So often, when we meet with new and prospective clients who claim that they’ve been doing SEO on their sites for X number of years, we find that they’ve been targeting the wrong types of keyword terms. A successful web strategy requires a highly-specific, carefully selected list of keyword terms that are used throughout a site’s content in the right ratio. Use the right keyword terms properly and your online strategy will produce great rankings with traffic that converts. Use the wrong terms and all of the keyword optimised content you spread across the web will be little more than a waste of time.

Where people get hung up is that their web strategy targets a list of keyword terms that’s too broad and lacking in buyer’s intent. What are keyword terms with buyer’s intent and why do they matter? Let’s put it this way: if the whole point of you having a presence on the web is so that you can sell stuff, but you’re targeting keyword terms that don’t have buyer’s intent, you’ll always be working against the current.

The Keyword Terms People Use When They’re Ready to Buy

There are different types of terms people use when they perform a search on the web. If we were to categorise them, they would be the terms people use when they’re looking for information on a specific topic, the terms people use when they already know which website they want but just don’t know the URL, or the one’s people use when they search for things they want to buy online. The latter of the three are the terms you want to target if ramping up sales is your goal.

So, generally speaking, how do you know which terms have buyer’s intent? In most instances, the keyword terms people use when they search online for products and services they’re ready to buy are those that are specific and detailed. Too often, people target the wrong keyword terms because their strategy for choosing their keyword list relies solely on the amount of traffic the terms receive. The problem with this is that while the search term ‘pet supplies’ might have a large global traffic yield, people can and will use this search term when looking for all types of pet-related items, but not necessarily the luxury dog crates your company provides. Instead, you may find that a more specific term, like ‘solid wood luxury dog crates,’ has less global traffic but delivers exactly the type of web searcher you want and need: those people who are looking for and ready to buy solid wood, luxury dog crates, like those you manufacture.

One strategy for coming up with these buyer’s intent keyword terms is to take a long, hard look at what it is that your company sells and to ask current customers what types of terms they would use or did use to find your products and/or services online. This, however, is about as efficient as using an ox to plough a field. Keyword tools provide perhaps the best overall look at all of the terms that not only have traffic, reasonable competition and, most importantly, people ready to buy, but without knowing how to properly use these tools and analyse the data, you may not be any further ahead.

This is precisely why hiring professionals to perform deep keyword research for your site may be one of the best business investments you make. When you know exactly which terms your prospective customers are using when they search online, you will be better equipped to set and achieve those online goals for leads and conversions.

To learn more about finding and adding the keyword terms with high buyer’s intent to your web strategy, Get in touch with The SEO Company on 1300 885 557 or email us here .

Web Strategy

Paul Gregg

Paul heads up [g]commerce and The SEO Company, and is responsible for the overall management. Paul's experience extends from various roles in sales management for large domestic and international publishing firms, as well as global digital marketing companies.

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