Chapter 4: How to Determine a Keyword’s Commercial Intent
If you asked me to name the #1 keyword research mistake I see most often, I wouldn’t hesitate before answering: “Not spending enough time on commercial intent”.
In fact, most SEO experts agree that – when it comes to choosing keywords — commercial intent is actually MORE important than search volume.
Here’s a quick story that illustrates this point really well…
One of the first web properties I ever built received over 60,000 unique visitors per month from organic search alone.
Guess how much that site brought in every month.
How about $400?
Yes, that’s four hundred dollars.
Why didn’t the site make any money? Well, when I chose keywords for that site, I focused on search volume…and completely ignored commercial intent.
Which meant that my almost 100% of my traffic came from purely informational keywords. As you’ll learn in this chapter, stemming from informational searches are typically hard to convert into paying customers.
But there’s good news…
Fortunately — with a little bit of research — you can easily find keywords that actual buyers use to search.
And when you get your site in front of those people, turning them into leads and sales is a breeze.
Without further ado, let me show you how to find high-converting keywords for your business.
Commercial Intent: The Four Keyword Classes
When it comes to commercial intent, all of the millions of keywords out there can be placed into one of four categories:
Buy Now Keywords
These are keywords that people use minutes before making a purchase. People searching with Buy Now Keywords may literally have their credit card in their hand.
Here are words that tend to be part of Buy Now Keywords:
Real life examples of Buy Now Keywords are “Bluehost discount”, “Buy candles online” and “Custom t-shirts free shipping”.
As you might expect, these keywords convert like crazy. They may not get great search volume, but their sky-high conversion rate makes up for it.
Product Keywords are searches that focus on a specific product category, brand name, or service. People searching for Product Keywords tend to be a bit earlier in the buying cycle than people using Buy Now Keywords.
In other words, they convert well…but not quite as well as Buy Now Keywords.
Product Keywords tend to include:
- Top 10
- Specific brand name (“Nike” or “Toshiba”)
- Specific product (“Macbook Pro” or “Samsung Galaxy”)
- Product category (“Wordpress hosting” or “tennis shoes”)
Don’t be thrown off by terms like “cheap” and “affordable”. Believe it or not, keywords with the words “cheap” in them convert really well.
For example, someone searching for “cheap laptops” has already decided that they want a laptop…they’re just looking for a product in their price range.
The vast majority of keywords online are Informational Keywords. As you might imagine, people looking for information don’t tend to convert especially well.
That being said, you can’t ignore Informational Keywords because they make up such a huge chunk of the keywords in your niche.
Information Keywords tend to include words like:
- How to
- Best way to
- Ways to
- I need to
The best way to leverage Informational Keywords is to find keywords that have high search volume and low competition.
Then, get as much of that traffic as you can on an email list. That way, you’ll be the site on their mind as they’re ready to buy something.
Tire Kicker Keywords
Tire Kicker Keywords are searches that are VERY unlikely to convert now…or in the near future.
Here are a few examples words that tend to make up Tire Kicker Keywords:
- …for free
A keyword like “watch The Simpsons online free” is a classic Tire Kicker Keyword. Good luck getting that person to buy anything (or even click on an ad).
On the other hand, keywords like “Buy Simpsons TV episodes” (Buy Now Keyword), “Simpsons DVDs” (Product Keyword) or “How to watch Simpsons Episodes” (Informational Keyword) will convert relatively well.
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