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Bitesize: What are buyer intent keywords?

Categories: SEO

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 is head of the SEO team working on small business campaigns. This is a position she has held since 2012, after working for the company since 2007 when she switched to specialising in SEO. Prior to working for Vertical Leap, Kerry held a number of in-house and agency roles in digital marketing, including managing the website for a round the world yacht race.

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