Buyer Intent Keywords: The Key to Better Conversions
In the world of digital marketing, finding the right keywords is crucial to driving traffic and ultimately converting visitors into customers. One type of keyword that has gained significant importance in recent years is buyer intent keywords. Also known as buyer keywords or high intent keywords, these search terms indicate that a user is ready to make a purchase in the near future. Unlike users who are simply browsing for information, those using buyer intent keywords are actively seeking the final piece of information that will help them make a buying decision.
Typically, buyer intent keywords include words related to buying, deals, discounts, reviews, and comparisons. These keywords can signal that a user is looking for directions on how to acquire a specific product or service. By incorporating buyer intent keywords into your content optimization and advertising strategies, you can target users who are in the decision-making stage of the buyer’s journey. This can lead to higher conversion rates and a shorter path to purchase compared to other types of keywords, such as informational keywords.
Types and Examples of Buyer Intent Keywords
To effectively leverage buyer intent keywords, it’s important to understand the different types of these keywords and how they can be used in your marketing campaigns. Here are some common categories of buyer intent keywords and examples of each:
Transactional Keywords
Transactional keywords indicate that the user is ready to make a purchase or take a specific action, such as ordering or subscribing. Examples of transactional keywords include “order pizza,” “buy concert tickets,” and “subscribe to fitness magazine.”
Commercial Keywords
Commercial keywords are used by users who are researching products or services before making a purchase decision. Examples of commercial keywords include “best running shoes,” “high-performance laptops,” and “top eco-friendly cars.”
Navigational Keywords
Navigational keywords are used when a user is looking for a specific website or page. Examples of navigational keywords include “target weekly ad,” “wikipedia,” and “prime login.”
Location-Based Keywords
Location-based keywords are used by users looking for businesses, services, or products in a specific geographical area. Examples of location-based keywords include “dentist near me,” “vegan Brighton,” and “co-working spaces in Warsaw.”
Long-Tail Keywords
Long-tail keywords receive a small number of searches per month but are longer and more specific. Examples of long-tail keywords include “best running shoes for cross country,” “budget-friendly home office chairs,” and “tips for organic gardening in small spaces.”
How to Find Buyer Intent Keywords
Finding the right buyer intent keywords for your business requires the use of SEO tools that allow you to filter through search engine results pages (SERPs) to identify keywords with high commercial intent. By analyzing SERP features like ads and product carousels, you can pinpoint keywords that suggest users are ready to make a purchase. Additionally, tools like Ahrefs’ Keywords Explorer can help you identify buyer intent keywords with high conversion potential.
To find buyer intent keywords using Ahrefs’ Keywords Explorer:
1. Enter broad terms related to your business.
2. Use the SERP features filter to identify keywords with high commercial intent.
3. Sort by ascending CPC to prioritize keywords with a higher probability of high intent.
4. Save the most relevant keywords to a list for future reference.
To verify the intent behind a keyword, click on the SERP button and examine the purpose of the top-ranking pages. Use the Identify Intents feature to determine if the majority of traffic is coming to pages promoting products or services related to the keyword.
How to Find Competitors’ Buyer Intent Keywords
Analyzing your competitors’ strategies can provide valuable insights into high-intent keywords that you can target to attract similar traffic. By using tools like Ahrefs’ Site Explorer, you can access your competitors’ organic and paid keywords reports to identify keywords with high commercial intent that they are ranking for.
To find competitors’ buyer intent keywords using Ahrefs’ Site Explorer:
1. Enter your competitor’s domain in Site Explorer.
2. Open the Organic Keywords report to view their organic keyword rankings.
3. Use the SERP features filter to identify keywords with high commercial intent.
4. Analyze keywords with high CPC to prioritize those with buying intent.
By leveraging your competitors’ keyword strategies, you can identify high-intent keywords that you may not have considered targeting. This can help you expand your reach and attract more qualified leads to your website.
How to Choose the Best Keywords for Your Website
When selecting buyer intent keywords for your website, it’s essential to consider factors such as traffic potential, conversion potential, keyword difficulty, and cost per click. By prioritizing keywords with high conversion potential and low competition, you can maximize the effectiveness of your marketing efforts.
Here are some strategies for choosing the best keywords for your website:
1. Prioritize Conversion Potential: Focus on keywords that are most likely to convert into sales or leads, even if they have moderate traffic or high cost. Targeting keywords with high conversion potential can lead to a higher return on investment.
2. Assign Scores and Choose Keywords: Use tools like ChatGPT to automate the scoring process and map keywords based on traffic potential, conversion potential, keyword difficulty, and cost per click. Select keywords with the highest scores to prioritize your optimization efforts.
3. Target Long-Tail Keywords: Focus on long-tail keywords that have high conversion potential but lower competition and cost. By targeting specific, relevant keywords, you can attract users who are more likely to convert into customers.
4. Fill the Competitive Gap: Identify keywords that your competitors rank for but you do not. By targeting keywords that are underserved in your niche, you can gain a competitive advantage and attract new customers to your website.
Should You Target Buyer Intent Keywords with SEO or PPC?
Once you have selected your keywords, you must decide whether to target them using SEO, Google PPC, or a combination of both strategies. While SEO can help you rank organically for high-intent keywords, PPC can provide immediate results and allow you to target specific audiences with paid ads.
Here are some considerations for choosing between SEO and PPC for targeting buyer intent keywords:
Choose PPC if:
– You are promoting a limited-time offer, event, or product launch.
– Keywords are too expensive to target with SEO.
– You need immediate, short-term results.
– Your niche is highly competitive, making it challenging to rank organically.
Choose SEO if:
– You want to establish your website as an authority in your industry through high-quality content and backlinks.
– You have a limited budget and prefer to invest in long-term organic traffic.
– You aim to add long-tail keywords to your SEO content to attract specific audiences.
– The traffic potential for the keyword justifies creating dedicated SEO content.
By incorporating both SEO and PPC strategies into your marketing efforts, you can increase your visibility on search engine results pages and maximize your chances of attracting qualified leads to your website.
Final Thoughts
In conclusion, buyer intent keywords play a crucial role in driving conversions and maximizing the effectiveness of your digital marketing efforts. By targeting keywords that indicate users are ready to make a purchase, you can attract qualified leads and guide them through the decision-making process. Additionally, by leveraging SEO and PPC strategies, you can reach a broader audience and increase your chances of converting visitors into customers.
If you have any questions or comments about buyer intent keywords or digital marketing strategies, feel free to reach out to me on LinkedIn. Thank you for reading!