Introduction: What are Google Expressions Not Intended for Purchase and Why are They Important?
In the bustling digital world, we are all looking for ways to reach the widest possible audience. But have you ever thought about those Google searches that don’t necessarily lead to an immediate purchase? These are keywords that focus on information, explanations, and solutions. They are just as important, and perhaps even more so, than purchase expressions, because they are the ones that build initial trust and increase your exposure to a new audience.
What is SEO and Why is it Important?
So what exactly is SEO (Search Engine Optimization)? Think of it this way: you have an amazing store, full of great products, but it’s located on a dark side street that no one passes through. SEO is just like putting up a big, bright sign that directs everyone to your store, and even more than that – making sure your store appears first on the list of recommended stores in the city.
The main goal of SEO is to improve your site’s ranking in Google’s organic search results. That is, when someone searches for something related to your business, you want to appear as high as possible on the list, without paying for sponsored advertising. Why is this important? Because most people trust organic results more and tend to click on them first.
How do you do it? There are some basic SEO techniques that are important to know:
- Keyword Research: This is like understanding what your customers are looking for. You need to find the words and phrases they use to find your products or services, and incorporate them into your site naturally.
- Technical Optimization: This is making sure your site works properly. That it loads quickly, that it is adapted for mobile devices (because most people browse from their phone), and that its structure is clear and easy to navigate.
- Quality Content: This is the heart of promotion. You need to create content that is interesting, useful, and relevant to your audience. This can be blog posts, guides, videos, or anything else that will interest surfers and make them stay on your site longer.
- Link Building: This is like getting recommendations from friends. When other sites link to your site, it tells Google that your site is reliable and valuable.
- Use of Media: Images and videos can improve the user experience and make your site more attractive.
So why is all this important to your business? Because the higher your site appears in the search results, the more people will reach it. And the more people reach your site, the greater the chance that they will become customers. In other words, SEO is a smart investment that can increase your business’s exposure, awareness, and profits.
What are Search Expressions Not Intended for Purchase?
When talking about searching on Google, it is important to understand that not all searches are intended to lead to an immediate purchase. In fact, there are different search intentions, and each has its own characteristics. Let’s dive deep into the matter and understand what types of searches exist and what distinguishes those that are not intended for purchase.
There are four main search intentions:
- Informative: Searches aimed at obtaining information. For example, “What is SEO?”, “How to make chocolate cake?”, or “The history of the Internet”.
- Navigational: Searches aimed at reaching a specific site. For example, “Facebook”, “YouTube”, or “Ministry of Health website”.
- Commercial: Searches aimed at exploring options before purchasing. For example, “iPhone 14 price comparison”, “Recommendations for restaurants in Tel Aviv”, or “The best reviews on vacuum cleaners”.
- Transactional: Searches aimed at making an immediate purchase. For example, “Buy iPhone 14”, “Order pizza”, or “Order tickets to a show”.
This time, we will focus on informative and navigational search expressions, those that are not intended for direct purchase. Informative search expressions are questions or requests for general information. They often begin with question words such as “what”, “how”, “why”, “where”, “when”, etc. For example, “What is Bitcoin?”, “How to remove a coffee stain from a carpet?”, or “Why is it important to do sports?”.
Navigational search expressions, on the other hand, are directed directly to a specific site. The surfer already knows where he wants to go, and he simply uses Google to find the shortest route. For example, instead of typing the Facebook website address in the address bar, he will search for “Facebook” on Google and click on the first link.
It is important to understand the difference between these expressions and purchase expressions, because it affects your marketing strategy. If you want to attract potential customers at an early stage of the buying process, you should focus on informative search expressions and provide them with the information they are looking for. This will allow you to build trust with your audience and turn them into loyal customers in the future.
How to Identify Keywords Not Intended for Purchase?
So how can you actually identify those valuable keywords that don’t lead directly to a purchase, but can bring quality traffic to your site? There are several tools and methods that will help you decipher the search intent of surfers.
First of all, it is recommended to use keyword research tools such as Google Keyword Planner, Ahrefs or SEMrush. These tools allow you to identify the search volume of different keywords, that is, how many people search for this expression per month. They also give you an idea of the difficulty of promoting the expression, that is, how difficult it will be for you to reach the first places in the search results.
But search volume and difficulty are not everything. It is also important to analyze the search intent, that is, what the surfer really wants to achieve when he searches for this expression. To do this, you can simply search for the expression on Google and see what results appear. If the leading results are articles, guides or videos that explain something, it is a good sign that surfers are looking for information.
Another tip is to pay attention to the question words. If the keyword starts with a word like “what”, “how”, “where”, “why”, it almost always indicates an informative search intent. For example, “What is digital marketing?”, “How to choose a camera?”, or “Where can I find cheap hotels in Berlin?”.
Finally, it is worth focusing on long expressions, or Long-Tail Keywords. These are longer and more detailed expressions, aimed at a more specific audience. Although their search volume is lower, they usually have a clearer search intent and less competition. For example, instead of searching for “sports shoes”, someone searching for “women’s running sports shoes with high arch” probably knows exactly what he wants.
How to Optimize Keywords Not Intended for Purchase?
After you have identified the right keywords, it is time to start working on the optimization. The goal is to create quality and relevant content that answers the questions of the surfers and provides them with added value.
The most important thing is to create in-depth and comprehensive content that answers all aspects of the question. For example, if surfers are looking for “how to choose a camera?”, you can create a detailed guide that explains the different types of cameras, the most important features, and the advantages and disadvantages of each type.
It is also important to optimize your landing pages for these expressions. Make sure the title, meta description, and page content include the keyword naturally. Don’t try to push the expression by force, because it can hurt your ranking.
In addition, try to use these expressions naturally within your content. Don’t be afraid to repeat them a few times, but make sure they blend smoothly into the text and don’t look artificial.
Remember, the goal is to build authority and trust with surfers. The more useful and relevant information you provide them, the more they will trust you and return to your site again and again.
Summary: The Importance of Focusing on Keywords Not Intended for Purchase in an SEO Strategy
In summary, do not underestimate the importance of keywords that are not intended for direct purchase. They may not bring you immediate sales, but they can increase your exposure, build brand awareness, and attract a potential customer base in the long term.
By focusing on these expressions, you can build a loyal customer base that trusts you and sees you as a reliable and useful source of information. This can lead to sales in the future, when customers are ready to make a purchase.
So the next time you plan your SEO strategy, don’t forget to include keywords that are not intended for purchase. They can be the difference between an ordinary site and a successful and thriving site.
