Keywords and Buyer Intent
Today I want to talk to you about keywords and buyer intent. A lot of affiliates don't understand that picking keywords with the highest volume doesn't equal sales. What you're looking for is targeted traffic.
One of the most important aspects of keyword research is understanding "buyer intent."
Buyer intent is about being able to decipher if someone is ready to buy the product, or if they're just looking for free information based on the keyword they typed in.
Buyer intent is really important to master because it's much easier to sell something to someone who already has an interest in buying.
For instance, the keyword "Free Weight Loss Ebook" has absolutely no buyer intent. Why? Because the word "Free" is in it. That would seem obvious. But you'd be surprised. This is the type of keyword you'd use in an article where you want someone to sign up to your newsletter.
Now, let's take a look at another keyword, "Weight Loss Ebook". This has a better buyer intent. It doesn't expressly say that they want something for free.
However, there's no clear demonstration to make a purchase either.
However, this keyword, "Buy Weight Loss Book" has very strong buyer intent. Why? Because it's clear from the word "buy" that the visitor wants to buy a weight loss book. But some buyer intent keywords aren't that clear.
So in the next section, I'll give you the 4 types of keywords with their meanings.
Recognizing Buyer Intent
To understand buyer intent, you need to get inside the head of your customer's head and think about WHY they typed in the keyword.
For instance, someone typing in "Weight Loss Advice" is going to have a different reason for typing it in than someone who typed in "Buy Weight Loss DVD". If you master the skill of understanding buyer intent, you'll be miles ahead of your competition.
Search volume is not the only deciding factor in using a keyword.
Just as search volume is not the only criteria for picking a keyword, using a keyword simply because you know the buyer is ready to buy shouldn't be the only deciding factor either. There are other keywords you want to go after in order to supply information to your visitors.
Which brings me to the 4 different types of keywords, and what they mean in terms of the customer's purchase life cycle.
Four Types of Keywords
1. Author/Product Specific Keywords - i.e. "Product Name Review" or "Author Name Review", "Buy Product Name", "Purchase Product Name" or "Product Name Sale"
"Big Horn Reining Saddle 200 Review", "Wealthy Affiliate Review" or "Adam Katz Review" "Buy Dakota Reining Saddle 1240"
2. Product Type Keywords
"Buy Weight Loss Guide"
3. Crisis Keywords
"Cure itchy skin" or "Stop dog agression" or "Fix Leaky Sink".
Words like: Stop, Prevent, Avoid, Cure, Rid or Get Rid of, are all crises keywords because people are in a hurry to solve that particular problem.
4. How to/Learn/Lessons Keywords - These are educational keywords
"Learn How to Sing" "How to Pick a Saddle" "Piano Lessons"
Which keyword type should you use?
That depends on what your intent is. So for me, when I write an article to educate someone on how to pick a saddle, I use #4 type keyword because I'm looking to educate.
But when I write my reviews, I'll use keyword type #1, "Circle Y Gaited Flex2 Ladies Saddle Review" (Product Name + Review) You know the person is looking to buy it, because they've heard of the name and specific saddle, and so they're looking for reviews on it.
Although I'll use #1 first, I'll also use #2, Product Type Keywords like "Buy Used Western Horse Saddles".
In this instance, the buyer is not quite ready to buy a used saddle. Rather, he wants to see various name brands and types of used Western saddles. So in my post, I make sure I show him an array of used Western saddles for him to check out.
See the subtle difference?
Anyway, I hope this makes sense. If this was helpful, please leave your comments below.