Google provides some insights into what keywords assist with a conversion.
An assist is defined as a keyword that drove the initial visit to the site. The user may later search a
different query and end up buying an item.
The second search phrase would be credited with the conversion but the first would get credit for the
Using assist reporting you can start to understand that some keywords are important for bringing
initial visits that will later result in conversions from a second or third query. We need to understand
which keywords drive assists and which ones drive conversions so that we can serve landing pages
that address different points in the marketing funnel.
For keywords likely to assist conversions later, you’re better off going with a lower commitment CTA on your landing page. At this stage, offering an ebook or white paper helps establish you as an expert, creating a long-term relationship with the searcher and increasing the assist rate of these terms.