Keywords and Buyer Intent
We also recognise 3 distinct intents a person has when searching online.
- Intent to learn.
- Intent to compare.
- Intent to buy.
And yes, you guessed it – users will use different keywords depending on their intent.
Here’s how it works.
Intent to learn
Searchers with this intent do not fully realise their problem. They know something’s wrong but they need more information to fully understand it.
For instance, a person might notice a decline in their laptop’s performance. But instead of rushing to buy a new one, she might first research the problem to understand its causes.
Intent to Compare
Users with this intent not only know what problem they need to solve but also, have already looked at some of the alternative solutions. They are at the evaluation stage of the buying cycle.
Continuing with our example above, knowing that her laptop is probably too old to be worth repairing the person decides it’s better to replace it. And thus begins a search for the best machine.
Intent to Buy
As the name suggests, people with the last intent are ready to buy. They have chosen the best solution and are looking where to buy it from.
Our laptop owner has selected the laptop she wants. But now she wants to find the best place to get it from.