What Makes a High-Intent Keyword So Valuable?
Knowing when and how to target high-intent keywords without sounding salesy can confusing at first. These keywords are being searched by people who are very close to making a purchase, or in some cases are ready to buy right now. That does not mean we need to hit them with a giant sales pitch as soon as they get to the website.
Think about someone walking into a car dealership with cash in hand and saying, “I’m ready to buy a Chevy Tahoe.”
The salesperson does not need to explain why cars are useful. They do not need to explain why owning a car is better than walking everywhere. This person has already decided they want a vehicle. They have even narrowed it down to a Tahoe.
Now the job is to help them decide which Tahoe to buy and why they should buy it from that dealership.
High-intent keywords work much the same way.
Target High-Intent Keywords Without Sounding Salesy on Your Website
A high-intent keyword is a search someone makes when they are getting very close to making a purchase or are already ready to make one.
Compare these three searches:
- “How often should I replace my furnace filter?”
- “Furnace replacement cost”
- “Furnace replacement company near me”
The first person wants information. The second person may be thinking about buying a furnace. The third person sounds a whole lot closer to actually hiring someone.
That is why high-intent keywords are so valuable, even if they have lower search volume. It might bring in fewer users, but they are much closer to the bottom of the sales funnel. They may also move through your sales process faster because a lot of the early decision making has already happened before they found you.
High-intent keywords can be some of the best opportunities to bring people to your website who are already close to making a purchase. We can run a keyword report, look for the searches that make the most sense for your business, and help you decide which ones are worth building pages around.
Answer the Questions Someone Has Before They Buy
If someone is ready to make a purchase, think of the questions they will be asking just before making the purchase.
Some common questions are:
- How much is this going to cost me?
- Is this right for what I need?
- Who would this not be a good fit for?
- What happens after I get started?
- What choices do I have?
- How long will this take?
- How should I compare the companies I’m looking at?
- What happens when I reach out to the business?
Those questions are a good starting point. They can be customized to fit specifically into your business and industry.
The goal is to come up with the questions possible customers are asking before they make a purchase. Then make sure the page answers those questions.
A landing page for a high-intent keyword often works best as its own page for this reason. It does not need to say all the same things as your home page. It also may need very different information than a page aimed at someone who is just starting to learn about your product.
You want this page to answer the questions someone has now that they are getting close to spending money.
Give Them the Answer Before You Give Them the Pitch
Let’s say a roofing company wants to rank for “how much does a new roof cost?”
If someone searched for a price, give them a price.
If you cannot give an exact price, give them a range.
That is my recommendation whenever you can do it. A roof may vary greatly in cost based on size, materials, slope, and condition. That’s all very understandable. In cases like that, give a range of prices. If possible, and explain what can move that up or down.
Do not make someone read six paragraphs about your great service, years of experience, and quality work before they can find out what a roof may cost.
The same goes for time. If someone wants to know how long a job takes, tell them. If the answer could be three days or three weeks depending on the project, explain that.
They came looking for an answer. Give it to them.
High Intent Does Not Have to Mean a Huge Purchase
High-intent keywords are not only for someone buying a new roof, furnace, or car.
Someone could be shopping for a $30 snow shovel.
A search for “what is the best snow shovel for a gravel driveway?” shows a lot more buying intent than “types of snow shovels.”
That person may already know they need one. Now they are trying to figure out which one to buy.
The cost of the purchase does not really change the idea. The closer the search is to making a choice and spending money, the more useful that keyword may be to the business selling the product.
Use Proof Instead of Sales Language
“We’re the best.”
“We’re the leading company.”
“You won’t find better service.”
Those claims start to sound far too close to a pushy used car salesman.
Instead of telling people you’re the best, show them WHY you’re the best.
Show reviews. Show photos of completed work. Explain how long you have been doing the work. Give pricing when you can. Talk about your process. Show case studies. Explain your warranty if you have one.
All of those things give someone a reason to trust what you are saying.
You do not need to keep telling someone how great your company is when you can give them enough information to figure that out for themselves.
High-Intent Keywords Don’t Need To be In Every Paragraph
Once you find a high-intent keyword, you need to use it on the page. But as with any keyword on any page – NO KEYWORD STUFFING!
The top places to use the target keyword is in the H1, the first H2, and the first paragraph. As there are other places to naturally use the keyword later, feel free to use it again.
Again – Do not force it. If it doesn’t sound natural, don’t force it.
Google still needs to know and follow all that the page is about. The person reading the page needs it to read like something another person wrote.
Give a Clear Next Step
A high-intent page should have a strong call to action.
Think about someone at the front of the grocery store with a full cart of food. They have made their choices. They are ready to buy. Now they need a checkout.
Your CTA is the checkout.
Maybe the next step is to buy the product. Maybe they need to schedule an estimate. Maybe an appointment to talk with someone is next.
Clearly tell them what the next step is. Bonus points if you can explain what will happen after they take that step.
Then make it easy to take that step.
“CALL NOW BEFORE IT’S TOO LATE!” is a sales pitch.
“Want to know what a new roof would cost for your home? Schedule an estimate.” gives the person a logical next step.
There is a big difference.
Help Someone Who Is Already Ready to Buy
High-intent keywords can bring some of the best visitors to your website because those people are already close to making a purchase.
Your job is not to start the sales process over from the beginning.
Answer their questions by give them the information they came looking for. Show why your business is their best choice. Then give them an easy way to take the next step.
If you’re looking for great high-intent keywords for your business, get in touch with Full Scope Creative. We can run a keyword report, find the best opportunities for your business, and help you decide which ones are worth building new pages around.