The Three Types of Search Keywords: The vertical axis reflects the number of queries, and the horizontal axis reflects the number of keywords

Something that was the focus of one of the sessions I went to at the web 2.0 conference last week was the three types of search keywords, and how different types of keywords can reflect a user’s likelihood to convert or not.  The keyword itself can reflect either a need for information, a likelihood to be shopping, or an intent to purchase.

Words with the most searches tend to be searches for information: Used Cars, Britney Spears, USB.  These users tend to be less likely to purchase, they are mostly curious, though they may be making a purchase eventually.

The second type of search is for shopping.  These terms become more specific:  Reliable Used Cars, Britney Spears CDs, USB Drives.

The third, and most lucrative type of search term reflects the highest intent to purchase:  Used Car Dealership San Francisco, Britney Spears Toxic Download, USB Drive for Mac.

Though keywords reflecting an intent to purchase have quite a smaller volume than informational keywords, combined, these keywords can make up just as much search volume.  You’ll just have to address each term individually or in small groups.

One final note, I tend to notice that words in the plural tend to reflect an interest in shopping, where as a word in the singular can reflect either information or intent to purchase, depending on how specific it is.

These three types of keywords are important to keep in mind when buying keywords, buying domains, or optimizing content for organic traffic.