‘A Cold, Hard Lead Conversion Case for Low-Volume Keywords’ – HubSpot
Kayli Kunkel says, “Not all keywords are created equal. Some, like “marketing,” draw in huge crowds of searchers each month. Others, like “marketing tips for small shoe store companies,” might squeak out a couple hits.
As marketers, we’re often conditioned to go after attainable high-volume keywords. You know, the kind that pull in over a hundred Google searches per month? The rationale seems sound: We’ll attract more traffic, generate more leads, and close more customers. More clicks = more business, right?
Not always. We always knew that targeting some low-volume keywords was a sound strategy, but one surprising discovery backed it up with cold, hard evidence. We dug into one client’s keyword strategy and found that a forgotten low-volume keyword was generating some of their most highly converting leads.
This goes against the “more clicks = more customers” convention. But when logical assumptions and data go head-to-head, data always wins“.
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