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Discover How to Find High-Converting Keywords for Business

Updated: January 15, 2024
11 min read

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Let’s cut to the chase: finding high-converting keywords is like striking gold in your business’s digital landscape.

It goes beyond basic SEO; it’s about understanding buyer behavior and tapping into their journey at just the right moment.

You’re about to get a crash course on commercial intent, which often trumps search volume when you want your site visitors to do more than browse.

We’ll dissect four types of keywords that can transform clicks into customers and why some words might as well be window shoppers.

We’ll also dive deep into how tools like Adwords reveal what people are willing to pay for certain terms—because where there’s money, there’s motive. Ready? Let’s make every word count.

2 men in a business meeting - high-converting keywords

The Importance of Commercial Intent in Keyword Research

Think about it: you’re at the supermarket, your cart loaded with goods, ready to check out. Would you rather have a cashier who knows exactly what they’re doing or one who’s still figuring out how to scan items?

That’s the difference between targeting any keyword and zeroing in on those with commercial intent.

Understanding the Buyer’s Journey and Keyword Selection

If SEO were a chess game, high-converting keywords would be your queen—powerful and pivotal. Just as a chess master anticipates moves ahead of time, savvy marketers match their keywords to where buyers are in their journey.

It’s not just about grabbing attention; it’s about getting that click when someone is primed to buy.

You’ve got different shoppers: window browsers, comparison hunters, and those clutching wallets ready for action.

The last group is golden because when they search online using specific terms signaling purchase readiness – think “buy,” “deal,” or “coupon” – conversions spike more than traffic jams during rush hour.

Deciphering the Four Categories of Commercial Intent Keywords

Lifting weights won’t help here but understanding these categories will pump up your conversion rates like nothing else:

Buy Now Keywords: Gateway to Immediate Conversions

“Add to Cart.” These three words are music to an e-commerce site owner’s ears because Buy Now Keywords signal users are mere minutes from making a purchase.

With phrases including ‘discount’, ‘deal’, or brand names followed by ‘purchase’, you can almost hear the cash register ringing.

Product Keywords: Navigating Brand and Service Searches

Digging deeper into specifics means diving into product keyword territory. We’re talking category killers here—terms tightly tied around brands or services like Apple Watch Series 6 deals or the best DSLR cameras under $1000 which often show up while customers tally pros and cons before picking sides (and products).

Informational Keywords: Catering to the Curious Consumer

A sea full of fish—that’s informational keywords for you—the most abundant yet tricky waters in search engine land.

Dominating online queries but slippery when converting clicks into cash since people using them might just be learning instead of looking to open their wallets right away.

Tire Kicker Keywords: Low Conversion Potential

Last come Tire Kicker Terms—’free’, ‘how-to’, ‘DIY’. Sure they get lots of eyes on pages but expecting immediate sales from them is like fishing without bait; hopeful at best.

Deciphering the Four Categories of Commercial Intent Keywords

Buy Now Keywords: Gateway to Immediate Conversions

If you’ve ever been hit by that ‘I need it now’ feeling, chances are you were caught in the web of Buy Now keywords.

These are the online equivalent of standing at a checkout line with your wallet out.

We’re talking about search terms laced with urgency—phrases like ‘buy’, ‘discount’, and ‘coupon’.

They’re what people type into Google when their fingers are itching to click that purchase button.

Sure, they might not be as flashy as other keyword types, but don’t let their simplicity fool you; these little guys pack a punch for conversions.

Imagine someone typing “buy waterproof Bluetooth speaker” or “best deal on running shoes”. See? They’ve got one foot in the virtual store already.

The beauty here is precision. Unlike window shoppers, folks using Buy Now keywords have done their homework and know exactly what they want—and they want it pronto.

For businesses tapping into this goldmine right before check-out time means getting ready to ring up sales faster than saying ‘cha-ching’.

Product Keywords: Navigating Brand and Service Searches

You know how some folks go shopping armed with brand names etched in stone? That’s where Product Keywords strut onto center stage.

