People only use buyer intent keywords when they are ready to purchase a product. That means they usually:
Here’s the problem:
Buyer keywords are valuable and therefore more competitive.
Finding the right buyer intent keywords for your campaign can be a challenge.
In this blog, I will teach you everything you need to know about buyer keywords and show you how to find them for your own SEO campaign.
Let’s get started.
What Will I Learn?
At this point, you are probably wondering what buyer keywords actually are.
Buyer keywords (also known as “buyer intent keywords”) are search terms people use when they are ready to buy.
They aren’t like ordinary keywords.
It makes sense, right…?
You won’t use the same keywords when you are researching vs when you are ready to buy something. At the buying stage, you…
It’s just a matter of making the purchase.
That’s what makes buyer keywords so valuable. You are reaching customers right at the moment they are ready to purchase.
Buyer intent keywords are like a predictable gold mine:
But that also means they are more competitive!
Before using buyer keywords, you must first understand the buyer’s journey.
Both are interlinked closely – without the right page ranking, you won’t get the sales you want. Pay attention to this next section carefully.
The easiest way to understand the buyer’s journey is through the AIDA framework-
It doesn’t matter what you sell or who you sell to…
The thing that people miss about keyword research is that different keywords apply to different stages of the buyer’s journey.
Getting your website pages to rank for the right keywords is the difference between high-conversion rates and none.
Buyer keywords apply to the bottom stage of the AIDA framework – Action.
Now that you understand the buyer process and what buyer intent keywords are, I want to explain the 4 different types of keyword intent.
Understanding this ensures you are never confused about how different types of keywords relate to each stage of the buyer’s journey.
Informational keywords are for people looking for information about something (product, service, particular topic,etc).
Informational keywords have very low buyer intent because the searcher is focused on learning – not purchasing.
The easiest way to identify informational keywords is by the first word in the keyword phrase. They usually start with something like:
Searches using these words are actively looking for information to learn something. Informational keywords are in the “awareness” stage of the buyer’s journey.
Navigational keywords are used by searchers looking for a specific website or a specific brand they already know.
They know exactly what they are looking for and use Google to get there quickly.
You can identify navigational keywords because they will usually include a-
Navigational searches often aim to find a specific page on a site. A good example of a navigational keyword is “nike running shoes” or “mens wilson tennis racket”.
Navigation keywords generally relate to the “consideration” stage of the buyer’s journey.
Commercial intent keywords often get confused with transactional intent keywords.
Don’t make this mistake.
Commercial intent keywords are used by searchers who have a desire to purchase a product or service but aren’t there yet.
They are looking for that last piece of information to push them over the edge or have an intent to purchase later in the future.
Commercial intent keywords are related to the “desire” stage of the buyer’s journey.
Transactional keywords are buyer keywords.
Think of transactional keywords like a buy it now button.
Transactional keywords have the highest buyer intent and the highest conversion rates. The customer is now ready to buy the product or service – the only question left to answer is from who.
That’s what makes ranking for these keywords so powerful.
Transactional keywords include action words like:
These action words show a clear intent to purchase now.
An good example of transactional keywords is “buy Nike zoom pegasus” or “where to buy airpod pros online“.
Transactional keywords relate to the last stage of the buyer’s journey – “action”.
Check out my complete keyword types tutorial to see how you can use different keywords to grow your search traffic strategically.
There are 3 methods for finding buyer keywords:
While you can find high-quality keywords just using Google search, it does take more time. Semrush has powerful keyword research features that make finding quality buyer keywords a breeze.
You can also use any of these keyword research tools and follow the same process.
All keyword research starts with brainstorming seed keywords.
Open up a new incognito browser in Google Chrome. Begin to type in buyer keywords that come to mind and are related to your product or service.
You’ll notice that Google auto-suggests popular keyword searches related to what you’re typing in. Don’t hesitate to take advantage of them!
Include buyer action words like:
This will help you get some great ideas about popular buyer keywords being used for your products or services.
