When searching for a product or service to buy, most potential customers start at a search engine. They type in particular keywords, hoping to find what they are looking for.
Buyers use certain words when they are looking to purchase something. Their keywords differ depending on what stage of the buying process they are in. So it goes to say (depending on what customers you are targeting), using intent keywords in your content will go a long way in helping you feature in search results.
What is commercial intent?
Before we go further, let's talk a bit about what commercial intent entails. Commercial intent is when a searcher is looking for information with the goal of purchasing a product or service. They are aware of their needs and know what they are looking for. They have done their research and are more knowledgeable in terms of the solutions available.
Hence, they are closer to buying a product or signing up for a service. The logical conclusion here is that their search queries will reflect this intent. The types of keywords used will be more geared toward taking tangible action. The keywords might be product specific or reflect the user intent in different ways.
To understand what user intent is, read our ‘What is user intent’ blog.
Some examples of high commercial intent keywords are:
- Free PDF converter
- Best deals for frozen food
- Best coupon for cereals
- Buy cheap furniture online
Let's now look at why commercial intent keywords are vital compared to other types of keywords and their different types.
Why are commercial intent keywords important?
To ensure that your content is effective, it should be optimized to meet user intent. Keywords related to different types of search intent are fast becoming prudent as part of a content SEO strategy. (To learn more about this, read our ‘Search intent and SEO: All you need to know’ blog. )
There are many reasons why keywords associated with commercial intent keywords are more valuable as well. Here are a few:
- People who respond to commercial intent keywords are almost always potential buyers who are part of a niche, highly qualified audience and are already at the bottom of the sales funnel (which is where you want them to be).
They are at a stage where they do not have to be persuaded to buy the product. We want them to know that this product fulfills their needs. We need to give them enough information to make them comfortable enough to make a purchase decision.
The importance of buyer intent keywords lies in being able to identify these customers. It is recommended to use different types of keywords depending on your goal. (To learn more, read this blog on 14 types of keyword.) If your goal is to convince a customer that your product is a good fit and encourage them to move further along the buying cycle, then you need to include new keywords that portray the commercial intent.
- Most marketers look at search volume as the main metric when it comes to keyword planning. However, it has come to be known that focusing on search volume more than commercial intent does not bring in the target audience you have in mind. Commercial intent keywords bring in users who have the intention to buy and are associated with better conversion rates.
- If searchers that are part of the traffic coming your way are primarily using informational keywords to reach your website, chances are that they might be there to get more information and are probably in a different stage of the buying cycle. These searchers are not there to make a purchase decision and will be associated with a lower conversion rate.
Examples of commercial intent keywords
There are different types of commercial intent keywords. Here is a brief about each type, along with examples:
Investigative intent keywords
These are keywords that users use to analyze and examine information on products and services in general. It might be a general problem where they are open to multiple types of solutions. These keywords do signify buyer intent but also usually mean that the buyer is quite far up the buying cycle.
As the user is in a stage where they are looking for more information and are investigating, you can incorporate keywords that have low competition into your content to have a meaningful brand impact.
Some words that are usually associated with commercial intent are:
- Ways to
- Solutions to
- Information about
- Tips on
Buy now intent keywords
These keywords, as the term suggests, are used when a customer is looking to buy a product or service immediately. They tell us the user is ready to make a purchase decision and does not need to do extensive research to get there.
These users are considered to be on the bottom of the sales funnel, as they are ready to take the plunge. These keywords are usually associated with a high conversion rate, irrespective of the search volume. Some examples of words that are usually part of buy now intent keywords are:
- Buy online
- Free shipping
Service/product focused intent keywords
These are keywords related to a particular problem solved by a service or product category. Searchers using these keywords tend to be a little higher up in the sales funnel, as they are still in the research phase. These words do portray buyer intent since the user is actively researching products or services to buy.
People will use different keywords depending on the criteria they have in mind. Some examples of service/product focused intent keywords could be:
Location-specific commercial intent
This signifies keywords that have commercial intent but are location specific. This could include anyone looking to buy something or avail of a service close to them or in a particular area.
These keywords might even be frequently used by someone travelling to learn more about where they can buy certain products. Some keywords that can be associated with location-specific commercial intent include:
- Near me
- Close to me
25 High commercial intent keywords you can use for ad campaigns right away
Conversion rate is an important metric for digital marketing campaigns. It helps you get further along the sales funnel, giving potential customers a chance to try the product or service and start building brand loyalty.
