When it comes to traffic generation, there’s a huge misconception. It’s not about HOW MUCH traffic you get, it’s about the QUALITY of the traffic. To get the best possible traffic, the solution is to use high buyer intent keywords.
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What Are Buyer Intent Keywords?
What are buyer intent keywords? It’s a measure of how likely someone searching for that keyword is to take the next step and make a purchase. There are three types of keywords: transactional, investigative, and informational that can be added to a search query. In this blog post, we will go over what each type means and give examples so you know which one you want your website to rank for.
I’ll also give you a list of keywords for each type, and share some handy tools that can help you find the right keywords to focus on.
What are informational keywords? An informational keyword is someone who might be searching for a general piece of information about the topic or product. They are usually based around solving a problem or answering a question.
Informational intent keywords are best used for top-funnel content, such as blog posts. They are informational keywords that people search for to find out more information about a topic before making any decisions.
Some examples of informational keywords are:
The history of
What are investigative keywords? An investigative keyword is someone who might be considering buying your product but they want more information before making the purchase. For example, “shoes for women with high arches.”
Investigative keywords are best for mid-funnel content, such as blog posts and landing pages. They are generally used to find out more information about the product before making a decision on whether or not they want to purchase it.
Example of investigative keywords are:
What is a transactional keyword? A transactional keyword is an intention to buy something from your website immediately, such as “discount shoes.”
Transactional keywords are best for bottom-funnel content, such as sales pages or coupons. Think of them as buyer keywords. They help the customer make a decision on whether they want to buy something from your website right away.
To find transactional keywords, try entering words like “buy now,” “discount,” and other phrases that would encourage someone to make a purchase.
Example of transaction keywords include:
Keyword modifiers are words that people add to search queries to make them more relevant.
For example, if someone was looking for a hotel in New York City they might search “hotels near me NY.”
Keyword modifiers are useful because they help businesses understand what the customer is looking for. They also provide insight into how to target their content and marketing ads.
Adjectives, slang words, verbs, shopping words and questions can be included in your content to target those surfers.
The most common keyword modifiers include:
Top are some common keyword modifiers.
We can also target by gender, and by price. For example, “best mens sneakers for under $200”.
What is SERP intent? The Google search engine ranking position (SERP) indicates a level of “intent” for the user.
The higher up on the page your advertisement or website ranks, the more likely it is that someone has already found you and are ready to purchase. With this in mind, marketers should focus their attention on keywords and phrases that are more likely to yield a high SERP.
For instance, if someone is searching for “lose weight” and the SERP produces lots of results that indicate people want to “lose weight fast”, those buyer keywords need to be reflected in your content.
The 4 Stages Of Buying
There are four stages of buying; frustration, interest, consideration, and procurement.
Frustration: The customer is frustrated with the problem they’re trying to solve and are in need of a solution. This stage usually includes Google searches, reading reviews or articles about your product/service, social media posts from people similar to them (if you have this data), or visiting your website for more information on how to solve their problem. Their purchase intent is usually weak.
Interest: The customer has an interest in your product or service, but not enough to take the next step and make a purchase just yet. This stage usually includes reading more about your company’s website, clicking through links from social mediaposts you’ve been tagged on or reviews written by people similar to them (if you have this data), or reading an article about your company.
Consideration: The customer is considering a purchase. The person has now decided that your company’s product or service would be the best option for them and they are looking at reviews, pricing options, or trying to find more information on it using Google searches. Their commercial intent is increasing.
Procurement: The customer is ready to make a purchase, and this stage includes making the decision to use one of your products or services. This stage usually includes checking out from your website, picking up the phone and calling you for more information on how they can solve their problem using a specific product. Keywords at this stage of the funnel have strong commercial intent.
How To Find Keywords
How do you find high buyer intent keywords? Marketers can use tools like SEMrush or AHREFs to see what words are most often used in search queries for their industry.
They also need to keep an eye on the competition, because some phrases may be too competitive at the moment but could still show SERP potential if they monitor the competition for a while.
Marketing professionals should keep an eye on company data to make sure that they are not neglecting certain keywords or phrases and can focus their efforts in those areas.
For example, if you have been focusing your attention heavily on content marketing but find out through keywordanalysis tools like SEMrush (or a keyword research tool) that you are not focusing on the right keywords or phrases, then it’s time to make some changes.
Marketing professionals should also keep track of what is trending in their industry as well. For example, if there’s been an uptick in people using Twitter for customer service inquiries and your company has been using social media as a customer service platform, then it might be time to switch gears and invest in some new tools for responding on platforms like Twitter.
Marketers should always keep their eyes out for changes that can affect the keywords or phrases they use so that they don’t miss important opportunities because of neglecting high buyer intent keywords.
The following are some tools you can use to find buyer intent keywords:
Google Adwords Keyword Tool – This tool helps you identify the keywords people type into Google and which ones may be relevant to your business. The Google Keyword Planner is one of the best (and free) tools available.
Keywordtool.io – This tool lets you enter a keyword and provides suggestions for related keywords, plus the search volume, competition level, and other metrics for each suggestion.
SEMrush Research Tool – I briefly mentioned it before. SEMrush offers tools to do in-depth research on your own domain as well as competitors’ domains. Their Keywords tool returns data including keyword difficulty, estimated search volume, and more.
Answer The Public – This tool helps you generate keyword ideas by giving the collective questions people are asking in their search engines. It’s easy to find the perfect SEO keyword.
Google Trends – Google’s tool that shows how often a particular query is entered relative to total Google searches, but not search intent. Enter your topic, and then compare it with competitors’ topics on an interactive graph.
Knowing how to find buyer intent keywords is a valuable skill for any marketer. We’ve covered a lot of ground in this post. You know how to find the right keywords that are high commercial intent keywords. You also know how to discover what the competition is doing with their SEO strategy and now you can use neuroscience sales tips that will help drive more conversions.
If you want to drive more organic traffic to your website, take advantage of my free traffic course and see how I got over 30,000 website visitors a day for free.