It’s all about specific product categories or those coveted brand-name searches—think “Nike Air Max” or “iPhone 12 case”.

Users wielding these terms aren’t just browsing; they’re considering which knight-in-shining-armor product will win their hearts (and wallets).

Catering to consumers at this consideration phase can be quite a hoot if played right.

By aligning content with such focused searches, companies make sure that when potential buyers ask questions like “which espresso machine makes the best latte,” there’s an answer waiting—not just any answer but YOURS.

The key lies in showcasing products as heroes capable of solving life’s pressing dilemmas (like caffeine deficiency). Because who doesn’t love finding that perfect something after all?

Informational Keywords: Catering to the Curious Consumer

A massive chunk of internet queries falls under Informational Keywords—a smorgasbord for curious minds wanting answers ranging from “how-to tie a tie” to existential ponderings over coffee origins during breakfast scrolling sessions.

Herein lies opportunity mingled with challenge because, while informational seekers may not open wallets immediately, nailing down expertise can mean loyalty points are scored big time.

Treat them well by giving comprehensive info—they’ll remember who had their back when curiosity struck harder than lightning bolts. Whether it’s diving deep into the nitty-gritty details or offering a quick rundown, make sure your audience leaves feeling informed and valued.

After all, you’re not just sharing knowledge; you’re building trust and fostering lasting connections.

The Role of Adwords Top of Page Bid in Gauging Commercial Intent

Imagine you’re a treasure hunter. You’ve got your map, but instead of X marking the spot for gold, it’s high-converting keywords that promise business riches.

That’s where Google AdWords comes into play—specifically, the Top of Page Bid metric.

Now picture this: The Top of Page Bid is like a bustling auction room. It reveals what advertisers are willing to pay for prime real estate at the top of search results.

And why does this matter?

Because if they’re betting big bucks on certain keywords, these words likely have strong commercial intent—a signal that users searching with these terms are ready to pull out their wallets.

This metric doesn’t just give us a number; it gives insight into consumer behavior and market trends.

When average cost per click values soar higher than eagles, we know there’s serious competition because businesses see those clicks as gateways to sales.

Man working on a tablet

Understanding the Buyer’s Journey and Keyword Selection

Selecting keywords aligned with various stages in the buyer’s journey can significantly impact conversion rates—the ultimate goal for any savvy marketer or website owner looking to make money online.

If your keyword game is strong during each stage—from awareness right through consideration down to decision-making—you’ll find yourself smiling all the way to conversionsville more often than not.

Tire Kicker Keywords: Low Conversion Potential But Not Worthless

  • ‘Free,’ ‘DIY,’ or ‘How-to’ might not scream immediate sale—but hey, today’s tire kicker could be tomorrow’s buyer with proper nurturing.
  • When someone is inquiring about “cloud computing,” they are just beginning to investigate the concept. Guide them well, and soon enough,
  • Leveraging Adwords Competition to Assess Keyword Value

Think of Google Ads as a bustling auction house. You’ve got countless advertisers waving their virtual paddles for keywords that could unlock the door to sales galore. Not all keywords have the same value.

Now, let me paint you a picture without actually painting one. Imagine each keyword is like a piece of art on this digital wall – some have dozens clustered around them while others barely get a second glance.

This isn’t just about popularity; it’s an insight into what makes businesses tick and wallets open.

The metric we’re zeroing in on? Adwords Competition level tells us how many bidders there are for any given keyword within Google Ads.

It’s kind of like knowing who else shows up at your favorite fishing spot—you want enough fish for everyone but still hope to reel in the big catch yourself.

Key Stats: Adwords Competition indicates how many advertisers bid on a particular keyword in Adwords

You can use Google’s own tools, which give you direct access to these stats, shining light on whether you’re onto something hot or if it’s time to cast your net elsewhere.

Bear with me as I break this down further—no fluff, just straight talk. High competition means high interest from other advertisers because they believe those keywords will convert searchers into customers faster than kids chasing after an ice cream truck.

