| The fascinating thing about keyword intent is that it | | | | Provided the user had a good experience with your |
| is a window into the mind of your customer. There | | | | brand and trust is established, the customer is more |
| are very few situations where you actually get an | | | | likely to click on your listing within Google search |
| insight into what your customer is thinking at the | | | | results when they are using more commercial terms |
| moment they are searching for a product or service. | | | | such as "surf holiday" or "surf tours". Even though |
| Keyword Intent signals what phase of the search | | | | your customer may not be ready to buy today, at |
| buying cycle the customer is in. Just like when a | | | | some point they will be and it important to plant |
| customer is browsing through a retail shop, they | | | | seeds for when they are. |
| simply could be "just looking thanks" or they could be | | | | For businesses that want to generate sales today |
| researching information and comparing products in | | | | from organic search, it is important to include terms |
| relation to a need they have right now. | | | | within the Keyword Strategy where the keyword |
| For example, if a customer is searching for "holiday | | | | intent is commercial. When keyword intent is |
| ideas", this is a signal that they have a need for a | | | | commercial, customers are providing signals to |
| holiday and are now exploring options. Once they | | | | purchase a product or service. Website owners must |
| have decided what they really want is a "beach | | | | rank well organically for commercial related terms in |
| holiday", it narrows the keyword intent and decision | | | | order to drive traffic that translates into sales |
| making further. When in a "buy" phase, keywords are | | | | transactions. |
| extremely focussed such as "hotel gold coast | | | | What are some examples of high and low commercial |
| australia" or "hawaii resort". | | | | intent? |
| Keyword Intent is both commercial and | | | | In a travel context, non-commercial intent keywords |
| non-commercial in nature. | | | | are words like: |
| As a website owner and depending on your overall | | | | * Country Names - e.g. "France", "Australia", "United |
| strategy, you can target keywords that show both | | | | States" |
| commercial and non-commercial intent. For most | | | | The user in this case has not provided any signal as |
| businesses, there are soft sell and hard sell | | | | to why they would be searching for a destination like |
| approaches. | | | | France, Australia or United States. |
| To increase brand awareness, it is important to draw | | | | Low to mid commercial intent words are: |
| associations between your business and terms used | | | | * Generic Terms - e.g. "holiday ideas", "unique holiday |
| throughout the search buying cycle. These terms can | | | | ideas", "cheap flights", "car rental" |
| also include non-commercial terms. | | | | Even though the user has shown some intent to |
| For example, if you are a surf tour travel company, | | | | purchase a product or service, they have not made a |
| you may want to consider ranking for terms like | | | | decision as to what they would like to do. |
| "surfing tips", to increase your brand awareness for | | | | High commercial intent words are: |
| next time the user searches for "surf holiday". | | | | * Specific Terms - e.g. |