It does, it does… and how.
Because every purchase follows a process, the so-called purchasing process, which varies in length and complexity depending on various factors including:
1) Objective difficulty of the purchase (if I have to buy a photovoltaic system for the roof of my house, it will take me much longer than it would take me to decide where to go for pizza),
2) Starting point of the buyer: if I’m a photovoltaic system consultant and I have to buy it for my house, I already have all the information necessary to buy 100 times faster than a “normal” person.
Are we there yet?
Speaking of the purchasing process, 60 comments received on that post on Facebook in which I asked for help have DEMONSTRATED to me the various processes that can follow the purchase of a perfume.
In this article I will do one more exercise: (or at least I will try): I will transform the various “purchasing processes” into keywords , into search intents, showing you how Google (and SEO) can be used to promote your company and make you visible to your potential customers in each of the phases of the purchasing process.
Starting from the purchase of my perfume.
How to do SEO from 2020 to April 2024 explained with the purchase of the
first perfume of my life (and 58 Facebook comments of advice received)
The first two comments I’m reporting are those of Elvis and Chiara, which you see below.
They both give me the same advice from the point of view of the purchasing process. They recommend a
How does this phase translate into SEO?
Simple: with specific commercial keywords.
Specific commercial keywords identify searches by users who are in the final phase of their purchasing process. Elvis and Chiara, by suggesting Creed and Fahrenheit to me, are giving me a specific indication: buy THAT perfume.
Ecommerce SEO Results
How can you translate this comment into SEO and apply it to your online presence? I’ll show you.
Look at the image below:
From the screenshot we can see the Chinese in Europe monthly search volumes for the individual keywords.
As we said before, users who do that type of search on Google have already decided that they want that perfume, they are doing a specific commercial search.
And probably a large portion of them are just looking for WHERE to buy the product.
SEO tips in this regard are:
a) Position yourself with the brand names of your productsw
If you sell products for which there are specific commercial searches (as in this case) you must carefully evaluate promoting yourself by making yourself visible for those keywords.
As I said before, those who do that Firecrackers and Freedom: Celebrating type of search are VERY close to the final stage of the purchasing process, they have their “wallet in hand” and being found before your competitors could make the difference in terms of sales in your favor.
b) Position yourself LOCALLY with the brand names of your products
As you saw in the screenshot of the keywords, I also did the volume search for
Simple: because in many cases, those who search for a specific product search for it LOCALLY: that is, they search for a physical store in their city where they can go and buy it.
