I have a new site and am doing well for keywords related to my content. And I shouldn't be surprised not to be selling anything, my site still needs a lot of work to get to a minimal functional level. However, I'm beginning to suspect that my keywords are worthless, in the sense that the traffic for them is just looking around, not trying to buy anything. It's easy to see that not all keywords have the same amount of money in them.
Do you guys have any insights on how to judge the value of a keyphrase in terms of bringing actual customers (rather than just window-shoppers) to your site? Also, is getting a huge amount of traffic for low-value keywords still worthwhile? Any suggestions on how to look around in the keyword space near to my existing keywords for ones with more buying potential?
As if the technical part of this job was not hard enough, finding keywords has to be difficult also. We have set some clients up with tacking software that shows sales conversion for each overture ad that they run. We basically just test different keywords to see where we rate.
Good ol' intuition helps sometimes, but I'm always completely surprised by how people fidn my clients site.
For example, one of my clients sells food service equipment. A store called yesterday and ordered a $1500 machine from him becuase they looked on the old machine, saw a brand name, and typed it in Yahoo where he had the top rank.
I like specific phrases, brand names, buy widgets, service COMPANY, widget MANUFACTURER, widget STORE, and the like.