Saturday, July 11, 2009

Research vs. Buying Intent Keywords

In my "What Makes a Good Keyword" blog I wrote about how important it is to do a through analysis of potential keywords before investing the effort optimizing your website or launching a pay-per-click campaign

If your website sells a product or service, keep in mind the most probably intent of the user between different keywords. Is the user just browsing the Internet on a subject or is it more likely they are ready to make a purchase?

For example, imagine you have a website that sells all types of shoes and are considering which of the following keywords to optimize your website for: "top shoes", "running shoes", "ASICS Gel-1130". In general, the more specific a keyword search is ("ASICS Gel-1130” in our example) the more likely it is that the user is ready to make a purchase and not just researching the subject ("shoes" in our example) anymore.

Beware: While identifying keywords with buying intent (or whatever your definition of a site conversion is) verify the number of searches on the keyword phrase (by using a tool like Google’s External Keyword Tool). Many keywords that are buying orientated are less searched upon but you’ll find that you will be able convert more of these visitors.

To learn more about our SEO Website Consulting services contact our website consulting team.

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