Published on March 3rd, 2013 | by Pascal van den Essenburg
Using “Buyer Keywords”
One of the best lessons I’ve learned in my Internet marketing career so far is that you HAVE to understand how to find people online that are ready and willing to buy! Once I learned how to do this, all my Internet marketing efforts really started to pay itself. In this post I am going to share with you a few tips to help you master this vital online marketing concept.
Locating the Buyers
Specific keyword data is the major factor that distinguishes online marketing from the offline world. Before the time of Google and using keyword data, businesses had to rely heavily on market research companies to get insight into the mysterious mind of the consumer.
Now we can simply analyze their behavior and keywords they type into Google and base many of our decisions on these facts. You probably think this seems pretty obvious, but you would be amazed at how many people fail to grasp this concept.
This leads me onto my next point of topic; ‘Commercial Intent’. This is basically judging how likely a person is to buy, based on the keywords they are using in their search.
Ideally, you want to put your focus on driving traffic to your sites on keywords with a very high commercial intent, because these keywords do convert at much higher rates than the more general information-orientated keywords.
Let me give you an example to demonstrate my point more clearly. If a person searches for “acne” in Google, I would consider this keyword to be a low commercial intent keyword, the reason being that we can not tell what their intention to look for this is at this stage. They may just want to get information about acne and how many people have acne, or the main causes of acne. These searches are also known as “information seeking keywords” These keywords are not very likely to result in high conversions to sales for you.
However, let’s imagine that the person who typed “acne” into Google did in fact have bad acne and badly needed a cure for this. The next thing this person might do, after they browsed some different websites about acne, is head back to Google and refine their search a bit more.
They might start doing research to the kind of acne they have, and search on Google for “Types of Acne.” This is definitely not a buyers keyword, but it may reveal to the searcher that they are having a type of acne known as for example cystic acne.
So wit this information they might now type into Google “cystic acne treatment” and browse through some more webpages about possible acne treatments that they you can use. At this point, the commercial intent of the keyword has increased rapidly, and the conversions to sales also increase along with it. We now know exactly what the searcher’s problem is and that they are looking for a good solution to help them.
For optimal success You can take this even a step further by getting very specific, and increase the commercial intent even further with keywords just like “buy cystic acne treatment” When you see the word “buy” within the search phrase, the searcher is directly telling you that they are definitely ready to buy.