You have to look beyond keyword research if you want to be one of those companies that always appears at the top of search results. This implies knowing how to create traditional appeal in non traditional ways.
However, what does that mean specifically? We know that doubling conversion does not necessarily mean you have to double your traffic.
It means that you just have to create more lucrative cross-sections or co-occurrence of keywords (or pages) that appeal to your target audience. This feat is easily accomplished with SEO and within the context of your pages using cross-sections of keywords that will draw an audience based on the content and market focus.
This is the principle of funneling, which implies funneling relevant traffic based on “broad match” and “exact match” traffic as a result of information retrieval. What happens next is pure synergy, a person inputs words, search engine identifies patterns and based on indicators of reputation and relevance return a page from a website.
Considering there are millions of ways for each visitor to arrive at the same page or same conclusion, depending on their personal experience or manorisms. Since no two people are alike (although there are common denominators) each inevitably searches their own way.
Also, since most searches are unique (meaning they have never been executed before) that represents a tremendous opportunity for sites that target low hanging fruit (available keywords) while targeting more aggressive key phrases.
Keep in mind that every word when combined with another word is a potential keyphrase. Also, since you have no control over what a person may type in a search engine to find your website, you essentially do your best based on traditional keyword research tools, common sense and other metrics to gauge popularity and anticipated traffic.
However language barriers, personal preferences and other components of distinction can create hot spots as a website can double as a hub or springboard for other useful content. The gist is, by targeting enough low hanging fruit (root keywords within range), you systematically increase the volume of traffic and potential interactions with prospects.
This is the way a website can showcase a stable increase in traffic each month. By using content as spider bait, linking to more relevant pages in the context of each post and targeting non-traditional, less competitive keyword combinations.
Every top 10 ranking you produce is an indicator of your websites strength to search engines. Eventually your pages become powerhouses and funnel tremendous surges of link juice into different areas of the website which continually emerge is unique and uncharacteristic ways.
The conclusion here is to look beyond keyword research and tap into the raw and latent potential of LSI (latent semantic indexing and phrase rank) within each of the pages in your website.