How Intents Affect Keywords Research

Keywords and Buyer Intent

We also recognise 3 distinct intents a person has when searching online.

  1. Intent to learn.
  2. Intent to compare.
  3. 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.

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20 Statistics That Will Drive 2014 Marketing Strategies (Infographic)

Next year’s trends highlight the importance of social media marketing.

20 Statistics That Will Drive 2014 Marketing Strategies (Infographic) image 20 marketing statistics 2014 strategyAs 2013 draws to a close, marketers are looking ahead to next year when social media marketing will begin to take center stage. No longer a luxury, it will become a must-have in 2014 marketing strategies. Digital asset management firm WebDAM found that marketing on the social Web will move toward critical mass over the next few years as more budget is allocated by brands, and custom content will become increasingly import as companies fight to develop awareness and win customer mind share in the marketplace. Continue reading