The Modifier Strategy: Turn Low-Volume Keywords Into High-Value Buyers

0:00Bam. We are talking about modifiers today. What sort of modifiers can you add to your keywords or pages to get more sales, higher quality leads, all that good stuff. All right. So, what do I mean by modifiers? I'm going to give some examples. Schools, districts, hospitals, government, government employees, teams. All right. Do you see where I'm going with it? With this? You add one of these to a bottom off-funnel keyword or a page that is targeting a bottom offunnel keyword and suddenly you have gone down the funnel for people who

0:34represent bigger purchase orders. Someone who is going to buy for a school that's going to be a lot of users or a lot of customers or for a government might be a lot might be a huge a huge spend there a huge order. enterprise companies, students, lawyers, accountants, startups, nonprofits, agencies, retailers, universities, clinics, sales teams. This something that's that is constantly worth thinking about. Am I too generic? Can I go further? Can I add a modifier to target people who represent tremendous purchase orders? Not even tremendous, but just more than a more than a couple. So maybe you have a page. The page is like remote

1:15signature tool and it's an SEO landing page for a tool, wouldn't you know it, to give remote signatures, right? This is exactly what it is. Remote signature tool. Remote signature tool. Okay. But then you add for government employees to it. the tool didn't really change and it's just as secure as it was before, but you add for government employees to the to the page for the tool or you make a new page to go further to go further

1:41down and target a more lucrative group. Remote signature tool goes to remote signature tool for government employees. Like I was saying, schools represent big purchase orders. So let's say you have now instead of the remote signature tool, you have visitor check-in software software for visitors to check in. Exactly what it what it sounds like. You

2:02have a page visitor check-in software. You know, we our visitor check-in software is the best for for visitors who want to check in. And you know what I'm going to say with this? You take that page, you make a new one, and you add for schools. That's your modifier. Schools are the modifier. All of a sudden, you've niched down to a group

2:21that can be really, really lucrative. Because the thing is, very few competitors or just websites in general will really niche down like this. Especially because most SEO tools will give keywords like visitor check-in software for schools or remote signature tool for government employees. They will say that these keywords have zero search volume a month. And you know what? the keywords might they might actually be be searched by so few people each month that the tools can't even measure how many people are searching for these keywords. So what do other SEOs do? They

2:59don't bother to target these keywords. And if you bother to target one of these keywords with a dedicated landing page or if you just or if you add one of these modifiers to a page that has pretty decent topical authority for it, you will be one of the few websites that actually does this. And just by just by

3:19doing it, you can rank for the keyword. And then when one of these people comes along, and there's not many of these people, but they go to Google, they make a search for one of these things, your website comes up, it says exactly what they are looking for, and there's a good chance that they will reach out. And you can do it with social media, too. It doesn't just have to be with your

3:40website. I talk about this all the time. When you're putting up SEO landing pages, don't just target your keywords with your website. You should be active on social media. And I talk about social media a lot on this podcast. Put up videos all the time. Put up LinkedIn posts. Start your UGC, your user generated content. If it's a video description, if it's a LinkedIn post, if it's an expost, whatever it is, start it with your keyword. Put that keyword at the beginning of a description or a post and say it in the actual content. This remote signature tool for government employees makes it really easy and

4:17convenient to securely sign documents remotely and and then you you know you have the rest of the content there because user generated content is ranking so well in search engines and it's being surfaced by AI. I want to give a reminder and I this is something else that I share all the time. It's from Datos. These are the top 15 most clicked sites in search engines in the United States from desktop. Top 15 most clicked sites and search engines. One is YouTube social media. Two is Reddit social media. Three is Amazon. Four is Wikipedia. Five is Facebook social

4:51media. Six is Instagram social media. Seven is Fandom. Eight is Tik Tok social media. Nine is Chat GPT. 10 is Microsoft. 11 is LinkedIn social media. 12 is eBay. 13 is X social media. 14 is Walmart. 15 is Steam powered. The thing is, if you think like I'm thinking, and if you don't, it's okay cuz I'm going to tell you, you can use the same pieces of content across all of these platforms, and it is very, very frequent that if you target one keyword with a single piece of content, the same piece of content, and it comes out across all of those platforms, you will see the exact

5:27same piece of content across Facebook and YouTube and and LinkedIn. You will see that in the SER it's the same content. It's just on three different websites and you will see that. And so when you're putting up these landing pages, these SEO landing pages targeting keywords that have modifiers at the same time simultaneously put up user generated content targeting the keywords, too. There's just so few other marketers who go down the funnel like this and bother targeting such a small cohort of people. So, I'm going to give these modifiers again, and I hope this is something that you will think about

6:04as you continue to do awesome SEO. schools, districts, hospitals, government, government employees, teams, enterprise companies. Just think about how whatever your brand is, if there's any one of these modifiers that that your brand can apply to, and it probably can apply to lots of them, enterprise companies, small businesses, students, lawyers, accountants, startups, nonprofits, agencies, retailers, universities, clinics, sales teams. If you want to learn more about this, I have a good amount in my SEO course, compact keywords about this. I call these high lever keywords. And if you haven't checked out my SEO course, it is super thorough, getting crazy testimonials. You can check it out at

6:45compactkeywords.com. And I just I really wanted to share this with you on this episode of the podcast. I wanted to share this with you today. So this episode 866 of my daily digital marketing show, 866 days in a row doing this podcast. Crazy. I will talk to you again tomorrow. Bye now.