Buyer Keywords to Determine Commercial Intent
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.
The from Microsoft Adcenter displays two different types of results. These are informational and transactional. They help determine whether a keyword phrase is more likely to result in a visitor who goes on to make a potential sale, or a visitor who seeks information on the topic.
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.
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I was actually thinking about this today! One of my niche site has high search volume but very low CTR on Adsense.
I didn’t know about this Microsoft free tool to find out commercial intent. Turns out, my keywords for that site are all high non-commercial intents.
Thanks for the great post!
Regards,
Lo
Thank indeed for the useful post, i like it, in fact when web surfers know what they want to purchase. They
are just looking for the website with the best offer. For that reason, these surfers use very specific keywords and they are willing to buy, examples of keywords:
“new apple ipad 8 GB with free shipping”
People who use keywords for buying are ready to buy. that is actually what i wanted to share with your nice blog, you may go and read on my website buyer keywords at buyerkeywords.com
Isn’t this microsoft keyword commercial intent tool available these days? Because I haven’t been able to access the webpage to use this tool….
They called this “buyer intent” before, and a few of the “guru” SEO keyword tools actually possess this feature. You guys are 100% correct, that having this knowledge can change the online market playing field with tremendous advantage.
When you think about it, essentially EVERY aspect of the e-commerce industry has its basis upon some type of keyword construction. Thus, the ability to analyze, select, and direct your keyword campaigns becomes of paramount importance for online success.
What you have written is more important advice in ecommerce than most people realize – whether you are running ads or your own products, the difference between targeting buyer and browser keywords is immense. I’ve had experimental pages where the clickthrough rate of “buyer” keywords can easily be over 10x more than that of people who are not shopping. I’ve developed a big list of keyword variants with all kinds of variations on the theme of buy ___ online, shop for _____, etc… the bigger your list of these the better, but there are other ones that are less common, those are the best to aim for. Often the most obvious buyer KW have already been mined out and are either v expensive for PPC or competitive for organic traffic… not ‘low hanging fruit’ any more… my best tip is to find technical questions related to product purchases, the kind of ‘roadblock’ question that someone buying a product for the first time needs to know before they buy. If you can answer the question and then put the ad right there… anyway this has been my best tactic to date. Alex
cool tool, i have always been of the belief that using 3 words long minimum are more likely to produce buying traffic.