How to Identify Organic Keywords That Are Driving Conversions

Clicks don’t pay the bills. Sales do.

So, how do you identify keywords that actually drive organic traffic conversions?

I’ll show you 👇

How to Find High-Converting Keywords in 3 Easy Steps

Straight to it: finding high-converting keywords in three steps—lessgo!

Step 1: Understanding the Link Between Keywords and Conversion

Before we even think of firing up a keyword research tool, we need to take a step back and flesh out some theory. Specifically, let’s spend some time understanding the link between keywords and conversions.

Here’s what I want you to consider:

ToFu, MoFu, and BoFu

Some keywords bring in curious browsers, while others attract leads that are ready to buy. When discussing “high-converting,” we want to attract the latter—leads.

With this in mind, consider where your audience is in their journey—are they just getting to know you (top-of-funnel), comparing their options (middle-of-funnel), or ready to pull the trigger (bottom-of-funnel)? Let’s pull this apart:

• Top-of-funnel (ToFu) keywords are broad and informational. Think “what is SEO?” or “what are the benefits of link-building?” These folks are early in their journey, exploring their options and gathering information. They might not be ready to buy yet, but they’re valuable for building brand awareness and establishing your expertise.

• Middle-of-funnel (MoFu) keywords show a bit more intent. These searchers are comparing products or services and considering their options. Think “best SEO tools” or “best link-building service provider.” They’re getting closer to a decision, and your content should help nudge them in the right direction.

• Bottom-of-funnel (BoFu) keywords are the money-makers. These are the folks who are ready to buy now. They’re using keywords like “buy,” “discount,” “near me,” or specific product/service names. Your goal here is to make it as easy as possible for them to convert, ideally through a killer landing page or conversion-focused blog post, compelling call-to-action, and a seamless checkout process.

Takeaway: If you haven’t already guessed, to maximize conversions, focus your content creation efforts on BoFu keywords. These are keywords that’ll bring in the most qualified traffic and deliver the biggest ROI.

Keyword Search Intent

There’s another way to think about this: the four categories of keywords that are based on the type of search intent:

• Informational keywords are the knowledge seekers. People use these keywords when they’re looking for information, answers, or general knowledge about a topic. So think, “What is a black forest cake?” or “How to bake a black forest cake?” These folks are at the top of the funnel, just starting their journey, and likely not ready to buy anything yet.
• Navigational keywords are the GPS users of the search world. They know exactly where they want to go, and they’re using keywords to find a specific website or page. Think “Loganix blog” or “Nike.” They’re already familiar with a brand and are likely further down the funnel, closer to a conversion.
• Commercial keywords are the comparison shoppers. They’re researching products or services, weighing their options, and looking for the best deals. Think “best SEO tools” or “iPhone 16 review.” They’re in the middle of the funnel, and your content can help sway their decision.
• Transactional keywords are the golden tickets to conversion town. People using these keywords are ready to take action. Think “buy iPhone 16,” “book a flight to Bali,” or “order pizza.” They’re at the bottom of the funnel, their wallets are out, and they’re ready to make a purchase.

Takeaway: Focus on those transactional keywords to drive immediate conversions, but don’t neglect the other stages of the funnel.

One more thing: Keep thinking through the lens of BoFu and transactional keywords as we take the next steps.

Step 2: Choose Your Keyword Research Tool

If you don’t already have a favorite keyword research tool locked and loaded, I’ll rattle off a few of the best-known ones you can use to find high-converting keywords: Ahrefs, Semrush, and Moz are your best bet.

Niche tools like LowFruits will get you there, but they have fewer filtering options, which may make the process more difficult. Ideally, you’ll want to use an SEO tool that allows you to filter for different SERP features like product carousels and ads.

Why? These SERP features are often associated with keywords with a higher commercial intent, indicating (if you remember?) that users are closer to making a purchase. If you can spot keywords that trigger these features, you’re potentially tapping into a goldmine of conversions.

Each has its pros and cons. I’ll leave it up to you to pick your weapon of choice.

