Look For Buyers And Avoid Keyword Research

Andrew WilsonAbout

Long time marketer and infopreneur. I have been making a living online since 2005 and helping others do the same since almost as long.

I trained as an economist with particular interest in the transition economies of the FSU.

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How To Do Keyword Research Without Researching Keywords

For many years I have been selling online. In all that time I have never been particularly into doing keyword research. Maybe it is because I am lazy, but maybe it is because there is another route to attain the goals.

I grew up and have spent most of my life in a selling environment. Always the objective was to build a rapport with a prospect and move them to the point at which a sale would be made.

One of the basics of selling is a process called ‘qualification’. At its simplest qualification is about finding out whether the prospect is likely to buy from us or is just walking around passing some time before going home to enjoy dinner with his wife and family. In face to face selling we did this by asking questions. We’d ask about what the prospects needs were, why they might be spending money, when they might be doing so and several more. If we found that a prospect was not ready to buy now we might, if not otherwise busy do some relationship building – share information, build rapport and maybe even some product training all with a view to the prospect returning later to make a purchase. Others we’d find were ready to buy right now and we only had to package the deal and close it in order to have cash in the till.

Well, the same applies in internet marketing. there’s nothing new in the world. But there is something that we can do. We can choose our prospects!
“Huh, how does that work?” might ask the experienced sales people among you.
Actually it is quite simple. The internet is full of people ready to buy stuff, people who need just one last question answering, one little confidence boost more, one tiny little shove to get them to make a purchase. Also, the internet is full of people looking for general info, people who are just exploring their need for a product or service, people who are not yet ready to buy anything but might one day be.

Research has shown over the years that there is an easy way to tell which group people fall into and even where they are along the process from initial investigation to eager buyer. That surefire indicator of intent is this: SEARCH TERMS!

We now know that people who are ready to buy tend to use a consistent set of search terms and that people who are starting out use others and in between comes a spectrum of types of search terms.

Now, I am sure that most of us want to get a fast return for our investment in our business. We want to find eager, credit card proffering buyers who will TODAY make us just a little bit richer – Am I right?

Given a choice between a person who might buy in a few weeks or months or a person who needs to address a problem right now which will we almost always choose?.

Most of us will seek out people ready to spend money now.

And that brings us to why we do not need to do keyword research – or at least not the type that we have been trained to do since we started doing internet marketing and running an online business.
What we need are the keywords that people use when they are looking for the place to make a purchase. It turns out that the list is not a long one. But the odd thing is that relatively few people use them.

Here’s a list of buying keywords, it is not exhaustive but if you use no others you will not go far wrong.

1 Buy (product name or product type)
2 (product name or product type)For sale
3 Best price (product name or product type)
4 (product name or product type) Best price
5 Best (product name or product type)
6 Cheap (product name or product type)
7 (product name or product type) Cheap
8 Cheapest(product name or product type)
9 Low cost(product name or product type)
10 Low price(product name or product type)
11 (product name or product type)Sale
12 For sale(product name or product type)
13 (product name or product type)For sale online
14 Who sells(product name or product type)
15 Where to buy(product name or product type)
16 Discount(product name or product type)
17 Discounted(product name or product type)
18 Compare(product name or product type)
19 Price compare(product name or product type)
20 Price comparisons(product name or product type)
21 Price comparisons of(product name or product type)
22 (product name or product type)On Amazon/eBay
23 Where can I buy(product name or product type)
24 Where can you buy(product name or product type)
25 How do I get(product name or product type)
26 Who sells (product name or product type)cheap
27 Who sells(product name or product type)the cheapest
28 The cheapest(product name or product type)online
29 (product name or product type)Compare prices
30 (product name or product type)Under (add relevant prices)
31 Who sells the cheapest(product name or product type)on line
32 Buy(product name or product type)online
33 Cheap(product name or product type)online
34 Cheapest(product name or product type)online
35 (product name or product type)On line
36 Bargain(product name or product type)
37 What is the best price for(product name or product type)
38 Affordable(product name or product type)
39 (product name or product type)Reviews
40 Best reviews of(product name or product type)
41 Buying(product name or product type)
42 Get cheap(product name or product type)
43 Price comparisons for(product name or product type)
44 Compare prices for(product name or product type)
45 Deals for(product name or product type)
46 Online(product name or product type)
47 Is(product name or product type A)better than(product name or product type B)
48 Compare(product name or product type A)and(product name or product type B)
49 Get the best price for(product name or product type)
50 (product name or product type) – used on its own

Think why this works for just a moment…
When we are just starting out we will tend to be using open ended questions designed to answer broad questions. As we become more focused upon an eventual purchase we tend to use shorter queries and to be more closely directed until the end when we might type into a search box ‘buy XXXXXX’

Surprisingly few people use this strategy and as you can see, if you are using this method there is very little research to be done. You can spend the time generating the content to support the keywords and building back links to your sales oriented content.

This does not mean that we need never do keyword research but I tend to look upon that as more of a task of niche research, looking for areas where there are willing buyers who are relatively under served. Also, we should not ignore, given time, those millions and millions of people who are still researching a product or service, the people with whom we can build a relationship for the future.

In the Automated Websites that I sell I try to stress the idea of building a sales funnel into the site so we have different types of content on them. We try to start with content that supports a single product, that acts as a pre-sell, helping folks to choose to click the links or banners in the article(s) onto the product vendor’s sales page. We also carry the content that is more general, that is designed to answer the questions about the topic, provide information, tips and guidelines to prospects and we always suggest that Automated Website owners add their own content and, in particular it is this last category that needs full-on keyword research of the type that Keyword Canine and Niche Bot and other tools support. The researched keywords will bring in the people just starting the process of buying and the other content leads them down the funnel to a sales page.

In the final analysis the first point is the buying keywords, the ones that never change and apply to all niches, products and services, the ones that shout out ‘I WANT TO SPEND MY MONEY!’

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