Commercial keywords or buyer intent keywords attract people who are looking to buy something. For marketers, this means higher conversion rates and a much lower cost per acquisition, leading to a more successful campaign.
This is why the best way to push conversion rates is to optimize your SEO strategy for commercial intent keywords.
Here is an example list of high-intent keywords that can aid most ad campaigns:
- buy [product/service name]
- [product/service name] near me
- where to buy [product/service name]
- [product/service name] deal
- [product/service name] coupon
- [product/service name] sale
- [product/service name] [specific variant], i.e., dentist for kids
- where can I buy [product/service name]
- [product/service name] for sale
- best [product/service name]
- buy [product/service name] online
- [product/service name] review
- [product/service name] promo code
- online [product/service name] store
- [product/service name] suppliers
- [product/service name] discount
- I want a [product/service name]
- [product/service name] [dream customer location]
- [product/service name] direct
- buy [product/service name] [dream customer location]
- get [product/service name]
- [product/service name] to buy
- [product/service name] companies
- [product/service name] in stock
- Best + [product/service name] + [ in year ]
Access these high-intent keywords with an easy-to-download excel sheet here.
4 commercial intent keyword tools to find the keywords you are looking for
Google search queries related to your specific product can give you a wealth of keyword ideas. Google auto suggestions give you related keywords when you type in a word. Also, 'related searches' at the bottom of the page can give you an idea of the searcher's mindset and aid in content marketing planning.
Usually, keywords with high commercial intent will be associated with many AdWords on the search results page. If many ads accompanied by call-to-action buttons pop up when searching for a keyword, then you should know that that is probably a valuable keyword associated with high commercial intent.
There are various features that you can use to analyze keywords on Google Analytics 4. Evaluating your keywords in Google Analytics allows you to better see which ad groups and keywords have a high bounce rate, have the most clicks, and a lot of other information.
Matched search queries reports tell you which exact queries searched on Google resulted in the most clicks. This tells you which keywords contributed to the most revenue.
Additionally, the Google search console can be linked to Google Analytics 4. The Google search console tool allows you to see which queries bring users to your site. So, once you connect the search console data to Google Analytics, in the queries report, you will be able to see the search terms people use to find your site.
It also shows you how many impressions and clicks you get from organic traffic. It helps find queries or search terms that people use on Google search to navigate to your website. There is also a queries table on which you can view the top search terms that people use to get to your site. This can be sorted by the number of clicks.
You have the option to see this search data in different ways, including queries, pages, countries, devices, and dates. On the landing pages report, you can click any one of your URLs to see what users were searching for on Google to find your webpage.
Viewing matched search queries is a way to track the keywords that are being used to find your ad. To clarify, this refers to the keyword you are bidding on.
Google Adword Planner
Knowing the average cost of click rate through the Adwords ‘top of the page bid’ will help you decide on your keywords. (Top of the page bid in Google Ads is the bid you need to set in order for your ad to appear at the top of the first SERP.)
The top of the page bid provides real-world information (the market price) of valuable keywords. This can be accessed through your AdWords keyword planner.
If the pricing on particular keywords is much higher than others, you can be sure that it is a valuable keyword in terms of ROI. Certain keywords have more commercial intent than others. Keywords leaning towards commercial intent will be associated with a higher cost as compared to informational keywords.
This information can assist your marketing strategy to push the right content toward your buyers. If you optimize for that keyword in your SEO strategy and rank in search results, it should be much easier to increase traffic and attract more customers.
Keyword research tools
You can use keyword research tools such as Semrush, Ahrefs, and Wordstream that can help find a list of highly coveted intent keywords. They usually include tools that cover organic keyword research, paid advertising research and competition keyword analysis.
Most of these SEO tools can give you information on a web page's informational, transaction, commercial and navigational keywords. With Ahref in particular, you can choose a word that describes your solution and then analyze related keywords (under the 'Having Same Terms' section).
These tools can help find keywords and insights that can be part of your next marketing campaign.
When looking at boosting your conversion rate, it is best to focus on commercial intent keywords. This is because searchers are at a stage where they are looking for information to guide them in making a purchase decision. It is also helpful to revisit keyword intent and focus on the correct content.
There is not much benefit to churning out more content that is not optimized for commercial intent keywords. Understand and incorporate the types of intent and the keywords associated with each one. Once this is identified, try to use high commercial intent keywords where appropriate.
It is also vital to analyze and use keyword research tools to match buyer intent with your content. It may make all the difference.
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