Today, Rand looks at the conversion process. When consumers are looking to make a purchase, they follow this process:
Need and Query
Consumption of content
It is important to note that in the first 3 steps, the consumer generally is using unbranded keywords – things like ski’s or ovens. The last 2 steps are completed using branded keywords.
The tricky thing is that if you do not track your unbranded keywords from the start, it will appear that your highest converting keywords are the branded ones. However, you need to track your analytics to figure out the unbranded keywords that lead your consumers through your conversion funnel to the branded keywords.