data you are seeing. Note all three are useful.


  • We use Broad to help us find potential keyword sets, niches, or topics.
  • We use "Phrase" to help us understand if a phrase is more meaningful than the words used individually (example: "snakes on a plane" is a phrase that refers to a movie, and will return quite different results either "snakes" or "plane" would normally return... similarly "dragon tattoo" meant one thing a few years ago, and means something different today (again, a movie title has altered the Google results for that phrase).
  • We use [Exact] to help us understand the likely performance of very specific niche keywords, which tend to have much higher conversion rates (so 580 searches on a very specific term might produce 6 leads, where 6,800 searches on a more general term might only produce 3 leads).



So what's your target?


Generally, you're seeking a few sets of keywords that "speak to you" as far as your target market is concerned. About 15-20 keywords grouped into 3-4 sets is often excellent.


Here's an example:



Keyword Set: emergency dentist...

emergency dentist

emergency dental


Keyword Set: orthodontics...


orthodontic braces

orthodontic treatment

functional orthodontics

non extraction orthodontics


Keyword Set: wisdom teeth...

wisdom teeth

wisdom teeth removal

wisdom tooth removal

wisdom teeth pain


Keywords Set: dentures & false teeth...


false teeth


Keyword Set: braces & invisalign...



invisalign braces


invisalign cost

invisible braces

teeth straightening

teeth grinding

clear braces

braces for adults



As you can see, the idea is to group the keywords into a tight niche, and each niche gets a landing page.


Note also, that the keyword tool lists terms in order of "relevance". So if Google tells us that "invisible braces" is highly relevant with "teeth straightening", then that's how it is. Resist what you know about the terms you may know that "braces" is related to "teeth"... but if Google associates "braces" with "pants" then you will REDUCE your success if you lump those terms together.


As long as each niche is specific according to Google, the conversion rates will be good. If you tried to steer all of those keywords to the same landing page (or even worse, a "home" page) then two things would happen: your cost-per-click will rise, and your conversion rates will fall.


Google rewards specificity, and punishes vagueness


We find that about 1 enquiry per 1,000 searches is a good guide, for 80% of campaigns. Roughly a 3% click-through-rate (from a Google search to your page), then a 3% to 3.5% enquiry rate (page visitors filling in an enquiry form, which arrives as an email in your Inbox).



Your local geography


You'll know intuitively how to adjust the "local traffic" figures to represent your geographic area roughly your local suburb, town or region will get its share of the national total based on population (exceptions might be for term relating to local services, for example, there's not much call for sheep-proof fencing in the big city!)


Help is available if you want it


Remember, we use the same tool and we are happy to teach you how to use it properly no charge! Your Peraffic Consultant will show you what to do.




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