FYI: I’ll be using Ahrefs for this, but the process is loosely the same for each tool, so my process should (hopefully) translate.

Step 3: Find High-Converting Keywords

In Ahrefs, you can easily filter for SERP features within the Keywords Explorer. Just type in your seed keyword or topic (something broad and not too niche), head to “Matching terms,” click the “SERP features” dropdown menu, filter to “On SERP,” and select the features you’re interested in.

For this use case, I’d recommend “Top ads” as there is a higher likelihood they’ll be transactional in nature. Finish by hitting “Apply.”

Once the page reloads, sort the list by ascending “CPC” (click “CPC” once). By doing so, Ahrefs will return a list of high-intent keywords likely to trigger those features in the search results, giving your content a better chance of being seen by high-intent searchers.

And bingo! A solid list of high-converting keywords. Export those bad boys and bang them into Claude—my favorite AI tool for creating a solid strategy.

Optimizing Your Content for Conversions

You’ve got the perfect bait, and now you need to reel them in with content. Let’s explore how to do just that:

Long-Form Content

Long-form content—in-depth guides, comprehensive tutorials, and detailed product reviews. Think of it as a magnet for those high-intent searchers hungry for in-depth information and ready to take action. But to truly unlock its potential, you need to strategically weave those high-converting keywords into your content.

Here’s how:

• Don’t just sprinkle keywords randomly throughout your content. Place them strategically in your title, headings, meta description, and the first few paragraphs of your content to signal relevance to search engines and users.
• LSI keywords (Latent Semantic Indexing) are related terms and phrases that help search engines understand the context and depth of your content. Sprinkle them naturally throughout your content to show that you’re covering a topic comprehensively. They’ll support high-converting keyword rankings.
• Use your target keywords within your CTAs to reinforce the relevance of your offer and encourage users to take action. For example, if your keyword is “organic dog food,” your CTA could be “Buy organic dog food now.”
• Don’t sacrifice readability or user experience for the sake of keyword optimization. Use keywords naturally and organically within your content so that it flows smoothly and provides value to the reader.

Landing Pages

Landing pages are where the rubber meets the road. It’s the make-or-break moment where visitors decide whether to become customers or bounce back to the search results. So, let’s turn your landing pages into conversion machines that are optimized to snag those high-converting keywords and seal the deal.

Here’s how to weave those keywords into your landing pages:

• Your headline is the first thing visitors see, so make it count! Include your target keyword in the headline. Just keep it natural and compelling.
• Sprinkle your target keyword and related LSI keywords throughout your landing page copy. But remember, don’t overdo it—keep it natural and focus on providing value to the reader.
• Your CTA button is the gateway to conversion, so make it shine! Use strong action verbs and include your target keyword if it makes sense.
• Craft a compelling meta description that includes your target keyword and entices users to click through from the search results.
• Don’t forget about your images. Use descriptive file names and alt text that include your target keyword (where relevant) to give search engines a little extra context.

Ads

And what about ads, like display ads or search ads? How do you weave high-converting keywords into them? I gotcha:

• For ads, you’ve got limited space, so make every word count. Use your target keyword and a few strategically placed LSI keywords (related terms) to reinforce the relevance and entice those clicks.
• Ad extensions give you extra real estate to showcase your awesomeness. Use them strategically to highlight key benefits, promotions, or even your location to further entice those clicks.
• Dynamic keyword insertion (DKI) is a nifty Google Ads feature that lets you dynamically insert the user’s search query into your ad copy, creating a hyper-relevant and personalized experience.

Conclusion and Next Steps

Before you head off to your next escapade, here’s something I want you to take away with you: creating content for keywords should be based on attracting the right kind of traffic, the kind that’s ready to convert.

So, keep those analytics dashboards open, monitor your keyword performance, and never stop tweaking your strategies.

So, what’s next?

Well, it’s time for me to plug our services (I wouldn’t be very good at my job if I didn’t).

From in-depth keyword research and content optimization to technical SEO audits and link-building strategies, here at Loganix, we’ve got the expertise to turn any website into a conversion machine.

Head over to our services page, and let’s whip that website into shape. 💥