Bitesize: What are buyer intent keywords?

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Buyer intent keywords are search queries and phrases used by people actively looking to make a purchase. Unlike informational queries, they show clear intention from the user to complete a specific action, once they find the right offer.

Why are they important?

Buyer intent keywords are important because they show that prospects are more likely to convert and require less convincing to do so. They’ve already got the urge to complete the purchase and all you need to do is provide that final compelling message.

It could be that special offer that makes your brand stand out or reassurances that ease any lingering purchase anxiety standing in the way of the conversion.

Buyer intent keywords are the reason paid advertising campaigns on Google Search are so effective. They allow you to target users who are one step away from making the purchase and get your message seen by them. The same thing applies to local “near me” searches where users demonstrate a strong intent to buy from a business within their surrounding area.

For targeting the most relevant audiences and maximising ROI from your search marketing campaigns, buyer intent keywords are the most valuable search terms.

Should we focus all our efforts on buyer intent keywords?

No. Although they are the most valuable search terms, the vast minority of your total potential customer base is ready to buy now. The majority (both now and in the future) need help with making purchase decisions and informational keywords are essential for capturing these leads early and nurturing them along the consumer journey.

Fail to do this and these potential customers will end up buying elsewhere.

It helps to think of buyer intent keywords as high-value, quick return opportunities and lower-intent keywords as long-term opportunities to grow your customer base while fending off competitors.

The two types of keywords generate very different leads but both are equally important if you want to drive sustained growth from your search marketing strategy.

Further reading:

Kerry Dye profile picture
Kerry Dye

Kerry has been working in digital marketing almost since the beginning of the World Wide Web, designing her first website in 1995 and moving fully into the industry in 1996 to work for one of the very first web design companies. After a successful four years, Kerry moved to an in-house position for a sailing company, running the digital presence of their yacht races including SEO, PPC and email marketing as the primary channels. A stint then followed at another in-house role as online marketing manager. Kerry moved to Vertical Leap in 2007, making her one of the company’s longest-serving employees. As a T-shaped marketer – able to advise on digital strategy outside her main specialism – she rose through the ranks and in 2012 became the head of the Small and Medium Business (SMB) SEO team. In 2022 she became Vertical Leap's Automation and Process Manager. Kerry lives in the historic town of Bishops Waltham with her husband and daughter. When she’s not at work she enjoys cooking proper food, curling up with a good book and being a leader for Brownie and Rainbow Guides.

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