Our last topic regarding keyword evaluation is keyword commercial intent. Commercial intent means asking if the user searching for the keyword is in a buying mood. Obviously, for most purposes, what we want is for online users to not only visit our website but to also buy the products that we are offering or avail of the services that we are offering.
Here are some of the keywords that we must not use as keywords because these keywords have very low commercial intent:
If users key in these keywords in Google, obviously, they are not in the mood to buy something. On the other hand, here are keywords that we can use:
Keywords containing these terms have high commercial intent because users keying these terms in Google are most likely to be in the mood to buy something. Of course it is not going to be this obvious though, that’s why we have to be familiar with the buying cycle.
The Interest Phase
The first phase in buying cycle is the “Interest” phase. In this phase, I as a buyer am not quite sure yet if I’m going to buy or not. I’m still in the process of looking for general information about the thing that I’m interested in. An example of this is when I became interested in learning about digital photography. During this time, I did a broad search in Google. I was searching for the keyword “digital photography”.
During the process of searching for articles related to digital photography, I became interested in buying a digital camera but haven’t decided on what brand to buy yet.
The Research Phase
The next phase is the “Research” phase. During this phase, I am starting to decide that I want to buy a digital camera but I want to have the best brand for me. I’ll start to search for more specific keywords and start searching for reviews and brand comparisons.
The Buying Phase
The next phase after doing some research is the “Buying” phase. During this phase, I was already able to decide on what brand to buy and all I wanted to know was where I can get the best price to buy the product. The keywords that I keyed into Google were “cheap Canon 1000d cameras”, “buy canon cameras 1000d”, and “canon 1000D price”. After finding the cheapest price, that was when I purchased the product.
That’s basically the buying cycle. Of course, for some people this can take very long as they are very deliberate and will spend days reading reviews and comparing different products. On the other hand, other people go through this cycle in a span of minutes or hours and do impulse buying decisions. Either way, we all go through this process when deciding to buy something.
Looking at the buying cycle, I can say that the broader the keyword is, the higher the traffic and the higher competition I will get. However, this will lead to a low conversion or low sales. On the other hand, having a very specific keyword will lead to lower traffic and lower competition but have a higher chance of selling a product.
Having a broad keyword does not mean that you made a bad keyword choice though. If the set of keywords that you have are fully optimized to your web pages, can compete against your competitors, and have a high conversion rate, then, I think you’re on the right track.
In my next article, we are going to discuss the tools that we can use in getting the commercial value of the keywords that we are going to use.