What is the commercial intent of a keyword?
In a previous article we referred to keywords’ “commercial intent”. We made a point to the effect that no matter how much traffic your blog receives, it may still generate no revenue from advertising banners because web surfers visit your blog only for informative purposes – and it is difficult to convince one who searches purely for information to become a paying customer.
According to backlinko.com, keywords are categorized into four classes:
Buy Now keywords: words like ‘buy’, ‘discount’, ‘shipping’, ‘offer’ are included in the search query by people who access the web with the sole purpose of making a purchase.
Product keywords: words such as ‘review’, ‘comparison’, ‘cheap’, ‘best’ as well as specific brand names or product names are included in search queries by people who, whilst not having the same desire to buy immediately like the ones in the previous category, are always prone to proceed to a purchase if they are satisfied.
Informational keywords: the most common queries begin with phrases like ‘how to’, ‘best way to’, ‘learn (everything) about’ and so on. Informational keywords are the most common and, as said before, represent those visitors who do not consider making a purchase. Nevertheless, they should not be ignored, as the sheer traffic that these keywords bring about may include some who, although hesitant in the beginning, are persuaded to click an ad or buy.
Tire Kicker keywords: well, in this case, you should not expect much. ‘Free’, ‘torrent’, ‘download’ are words that make part of search queries by people who have almost no intent to give a single cent in order to get what they want. It is almost impossible to increase revenue that way.
Of course, other ways of classifying keywords exist. For example Yahoo! categorizes search queries as informational, navigation and transactional (in the last comes the distinction between ‘buy now’ and ‘product’ commercial intent keywords). But no matter which method of sorting the different types of keywords you find most helpful, you now know what you should so as to increase revenue.