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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?
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.
When you start to do that, you more than likely begin to see specific patterns. And you will also be very suprised at which keywords are actually turning into sales.