If you’ve been struggling to make money online, either as an affiliate marketer, or through selling your own products, I want to tell you how buying intent keywords can increase conversion rate. Buying intent keywords can increase online sales for businesses like yours, so you should definitely be focusing on them as part of your SEO strategy.
What are buying intent keywords?
Buying intent keywords are any terms that a person enters into a search engine that shows that they intend to buy whatever it is that they’re searching for.
Often, the best indicators of buying intent are related to price or delivery, so the following keyword phrases are good examples of a search performed by somebody who wants to buy the product:
“cheap garden furniture”
“golf clubs next day delivery”
“budget flights to Japan”
Why will a buying intent keyword increase conversion rate?
If you have a page related to a particular product, and that page is SEO optimised around a buying intent keyword, you’re going to be attracting more people who actually intend to buy, rather than those who are just browsing or looking for general information.
Consider these two search phrases:
“best compost bin”
The first search would likely be performed by somebody who wants to buy a compost bin, and is looking for the best.
The second search could possibly be performed by somebody looking to buy a compost bin, but it could also be performed by somebody wanting to build their own compost bin, or even somebody just trying to find out what a compost bin is. There’s nothing in that search to indicate buying intent.
If the majority of the people visiting your page or site have a buying intent, and you offer them a suitable product that meets their needs, they’re more likely to buy, thus increasing your conversion rate.
Make sure the product matches the intent
The final part of the puzzle to increase conversion rate is to make sure that the product that you’re offering actually matches the exact intent of the potential buyer.
The buying intent keyword has given you a glimpse into their mindset, you’re practically reading their mind, so make sure that you take advantage of that.
If they’re searching for a “cheap” product, make sure that you’re offering them a good deal, and not some high-end, high-price item.
If they’re searching for specific delivery criteria, such as next day, make sure that you can offer that.
Most importantly, if they’re searching for a particular brand or model of product, don’t trick them into visiting your site, only to find that you’re offering them something different. They may have already done their research and decided on the brand they want, so they might not appreciate being deceived.
The only time that “bait and switch” tactic might work is if you’re offering them an improved or updated version of what they’re looking for. In that case, you’re actually helping them out by telling about the newer or better version. However, you should make it clear why you’re offering the alternative, and still also offer them their original choice, if the newer version is significantly more expensive.
Sales conversions are about trust
If you want somebody to buy a product from you, or buy a product that you recommend via an affiliate link, they have to trust you.
They’re being honest with you by revealing their intent in their search phrase, so you have to treat that information with respect. If you can’t offer them what they’re looking for, let that keyword phrase go, and focus on a different one.
The whole point of using buying intent keywords as part of your SEO strategy is to ensure that the visitors you get to your site are the ones who are most likely to convert to sales, so don’t throw away that advantage by targeting the wrong people.
If you reach the right people and you deliver what they want in a trustworthy way then that’s sure to increase conversion rate.
Some SEO keyword research tools
If you’ve yet to find a good SEO keyword research tool, I’d like to recommend these options:
SEMrush – SEMrush is the more expensive of the tools listed here, but it offers a large, in-depth suite of additional features such as monitoring keyword ranking positions and more.
Find more information on the SEMrush website.
Jaaxy – Jaaxy is the cheaper alternative, and is a little bit simpler to use, but still offers good keyword research and ranking position tools.
Find more information on the Jaaxy Website.
Ubersuggest – Ubersuggest is a free keyword research tool that offers much of the same information that you can get from the paid tools. However, it does lack some functionality such as being able to save keywords to lists without having to export them to your PC.