Do You Target Buyers or Information Seekers?
You might have tons of ideas spinning in your head after you use Google for keyword research in 7 ways. In this post, I am going to talk more the keywords type you target after you have done your keyword research and brainstorming session.
I have chosen keywords in the past that I truly expected to be profitable, yet despite my best efforts I was unable to find a single affiliate product that would convert well enough to make the effort worth the time involved.
Buyers vs. Information Seekers
So, what exactly should you be choosing for your keywords? This is a million dollar question. We need to take a step back. The question to be asked should be what is your business model? Do you want buyers or information seekers?
Some might think this is in fact a no-brainer question – “Of course buyers!”. If you have the same thought, I urge you to think again. The answer really lies on your chosen business model. Do you intend to market as affiliate, sell your own product or do you monetize via advertisement purely?
1. Product Selling
If your business model is focusing on product selling, be it affiliate marketing or your own product, then you should of course target buyers instead of viewers. Give yourself a few minutes to think about the buyer characteristics and what would you do if you want to buy something online?
- Do you just go to merchant site and click the “buy now” button?
- Do you type in the name of the product and see what comes out?
- Do you type in “ABC product review” just to find out what others are saying?
- Are you looking some coupon code or discount for the product?
These sort of exercise are extremely useful to allow us to tap into the buyer’s mindset. Majority people looking for the product name already know something about the product and they are either to get some more information, looking for a review, or to buy. These types of keywords have higher conversion rates than other general keywords. So, as an affiliate or product owner, this saves us hassle to qualify our visitors.
So, target buyer keywords such as (assuming JKLM is a product name) the following will help you to attract buyers to your site:
- “Buy JKLM”
- “JKLM Review”
- “JKLM Discount”
- “JKLM coupon”
If you are into the advertisement such as Adsense or Kontera as monetization of your site, you should rather target information seekers. Your aim is to get them to click on the ads displayed on your site as many time as they can.
Now, let’s delve into the brain of an information seeker:
- I would like to gain information about something.
- I will gather as much information as possible from the sites or other relevant sources.
So, you should have quality articles to provide some basic information to your audience but yet still not thorough until they need to click on the ads for more relevant information. You site should not contain only a few sentence with lots of ads surrounded as this readers will immediately turn away from your site since there isn’t any information he can gain from your site.
Your priority is to engage readers with informational article so they will stay on your site to digest the content you provide. Subsequently, an ads placed in a strategic and eye-catching location will help to increase the click through rate of your ads and hence increase your income.
Focus on information based keyword (not product based) and you will be on your right track.
Pros and Cons of The Business Model
You will earn more per sales comparing to ads (per click) but the search volume of the buyers keyword will be a lot less than the search volume of information keywords. Also, it is harder to persuade people to take out their credit card to buy comparing to click on the ads to find the information they want. There is no commitment from the information seekers.
The overall conversion rate of the buyers will be a lot less than the click through rate (CTR) of the ads. Couple with the no. of search volume for these 2 categories of keyword, it is hard to say which model is better.
I’ve personally adopted this 2 monetization business model on various of my niche sites and the results vary.
What’s your take on? Leave a comment below and I look forward to chatting with you!