SEO is all about conversions. Traffic and time on page are vanity metrics that are literally of no use if they don’t lead to sales.
Commercial intent keywords have the power to drive targeted traffic which ultimately converts to more sales and revenue. It would be right to say that “commercial intent keywords = more sales".
So, how do we find commercial intent keyword phrases?
The process is really simple, but I will make it even simpler for you! Let’s take an example of a small business selling guitars online. We need to find as many keywords as possible that have a direct commercial intent.
We will break the keyword phrase into two parts:
For the intent part, we are already aware that we are looking to target prospects who are interested in buying guitars so the following words will be the most important:
Once you have the intent words ready, next step is to sign in to your SEMrush account.
Now, it is time to enter your main intent (buy) + target keyword “guitars online” in the search box. So, the entered phrase will be "buy guitars online".
Taking the above example, we can see under the “Phrase Match Keywords” section that SEMrush displays around 110 keywords that exactly matches the searcher’s intent to buy the product.
Now, click on the “view full report” button located at the bottom right section of the phrase match table. Here, you will come across the complete list of keywords that are important from selling point of view.
Exclude keywords that are irrelevant to your business by clicking on the advanced filter link. In the report, we can see that “buy guitar cover online” is something that is not directly related to the product that we are selling so we will exclude keywords like these.
Once that is done, click on the “Export” button located at the right corner of the screen just above the report, and you get a super important list of commercial intent based keywords in no time.
Repeat the search with variants of keywords like purchase, deal, cheap, offers, etc. and continue expanding your list until you have covered all of it.
Tip: Change the device drop down to mobile, to see what people search via mobile devices, and again repeat the searches to uncover even more keywords to support your campaign.
Four Ways to Generate More Keyword Ideas
Until now we have learned how to generate great commercial intent keyword ideas using SEMrush. Now, let’s move ahead to some more tips to generate lot more ideas than what we have already covered.
1). Conduct a Google search with your main keyword query “buy guitars online”, and you will see product listing ads. These ads are a great way to identify branded keyword phrases that might be a good choice to include in your report provided you are selling them.
Some of the examples of hot selling guitar brands that I uncovered using this tactic are:
- Les Paul
- Stagg etc.
You can identify and include all the brands that you are selling. Now, scroll down to the bottom of the search page, and you will see a carousel like the one displayed below:
From this carousel of "guitar type", you can have an idea of the popular guitar types. Make a list and add the intent words "buy", "sale", "offer" etc. to them in order to generate your own keyword phrases based on the types of guitar. Repeat the SEMrush search discussed above to uncover the potential search volume of such keywords.
Right beneath the guitar type carousel, you will see the "searches related to" section:
Identify even more popular keyword phrases using these suggestions from Google. For example, if you have a physical store then it makes sense to get your website ranked on top if someone searches using the keyword "guitar stores near me".
2). Repeat a Google search with your main keyword query “buy guitars online” + the first alphabet (A), then continue the search with the remaining 25 letters of the English Alphabet.
- “Buy guitars online a…”
- “Buy guitars online b…”
- “Buy guitars online c…”
- “Buy guitars online d…”
This search will uncover all the autocomplete keywords. In the screenshot below, we identified 2 more keywords - “buy guitars online cheap” and “buy guitars online cash on delivery” from the search "buy guitars online c". If you do international shipping then “buy guitars online Canada” can also be a good choice. (Alternatively, you can also use the tool keywordtool.io to do this research).
3). Remove the intent keyword phrase from your main keyword and enter the query in the Google search. In this case, the query “guitars” is the one that we will search.
We can immediately identify that the main search query also has a commercial intent behind it because the top organic listings are from stores selling guitars online. This is a great way to determine whether your base keyword/s have a strong buying intent or not.
4). Login to Adwords and visit Keyword Planner. Now, enter your main keywords and see the Cost Per Click (CPC) or the suggested bid. The greater the value means the advertisers are willing to spend more on that keyword. This is a great indicator that the keyword might have a strong commercial intent.
Detailed, But Worth It
Keyword research might take a longer time than you would expect. Make sure you give yourself ample amount of time to handle this detailed process because wrongly targeted keywords often ruin the entire SEO strategy.
The process suggested above will work for most niches and will give you insights you need for SEO and marketing purposes. When doing keyword research, do not forget to prepare a separate excel sheet containing just commercial intent keywords. I am sure this will improve the ROI of all your campaigns.
Are you using any other trick to identify commercial intent keywords? Please let me know in the comments below and let’s start a discussion.