When looking for a product or service, most potential buyers start with a search engine. They enter specific keywords, hoping to locate what they’re looking for.
Buyers use certain language when wanting to acquire anything. Their keywords vary based on where they are in the purchase process.
So, depending on your target clients, using purpose keywords in your content will help you rank higher in search results.
What are Commercial Keywords?
Commercial keywords are those associated with search inquiries that show a desire to purchase. Sounds simple, right?
However, in B2B SEO, they are more than just transactional keywords like “buy now”.
Consider how you acquire a product or service in your organization; sometimes you want to buy something (a project management tool, for example), so you look for a certain brand. However, you may seek a certain feature or module. Before committing fully, please check price levels or witness a demo.
All of these circumstances indicate a willingness to buy. Because of where consumers are in their journey when utilizing commercial keywords, organic traffic from these terms has a far better probability of converting to a pipeline.
Types of Commercial Keywords
There are several sorts of commercial keywords. Here is a brief description of each kind, along with samples:
a. Investigative Intent Keyword
These are keywords that customers employ to research and analyze information about items and services in general. It might be a broad problem for which they are willing to consider various remedies. These keywords indicate buyer intent, but they also often indicate that the customer is pretty well along in the purchase cycle.
Because the user is in the process of seeking additional information and conducting research, you may include low-competition keywords in your content to have a significant brand effect.
Some terms commonly connected with commercial purposes are:
- Ways to
- Tips on
- Solutions to
- Information about
- How
b. Buy Now Intent Keyword
These terms, as the name implies, are used when a buyer wishes to purchase a product or service instantly. They inform us that the user is ready to make a purchasing choice and does not require significant research to do so.
These users are believed to be at the bottom of the sales funnel since they are willing to take the leap. These terms are typically connected with a high conversion rate, regardless of search volume. Some terms that are commonly included in purchase now intent keywords include:
- Buy online
- Discount
- Free shipping
- Coupon
- Deal
c. Service/Product-Focused Intent Keywords
These are terms that refer to a specific problem handled by a service or product category. Searchers that use these terms are often further up the sales funnel, as they are still in the research stage. These terms reflect buyer intent since the user is actively researching items or services to purchase.
People will employ various keywords based on the criteria they have in mind. Examples of service/product-focused purpose keywords include:
- Top
- Review
- Cheap
- Best
d. Location- Specific Intent Keywords
This represents terms with commercial aim but is location specific. This might include someone trying to buy something or use a service near them or in a certain location.
These keywords may even be often utilized by a traveler looking to learn more about where to acquire specific things. Location-specific commercial purposes can be related to the following keywords:
- Near me
- Close to me
- Pickup
How to Find High-Intent Commercial Keywords?
When it comes to keywords with high commercial purpose, one size does not fit all, so how do you go about recognizing them in the first place? There are various strategies to start identifying high commercial keywords, independent of the type of business you operate or the conversion goals you want to achieve. Let’s have a look at some of them.
- Google Ads Keyword Planner
Unsurprisingly, the Google Ads Keyword Planner is one of the greatest tools for identifying commercial-purpose keywords. Access it through the “Tools and Settings” menu, then pick “Discover new keywords.”
Now, type your product or service into the search area. In this case, I used “buy iPhone,” a very competitive product-specific term. Following a minute, you will be provided with a graph showing search traffic trends.
However, if you continue down, you will get keyword suggestions that can help you locate the high commercial intent keywords you are looking for.
Notice in the graphic below that “buy iPhone” and “cheap iPhones” have the highest proposed bids by far. This is because they are high commercial intent keywords with significant competition.
- Google Analytics
Google Analytics can help you understand which keywords are driving conversions. Go to Acquisition > Google Ads > Keywords to examine your best-performing keywords and how they connect to your conversion objectives.
- Your top ten (by default) keywords are presented in the far left column.
- The target you want to measure against may be altered using the drop-down menu indicated in the picture above.
- The three columns under the goal you’re now reading show the proportion of visitors who converted (column one), the total number of conversions (column two), and the monetary worth of those conversions (column three).
- If you do not set monetary amounts to your goals, all values in column three will be zero.
Why are Commercial Keywords Important?
To guarantee that your material is effective, it should be tailored to user intent. Keywords connected to various sorts of search intent are increasingly important as part of a content SEO strategy.
There are several reasons why commercial keywords are also more important. Here are a few:
- People who respond to commercial keywords are usually always potential purchasers from a narrow, highly qualified demographic who have already reached the bottom of the sales funnel (where you want them to be).
- They are at the point where they don’t need to be persuaded to buy the product. We want people to understand that this product meets their demands. We need to provide them with enough information to make an informed purchasing decision.
The value of commercial keywords rests in the ability to identify these clients. It is advised that you employ different sorts of keywords based on your aim. If you want to persuade a buyer that your product is a good match and urge them to go forward in the purchasing cycle, you must incorporate fresh keywords that reflect commercial purpose.
- When it comes to keyword strategy, most marketers believe that search volume is the most important measure. However, it has been shown that focusing on search volume rather than commercial motive fails to attract the desired audience. Commercial keywords attract people who intend to buy and are connected to higher conversion rates.
- If searchers who visit your website mostly use informational keywords, it is likely that they are looking for additional information and are at a different stage of the purchasing cycle. These searchers are not looking to make a purchase, thus their conversion rate will be lower.
FAQ
1. What Are Commercial Keywords and How Do They Differ from Other Keyword Types?
Commercial keywords are search terms indicating intent to make a purchase or engage in commercial activity. Unlike informational keywords, which seek knowledge, or transactional keywords, which imply readiness to buy, commercial keywords specifically target users with purchase intent.
2. What Role Do Commercial Keywords Play in SEO and Organic Search Traffic?
Commercial keywords are crucial in SEO as they attract users actively seeking products or services. By targeting these keywords strategically in website content and optimization efforts, businesses can enhance organic search visibility, drive relevant traffic, and increase conversion opportunities.
3. What Are Examples of Commercial Keywords Across Different Industries or Niches?
Examples of commercial keywords vary by industry, including “buy now,” “get a quote,” “free shipping,” “discount code,” and “limited-time offer.” These terms signal purchase intent, driving conversions, and sales across diverse niches and sectors.
4. How Can I Effectively Target and Incorporate Commercial Keywords into My Marketing Strategy?
To effectively target commercial keywords, conduct thorough keyword research, analyze competitor strategies, and prioritize terms with high purchase intent. Incorporate these keywords strategically into PPC ads, website content, and landing pages to maximize conversion opportunities and drive sales.