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
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.
To see how this is done, select one or more of the Match
Types – click the checkboxes on the left of the AdWords window:
reports all searches containing the words in the keyword phrase, in any
order, with or without other words.
reports the searches containing exactly the keyword 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
- 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...
Keyword Set: orthodontics...
non extraction orthodontics
Keyword Set: wisdom teeth...
wisdom teeth removal
wisdom tooth removal
wisdom teeth pain
Keywords Set: dentures & false teeth...
Keyword Set: braces & invisalign...
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
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