When web surfers want to purchase something online, they go through three research phases. Web
surfers usually start with general keywords. After becoming more educated about a particular product
or service, they will use more specific keywords. As soon as the web surfers know what they want,
they use specific keywords.
For that reason, keywords can be divided into three types:
· Keywords for browsing
· Keywords for comparing
· Keywords for buying
1. Keywords for browsing
During the first research phase, web surfers use general keywords to find information. For example,
a web surfer might be interested in an MP3 player. The keyword that the web surfer might use in
search engines could be:
mp3 player
People who use keywords for browsing are usually looking for information only. Keywords for
browsing usually have a very high search volume. Getting a top 10 ranking for these general
keywords is very difficult and nearly impossible.
2. Keywords for comparing
In the second research phase, web surfers narrow their selection because they now know what type
of product they want. For example, the web surfer might have found out the he is interested in an
USB stick MP3 player with 1 GB flash RAM. The keywords of these web surfers are more specific:
mp3 player 1 GB
mp3 player usb stick
mp player under $100
trekstor mp3 player
samsung mp3 player
People who use keywords for comparing are more ready to buy. Comparing keywords are probably
the best keywords that you can target for your search engine optimization campaign. They often
have much lower search volume than general keywords but they will lead to more sales and it is
much easier to get top 10 rankings for these keywords.
3. Keywords for buying
During the last research phase, web surfers know what they want to purchase. They are just looking
for the web site with the best offer. For that reason, these surfers use very specific keywords:
trekstor i.beat cebrax 1 GB
trekstor i.beat cebrax 1 GB free shipping
philips SA178/07 1 GB
People who use keywords for buying are ready to buy. However, these keywords won't help you
much if you offer competing products.
Keywords for comparing are usually the keywords that work best for search engine optimization.People who use that keyword type are looking for a solution to their problem and they are ready to buy. To get best results with your search engine optimization efforts, you should concentrate on that keyword type.
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