Now, just because a search phrase gets lots of visitors per month doesn't mean that those visitors are really targeted and will convert to sales. A good example of this is my particular industry with the term, search engine optimisation. That gets tons of searches per month, and lots of people search for it but it's what's known as a really broad topic.
Now, the people that are searching for the term, search engine optimisation, could be looking for tips on how to do their own, they could be trying to understand what it is, a comparison between that and paid advertising. There's so many things that particular phrase could fit into, but we could also narrow that phrase down to SEO specialist in Brisbane.
That particular term is going to get far less searches than the term search engine optimisation, but the people that are looking for that particular term are far more targeted because they want to speak to an SEO Expert that is currently in Brisbane, so obviously, they're looking to get help with their SEO. So, don't fall into that trap of more is better. Make sure that it's targeted. Now one way we do this is to look at the AdWords cost per click when you're doing your research, and generally speaking, the higher the cost per click, the more targeted that particular search phrase is, and the more that search phrase is actually converting.
How AdWords basically works is that people bid on a particular keyword and that pretty much sets the price. So, if people are paying a lot per click or they're bidding a lot per click on that particular keyword, they're not going to keep doing it if it's not converting to sales. So you might have one particular search phrase that is getting a thousand searches per month and it doesn't have an AdWords cost per click, it might be zero or fifty cents.
But you've got something else that's only getting 300 searches per month and suddenly, it's got a $6.50 or a $6.75 cost per click. From the outset, that says to me that that term is far more targeted and it's converting to sales a lot more because people are paying money to have that click, and they're not paying money for the other click. So that's a very important thing to remember with keyword research.