This unique factor not only needs to be evaluated when picking each keyword, but it should be done in conjunction with what page you would like to apply that keyword to on your site. Conversion is about getting the user to do what YOU want them to and it is an important ranking factor that Google evaluates when crawling the data of your site. You can see the existing data for your site on your Google analytics dashboard. (Note: sometimes Google refers to ‘conversion’ as ‘completion’)
When someone lands on a given page for your site, there is a number of ways they can convert; click throughs, subscribing, donating, buying something, etc. Evaluating whether or not a page has the potential to convert may lie in the keyword you are optimizing for. Long-tail keywords have higher conversion rates because they answer a specific question for the searcher. If the searcher finds what they have been looking for on your site, the chance of them converting is very high!
Look at your list of keywords and ask yourself:
• Does this page actually ask for the conversion type you are hoping for, according to that keyword?
ex. If the keyword you are thinking of optimizing for is ‘How to sell your artwork in the Seattle area’, but instead of that instructional information, the page displays an online gallery that encourages people to buy local Seattle artwork, with no information as to how the artist might get involved, that will diminish your conversion rate. This is because half of your audience is finding you by an inapplicable keyword.
• Does the page provide compelling content that benefits the users so they are more likely to stay on the page and convert, based on what they searched for?
ex. Someone found your sign-up page through the keyword ‘newsletters about artist opportunities and art jobs. Just placing ‘sign-up now’ in multiple locations on a page does not benefit the user. Maybe a clear description of the newsletter content they are signing-up for will sway them, or compelling photography. How do you make the user feel comfortable or informed enough to ‘convert’?
• Does the page provide easy to read content, that contains your keyword in the first sentence, and is used in a logical way throughout the text?
Keywords can also be an inspiration for a page or article. If you find an opportunity with a pertinent long-tail keyword that you think you can outperform your competition with (by providing better content), create that content! Otherwise, if you find a keyword that applies to a page on your site, determine if a searcher be encouraged to convert in the way that you want them to? If yes, rank that keyword high, if no, rank it low.