Should You Target ONLY Buyer Keywords?

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June 3, 2024

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Should You Target ONLY Buyer Keywords?

Should You Target ONLY Buyer Keywords?

Hey there, fellow SEO enthusiast! If you’re like me, you’re always on the hunt for that golden keyword that’s going to send hordes of eager buyers straight to your website. And who could blame us? After all, those buyer keywords are the holy grail of search marketing, right?

Well, today I’m here to tell you that there might be more to the story than meets the eye. You see, I’ve been doing a deep dive into this whole “buyer keyword” thing, and I’ve come to realize that it’s not always as straightforward as we might think. In fact, there’s a whole world of untapped potential out there, just waiting to be discovered.

Let me start by telling you a little story. A while back, I was working on an affiliate site, and I stumbled across this keyword that seemed like a total no-brainer – “how to count steps without fitbit.” I mean, c’mon, that’s got to be a winner, right? People are always looking for ways to track their activity without forking over the cash for a fancy fitness tracker.

Well, let me tell you, I was in for a rude awakening. Despite the seemingly high demand, that keyword was a total dud. I dutifully cranked out a super informative article, complete with all the keywords I could muster, and waited for the traffic to start rolling in. But alas, it was more like a trickle than a flood. In fact, that article has become one of my worst performing pieces to this day.

Now, you might be wondering, “What gives, Evan? Shouldn’t a keyword with zero search volume be an easy win?” Well, my friend, that’s where the plot thickens.

See, the thing about those “zero search volume” keywords is that they’re often what I like to call “island keywords” – little isolated pockets of search activity that are just too specific to ever really take off. Think of them like tiny specks of land in the middle of the ocean. Sure, you can find them if you’re looking for them, but they’re just too out of the way for most people to stumble upon organically.

But fear not, because there’s a better way to approach these low-volume keywords. It’s all about finding those “cluster keywords” – the ones that are just slight variations on a similar theme, and when combined, can pack a serious punch.

Let me give you another example. I recently tackled a keyword along the lines of “when is the grocery store least crowded.” Now, that one also had a big fat zero next to it in my keyword research tool. But you know what? That didn’t stop me. I dove in head-first, and you know what happened? In just a few short months, that bad boy was pulling in close to 100 pageviews per day. 100 freaking pageviews! That’s the kind of traffic we’re talking about here.

So, what’s the difference between this success story and my previous “how to count steps without fitbit” debacle? It all comes down to that cluster keyword phenomenon. You see, when I looked at the related searches for “when is the grocery store least crowded,” I noticed a whole bunch of super similar queries – things like “best time to go to the grocery store,” “when is the grocery store least busy,” and so on.

And that’s the key, my friends. These “cluster keywords” are where the real magic happens. Sure, each individual keyword might only bring in a trickle of traffic, but when you start targeting them as a group, the numbers can really start to add up.

Now, I know what you might be thinking – “But Evan, what about those high-volume, buyer-intent keywords? Aren’t those the real gold?” And you’re not wrong, my friend. Those buyer keywords are definitely important, and you shouldn’t neglect them. But the thing is, they’re also incredibly competitive, and the cost-per-click can get pretty darn steep.

That’s where those low-volume, cluster keywords come in handy. They might not have the same immediate impact as a top-of-the-funnel buyer keyword, but they can be an absolute goldmine when it comes to long-term, sustainable growth. And let’s be honest, who doesn’t love a little passive income, am I right?

So, should you target only buyer keywords? Heck no! In fact, I’d argue that you’d be selling yourself short if you did. Sure, those high-intent keywords are important, but don’t sleep on the power of those low-volume, cluster keywords. They might just be the secret sauce that takes your SEO game to the next level.

At MCRSEO, we’re all about helping businesses like yours unlock the full potential of their online presence. And you better believe we’re not afraid to get a little unconventional when it comes to keyword research. So if you’re ready to ditch the one-size-fits-all approach and start targeting those hidden gems, drop us a line. We can’t wait to see what kind of magic we can work together!

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