When people talk about SEO, they usually focus on rankings, traffic, and algorithms. But if you’re serious about using search engines to bring in leads, actual paying customers, there’s one thing you can’t afford to ignore: keyword research.
Why Keyword Research Matters More Than You Think
Most businesses think keyword research is just about finding words with high search volume. But here’s the truth: The right keywords don’t just bring traffic. They bring the right traffic. Visitors who actually want what you’re offering.
Think about it. If you’re a local plumber, ranking for “DIY plumbing fixes” might bring traffic, but most of those visitors just want to fix a leaky tap themselves. Now, ranking for “emergency plumber near me”? That’s where the money is.
The 3 Types of Keywords You Need to Know
Not all keywords are created equal. When it comes to lead generation, you need to focus on three main types:
1. Informational Keywords (Top of Funnel)
These are searches where people are looking for answers. They’re not ready to buy yet, but they’re gathering information.
-
Example: “What is the best email marketing software?”
-
Use Case: Blog posts, guides, and resources that educate your audience and introduce them to your brand.
2. Commercial Keywords (Middle of Funnel)
Here, searchers are weighing their options. They know what they want, but they’re comparing choices.
-
Example: “Mailchimp vs ConvertKit for small businesses”
-
Use Case: Comparison pages, case studies, and testimonials.
3. Transactional Keywords (Bottom of Funnel)
This is where the magic happens. These people are ready to buy, sign up, or contact you.
-
Example: “Best email marketing software for e-commerce”
-
Use Case: Product pages, pricing pages, and strong calls to action.
How to Find Keywords That Actually Convert
So, how do you uncover the goldmine keywords that drive leads? Here’s a simple (but effective) process:
1. Use Google’s Own Data
Google is literally telling you what people are searching for—you just need to pay attention.
-
Google Auto-Suggest: Start typing a keyword and see what Google suggests.
-
People Also Ask: Check out the questions Google lists in search results.
-
Related Searches: Scroll to the bottom of the search results page.
2. Spy on Your Competitors
Why reinvent the wheel? Tools like Ahrefs, SEMrush, and Ubersuggest can show you which keywords your competitors are ranking for—and which ones are bringing them traffic.
3. Check Search Intent
Finding keywords is one thing. Understanding what searchers actually want is another. Before targeting a keyword, Google it. See what’s ranking. If the results are mostly blog posts, then people want information. If it’s mostly product pages, they’re ready to buy.
4. Look at Keyword Difficulty & Volume
Some keywords are harder to rank for than others. Tools like Moz and Ahrefs give you a “keyword difficulty” score lower scores mean easier rankings.
5. Think Local (If Applicable)
If you’re running a local business, you need to focus on local keywords. “Coffee shop near me” or “best dentist in Cape Town” will bring in people who are ready to walk through your doors.
Optimising Your Content for Lead-Driving Keywords
Finding the right keywords is just the first step. Here’s how to make them work for you:
1. Place Keywords Where They Matter
- Title Tag: The most important spot.
- Headings: Naturally include your keyword in H1s and H2s.
- URL: Keep it clean and keyword-focused (e.g., /best-email-marketing-tools/).
- First 100 Words: Get your keyword in early.
2. Write for Humans, Not Just Algorithms
Keyword stuffing is a thing of the past. Google is smarter now, it knows when content is natural and valuable. Write like you’re talking to a friend, not a robot.
3. Use Related Keywords & Synonyms
Instead of repeating the same phrase over and over, use variations. Google understands context, so mix things up.
4. Answer Questions Searchers Have
If your keyword is “best running shoes,” don’t just list shoes. Answer questions like “What should I look for in running shoes?” or “Are expensive running shoes worth it?”
5. Include a Strong Call-to-Action (CTA)
You don’t just want traffic, you want leads. Whether it’s a free trial, a consultation, or a download, make it easy for visitors to take the next step.
Avoid These Common Keyword Research Mistakes
Even seasoned marketers mess up keyword research. Watch out for these mistakes:
- Chasing High Volume Without Intent: 100 highly targeted visitors are better than 10,000 who don’t care.
- Ignoring Long-Tail Keywords: “Best CRM software for freelancers” may have less volume, but it’s gold for conversions.
- Forgetting to Update Your Strategy: SEO changes. Your competitors change. Stay ahead.
- Skipping Competitor Research: If a competitor is ranking for a keyword that fits your business, why aren’t you?
The Bottom Line
Keyword research isn’t just an SEO checkbox, it’s the foundation of generating real, paying customers from search engines. Get it right, and you’re not just ranking higher, you’re bringing in leads that matter.
So, next time you think about SEO, don’t just chase traffic. Find the keywords that bring in the people who are actually ready to do business with you.
That’s where the real magic happens.
