Search results in pay-per-click search engines often generate low conversion rates
There’s a reason why studies have shown that pay-per-click search engine results often result in low conversion rates. Specificity.
The reason for this is that you can only use pay-per-click (PPC) keywords with high clicks. These high volume keywords are general in nature. They are also the most comfortable for the engine. But what the engine can offer doesn’t always benefit you. (That’s not to say that PPC has no place in a search engine marketing campaign)
9 times out of 10 I am asked to “make my website #1 in the real estate category in my city.” » While this is a noble goal, it is a very short-term vision at best. Words like “city real estate,” “townhouses,” “townhomes” are common in almost any city you search.
However, a successful marketing campaign must leverage search engine clicks that consist of broad and specific “traffic streams.” In fact, road transport is a complex activity. Wouldn’t you just rent a penthouse or two and leave the rest of the 150-apartment complex empty? You couldn’t expect to win, right?
But that’s exactly what most agents do when they’re looking for strong words.
traffic consists of combined visits from different search engine queries.
Each query represents a limited amount of possible traffic, determined by search engine rankings for a specific key phrase.
In short: too few keywords will not make your company profitable. You need a world of words to drive massive traffic and convert leads.
Additionally, not all keywords and traffic are created equal. Get out of the real estate business monetarily and imagine you are Jeff Bezos on Amazon.com. What would fascinate you most?
,500 guests who typed “books”? Or 500 guests who guessed “Harry Potter”? Or even better: “Harry Potter, the Philosopher’s Stone”? The more granular you get, the higher your conversions will be and the closer you will get to that elusive 1:1 conversion.
The challenge, however, is that the more specific our keywords are, the less traffic you will generate. So you need to represent a lot of these specific keywords that alone generate little traffic. But together we generate a large stream of highly convertible traffic.
By optimizing the on-page factors and keywords that bring people to your website, you will reduce your visitors’ conversion rate to a reasonable level.