Will Your Keywords Result In Sales?

During the process of search engine optimization, people often talk about the importance of keywords selection that offers high traffic and low competition. But there is another important factor that most people overlook.

The second factor that we need to consider is whether the keywords have a high probability of commercial intention. Are people searching to buy something, or are they just looking for free information?

What Is Commercial Intention?

Every web searches display two levels of commercial intent, informational and transactional. If it is informational commercial intention, people have higher chance looking for information. But if it is transactional, then people are more likely to purchase products based on their search queries.

Marketers and SEOs can use this information to find keywords that are high in commercial value if they are selling products and services. It is not a wise move trying to rank for a informational keywords if you are selling something. It will be good if you are providing some free information.

It is not always easy to judge the commercial intent of all keywords. So we need some kind of tool which can analyze and do the job for us.

Commercial Intention Tool

There is a free Commercial Intention Tool available for you to use. It is developed by Microsoft. Commercial Intent Tool let you feed a set of keywords and find out their commercial potential, whether they are informational or transactional.

It is vry easy to use, just enter your keywords in the textbox, select the “Query” option, then click “Go”. The tool will return you either a commercial intention value or a non-commercial intention value. Both values are ranged from 0 to 1. Mutiply that value by 100 and you will get the probability that the keywords are good for selling a product in percentage.

For example, if a customer searches for “dog”, it is likey that the customer is looking for dog information, not buying products. If you use Commercial Intention Tool to search for dog, then the probability for non-commercial intention is 0.71 which means there is a 71% chance that the customer is looking for information about dog.

If we search “dog food” using Commercial Intention Tool, then we will see strong probability for commercial intention which is 0.97. It indicates that there is a 97% chance that somebody searching for that keyword is looking to buy food for dog.

This kind of information is valuable because we can judge whether a set of keywords is worth our time, effort and expense to target, rank and bid (if you are using pay-per-click advertising). Although keyword “dog” can send you tons of traffic, but the conversion will be disappointing base on the probability of non-commercial intention. So “dog food” is a better keyword to target compared to “dog” if you’re selling dog food products.

Conclusion

In future when you are doing analysis for your targeting keywords, don’t forget to check the commercial intent of the keywords. It is worth your time and money to do that.

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