It’s a common mistake SEOs make. They assume that as long as their content matches the search query, it will satisfy the visitor’s needs. And as a result, they only align content with the topic of the query, ignoring its most important element – the search intent.
Every query not only tells what information a person’s looking for (i.e. a hotel or a gift for someone) but also reveals their intent behind doing the search in the first place.
What’s more, this intent almost always relates to a specific stage of the buying cycle the person’s going through.
Therefore, by identifying a user's search intent, you can present them with the exact information they’re looking for, increasing their chances for converting on your site.
And the good news is, it’s not that difficult to do.
You just have to map keywords to the different stages of the buying cycle.
And that’s what I’m going to show you in this post. I’ll walk you through a process of identifying the keywords that correspond with your target audience’s buying cycle.
Ready? Let’s begin.
What is the Search Intent and the Buying Cycle?
Every person looking for products to buy or services to hire goes through what marketers call the buying cycle – a process of discovery, evaluation, and selection.
Although the number of steps in the process may vary depending on the person, the product, or the service, in general, we identify five key stages of the buying cycle:
- Need Recognition – a person at this stage realizes she might have a problem or need.
- Information Search – knowing she has a problem, she searches for information to understand it better and learn about possible solutions.
- Evaluation – having found alternative solutions, she evaluates them to make the final selection.
- Purchase – having made the final decision, she buys a product.
- Buyer’s Remorse – a time when she might doubt her choice. At this stage, she might be prone to returning the item or canceling a subscription, etc.
Where someone is in the buying cycle will also affect their search intent.
People early in the buying cycle want to be educated - intent to learn.
These people haven’t fully realized their problem, yet. They seek information relating to the problem, research potential symptoms, try to discover the severity of their problem, and look for initial advice on solving it.
And although they aren’t ready to evaluate or purchase any solutions, you can convert them into cold leads for further nurturing.
Satisfied with their knowledge, people begin to evaluate available options – intent to compare.
They already understand their problem. They’ve also researched available solutions and may have already picked a couple they’re considering to buy. What they want to do now is evaluate those options to make the final selection.
They enter the buying mood, where it is now possible to convert them into customers or hot leads.
Finally, happy with their selection, they decide to make a purchase - intent to buy.
They have decided to make the purchase, and they know what solution they want, so they begin to search for the best place to acquire it.
They scour the web looking for a particular product, evaluate offers, prices, and perhaps look for a discount.
[mk_blockquote style="quote-style" font_family="none" text_size="16" align="center"]What’s important for you to remember is that depending on their intent, users will use a different type of keywords. [/mk_blockquote]
Different Types of Keywords Relating to the Buying Cycle
You already know the process a person goes through when buying a product. You also know how their intent for information changes as they progress through the buying cycle. So now, let’s look at the different types of keywords they would use throughout the journey.
There are four types of keywords customers use while progressing through the buying cycle:
These keywords help people, who have the intent to learn, to find information and answers to their questions. You can recognize these keywords by such words as “how”, “where” or “when”.
- “Chicago rent prices”
- “Bed bugs symptoms”
- “How to get rid of bed bugs”
- “Hotels New York”
Commercial keywords help searchers dig deeper into the solution they’re considering, evaluate available options and find additional information. These searches might include such words as: “best”, “reviews” or “compare”.
- “Best iPad covers”
- “Types of laptop computers”
- “Compare Asus laptops”
- “Asus Laptops reviews”
Transactional keywords help users find places to buy the solution they chose. These keywords often include words like “buy”, “cheap”, “coupon”, “discount” or “price”.
- “Buy Asus Zenbook”
- “Cheap Asus Zenbook”
- “Buy Fintie iPad Cover Chicago”
Finally, customers looking to contact a specific business they’ve selected. For this purpose, they might use what’s known as navigational keywords – ones that include just a brand or a company’s name.
Bringing It All together – Mapping Keywords to Different Stages of the Buying Cycle
Let’s now turn all this information into practice and look how a person’s search queries would change as they progress through the buying cycle.
Imagine a person who noticed something strange happening with her laptop.
At first, she’ll look for information about what’s going on with her computer. She’ll use such queries as:
- “Computer working slow”
- “why my laptop is so slow”
- “reasons for laptop working slow”
At this stage, she only intends to learn more about the cause of her problem. But as she discovers more about it, her search queries will begin to change. For instance, she might have learned that her computer could be infected with viruses. She’ll then start searching for:
- “Antivirus software for PC”
- “Best antivirus software”
- “Antivirus software reviews”
She now exhibits an intent to compare and starts to evaluate possible solutions on the market.
Finally, she decides to purchase an antivirus software and begins to search for a place to make the purchase:
- “cheap antivirus software”
- “buy antivirus software”
Here are queries she might have used depending on her intent:
Applying This Knowledge to an SEO Strategy
Understanding the search intent behind a keyword will help you send a user to highly relevant content that delivers to their specific needs.
For example, to target users with the intent to learn, you could publish a series of blog posts on common symptoms of their problem and optimize them for relevant keywords. Then, offer a cheat sheet or other lead magnet to convert those searchers into leads.
To attract users with the intent to learn, you could rank pages featuring video reviews of your product, an eBook or other lead magnet, case studies, webinars or other content that would help a person to evaluate your solution as the best option to solve their problem.
And finally, you should optimize product pages, landing pages or sales pages for keywords that users with the intent to buy would type into the search box.
Doing so would create a full alignment between a person’s intent, their search phrases and your content, delivering information a person at a very specific stage of the buying cycle would be seeking.