Keyword research is the center of internet marketing, but more than 90% of internet marketers miss part of the process.
In fact, I have read so many tutorials and lessons that focus almost exclusively on competition and traffic, without considering the words that make up the keyword.
This is a pity, because there is a lot of information in the words themselves, and that information can influence how effective that keyword is.
If you want to be successful with keywords, one of the most powerful tricks is to use buyer keywords.
These are very effective for getting traffic – and for getting the kind of traffic that will lead to conversions.
To explain exactly what I mean, I need to take a step back and look a little bit at what are buyer keywords, and how they increase the value of a keyword overall.
What Makes a Great Keyword?
There are two things that define the value of a keyword.
The first is the metrics.
In general, this refers to the traffic going to a given keyword and the level of competition. Exactly how these metrics are measured will depend on the keyword tool you are using. For example, Jaaxy gives its information like this:
In this case, QSR is an indication of competition, while SEO Power and KQI are both measures of the overall value of the keyword based on traffic and competition.
As you can see, that particular keyword has low competition but also has low traffic.
The metrics of a keyword tends to be what everyone focuses on, but it isn’t the only important thing.
In fact, metrics might not even be the most important thing.
A keyword is a phrase that people search for when they are looking for something specific. If people go to your site from a given keyword, then they are after the answer to whatever question or problem was in the keyword.
The thing is, you shouldn’t be interested in getting as many people as possible to your site.
Instead, you should be interested in getting the right people to your site.
This is a bit more tricky.
So, let’s have a look at it for a minute.
You might have a keyword like this:
In terms of metrics, it’s decent – although that depends on what you are looking for. This keyword might be considered a low-hanging fruit because the competition is low, but the traffic is low too.
What about this term?
The first thing you might notice is that its traffic is much higher.
Its competition is much higher too – and it would be far too difficult to rank for (with Jaaxy, you really don’t want to go above 300 for a QSR). But, even if its competition was lower, which keyword is better?
The answer isn’t actually in the metrics at all.
Well… not entirely.
If people came to your site based on a keyword of ‘Cute Kitten’, what are they going to do?
Well, they probably aren’t going to buy anything. I mean if you were looking for products for kittens, you probably wouldn’t include ‘cute’ in the search phrase. In fact, someone searching for this term is probably looking for pictures of cute cats.
Now you could use that approach to get people to your site, and then try to sell to them anyway, but it’s a losing battle. Doing it that way, you are attracting a large audience, then trying to filter that audience until you get people who are actually going to buy something.
The keyword ‘How to Decrease Fatigue’ is a bit different.
People searching that phrase have a problem and they are looking for a solution.
If you can provide them with a solution, then there is a good chance that they will purchase it. Certainly, it is much easier to sell to these people than to the ones looking for cute kittens.
For example, the ‘How to Decrease Fatigue’ keyword could lead to an article on how vitamin D deficiency can often cause significant fatigue – which is very common in our largely indoor society.
That topic naturally leads into a discussion on vitamin D supplements and the role they play in decreasing fatigue and other problems.
All of this means that if you can find and target buyer keywords, you can get targeted traffic of people who are actually interested in buying what you are promoting.
This can be critical for getting conversions and for growing your site overall.
Finding Buyer Keywords
So, the answer to ‘what are buyer keywords?’ is that they are a specific type of keyword that people use when they have some intent to purchase.
The first step to finding buyer keywords is to understand your niche.
Some words will indicate buying intent across many different niches, but others will be niche specific. If you are looking for buyer-specific keywords, then you have to have a grasp on what readers in your niche are looking for and how they search.
Another thing to look at is what words and phrases signify an attempt to solve a problem.
For example, a lot of ‘how to…’ keywords are people specifically looking for a way to solve their problem. That solution might be a product or a service, or it might simply be a set of instructions or a post.
Your aim is to find keywords where you can actually solve or help to solve the problem people are searching for.
Another thing to consider is how urgent the problem is.
If the problem was ‘improving performance at golf’ or something like that, then most people searching for the term probably won’t follow through on solving the problem.
After all, there isn’t that much urgency to the term, and it’s something that people would search just to fill some time.
Other problems are more urgent, which means people will tend to make decisions quicker.
What about: ‘how to lose weight fast’?
That tends to be a keyword that people move on relatively quickly.
Another good word that applies to a lot of different niches is ‘review’. Many people will look for reviews of products they are considering purchasing, trying to figure out whether that product will offer them what they are looking for.
Many people will look for reviews of products they are considering purchasing, trying to figure out whether that product will offer them what they are looking for.
This is one of the reasons that so many people develop niche sites that are primarily review based. Another reason is that a positive review already acts as a sales pitch, and it is very easy to turn a negative review into a sales pitch for another product.
When it comes to looking for buyer keywords, a good approach is to think about what you would look for if you were trying to buy a product in a specific area, or trying to solve a problem.
Take the weight loss niche for example. There is a huge list of potential keywords that could be buyer orientated, such as:
- Best weight loss supplement
- How to lose ten pounds fast
- Zumba review
- Does the Paleo Diet work?
- Where to buy good exercise equipment
- Best running shoes
If you run out of inspiration, you can always try browsing other sites within your area and look for keywords that could indicate intent to purchase or, at least, interest in purchasing.
Keywords to Avoid
As you can probably see by now, buyer keywords have specific words in them that indicate intent to purchase.
However, there are also some words that you want to avoid when you are developing your keywords.
The tricky thing is that some of these words sound like they should be a part of a buyer keyword, even though they aren’t.
To tell the difference, you really need to remember what are buyer keywords and what they mean. Specifically, they signify intent to purchase.
An example of a term to avoid is ‘free’.
Now, you might want to include this if you are actually providing something for free, like an eBook or something similar. However, even then it is a risky term.
The problem with free is that you are getting people specifically searching for things that are free. People tend to do this when they aren’t prepared to buy anything, or don’t have the means to buy anything.
This means you end up with an audience that is challenging to sell to – which really undermines the purpose of using buyer keywords to start off with.
Another thing to be careful with is any keyword that is intentionally misleading.
A very common example is people writing positive reviews who include the word ‘scam’ in the keyword.
The idea is to find people who think a certain product is a scam, and then to convince them it isn’t.
Often people in this position will title their pages in such a way that it looks like they are calling the product a scam.
When people get to the page, they find out that it is basically the opposite and this isn’t a particularly good way of gaining the trust of your potential buyers.
Long-term effectiveness in online business really comes down to getting the right people to your page and then making repeat customers out of them.
You can’t do this if you are misleading people right from the start. Even if they do purchase something from you, odds are that they won’t do it a second time.
Despite all of the changes with Google, keywords remain a critical component of getting web pages ranked, getting traffic and making money. This makes researching keywords such an important skill.
In many ways, keyword research is as much of an art as a science. It takes significant time and energy to find keywords and often you find yourself with multiple options and no clear idea about which approach is best. Over time, this gets easier, especially as you learn which keywords work best with your site and with your audience.
If you’re interested in keyword research or in internet marketing itself, a great place to go is Wealthy Affiliate.
This is a training site that is specifically targeted at beginners. But, at the same time, much of the training is also relevant to people more experienced in making money online.
Regardless of your skill level, the community at Wealthy Affiliate is an amazing way to get support and guidance as you work on making money through a website.