Locating and using buyer keywords on your website can easily make the difference between a website that makes money and one that doesn't. If you are optimizing your pages for keywords and phrases that results in information gatherers rather than buyers you are leaving tons of money on the table.
To get as much value out of each visitor that comes to your site you need to be targeting the right kind of website traffic. That's why it's important to use buyer keywords to determine commercial intent before you create an article headline, optimize your page, or create backlink anchor text.
For example if a visitor searches for, "acne cure," the tool shows a Non-Commercial Intent score of 0.85. Anything above a 0.5 probability means there's a good chance that the visitors searching by entering this keyword are not looking to spend money and only want information.
However, by entering a more product specific keyword phrase such as, "proactiv acne treatment," you can see there's a Commercial Intention probability of 0.82. Any Commercial Intent score over 0.5 means there's a better chance of the visitor having a buyers mindset and looking to spend money.
This tool can be extremely useful when optimizing your web pages for organic search traffic as well as bidding of PPC keywords. Knowing which buyer keywords people use to make purchases is just plain smart and will make you much more money.