In digital marketing, keyword research is a foundational practice used to drive organic traffic. Traditionally, marketers have been trained to pursue keywords with high search volumes, assuming that more searches equal more leads. But in today’s data-driven marketing environment, volume alone is no longer enough. The focus must shift toward keywords that not only attract traffic but also drive conversions—leads, sign-ups, or purchases that contribute to business growth.
- Why Search Volume is Overrated
- The Power of Keyword Intent
- Metrics That Matter More Than Volume
- How to Discover Keywords That Convert
- Long-Tail Keywords = Higher Conversions
- Real-World Examples
- Align Keywords With Funnel Stages
- Keyword Clustering and Mapping
- Leverage Competitor Analysis
- A/B Test, Track, and Improve
- References
This article explores how to prioritise conversion-focused keyword research, emphasising intent, relevance, and value over search volume.
Why Search Volume is Overrated
Search volume indicates how often a keyword is searched monthly, usually measured via tools like Google Keyword Planner. However, keywords with high volume often come with low intent. These keywords are usually generic, vague, and attract audiences who are browsing rather than buying.
For example:
- “Best laptops” has high volume but broad intent.
- “Buy Dell XPS 15 with 16GB RAM” has low volume but strong purchase intent.
A study by WordStream found that long-tail keywords—more specific and lower in volume—convert 2.5 times better than head terms (WordStream, 2023). This indicates that chasing volume may deliver traffic, but not necessarily conversions.
The Power of Keyword Intent
Search intent refers to the purpose behind a user’s search query. Understanding intent helps marketers align their content and offers with the user’s needs. There are four key types of keyword intent:
- Informational – The user seeks knowledge (e.g., “how to start a podcast”).
- Navigational – The user is looking for a specific brand or page (e.g., “Spotify login”).
- Commercial Investigation – The user is comparing products (e.g., “best podcast microphones”).
- Transactional – The user intends to make a purchase or action (e.g., “buy Blue Yeti mic online”).
Commercial and transactional keywords are more likely to lead to conversions. Therefore, keyword research should prioritise intent-driven terms over high-volume general ones (Backlinko, 2024).
Metrics That Matter More Than Volume
To find high-converting keywords, consider these alternative metrics:
1. CPC (Cost Per Click)
A high CPC in Google Ads suggests that advertisers value that keyword, usually because it converts well. For example, “buy legal insurance online” may have a low volume but a CPC of $25+, indicating strong purchase intent (Google, 2024).
2. Keyword Difficulty (KD)
Keyword Difficulty measures how hard it is to rank for a keyword. Tools like Ahrefs and Moz score KD on a scale from 0 to 100. A transactional keyword with low KD and reasonable CPC is a strategic SEO opportunity (Ahrefs, 2024).
3. Conversion Rate (CVR)
If you’re running Google Ads or using analytics tools, track which keywords actually convert. This real-world data often outperforms predictive volume metrics.
4. SERP Features
Keywords that trigger shopping ads, product listings, or local packs indicate high commercial value. Prioritising these terms often leads to better business outcomes (Moz, 2024).
How to Discover Keywords That Convert
A. Use First-Party Data
Start with your own analytics:
- Google Search Console: See which queries bring traffic and assess bounce rates and CTR.
- Google Ads Search Terms Report: Review actual search queries that led to conversions.
- CRM Tools: Use platforms like HubSpot or Salesforce to link keywords to real customer actions.
B. Use Intent Filters in Tools
Many modern tools allow filtering by keyword intent:
- Semrush offers Commercial/Transactional filtering.
- Ahrefs displays Business Potential scores.
- Surfer SEO categorises terms based on user intent.
These features help you identify keywords likely to convert, even if their volume is modest (Semrush, 2024).
Long-Tail Keywords = Higher Conversions
Long-tail keywords are longer, more specific, and less competitive. They often target users who know what they want.
Examples:
- “Best CRM” → broad and competitive.
- “Best free CRM software for small law firms” → specific, low competition, and high intent.
According to Ahrefs, 92.42% of all keywords get less than 10 monthly searches, but these small-volume terms often have high purchase intent (Ahrefs, 2024).
Real-World Examples
Example 1: Ecommerce
An online retailer shifted focus from “men’s running shoes” (high volume) to “buy Nike Pegasus 41 men’s size 10” (low volume). The result? A 40% increase in conversion rate and lower ad spend due to reduced competition.
Example 2: SaaS Product
A software company originally targeted “project management tools.” When they focused instead on “best free project management tool for NGOs,” sign-ups tripled, despite the term having under 100 monthly searches.
Align Keywords With Funnel Stages
Create content for different buyer journey stages:
| Funnel Stage | Intent | Content Type | Example Keyword |
| TOFU | Informational | Blog posts, tutorials | “how to manage projects remotely” |
| MOFU | Commercial | Comparison pages, reviews | “Asana vs Trello for nonprofits” |
| BOFU | Transactional | Product pages, landing pages | “buy Trello premium subscription” |
Focusing on MOFU and BOFU keywords helps convert users who are closer to purchasing.
Keyword Clustering and Mapping
Instead of targeting single keywords, use keyword clusters—groups of related terms around a topic. This strategy allows one page to rank for dozens of relevant keywords.
Example Cluster:
- Primary: “CRM software for small business”
- Cluster terms: “affordable CRM for startups,” “CRM with email automation,” “easy CRM tools 2025”
Tools like:
… help automate this process, saving time while improving ranking breadth.
Leverage Competitor Analysis
Your competitors can reveal valuable insights:
- Use Ahrefs or Semrush to see which keywords are bringing traffic and links to competitor pages.
- Use SpyFu to find which paid keywords are generating conversions.
- Find low-hanging opportunities your competitors missed.
A/B Test, Track, and Improve
Choosing keywords is not a set-and-forget task. Run experiments:
- Split-test landing pages with different keywords.
- Monitor time-on-site, bounce rate, and conversion goals.
- Use Hotjar or Microsoft Clarity to review visitor behaviour.
- Refine content and update keyword strategies regularly.
Note
In 2025, smart marketers will focus less on search volume and more on keywords that lead to action. Volume might get visitors through the door, but intent and relevance get them to buy.
To summarise:
✅ High volume ≠ high value
✅ Intent matters more than popularity
✅ Long-tail and specific = higher conversions
✅ Use tools and data, not assumptions
✅ Align keywords with funnel stages
In the end, the best keyword isn’t the one with the most searches—it’s the one that brings you paying customers.
More Read
References
Ahrefs. (2024). Ahrefs Keywords Explorer. https://ahrefs.com/keywords-explorer
Backlinko. (2024). Keyword Research Guide. https://backlinko.com/keyword-research
Google. (2024). Google Ads Keyword Planner. https://ads.google.com/home/tools/keyword-planner/
Moz. (2024). Keyword Explorer Tool. https://moz.com/explorer
Semrush. (2024). Keyword Magic Tool. https://www.semrush.com/analytics/keywordmagic/
Surfer SEO. (2024). Keyword Research & Clustering. https://surferseo.com/
WordStream. (2023). Long-Tail Keywords and Conversion Rates. https://www.wordstream.com/blog/ws/2017/08/02/long-tail-keywords
