Buyer keywords are the search terms and keywords people use when looking to buy a product or service. When searchers use buyer keywords in search engines, it signals that they’re already at the end of the buying cycle and they’re ready to make a purchase.
If you’re running an ecommerce website, keyword research is vital. Figuring out how to find the best keywords for the final stage of the buyer’s journey will help give you a competitive edge while also helping to justify your spending on content marketing. In fact, more than 60% of marketers note that leads are one of the top metrics they use to measure content success.
In this article, we’ll review the buyer’s journey and help you understand how to find the right keywords to improve conversion rates and drive sales. We’ll also discuss why buyer keywords are an important part of your search engine optimization (SEO) strategy:
- The Buyer’s Journey: A Quick Overview
- Ecommerce and SEO: Use High Intent Keywords
- Buyer Intent and the Three Types of Buyer Keywords
- How to Find Buyer Keywords
- Create Content That Gets Customers to Convert
The Buyer’s Journey: A Quick Overview
To fully understand buyer keywords, you’ll want to start by taking a closer look at the buyer’s journey. The buyer’s journey is what a customer goes through when looking for a product or service. The process starts with the customer realizing they have a problem, followed by researching and considering solutions.
There are many models out there for the buying process, but in its simplest form, the buyer’s journey can be divided into three stages: the awareness stage, the consideration stage, and the decision stage.
- Awareness stage: A consumer begins to do high-level research related to their problem.
- Consideration stage: Once a consumer understands their specific problem, they begin to search for more specific solutions.
- Decision stage: At the final stage, a consumer knows how to solve their problem and searches with the intent of comparing the different options available to them. This stage finishes with a purchase.
Buyer keywords come into play during the last stage. When customers reach that final purchasing decision, they use buyer keywords (also referred to as buyer intent keywords) to look for specific products or services. Examples of these sets of phrases include “massage therapy deals,” “best price for a laptop computer,” and “affordable luxury items.”
Ecommerce and SEO: Use High Intent Keywords
When outlining an ecommerce SEO strategy, you’ll want to start with keyword research. Keywords are the words and phrases users type into search engines to look for information, products, or services. Outside of the content creation industry, they’re referred to as searches or queries.
If you want your website to show up on the results page when people type their queries into search engines, it will help if you learn more about using high-intent keywords in your web pages.
There are two ways to improve your page’s ranking for specific keywords:
- Paid search results: You can invest in a Pay-per-Click or PPC campaign. With PPC, you bid on a term relevant to your brand, and Google or other search engines will show your web page in their results page when users search for those specific keywords.
- Organic search results: Your other option is to optimize your website to rank in search engines’ organic results. Organic search optimization means you didn’t pay to rank where you are but instead used a combination of SEO strategies (e.g., internal links, backlinks, and on-page SEO) to help move your page higher for a specific keyword.
Effective keyword research can help you decide which strategy makes the most sense for the keywords you’re targeting. Our Keyword Magic Tool, for instance, is an easy-to-use keyword research tool that provides specifics on keyword difficulty and cost per click (CPC) to help you decide which optimization strategy will show better gains.
Finding buyer keywords – What Are High Intent Keywords?
High intent keywords are words and phrases used by consumers to signal their strong intent to buy now, inquire about a service, or commit an action that will lead to a sale. High intent keywords, also known as high commercial intent keywords, are considered the most promising and most valuable keywords for conversion.
High intent keywords tie into a customer’s purchase intent. Purchase intent is the probability that someone who visits your website will buy your product or service.
Marketers and website owners facilitate and measure purchase intent by looking at factors such as the buyer’s persona, website engagement, past purchases, and other interactions.
To take advantage of high intent keywords and purchase intent, consider using the keywords to target visitors who’ve purchased from you in the past or those who have had multiple interactions with your website.
To attract new customers, it’s always best to use product-specific keywords, such as “best macro lens for nature photography.” – Read more
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