Story Based Question
Imagine a local bakery that has just launched an online store for its handmade cakes and pastries. The owner has heard about the importance of SEO for getting more customers, but they aren’t sure which types of keywords to target. They’ve heard about “transactional keywords” but aren’t entirely sure what they are or how to use them. The owner wonders: “What are transactional keywords, and how can I use them to boost my bakery’s sales?”
Exact Answer
Transactional keywords are search terms that indicate a user’s intent to make a purchase or complete an action. In e-commerce SEO, these keywords help attract visitors who are ready to buy, increasing conversions and sales. Examples include phrases like “buy now,” “shop,” or “best price.”
Explanation
Transactional keywords are phrases that signal the searcher is in the buying stage of their journey. When someone uses a transactional keyword, they’re likely looking to make a purchase or take an action, such as signing up for a service. For e-commerce websites, targeting these keywords can help increase conversions because they match the user’s intent to buy.
Here’s how transactional keywords work and how you can use them effectively:
- Customer Intent:
- Transactional keywords are typically used by people who are ready to make a purchase or take an immediate action.
- Examples of transactional keywords include:
- “Buy [product name]”
- “Order [product name] online”
- “Discount on [product]”
- “Best price for [product]”
- “[Product name] free shipping”
- These keywords show that the searcher is beyond the research phase and is close to making a buying decision.
- Why They Matter in E-Commerce SEO:
- Using transactional keywords on your e-commerce site helps attract customers who are most likely to convert.
- These keywords often have higher conversion rates because they match the exact search intent of someone looking to buy.
- How to Use Them:
- Product Pages: Use transactional keywords in your product descriptions, titles, and meta descriptions to make sure your site ranks for terms like “buy [product name] online” or “best price [product name].”
- Category Pages: For broader searches, use transactional keywords like “shop [product category]” or “buy women’s shoes online.”
- Call to Actions (CTAs): On landing pages or product pages, use strong, action-oriented CTAs like “Shop Now” or “Buy Today” that align with transactional keywords.
- Discount and Promo Pages: If you’re running promotions, make sure to include transactional keywords like “buy one get one free” or “50% off [product name].”
- Optimizing for Transactional Keywords:
- You don’t want to just throw in transactional keywords everywhere. They should fit naturally within the content.
- Ensure your pages are optimized for both user experience (fast load times, clear navigation, mobile-friendly) and conversion optimization (clear CTAs, easy checkout).
Example
Let’s go back to the bakery owner. They want to attract more people who are ready to buy cakes online, so they focus on transactional keywords to improve their SEO.
They start with:
- Keyword Research: They find that terms like “buy custom cakes online,” “order birthday cakes near me,” and “best wedding cakes delivery” are popular among people looking to purchase cakes.
- Optimizing Pages: The owner updates product pages with titles like “Order Fresh Birthday Cakes Online” and “Buy Wedding Cakes with Free Delivery,” making sure the keywords fit naturally in the descriptions.
- Creating Targeted CTAs: On the homepage, they add a banner with the phrase “Shop Custom Cakes Now” to encourage immediate action.
- Promotions: They create a page dedicated to “Buy 2, Get 1 Free” with the transactional keyword “buy cakes with discounts.”
After implementing these transactional keywords, the bakery noticed more traffic coming from people who were ready to buy. The targeted keywords matched what customers were searching for, leading to higher conversions and more cake orders.