But hold up—it gets more interesting when we dig deeper into specific industries and niches where certain terms become gold mines despite modest search volumes; because sometimes fewer bids mean less noise and clearer paths toward conversion heaven (that place where visitors turn magically into buyers).

Crafting a Keyword Strategy with High Conversion Potential

Think of your keyword strategy as the compass for your online content; it points you in the direction where success lies.

But, just like a seasoned explorer doesn’t rely on guesswork, you can’t afford to gamble with keywords.

  • Tighten Your Focus: Target long-tail keywords related closely to your products or services—these gems often boast higher intent even if they don’t scream large volume numbers.
  • Analyze The Landscape: Dive deep using tools such as Ahrefs’ Keywords Explorer. They help sift through mountains of data so you can pick out lucrative opportunities hidden under common rock piles (also known as generic searches).
  • Spy On Competitors: Keep an eye on what your top competitors are doing. By understanding their strategies, you can figure out what’s working for them and how you might adapt it to fit your own business goals. Just remember not to copy; take inspiration and innovate to stay ahead of the game.

Prioritizing High-Intent Keywords Over High Volume

The allure of pursuing high search volumes in SEO keywords is undeniable; after all, who wouldn’t want more eyes on their content?

However, it’s essential to reconsider this strategy. Imagine a boutique specializing in custom suits; instead of targeting every mallgoer, it would be more effective to focus on those actively seeking tailor-made attire.

Similarly, the magic of high-intent keywords lies in their capacity to connect with users ready to take action.

In the realm of search engines, the emphasis shifts from sheer search traffic volume to the potency of high-converting, high-potential, and long-tail keywords.

Commercial intent takes precedence over mere numbers because these power-packed phrases carry a sense of urgency and specificity, signaling a readiness to convert.

Imagine the ability to pinpoint precisely what someone is prepared to buy or sign up for – that’s the value of high-intent keywords.

Effectively navigating the vast sea of data to extract these golden nuggets necessitates an understanding of how different types of searches reflect varying levels of buyer readiness.

Terms infused with “buy,” “deal,” or brand names often indicate someone at the checkout stage as opposed to someone casually browsing options.

Insights into search intent, especially from Google searches, highlight the importance of prioritizing quality over quantity.

As WordStream’s research illustrates, focusing on high-intent keywords is not just a smart strategy; it’s a profitable one.

Understanding the Buyer’s Journey and Keyword Selection

Selecting effective keywords means stepping into your customer’s shoes—or better yet—tracking their digital footprints across their buying journey stages.

You’ll want keys (keywords) that unlock doors at each stage: awareness leads down corridors toward consideration before arriving at decision-making rooms decked out in ‘Buy Now’ signs.

An adept marketer recognizes patterns like ‘how-to’ indicating early-stage information gathering while ‘best price’ hints they’re nearing purchase territory.

Moz’s guide on keyword research serves as proof positive; aligning keyword selection with user intention creates pathways primed not just for traffic but transactions too.

Leveraging Adwords Competition to Assess Keyword Value

Dive into AdWords competition metrics if you’re hunting clues about which words are worth their weight in gold (or clicks).

This arena reveals how hotly contested certain terms are among advertisers—and by extension—their conversion potency.

When numerous advertisers bid fiercely over specific keywords within Google Ads, it signals that these phrases could be lucrative.

So, if you notice a keyword with high competition levels, consider focusing your efforts there; it might just pay off big time.

Real-World Applications of Commercial Intent Data

Picture this: you’ve got a killer product, your website’s design is sleek, and your checkout process is smoother than butter.

But if the folks visiting your site are just window-shopping, those snazzy features won’t mean much for your bottom line.

That’s where commercial intent data swoops in to save the day.

The Importance of Commercial Intent in Keyword Research

Smart businesses know that it’s not about getting any traffic; it’s about getting the right kind. They’re like fishermen who don’t just cast nets anywhere—they look for ripples that suggest a school of fish below.

In digital marketing terms, they target keywords with commercial intent because these ripples indicate buyers are ready to bite.

If we break down stats without all the jargon, more bucks come from targeting customers who have their wallets out rather than those on an internet stroll.

