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Performance marketers evaluating conversions via last clicks on search engine results pages have two major factors to consider: consumer intent and where those consumers are clicking. (Hint: It’s not just on Google).
Keywords still matter when determining purchase intent
Voice assistants, keyword-free ad options and the rise of third-party marketplaces may have performance marketers thinking keywords don’t matter as much in 2020. But keywords reveal a great deal about consumer purchase intent.
From SEO firm Yoast’s blog post in October to marketing thought leader Neil Patel’s still-popular 2017 piece about long-tail keywords converting at 36%, organic search professionals say the more specific the keywords, the better.
Yoast’s Marieke van de Rakt advised the first step in doing so is to find brand mission keywords and build up related phrases from there,
“Long-tail keywords get less search traffic, but will usually have a higher conversion value, as they are more specific,” she wrote.