How To Identify Organic Keywords That Are Driving Conversions

Organic keywords play a critical role in driving valuable traffic to your website. However, identifying which keywords not only attract visitors but also lead to conversions can be a game-changer. In this guide, we’ll explore how to pinpoint these high-value keywords, using tools and strategies to ensure your SEO efforts are aligned with your business goals.

What Are Organic Keywords?

Organic keywords are the search terms that users enter into search engines, leading them to click on your website through unpaid, organic search results. These are distinct from paid keywords used in PPC (Pay-Per-Click) campaigns.

When optimized effectively, organic keywords can:

• Drive traffic.
• Increase brand visibility.
• Lead to desired actions like sign-ups, purchases, or inquiries.

However, not all traffic equals conversions. That’s why identifying the right keywords is essential.

Why Focus on Conversion-Driving Keywords?

Understanding the link between keywords and conversions allows you to:

1. Maximize ROI: Ensure your SEO strategy delivers tangible business results.
2. Target the Right Audience: Focus on users with high intent who are more likely to convert.
3. Prioritize Efforts: Allocate resources to optimize for terms that matter.

Steps to Identify High-Converting Organic Keywords

1. Start with Google Analytics

To identify the organic keywords driving conversions, content managers must first analyze their website data. Google Analytics (GA) is a goldmine for tracking organic keyword performance. Identifying top-performing pages and their corresponding organic keywords provides valuable insights into the audience's search behaviors and preferences.

Steps:

1. Navigate to Acquisition > Search Console > Queries to view the organic keywords driving traffic.
2. Use Behavior > Site Content > Landing Pages to analyze pages receiving traffic and their conversion rates.
3. Combine the above data with Conversions > Goals > Overview to see which keywords are associated with completed goals.

Pro Tip: If your Google Analytics doesn’t show specific keywords due to “(not provided)” data, integrate Google Search Console for more clarity.

2. Analyze Keyword Intent

Not all keywords have the same intent. To identify high-converting ones, focus on transactional and commercial keywords over informational ones.

• Informational Intent: Keywords like “how to make coffee” may drive traffic but rarely lead to conversions.
• Transactional Intent: Keywords like “buy coffee maker online” have higher conversion potential.

6. Analyze Competitor Performance

Competitor research helps uncover keywords they rank for but you might be missing.

Tools:

• Semrush Keyword Gap Tool: Compare your keyword profile with competitors.
• Ahrefs Content Gap Tool: Identify missed opportunities.

Steps:

1. Input competitor URLs into the tool.
2. Filter for keywords with high intent.
3. Analyze how competitors structure their content around these keywords.

7. Measure Assisted Conversions

In GA, assisted conversions reveal keywords that played a role in the buyer’s journey but didn’t directly lead to conversions.

Steps:

1. Go to Conversions > Multi-Channel Funnels > Assisted Conversions.
2. Identify keywords that contribute to multiple touchpoints in the user journey.

These keywords are invaluable for nurturing leads and increasing overall ROI.

Tools to Simplify Keyword Analysis

1. Google Search Console: Free and provides a direct view of search performance.
2. Semrush/Ahrefs:  Paid tools that offer keyword intent, volume, and competitive data.
3. Hotjar:  Visualizes how users interact with your site’s pages.
4. AnswerThePublic:  Ideal for identifying high-intent long-tail keywords.
5. HubSpot or Similar CRM: Tracks conversions attributed to specific content or campaigns.

Optimizing for High-Converting Keywords

Once you’ve identified the right keywords, it’s time to optimize:

1. Enhance Content Quality: Align content with user intent.
2. Improve UX/UI: Ensure a seamless path to conversion on landing pages.
3. Add CTAs Strategically: Encourage users to take action.
4. Regularly Update Content: Keep content fresh and relevant to user queries.

Testing and Analyzing Keyword Effectiveness

To further refine organic keyword strategies, A/B testing different variations of keywords can be beneficial. By analyzing conversion rates for each keyword variant, content managers can determine which ones are most effective in driving conversions. Adjusting keyword strategies based on the results of testing allows for continuous improvement and optimization.

Conclusion

Identifying organic keywords that drive conversions isn’t just about traffic volume—it’s about understanding user intent and aligning your SEO strategy with business goals. By using the right tools and focusing on high-converting keywords, content managers can create a targeted, ROI-driven approach to SEO. Regularly analyze, adapt, and refine your keyword strategy to stay ahead in the competitive digital landscape, enhance your online presence and drive conversions.

Tools to Analyze Intent:

• Semrush: Provides insights into keyword intent (informational, navigational, transactional).
• Ahrefs: Helps assess intent based on search results.

3. Leverage Google Search Console

Google Search Console (GSC) allows you to:

• Track impressions, clicks, and CTR for organic keywords.
• Identify the pages ranking for specific queries.

Steps:

1. Navigate to Performance > Search Results.
2. Filter data by location, device, or date range.
3. Look for keywords with a high CTR and conversion-driving pages.

Pro Tip: Focus on keywords ranking between positions 2–10. Optimizing for these can boost both ranking and conversions.

4. Evaluate Page Performance

Use tools like Heatmaps (Hotjar, Crazy Egg) to analyze user behavior on landing pages. This helps determine whether the organic traffic driven by a keyword aligns with the page’s conversion elements.

Key Metrics to Assess:

• Bounce Rate: High bounce rates may indicate a mismatch between user intent and content.
• Time on Page: Longer durations suggest engaging content.
• Conversion Rate: The ultimate metric for keyword success.

5. Identify Long-Tail Keywords

Long-tail keywords often drive better conversions due to their specificity and intent.

• Example:
  • Short-tail: “laptops”
  • Long-tail: “best gaming laptops under $1000”

Tools to Find Long-Tail Keywords:

• AnswerThePublic: Generates keyword ideas based on questions and phrases.
• Keyword Tool: Extracts long-tail keywords from Google’s autocomplete.

Pro Tip: Long-tail keywords typically have lower competition, making it easier to rank higher.