How do I find keywords that make Money $$$ ?
If you asked me to name the error # 1 that I see most often in keyword search, I would not hesitate for a single second by saying: ” Do not spend enough time estimating whether each selected keyword has a low, medium or strong commercial intent “. In fact, most SEO experts agree that – when it comes to choosing keywords – the profit of a keyword is MUCH more important than its volume of research. For example, certain popular web sites receive more than 50 000 unique visitors per month in terms of natural traffic, but only reports a few hundred euros per month to their owner…
Why does the site tell them virtually nothing? Simply because when selecting keywords for this site, these owners focused on the volume of research… and completely ignored the profit of these keywords.
The good news is…
Fortunately— with a bit of research— you can easily find keywords that real buyers use in their search. When you manage to display your site in front of these people, they become easily potential customers. Without further delay, let me show you how to find high-conversion keywords for your company. Keyword research is the angular stone of your content and OnSite SEO Strategy.
Commercial Intent: four categories of keywords
When it comes to commercial intentions, all millions of existing catchwords can be divided into four categories:
Key Words of Immediate Purchase (or transactional)
These are keywords used by users a few minutes before making a purchase. People using instant words of purchase probably already have their credit cards in their hands.
Here are key words that tend to be part of the key words of immediate purchase:
- Case (implied “deal”)
Concrete examples of immediate keywords are “t-shirt discount”, “buy shoes online” and “free shipping”. As you can imagine, these key words convert extremely well. They may not attract high research volumes, but their very high conversion rates largely offset this weakness.
Product keywords are linked to research targeted at a specific product category, brand or service. People using product key words are generally well advanced in the purchase cycle but not as much as people using instant keywords. In other words, they convert well… but not as much as the keywords of immediate purchase.
The product key words tend to include words such as:
- Top 10
- Name of specific brand (“Porsche” or “Apple”)
- Specific product (“Macbook Pro” or “Iphone 6”)
- Product Category (“laptop” or “tactile shelves”)
- Low prices
Do not be disturbed by terms such as “low prices” and “affordable”. Believe it or not, the keywords containing the word “low price” convert very well.
For example, a person looking for a cheap laptop has already decided that he wants to buy a laptop… he now looks for a product that fits into his budget.
The vast majority of key words online are informative keywords. As you can imagine, people looking for information do not tend to convert very well.
That being said, you cannot ignore the informative keywords as they hold a very large place in terms of keywords located in your niche.
Informative keywords tend to include words such as:
- Better means of
- Manner of
- I need a need for
The best way to take advantage of the informative keywords is to find keywords that have high research volumes and low competition. Then convert as many visitors as possible into new subscribers of your Newsletter. In this way, your site will be the one that they keep in mind when they are ready to buy something.
The keywords of indecision
The key words of indecision are those used in research that is VERY unlikely at present… and even in the near future.
Here are some examples of words that tend to compose the keywords of indecision
A key word like “watching the Simpsons Online free” is a classic keyword of indecision. Good luck to convince this person to buy something (or even click on an advertisement). On the other hand, key words such as “Buying Simpsons TV Episodes” (immediate purchase keywords), “Simpsons DVD” (product keyword) or “how to watch episodes of the Simpsons” (informative keyword) will convert relatively well.
Obtain objective information on commercial intent
The four categories of keywords usually reflect the buyer’s intention. Usually. After all, there is nothing worse than to rank # 1 for a keyword… and only discover that you generated one cent or two income per visitor. Here are two quick techniques you can use to get objective information to know the real value of traffic related to a keyword.
Suggested bid for Adwords
Adwords suggested auction was previously known as “Average CPC” (CPC = Cost Per Click, click cost). They changed the term discreetly, but they kept the monetary values to the same… which leads me to believe that the suggested auction is simply the CPC average with a new name.
However, the suggested auction is one of the few ways you can see real data about commercial intentions. You know that if a Adwords advertiser pays $ 5 per click it is that traffic is high value. If you rank for this keyword in Google’s natural results, you will have no problem converting this traffic into subscriptions to your Newsletter, affiliated commissions and customers purchasing your products.
Note the difference between the keywords listed above.
The keyword “buy a domain name” is a transactional keyword (immediate purchase) that generates a suggested bid of € 13,25.
On the other hand, “free domain name” is a indécisionnel keyword. Since people seeking “free domain name” are very late in the purchase cycle, advertisers are only ready to pay € 4,77 per click for this traffic. As I said, the four categories of keywords are useful guidelines, but nothing surpasses the fact that the market is ready to pay by clicking. By experience, the suggested auction is the most reliable measure to gauge commercial intent on a key word.
Adwords’s «competition» tab is a good complement to the suggested auction. This tab simply indicates the number of advertisers who bet on this keyword especially on Adwords. As you can imagine, more people are relying on a key word, more that keyword will be profitable.
You can watch competition by looking at this column in Google’s keyword planning tool. There are only 3 levels of competition (Low, medium and high), so the measure is not very precise. However, this is another real data to be used to know the commercial intent of a key word.