Every small business owner wants their website to be found by their potential customers. Being first on Google or Bing search results may not be your ultimate goal. However, making it easy for your prospects to find your website should be one of your goals. Understanding and choosing the best keyword phrases it where you start!
Read PART I – Keyword Phrases and How the Search Engines Use Keywords
Many small business owners make a major mistake when culling their list of brainstormed keyword phrases. The mistake is to believe the best keyword phrases have the largest potential search value. Well, this is a terrific process when your goal is to just get more people to visit your website. However, when you want your website visitors to do something … you must also consider the user’s intent behind why they are searching. This filter will affect which keyword phrases you choose, and also how well these words will work.
Next, you’ll want to categorize your list of keyword phrases into groups based on the buyer’s intent. Buyer’s intent helps you determine the place in the buying stage of your website visitor.
Buy Now – high converting keyword phrases These are keyword phrases potential website visitors use immediately before making a purchase. Words included in these keyword phrases are:
Products – good converting keyword phrases These are keyword phrases used by potential website visitors when they are still in the research gathering stage of the purchase process. Words included in these keyword phrases are:
Information – poor converting keyword phrases These are keyword phrases used most often by potential website visitors. Information searches occur quite early in the buying process – long before the decision to actual purchase had been made by the website visitor. Words included in these keyword phrases are:
By categorizing and grouping your keyword phrases via buyer’s intent you are able to prioritize and match which keyword phrases should be integrated on the various pages of your website.