When conversations begin about converting website visitors to sales, it will generally come up that “we need to rank for this term”. While “this term” may be very high demand, it may not be the converter you hope or think it is. Here is a brief summary of an internet users experience when buying.
Research. This is, in most cases, where users start. If I wanted a new air filter for my house, I may search for home air filters. Take note of the top 5 listings (air-purifier-home.com, theairfilterstore.com, airpurifiers.com, ushomefilter.com, 3m.com). I then browse these listings and learn about my options for air filters. I find many that are about HEPA and Ionic air cleaners, which is NOT what I want. I narrow down my search to air conditioner filters. Top 5 listings (filtes-now.com, aafilters.com, ushomefilter.com, riteair.com, thomasnet.com). I browse these sites and find that my air conditioner needs a certain size. I look at my old filter and find that I need a 15 x 15 x 1 air conditioner filter, so I search it. Top 5 sites (the first is Froogle listings, then ushomefilter.com, doityourself.com, allergybuyersclubshopping.com, accd.edu).
Who would you see as the authority on air filters? http://www.ushomefilter.com/? Ranking for broad terms is important because that is where the research starts. Ranking for product specific, brand specific, long string keywords is also very important because that is where buying starts.
Tags: search engine rankings, long string keywords, online conversions