Today I have been asked a good question:
How to measure the commercial intent degree of search keyphrases on a website?
Well, there are a lot of systems and algorithmic approaches for commercial intent scanning.
In most (85%) of the cases detecting both commercial and non-commercial intent is very accurate. And we CAN BOOST OUR SALES FROM BOTH OF THEM! Yes, exactly, by SEO + CRM.
What does this mean?
Often you could see in one of your web analytics report the phrase Search sent 33,749 total visits via 12,470 keywords. It means that the corporate website was found on the first (or second ;-) page of Google through more than 12 000 keyphrases.
Nice. If we parse them through an accurate web service of labeled queries, it will show us HOW MANY OF THEM were actually related to Commercial Intent.
You can do this in Excel with human evaluators (marketers), but believe me - it takes ages, and in the end of the day you got “some are commercial, some are non-commercial, I’m not sure here, or these are some foreign language, or these are from bots and spammers, and as far as I can see these are dupes"…
A query is Commercial if the visitor submits the query because he/she intends to purchase something (product / service, auction, mortgage, insurance, consultancy, real estate, etc).
The query is non-commercial if the original intent of the vistor is not to purchase or sell, OR THE USER IS SEARCHING FOR A FREE PRODUCT!.
Why should we focus on non-commercial FREE queries?
CAUSE EVERYTHING IS FREE TODAY! Gmail, Skype, YouTube, FaceBook, Qassia...
It is VERY possible that soon this user will grow some commercial intent and someday even loyalty.
Later. Someday?. When? Did we lost him?
YES, if you don't have a lead capturing system and/or integrated CRM.
The results are slightly different when you put the data through an algorythm, such as the one created by Kathy Dai. And even more interesting if you filter them through your customer’s RFM (recency / frequency / monetary value) pipeline, innovated recently by Jim Novo.
In most of the cases we boosted the traffic of customer’s website SEVERAL TIMES, but the Sales were increased only in two-digit %%.
Why?
Because the Content / Product / Service offered on the landing page WAS NOT RELEVANT and DIDN'T CALLED FOR ANY COMMERCIAL OR NON-COMMERCIAL ACTION. You lost that visitor, because you didn’t offered him a product/ service, or something FREE in return to his name/email.
And your are LOOSING thousands, even millions per day (if you are in the real estate business).
Ooops, it’s the same story with our website. Promise to nudge our team to launch a new one in 2 weeks!...
P.S. Google Analytics Data sharing is here!
The new data sharing policy enables improvement of user trust, user experience and transparency. If you want to share your Google Analytics data with Google, let us know, to change your data settings. We will start to send you combined SEO, AdWords & AdSense reports in May.
Cheers, and have a great weekend!
Your BrandMover