Write down a list of high-value buyer keywords that you find. This is already a good start but there are a few more ways to get more ideas…
Search for one of the buyer keywords that you found.
Look at the “Google Search ads” at the top of the search results.
Current Google ads are an excellent way to get inspiration from the types of buyer keywords and action words that are converting well.
Most Google ads managers spend a lot of money testing to see what converts best.
Take advantage and get inspiration from their work!
Keep scrolling down the page until you find the “People Also Ask” section.
Here you will find common questions that relate to the keyword search.
While these aren’t likely to be buyer keywords specifically, they can give you ideas of the information that people want before purchasing.
This is a good place to get ideas for your landing pages.
Scroll right to the bottom of the page, and you’ll see “related searches”.
Related searches are keywords people use that are similar to your initial search keyword. This is where you can get good buyer keyword ideas.
Simply add any of the buyer action words, and you have solid buyer keywords people use. The truth is that this free method does work, but Google doesn’t provide the real data needed to make a good decision.
Use it if you are on a budget, but ideally, take advantage of the next two methods to get better buyer keyword ideas.
I might be biased…
It only takes a few minutes to set up and leverages your competitors to find high-value buyer keywords you can rank for.
My SEO team uses this exact spreadsheet and process to generate tons of valuable keywords for each client SEO campaign.
Let me show you how it works.
Click on the “Start Here” tab and enter the domains of your key SEO competitors
Now click on the “Click Here” links to automatically open the right report you need to gather your competitor data.
It should be the “Organic Research” > “Positions report”
On the right side, export all of that data from the report.
You need to repeat each step for every competitor you added to the spreadsheet.
Click on tab #2 – Data and copy and paste all of the data from the competitor reports you downloaded.
The quickest way to do that is:
Click on tab #3 – Keyword Analysis.
The sheet will already point out the easiest keywords to rank for. Work down the list of keywords and check the checkbox when you find keywords you like.
Now for the final step:
Click on tab #4 – Final Selections.
You now have a list of keywords ready to target. Look at the “intent tab” at the end to identify buyer keywords you can target for your campaign.
It doesn’t get much easier than that.
Check out the full Intelligent keyword research guide to see exactly how you can leverage it to build out a completely personalised keyword SEO strategy for your site.
Semrush has a powerful keyword research tool called Keyword Magic.
It provides in-depth keyword analysis and can quickly help you build a list of valuable buyer keywords. This is one of the best ways to find buyer keywords that convert.
Here’s how it works:
Start by signing up for this exclusive Semrush 14-day free trial.
Head over to “Keyword Magic” and type in a keyword related to your product or service.
You should see a ton of keyword ideas that Keyword Magic has helped you find.
Semrush provides a keyword intent tab that quickly helps you identify the intent of every keyword it has found.
Sort through the list of keyword ideas looking for keywords with Commercial (C) and Transactional (T) intent.
This will give you a ton of keywords worth targeting in your buyer keyword SEO campaign.
Looking for even more results?
On the left, you will see suggested groups and subgroups related to your initial keyword. You can sort through these groups by search volume or the total number of keywords in the group.
Here you will find buyer keywords related to your product or service.
For example, you can see a group keyword group called “buy”.
Clicking on this group means you will get a list of buyer keywords directly related to what you are selling. Cool, right?
Keyword Magic also gives you the metrics needed to evaluate each keyword idea-
Semrush makes it easy and straightforward to find powerful buyer keywords to supercharge your campaign.
Don’t forget to check out my full Semrush review to see everything it can help you do.
Buyer keywords are the most valuable type of keyword.
They have higher conversion rates and generate more sales because you reach customers right when they are ready to purchase.
Simply make sure you pay attention to the keyword difficulty because buyer keywords are more valuable, which makes them more competitive.
Need help finding and ranking for buyer keywords?
They will execute an SEO campaign to help you accomplish your business goals.