What is a purchase intentions and how does it help you make money online?
What is a purchase intentions? And what’s more, how can understanding this concept help us increase sales and conversions online?
When you create content you work with products. If you have a blog, your product is the article. If you sell software then the landing page you create becomes a product in itself. Of course, if you have an online store, the products are clear. I think you managed to get an idea of what I’m trying to say.
The goal is to sell your product. Whether you want more site traffic, more downloads for your software, or more daily orders, your product needs to be visible. In addition, it must be in accordance with the intention of the users.
If a user accesses your product but expects to find something completely different, they will be disappointed. It may leave a bad review, or it may close the page without further action. Of course, he may never access your website again.
But, if you understood and anticipated his intention to buy, you will be able to offer him the right online experience and to his liking. And in the end, you will turn him into a customer.
And in all this, the SEO strategy intervenes. The cornerstone is Google’s organic search and well-defined keyword research. At the same time, we must not forget to draw a profile (or more) of a buyer persona.
If you want to make money from your online presence you need to know how to provide the right content for your target audience.
And this rule applies no matter what you do. You can run a blog or even an online store. The ultimate goal is to turn passion into a successful business.
(This post contains some affiliate links. Should you click an affiliate link and make a purchase I may receive a small commission at no extra cost to you.)
But how do you do that?
In short, you understand the buying intentions of your users. Even if it seems simple, the reality is a little more complicated.
In addition, your intuition is not behind the above statement. It is actually a strategy closely related to SEO and the identification of the buyer persona profile. Therefore, the understanding of the purchase intention is made following a series of specific activities that I will explain in the following.
Identifying purchase intentions: the most important SEO steps to follow
Defining the profile of buyer persona
The first thing you need to do is identify the buyer persona profile. Of course, if there are several categories and areas of interest on your site, we can talk about different profiles of a buyer persona.
And from here we will also learn different approaches to the subsequent content.
You can read more about the buyer persona in this article and would be recommended you read carefully.
In short, before creating content for your web pages, you need to answer a number of questions, such as:
- Who is your product for?
- What age categories will your site users have?
- What backgrounds do they come from?
- How do your potential customers spend their free time?
- What activities do they carry out at work?
- What kind of language do they use when talking to friends; but at work?
- What are users’ fears about online shopping?
- What do your customers expect from your product?
These answers will tell you how to communicate with those who will access your site.
An essential step, prior to the conception of the content itself, is the analysis of the keywords. You will see, the identification of purchase intentions is closely linked to this step.
So use Google Keyword Planner, or any other tool you prefer. Identify keywords correctly and create meta descriptions and meta titles around them for all website pages.
Then start writing the text for the pages. Structure it into titles and subtitles and don’t forget about more interactive elements such as lists, graphics, quotes, reports, pictures, or videos.
You have more information on how to create content without the help of a specialist in this dedicated article.
Enter the most important keywords in a table. You will use them when defining the purchase intentions of your users.
Google Related Search
Use the keywords in the table individually to see what is usually searched for on Google.
All you have to do is enter your keyword into the search engine and then look at the bottom of the page. There you will have a related search.
All those similar searches are purchase intentions. There are problems that users have and try to find an answer or solution.
Why not be the one to provide the right solution?
In the table you made in the step above, add these related searches. Of course, pass them next to each main keyword.
Now, you will create content for your products based on the identified purchase intentions.
And, most importantly, follow the recommendations in the last step explained below.
Providing the right content
On the product page, you will usually provide other information. You are definitely referring to other pages on the site, to similar articles, or to other programs that can help the user who has reached the site page.
Choose to enter those references that are relevant to the initial purchase intention. Do not walk the user through the site just for the sake of getting page views. If he does not find information relevant to the problem he has, he will leave the site without making an actual purchase.
Understand your products and their advantages. Understand your customers’ expectations and place the right content.
Talk about it, don’t get bored, and don’t deviate from the main goal: to convert.
As you can see, turning a passion into gain is not always easy to achieve. But if you learn how to communicate effectively then success is half achieved.
Of course, in your way, you must not forget the Google indexing algorithms. Keep an eye on the latest trends in SEO strategies and don’t give up. Perseverance matters the most.
If time is not on your side, the best solution is to outsource certain services and activities. And the first thing to think about is the monthly maintenance of your site. It is extremely important to apply the right solutions at the right time to streamline the online experience you offer.