Buyer intent keywords
Buyer intent keywords are search terms or phrases that people use when they are actively looking to make a purchase or take a specific action. These keywords reveal a clear intention to buy, sign up, or engage with a service. There are different types of buyer intent, ranging from informational searches (when someone is researching) to transactional searches (when someone is ready to buy).
For example:
Here’s how buyer intent keywords could be applied to a building company and a solicitor:
- Building Company
Informational intent keywords:
“how much does it cost to build an extension” – People at the research stage, looking for general pricing information.
“best materials for building a house” – Individuals gathering information about construction options.
Transactional intent keywords:
“hire a builder for house extension” – Someone looking to engage a builder for a specific project.
“local building companies near me” – This indicates a user is ready to contact or hire a building company.
“get a quote for new home construction” – Strong transactional intent, indicating they are ready to request pricing for a project. - Solicitor
Informational intent keywords:
“what does a solicitor do in property conveyancing” – A person researching legal processes before deciding whether they need a solicitor.
“do I need a solicitor for a will” – This user is exploring legal options and services.
Transactional intent keywords:
“hire a solicitor for buying a house” – Indicates someone is actively looking for a solicitor for property conveyancing.
“divorce solicitors near me” – Someone ready to find and contact a solicitor for divorce proceedings.
“get a free consultation with a solicitor” – Strong transactional intent, suggesting they are ready to make contact with a specific solicitor
Why It Works
By targeting these keywords on their websites:
- The building company can create landing pages or blog posts that provide answers to common questions, guiding potential clients through the decision-making process and encouraging them to request a quote or consultation.
- The solicitor can optimise their content to match both those in the research phase and those ready to engage legal services, increasing the chance of converting these visitors into clients.
Why Should You Use Buyer Intent Keywords on Your Website?
Attract High-Quality Traffic: When you target buyer intent keywords, you’re more likely to attract visitors who are already further along in the buying process. These users are more likely to convert, whether it’s making a purchase, signing up for a newsletter, or requesting a quote.
Improve Conversion Rates: Since people using these keywords are closer to making a decision, optimising your website with buyer intent keywords can lead to higher conversion rates. The content you provide will meet their needs at the right time, making it easier for them to take action.
Better ROI on SEO Efforts: Focusing on buyer intent keywords helps maximise the return on your SEO efforts because you’re targeting users who are more likely to engage, reducing wasted traffic and increasing the likelihood of profitable conversions.
Outperform Competitors: Many businesses focus on generic, high-traffic keywords, but buyer intent keywords are often less competitive and more specific. By targeting them, you can outperform competitors by capturing a more valuable audience.
Align Content with Customer Journey: Buyer intent keywords allow you to create content that aligns with where your potential customers are in the purchasing process. Whether they’re in the research stage or ready to buy, you can ensure your content addresses their exact needs.
Using buyer intent keywords is a smart strategy for improving both the quality of traffic and the overall performance of your website.