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Is this keyword worth chasing or should I spend time on another one?

Short answer:

  1. Put a dollar on it. Estimate the keyword’s monthly revenue potential from: searches × rank CTR × your site conversion rate × AOV.
  2. Check the effort. Look at competition (who ranks now, content depth, backlinks) and “distance to win” (can we reach top-3 in 60–90 days?).
  3. Prioritize by ROI. If a different keyword brings similar revenue with less effort—or matches your highest-margin service—switch focus. Always include the Spanish variant when it fits El Paso.

Why this matters in El Paso

Local buyers search in English and Spanish, often adding modifiers like “near me,” “abogado de…,” “emergency,” or neighborhood names (e.g., West Side, Horizon City). Chasing the wrong head term can burn months. A quick value check lets you focus on the few terms that can actually move calls and revenue—including bilingual phrases with strong intent.

How the Estimator works

  • Estimated searches / month: Average monthly volume for the keyword (use a tool or your own data).

  • Rank CTR (%): Your expected click-through at the position you believe you can reach (top-3 gets the lion’s share; below the fold drops fast).

  • Site conversion rate (%): Visitors → orders/leads on your site.

  • Average order value (AOV $): Revenue per order/lead (or use lead value).

Logic: Revenue = Searches × CTR × Conversion Rate × AOV
You also get Projected Clicks and Projected Conversions, which makes the money story clear.

Is this keyword worth it? Use a quick 2×2

A. High value, low/medium effort → GO

  • Terms with strong intent (“near me,” “book,” “quote,” “emergency,” Spanish equivalents)

  • Keywords where your page can be better (clearer offer, local proof, bilingual) than current top results

B. High value, high effort → SEQUENCE

  • Broad head terms where national sites dominate; build support pages first, then revisit

C. Medium value, low effort → EASY WINS

  • Long-tails and bilingual variants (“abogado de accidentes el paso 24 horas”) that add up fast

D. Low value, high effort → SKIP

  • Vanity or ambiguous terms with weak intent or tiny volume

What “good” looks like (targets & tips)

  • Assume conservatively on CTR (e.g., plan for position 3–5 first). If your page earns higher CTR later, that’s upside.

  • Sanity-check intent: Can this keyword realistically lead to a call/lead/order? If not, it’s a brand/education term—nice to have, not priority.

  • Margin first: A 500-search keyword tied to a $800 service can beat a 2,000-search keyword tied to a $60 product.

  • Bilingual lift: Create EN/ES versions (one page each; cross-link) when a significant part of your audience is Spanish-first.

  • SERP proof: Look at who ranks now. If top results are thin, slow, or not local, your local relevance + reviews + bilingual content can win.

Apply it to your business (step-by-step)

1 – Pick 2–3 candidate keywords. Include one English and one Spanish phrase with clear intent.

2 – Run the estimator for each at a realistic CTR (position you can hit in 60–90 days).

3 – Compare revenue vs. effort. Choose the one that delivers the most $ per unit of work (content you can produce, links you can earn, page you can improve).

4 – Draft the page outline: intent-first H1, service proof, pricing/next step, local signals (El Paso neighborhoods), FAQ, testimonials, and ES/EN toggle or sibling page.

5 – Publish → measure: Track rank, clicks, calls, and onsite conversion; revisit CTR assumption monthly.

One-week action plan

Day 1–2: Keyword short-list

  • Pull 10–15 ideas; keep 3–5 with clear buy intent (add Spanish variants).

Day 3: Run the math

  • Use the estimator on each; sort by Projected Monthly Revenue.

Day 4–5: Build the winner

  • Draft a focused landing page (EN), clone and adapt for ES; add schema, internal links, and a simple offer.

Day 6: Proof & publish

  • Add local photos, testimonials, and a clear CTA (call/quote/booking). Push both EN/ES.

Day 7: Track & tune

  • Set up rank and GA4 goals; adjust title/meta/intro to improve CTR.

FAQ

Q1: How do I know if a keyword is worth it?
🔹 Put a dollar on it: searches × rank CTR × site conversion rate × AOV. If the monthly revenue is meaningful and you can realistically reach top-3, go for it.

Q2: Where do I get “Estimated searches / month”?
🔹 Use GA4/GSC or a keyword tool for directional volume; intent and margin matter more than perfect numbers.

Q3: What CTR should I use?
🔹 Model conservatively for the position you can hit in 60–90 days (e.g., ranks 3–5). Higher CTR later is upside.

Q4: My business sells services—what’s AOV?
🔹 Use average order value or lead value (e.g., $800 job with 40% close rate → ~$320 per lead).

Q5: How do I estimate site conversion rate?
🔹 Conversions ÷ sessions on the relevant pages; if unsure, start with 1.5–3% and refine with data.

Q6: Should I pick the highest-volume keyword?
🔹 Not by default—choose the term with the best mix of buy intent, margin, and winnability.

Q7: Do Spanish keywords matter in El Paso?
🔹 Yes—model EN/ES variants; bilingual long-tails often rank faster and convert better locally.

Q8: How many keywords should I chase at once?
🔹 Focus on 1–2 primary terms per service plus a few supporting long-tails; expand after wins.

Q9: Top results are national sites—still try?
🔹 Only if you can beat them on local relevance, trust signals, and intent-matched content; otherwise sequence it later.

Q10: When should I switch to a different keyword?
🔹 If projected revenue is low, effort is high, or early data shows weak intent/CTR—re-prioritize.

Q11: Should I use PPC while SEO builds?
🔹 Often yes—use PPC to validate intent and conversion quickly, then feed winners to SEO.

Q12: How can I grow revenue without changing rank?
🔹 Improve CTR (title/meta/offer), lift conversion rate (trust, layout, EN/ES content), and raise AOV (bundles, minimums, upsells).

Use the Keyword Value Estimator

Drop in the numbers for one keyword, then compare it to another. You’ll see Projected Clicks, Conversions, and Monthly Revenue—so you can decide where to invest your time.

Keyword Value Estimator

See projected monthly revenue from ranking for a keyword.

Projected Clicks–
Projected Conversions–
Projected Monthly Revenue–

(Tap EN/ES to switch languages.)

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Other questions this article asnwers 

  • “If I rank for ‘[keyword] el paso’, how much money per month could that bring in?”

  • “How many clicks and orders/leads would I get from this keyword at my numbers?”

  • “Is this keyword worth chasing or should I spend time on another one?”

  • “What’s the projected monthly revenue if I reach top-3 (or 18% CTR)?”

  • “If my site converts at 2.5%, how many conversions will that be from ~2,000 searches?”

  • “What happens to revenue if I raise my AOV from $120 to $150?”

  • “What if we improve conversion rate from 2.5% to 3.5%—how much more is the same keyword worth?”

  • “Which is better for me: a high-volume keyword with lower CTR, or a smaller one with higher buyer intent?”

  • “How much revenue could we add by ranking for the Spanish version of this keyword (e.g., ‘abogado de… el paso’)?”

  • “If I need $X/month from SEO, how many keywords like this do I need to rank for?”

  • “What minimum CTR or position do I need for this keyword to be profitable?”

  • “If I only rank on page 2 (~low CTR), is it even worth creating a page for this term yet?”

Main takeaways

  • Don’t guess—price the keyword in dollars with searches × CTR × CR × AOV.

  • Pick intent and margin over vanity volume.

  • If a different keyword brings similar $ with less effort, switch.

  • In El Paso, bilingual variants often produce faster wins—capture both.

  • Publish, measure, and optimize CTR/CR to beat your initial projection.