Many people optimise their web pages because they want to get more website visitors. This usually is a good idea. However, it’s likely that won’t double your sales if you get twice as many visitors as now.

The additional visitors must come through keywords that convert to sales. It depends on what the searcher is looking for. If you are booking hotel rooms in Miami Beach, then people who enter “book miami beach hotel room” in Google’s search box are exactly the people you’re looking for.

But that’s the best case. Depending on the intention of the searcher, the search terms can be different: “hotel” (general interest in hotels), “miami beach” (interested in general information about the place), “miami beach hotel” (looking for different offerings), etc. Getting high rankings for “miami beach” will get you many new visitors, but few new customers.

You don’t have to go for the keywords with the highest search volume

As explained above, keywords with high search numbers aren’t necessarily the best keywords for your website. In addition, it’s important to understand that all keyword tools (including Google’s) only use estimates. Use the numbers of all suggestion tools with a grain of salt.

If a keyword is so competitive that your website won’t get on the first result page then this keyword won’t work for you. If you cannot make it on page one then it doesn’t make sense to use that keyword. A targeted keyword with a low search volume will deliver more sales to your website. If you want great results, don’t waste your time on high volume keywords that will deliver worthless traffic to your site. Focus on long-tail keywords that are much more likely to convert.

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