Knowing the Buyer’s Intent - Free Keyword Help From Microsoft
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The tool has a fancy name - Detecting Online Commercial Intention - and some complex calculations behind it. Fortunately Microsoft has made it easy to use.
You probably already know that Keywords are the Critical Success Factor in getting the right visitors to your website and into your business. You want traffic that is looking for your products and services. People find those by using specific words and phrases - Keywords - on search engines - Google, Yahoo, etc. Therefore in order for people to find you the website and its content must be created around the specific keywords that people are using to find your specific market and niche.
This leaves a gapping hole for our needs however as website and business owners. People use the web to either just find information and because they are looking to buy something. We want those buyers looking to buy something - preferable in our office or store. This is where Microsoft’s “Detecting Online Commercial Intention” tool comes in.
Using the website Detecting Online Commercial Intention you can learn which keywords attract buyers and which are simply keywords used to find information. Microsoft says it this way:
“Web page searches display two levels of commercial intent: informational and transactional. This tool can detect customer intent to acquire information or to purchase products based on their search queries or recently visited URLs. For example, if a customer searches for “canon digital camera”, it is likely that they want to purchase a canon digital camera; therefore, the online commercial intent is strong, with a confidence level larger than 0.5.”
“This tool can be used to find keywords that are commercial but have low ad coverage. From a SEM point of view, it is useful to find these keywords as they have low bid density (low price), but high commercial value. Similarly, for an advertizing engine, this can help increase ad relevancy by displaying fewer ads if a keyword has low online commercial intent.”
Although the technology behind how the site determines the keyword’s effectiveness for knowing buying intent (Detecting Online Commercial Intention) is complex -see below - the site is easy to use. Simply type in the keyword or phrase and Microsoft will produce a percentage number on its value - or the likelihood that a person using this term is to buy what they find. The result is in a .00 form, so .20 would be 20% and so forth. Anything over a .50 (50%) is considered good.
Keywords are the critical success factor for getting both paid and organic traffic to your website. Knowing if they produce business is the most important question. Until now the only way to do this is to measure the conversion rate - sales - of different keywords based on the articles, advertising, and experience. Unfortunitly this information is historical data - hindsight - meaning you’ve had to use them and pay for them without knowing first their effectiveness.
Microsoft has provided the missing link of keyword research. Now you can get a better idea if the keywords used will produce visitors who are buyers or just lookers. This is very important, especially if your’e paying for advertising, such as Adwords, which are based on keywords and costs money every time someone clicks on them.
Another Free - Quick - Easy tool for you to use.
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