How to Work Out a Keyword’s Commercial Intent
How to Work Out a Keyword’s Commercial Intent
Welcome to our 3rd chapter in the ultimate guide to keyword research. If you haven’t read our other chapter, take a look before you read this article.
In this guide we cover:
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There are a lot of mistakes people make when conducting keyword research. One of the biggest one, is not focusing on keywords that have good commercial content.
If you ask most SEO’s they will tell you the exact same thing.
Just imagine you’ve worked hard on creating a website that has thousands of unique visitors a month, I’m talking around 50,000 unique visitors a month from organic search.
How much money would you expect your site to make?
What if I told you the site only makes £400 a month.
Why has this happened?
It happens when webmasters focus too much on keywords with high search volume, and low commercial intent.
The best advice I can give to someone is to make sure you don’t solely target ‘informational keywords’.
Visitors that come from informational searches are very hard to convert, and aren’t the right people who would want to buy something from you.
Fortunately, with a little bit if hard graft you can find keywords that buyers use.
Turning those people who visit your site, via buyer keywords, is much easier to convert and nab a sale.
So let me stop rambling and let me show you how to find high converting keywords for your local business.
All keywords can be placed into four keywords:
1. Buy Now Keywords
These are keywords that people use just before they make a purchase. People who search using buy now keywords, are actively looking to buy something.
These are some words that may be a part of buy now keywords:
Some examples of buy now keywords are “amazon discount”, “buy headphones online”, and “custom phone case free shipping”.
As you can imagine these keywords convert like mad.
They might not have the best search volume but their conversion rate is insane.
2. Product Keywords
Product keywords are searches that focus on a particular type of product, brand, or service.
People who are searching for product keywords are normally earlier on in the buying cycle, than people searching for buy now keywords.
Product keywords often have these words:
Particular brand names (“Adidas” or “Apple”)
Particular products (“Macbook Pro” or “Adidas superstar trainers”)
Product category (“football boots”)
By the way, don’t be fooled by keywords like “cheap”. People often use these keywords to search for particular keywords AND they convert really well.
For example, someone searching for “affordable iphones” has already made up their mind to buy an iphone, they just want a good price.
3. Informational Keywords
Most of the searches made online are made via informational keywords. As you can expect, people who are searching using informational keywords tend not to convert well.
However, you can’t ignore informational keywords.
Well, I mentioned it earlier; informational keywords make up the vast majority of searches.
Informational keywords often include the following:
Best way to
I need to
The best way to use informational keywords to your advantage is to find keywords that have high search volume, and low competition.
What you have to do to turn them into customers, is to get them on your email list and wait.
Having them on your email list means you’re always on their mind, and when they want to buy something, you’ll be the first person they think of.
4. Dead End keywords
Dead end keywords are searches that are very unlikely to convert in the present, future, or ever.
Some searches that include dead end keywords may include:
… for free
A search query like “watch Breaking Bad online for free”, is a good example of dead end keywords.
You’ve got no chance of getting that person to buy anything.
The four keyword categories demonstrate buyer intent pretty accurately.
After all, it’s the worst felling in the world when you’ve been trying hard to rank your site on the visit position of Google, only to find out that you can only generate pennies per visitor.
So to help you out, here are two tricks to get objective information on how much value a keyword brings in terms of traffic.
Adwords Suggested Bid
Adwords suggested bid was once called “Average CPC” (CPC= cost per click).
Nonetheless, the suggested bid is one way were you can see an accurate indication of commercial intent.
If an Adwords advertiser is paying £10 per click, then you know that traffic coming from that keyword is very valuable.
If you rank for that keyword or any keyword with high commercial intent in organic search, you’ll have no problem converting that traffic into customers, email sign ups, etc.
Want to know how to do it?
1) Login to your Google Adwords account.
Under the tools section, click on the keyword planner.
2) Click on “search for new keywords using a phrase, website or category”
3) Enter your chosen keyword, and hit the “get ideas” button
4) Take a look at the Adwords suggested bid for your chosen keyword.
What does the GKP produce?
Look at the keywords that have the best suggested bid, and pick the one with the highest suggested bid.
NOTE: Informational keywords will have lower suggested bids. This is because someone using informational keywords are early on in the buying cycle, so advertisers are only willing to pay around half the amount, compared to someone on later on in the buying cycle.
Like I mentioned earlier, there are four keyword categories to help you work out the commercial intent of a keyword.
But, using the suggested bid is a better guide in determining the commercial intent of a keyword.
Taking a look at the Adwords competition is also a good indication on how popular a keyword is.
The more advertisers that bid on a keyword, the more popular the keyword is.
You can check the competition by looking at the results in the GKP:
In the GKP there are only three levels of competition (high, medium, and high).
The three levels give an indication on how competitive the keyword is, likewise, as there are only three levels, it’s not the most accurate barometer.
Another way to check out the competition is to simply enter your keyword into Google, and take a look at how many Adwords ads appear in the search results:
If you see lots of Ads above the fold and on the sidebar, you know it’s a great sign of a keyword that converts well.
Basically, it’s a keyword that you want to target.
Before you pick a keyword to target, you need to see how competitive it is.
Read the next chapter: How to find the competition for your keyword.
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