The important of buying intent in Keywords and delivering what the Searcher wants 

Internet consultants have been advised that they need to be able to understand the initial keywords that drive clicks and lead to conversions, as this could increase sales and reduce cost-per-acquisition (CPA).

According to Marketing Sherpa, the advertising professionals for the American Management Association (AMA) was able to do just that through assessing the long-tail and non-branded keywords that helped with search.

Director of eMarketing with the company Roman Godzich said: "We started to realise that the conversation we have with customers before purchase] becomes more and more important."

As a result of this revelation, the firm saw its CPA decline by 25.6 per cent and its sales climb.

In order to action this, the AMA team tracked its search activity for approximately six months in order to amass information regarding with non-branded phrases created branded searches.

They also directed some of their pay-per-click expenditure towards the keywords that were proving successful.

Because of the measures AMA implemented, they saw their sales from non-branded search words rise by 15.2 per cent.

Mr Godzich observed that to lower costs while increasing sales is, during a recession, "a gift".

This comes after Last Click News recently described keywords to be the most important part of search engine optimisation, calling it "the primary form of contact" between a user and a site like Google.

Source: Marketing Sherpa