By zeroing in on words people type when they’re itching to buy, companies make sure their content aligns perfectly with what potential customers want at every stage of their journey—from “just looking” to “take my money.”

Prioritizing High-converting Keywords

We’ve witnessed instances where shifting attention from high-volume keywords to those saturated with purchase intent has transformed lukewarm leads into high-converting sales.

Certainly, pursuing popular search terms can attract a large audience, but consider this: would you prefer to engage with a packed stadium where no one is truly attentive or perform for an intimate crowd hanging on to your every word?

When businesses prioritize quality over quantity by honing in on high-intent phrases, they often experience superior ROI despite lower overall traffic numbers—it’s akin to precision fishing with dynamite.

In this strategy, the emphasis is on high-converting keywords, long-tail keywords that resonate with the target audience, ultimately resulting in a more impactful connection and increased conversion rates.

Leveraging Adwords Competition Metrics

Digging deeper into Google Ads reveals layers beneath its surface—a treasure trove called Adwords Competition metrics.

These aren’t just arbitrary numbers; they show how many advertisers are duking it out over specific keywords.

Understanding this demand tells savvy marketers which phrases could lead shoppers straight through checkout lines.

Sure, let’s clean up that last paragraph to make it more polished and human-like. Could you please provide me with the specific content from the last paragraph that needs reworking? Without it, I can’t offer a revised version.

Advanced Techniques for Uncovering Commercial Intent

Finding the gold in a sea of keywords means digging deep into commercial intent. Think about it like fishing, where you’re not just casting nets; you’ve got sonar to spot the biggest catch.

This isn’t about guessing what might reel in sales; it’s strategic and data-driven.

The Importance of Adwords Top of Page Bid

We can’t talk advanced without mentioning AdWords at the top of the page bid. It’s your crystal ball, showing how much advertisers are willing to pay for prime real estate on a search page.

If they’re shelling out more dough, that keyword likely has serious buyer mojo behind it because no one likes burning cash without seeing returns.

Sure enough, those top spots don’t come cheap—marketers aren’t throwing money at them just for funsies—they know these words mean business (literally).

When users type these high-bid keywords into Google’s magic box, they’ve usually got their wallets halfway out already.

Leveraging Competition Metrics as Indicators

You want clues on whether a keyword is worth your time? Look no further than AdWords competition metrics—a battleground where only the fittest survive and thrive. A high competition score doesn’t just hint at profitability; it screams that there’s something here that marketers are fighting tooth and nail over.

This metric lifts the veil on advertiser interest like nothing else does—it tells you if there’s a crowd or if crickets are chirping when bidding starts rolling in for specific terms.

And let me tell ya’, where there’s smoke (or aggressive bidding), there’s fire—in this case, potential customers with intent to purchase lighting up matches all around your content bonfire.

Prioritizing High-Intent Keywords Over Volume Chasing

Bigger isn’t always better unless we’re talking steaks or bank accounts—and certainly not when chasing after every Tom, Dick & Harry searching online regardless of their readiness to buy what you’re selling.

Targeting high-intent keywords means getting down with folks who have done their homework and have an itch only your product can scratch right now—not “just browsing” window-shoppers leading you on wild goose chases across internet land.

Man connecting device to his phone


Remember, it’s not just about the clicks—it’s all about the conversions that matter. It’s why commercial intent is king when figuring out how to find high-converting keywords for your business.

Keep in mind, those ‘Buy Now’ phrases are golden tickets—grab them. Remember, too that product and brand names attract folks who are ready to consider what you offer.

Don’t forget, a hefty AdWords bid suggests someone else thinks there’s money in that term. Take note: where advertisers compete, there is potential profit.

To wrap up, nail down those high-intent keywords over chasing sheer volume; they’re your true north in guiding traffic towards transactions.

In all this strategy talk, always keep an eye out for new ways to uncover what makes your audience tick—and click!

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David Nilsson is the founder of The SEO Back Office and former SEO agency Converted Click. Passionate about people, search engines, faith, technology and boxing.

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