The Ugly Truth About Keyword Research
You’ve probably been there:
You find a keyword with 50,000 monthly searches. You spend days writing the perfect article. You publish, share, maybe even climb up the rankings…
…and then? Crickets. No sales. No sign-ups. No leads.
That’s because not all keywords are created equal. High search volume doesn’t mean high conversions. In fact, chasing big numbers often leaves you broke, frustrated, and wondering if SEO even works.
Here’s the twist: the keywords that actually bring money in the door often look “boring” compared to the flashy high-volume ones. They’re lower in searches but higher in buyer intent.
Let’s talk about how to find them.
Step 1: Understand the Two Types of Keywords
Think of keywords as conversations:
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Curiosity Keywords (high volume, low intent):
“What is email marketing?”
“How to bake sourdough?”
Great for awareness, bad for conversions. -
Action Keywords (lower volume, high intent):
“Best email marketing tool for small business”
“Buy sourdough starter kit online”
These don’t get searched as much, but the people searching are ready to do something.
👉 If you want conversions, focus on the second category.
Step 2: Look Beyond Volume
Volume is seductive. It makes you feel like you’re aiming big. But here’s what matters more:
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Competition: Are you fighting against giants like HubSpot, Forbes, or Amazon?
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Search Intent: Is the keyword informational, navigational, or transactional?
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Relevance: Does ranking for this keyword naturally connect to your product/service?
Example:
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Keyword A: “Marketing tips” → 30,000 searches, vague intent.
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Keyword B: “Email marketing software for freelancers” → 500 searches, crystal-clear intent.
Guess which one is more likely to bring paying customers? (Spoiler: Keyword B).
Step 3: Use the “Wallet Test”
Whenever you see a keyword, ask yourself:
“If someone typed this into Google, would they potentially take out their wallet?”
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“Best noise cancelling headphones 2025” → Yes.
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“What is sound cancellation” → Probably not.
This simple filter saves you hours of wasted effort.
Step 4: Spy on Buyer Phrases
There are certain words that scream intent. Look for them in your keyword research tools:
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“Best”
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“Top”
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“Buy”
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“Near me”
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“For [specific group]” (e.g., “CRM for startups”)
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“Comparison” or “vs.”
These are goldmines because people searching them are usually already in decision mode.
Step 5: Balance Traffic and Conversions
Here’s where it gets strategic. You don’t want to ONLY go after tiny keywords or ONLY chase massive ones.
Think of it like investing:
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Big volume = brand awareness
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Medium/low volume + high intent = actual revenue
A smart SEO strategy blends both. You attract the crowd, but you also funnel the serious buyers.
Quick Example Walkthrough
Imagine you run an online course on freelance copywriting.
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High volume keyword: “what is copywriting” → 20,000 searches (but mostly students/researchers).
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Conversion keyword: “best copywriting courses for beginners” → 700 searches (but all potential buyers).
Which one do you build your landing page around? Exactly.
The Bottom Line
SEO isn’t about showing up where everyone is—it’s about showing up where the right people are.
High-volume keywords look good on paper. Conversion keywords look good in your bank account.
So stop obsessing over traffic numbers. Instead, hunt for intent. Ask:
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Does this keyword align with what I’m selling?
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Is the searcher ready to buy, sign up, or take action?
Do that consistently, and you’ll stop writing for pageviews—and start writing for profits.
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