I read an interesting article today, on how 73% of online marketers use keywords that attract only information seekers as opposed to buyers. And only 27% know the difference. Heres a question the article never addressed that I'll ask the experts here. Other than testing, how do you tell the difference between keywords that attract buyers vs keywords that attract information seekers?
Hi Niche Man. The article title and sub titles will do this as well as purchasing keywords such as "find" "Price" etc. For example an article entitled "How to find the best Solar Panel Prices" would be more likely to attract buyers as opposed to "What is a solar panel". This is not cast in stone as we are dealing with human beings but these are good rules of thumb. The sub titles should address different aspects of how to find solar panel prices, solar panel installers and suppliers. Hopefully, you have generated an effective call to action on your landing page that is only one click or less away from accessing. That's me for now.
There used to be a tool that determined commercial intent, provided by google, but it seems to have been disontinued. It claimed to have been tested and showed 98% accuracy. Still offline as I write, but search for adlabs, don't know if it is ever going to return, but was super useful when it worked. Would also be interested to know if anyone reading this knows why it vanished....
Model numbers is a good example of a buyer keyword. For example "Casio Privia px-130". This tells us that the person has researched electronic keyboards and has narrowed his or her interest down to this specific Casio keyboard - which they will now hopefully buy
I believe Microsoft used to offer a 'commercial intent' tool which calculates which keywords have a high level of commercial intent, that is are they 'buying' keywords. Not sure what happened to it recently though.