Bad SEO Agency:
Our client sells lamps, so let’s target the keyword “lamps” — it has 48,000 searches per month, so ranking for that keyword will drive a ton of sales.
Good SEO Agency:
Instead, let’s build out additional, more specific Product Category pages to target long-tail variations of the keyword “lamps.”
For example:
— table lamps (25,000 search volume)
— bedside lamps (8,600)
— living room lamps (8,100)
— bedroom lamps (7,300)
Those keywords still have a large search volume, they’re not as competitive, so we’ll be able to rank in the top 5 positions for them, and they’ll convert better since they’re more specific.
It’s a win-win-win.
Bad SEO Agency:
Our client sells swimwear, so let’s target the keyword “swimwear” — 70,000 searches per month, so ranking for that keyword will drive a ton of sales.
Good SEO Agency:
Our client sells swimwear, but we’re not going to be able to rank them for the keyword “swimwear” — it’s too competitive.
Instead, let’s build out additional, more specific Product Category pages:
— bikini
— black swimsuit
— halterneck bikini
— glitter bikini
Those keywords still have a large search volume, they’re not as competitive, so we’ll be able to rank in the top 5 positions for them, and they’ll convert better since they’re more specific.
GREAT SEO Agency:
We’re going to build out colour, style, and trend categories to capture more specific search intent with still high volume.
But we’ve noticed something.
Our average order value of swimwear category is £12, it’s our lowest value product.
We want people to buy more from us, so we’re going to build out destination pages.
We’ve seen people looking for:
— Ibiza outfits (4400)
— Greece outfits (3800)
— Dubai outfits (4200)
These are going to include the bikinis, as well as the bag, the beach cover up and shoes.
We’re going to execute this with content across Google, Pinterest and, TikTok because they’re the top 3 channels its searched on, and aim to get the average order value from £12 to £100+ because they buy their whole holiday outfit with us not just a bikini.
Don’t be surprised when Every SEO agency has access to the same keyword volumes, and they recommend the same strategies to go after the same.
But it doesn’t work.
