SEO and purchase intent: finding keywords that convert


When a B2B business is developing an SEO strategy, target keywords should be the basis. Yes, there are many elements to a holistic SEO strategy like page speed, technical SEO, inbound links, etc., but if you don’t target the right keywords, all other B2B efforts will be in vain. When brainstorming which keywords to target, the focus should always be on purchase intent.

What is purchase intention?

Intent to purchase is an indication of a web researcher at a buying stage – meaning that they are not at a research stage but are actively seeking to purchase a product or product. service. When determining which keywords to target, generally the more specific the better. Think about industry jargon and technical terms when considering your keywords. The right intent to buy terms may not have a high search volume, but your ideal customer will be looking for them. If you target the right buying terms, you will see your sell cycle shorten, objections decrease, and your closing rate improve.

Long tail keywords

Often, long tail keywords correlate with stronger purchase intent. Long tail keywords are keywords that contain more words in the search query. For example, with Bop Design, “b2b web design” and “b2b web design” are decent keywords to target. However, a term like “b2b web design agency” is even better. The added word “agency” transforms a search query from a search term into a purchase term. This demonstrates that the researcher is likely looking for an agency to hire versus a term like “b2b web design” where a researcher can simply look for trends and best practices.

Test on Google Ads

If you have new ideas about which keywords you think will convert, test Google Ads first before changing your on-page SEO strategy. The immediacy of Google Ads means you can test new keywords and their converting performance within weeks. It’s also much easier to measure Google Ads because you can see the exact search query that resulted in a conversion. Test your Google Ads purchase intent keyword hypothesis and let these results inform your SEO strategy.

Continuously monitor and measure

New buzzwords are popping up all the time. What was once “pull marketing” is now commonly referred to as “inbound marketing”. “Interactive agency” is now generally called “digital agency”. To successfully target high-purchase keywords, a savvy marketer always has their finger on the pulse of demand. Constantly listen to how prospects and customers rank your business and evolve your B2B digital marketing accordingly. Take a look at the keywords your competition is targeting to make sure you don’t miss a thing.

With SEO and purchase intent, it’s never about “set it and forget it”. It requires constant listening, research and agility. If you embrace these activities, you will see a steady increase in the quantity and quality of conversions, closed sales, and most importantly, profits.

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