Planet13 - 10:02 pm on Nov 8, 2011 (gmt 0)
Do the keywords and high-traffic pages match each other? ie., is the landing page a good match for the query?
I would say they are a good match, that, yes, the landing page is related to the keyword.
And are those top keywords ones that you want people to be using to get to your site? Or are they unrelated?
Well, I guess not, since the conversion rate is so bad.
The keywords that are the most popular for coming to our site could be considered more generic / more informational (or educational).
For instance, the keywords might be something like "Albanian Widgets" or something like "Metal Widgets," but none of the keywords has the word "buy" in them (nor do they have "cheap" nor "affordable" nor any other word that would be associated with a search for a product).
Because the items we sell are not branded, and there isn't a universal product code / SKU, it is difficult to judge the intent of the user. By that, I mean if one of the most popular keywords used to enter our site was a product code of a well known product, you could guess that the intent was to buy that product.