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When a user does an online search for information, products or services, there is a distinct pattern in the choice of keywords used. These keywords reflect their thought process, which serves as a valuable insight into their needs and wants. This pattern is known as keyword life cycle.
The keyword life cycle can be classified into browsing, comparison and buying categories.
Browsing Keywords:
- generally one or two keyword phrases
- non-product/brand specific
- Examples: MP3 player, portable music player
With a need in mind, the consumer starts researching for general information to better understand the current offerings or solutions that satisfy his/her need. Browsing keywords typically generate high search volume. Authoritative portals with rich informative content will benefit from browsing keywords.
Good Content sites take time to build, however it may pay off well in the long term enjoying Free traffic through search engine ranking. Focus on providing comprehensive and updated information with depth and breadth.
Comparison Keywords:
- two or more keyword phrase
- keyword modifiers: review, compare
- Examples: MP3 player review
After acquiring sufficient knowledge about certain products, the user proceeds to make comparisons between offerings. Blogs, forums and portals are usually where comparison keyword search will lead to. This group of keywords constitutes medium search volume.
Creating reviews for products in your blogs or giving helpful advice or expert opinion in discussion forum are some techniques to drive such customers to your website. Websites like dpreview.com and cnet.com are examples of technology products portals providing excellent resources for product comparison.
Buying Keywords:
- two or more keyword phrase
- keyword modifiers: Buy, best Price, Second Hand, Offer
- Examples: Mac iPod Nano Price, Buy Mac iTouch
Finally the customer finds out the price point of specific brand name and model of the product he/she desires. The internet marketer will be able to target these potential customers by using targeted keyword campaigns or building landing pages that focus on only information about the specific product model. Use buying keywords to drive potential buyers to your sales convevrsion websites.
Understanding the keyword lifecycle enables the internet marketer to exploit different methods for niche marketing. The online business can then drive relevant, desired and laser-targeted traffic to their websites for increased conversion rate. This is the essence of Search Engine Marketing.
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