Search Engine Searches - How Ready Are Customers to Buy?
Search engines are a crucial tool for consumers hunting for products, services, or information. Grasping the readiness of customers to make a purchase when they use search engines can have a significant impact on your marketing strategy.
Intent-Driven Searches
When customers use search engines, they often have a clear intent. They might be gathering information, comparing products, or ready to make a purchase. Keywords such as "buy," "discount," "best," and "review" indicate a high level of purchase intent. According to Moz, understanding search intent is key to effective SEO.
The Buyer's Journey
Understanding the different stages of the buyer's journey—awareness, consideration, and decision—can help you tailor your SEO and PPC strategies. For instance, someone searching for "how to fix a leaky tap" is likely in the awareness stage, while someone searching for "best plumber near me" is in the decision stage. This concept is well-explained in HubSpot's guide.
Long-Tail Keywords
Long-tail keywords, which are more specific and longer phrases, often signal higher purchase intent. For example, "affordable ergonomic office chair with lumbar support" shows that the customer knows what they want and is closer to making a purchase. As noted by Ahrefs, long-tail keywords can attract highly targeted traffic.
Local Searches
Local searches, such as "coffee shop near me," typically indicate immediate intent to visit a physical location. Optimising for local SEO can capture these ready-to-buy customers. We thought this legendary SEO hack deserves a spot in this blog:
References:
Search Intent: The Secret Ingredient for SEO Success. Moz. Moz
The Buyer's Journey: How to Effectively Target Each Stage. HubSpot. HubSpot
What Are Long-Tail Keywords & How to Find Them. Ahrefs. Ahrefs
What is Local SEO? The Ultimate Guide. BrightLocal. BrightLocal
