Generic keywords are fading fast. Ranking for broad terms like “CRM software” or “marketing automation” might look impressive on a dashboard, but they rarely move the revenue needle. If you want traffic that actually converts, you need to focus on buyer intent keywords- the phrases people use when they’re close to taking action. In this blog, we’ll ditch the vanity mindset and dig into a practical, human way to uncover and use intent so your SEO produces real pipeline, not just page views.
Why Generic Keywords Don’t Cut it Anymore
Let’s call it: broad, head terms are noisy and expensive. Even if you could rank #1 for a super-competitive keyword, the results often disappoint.
- Low intent: “CRM software” could mean research, definitions, or a student’s homework. Not a buyer.
- High cost: Competing for head terms drains budget and time.
- Slow payoff: Months of work for traffic that mostly bounces.
- Misaligned traffic: You attract the curious, not the committed.
The fix is search intent SEO, building your strategy around what a searcher is trying to do right now. That’s how you win the moments that matter.
What Buyer Intent Actually Looks Like
Buyer intent keywords are those with clear commercial or transactional signals. They indicate comparison, readiness, or urgency. A few common patterns:
- Commercial modifiers: “best,” “top,” “vs,” “compare,” “reviews,” “alternatives,” “competitors”
- Transactional clues: “pricing,” “cost,” “quote,” “demo,” “trial,” “download,” “RFP”
- Niche qualifiers: “for healthcare,” “for Shopify,” “for Salesforce,” “HIPAA-compliant,”
- Job-to-be-done phrasing: “migrate Shopify to WooCommerce,” “set up SOC 2 compliant logging,” “automate invoice approvals”
These aren’t just keywords; they’re context. They tell you where someone is in the journey and what they need next.
Map Intent Across the Funnel (and make it useful)
Intent isn’t binary. It lives across your funnel keywords:
1. Top of Funnel (TOFU): Educational “what/why” content.
- What people search: “what is…”, “why…”, “benefits of…”
- Goal: Teach basics and frame the problem.
- Content to create: Guides, blogs, explainers.
- CTA ideas: Subscribe, download a checklist, read a related guide.
Example: “what is zero-party data?”
2. Middle of Funnel (MOFU): Problem-solution and comparison content.
- What they search: “best…”, “alternatives”, “vs”, “for [industry/role]”
- Goal: Help them evaluate options and see where you fit.
- Content to create: Comparison posts, use-case pages, solution hubs.
- CTA ideas: Case studies, webinars, product tour.
Example: “best HIPAA-compliant CRM,” “HubSpot vs Salesforce for nonprofits”
3. Bottom of Funnel (BOFU): Action-oriented pages and proof.
- What they search: “pricing”, “demo”, “trial”, “services”
- Goal: Remove last doubts and convert.
- Content to create: Product pages, pricing pages, service pages, implementation details, proofs (testimonials, ROI).
- CTA ideas: Book a demo, get a quote, start a trial.
Example: “HIPAA-compliant CRM pricing,” “implementation services”
Tie this to keyword mapping: assign a primary intent keyword to one page (not five) so you avoid cannibalization. TOFU keywords map to guides and blogs. MOFU maps to comparisons, use-case pages, and detailed solution hubs. BOFU belongs on product pages, service pages, and conversion assets.
How to Find Buyer Intent Keywords
Here’s a step-by-step process that works whether you’re in-house or working with a B2B SEO agency.
1. Talk to Sales and Support
Sales and support hear buyer language daily. Ask them:
- What exact phrases do prospects use when they’re ready to buy?
- What comparisons come up in late-stage calls?
- What features, certifications, or integrations are deal-breakers?
Turn those phrases into seed lists. You’ll find high-converting terms your tools miss.
2. Mine Your Own Data
Look beyond keyword tools:
- CRM notes and win/loss reasons: Pull recurring words from late-stage opportunities.
- On-site search logs: What are people hunting for on your own site?
- Chat transcripts and FAQs: Capture friction points and “how do I…” queries.
These sources reveal the language of urgency- gold for conversion driven SEO.
3. Read the SERP, not just the tool
Open the results page and analyze what Google is rewarding for a query:
- Are top results comparison posts? Feature pages? Product grids?
- Do you see “People Also Ask” questions with commercial phrasing?
- Are there site-links to pricing, integrations, implementation or case studies?
When the SERP screams “commercial,” build a page that matches that intent. Don’t force a blog if buyers clearly want a pricing breakdown.
4. Use Paid Data to Shorten the Learning Curve
If you’re running PPC, you already have a map:
- Export the queries that drove conversions, not just clicks.
- Sort by CPA and conversion rate; look for patterns in modifiers and qualifiers.
- Turn the top performers into organic content themes and landing pages.
Paid informs organic; organic reduces paid dependence. Win-win.
5. Analyze Competitors
Who consistently wins late-stage keywords in your space? Study:
- Their comparison pages (“X vs Y”), especially how they frame differentiation.
- Their pricing and implementation content and how transparent is it?
- Their internal linking to demos, calculators, and trials.
Don’t copy. Position. If they’re pushing “features,” you can own “outcomes” or “time-to-value.”
6. Build a Tight Keyword Map (and keep it updated)
Create a simple spreadsheet or doc:
- Primary Keyword (intent): One primary URL per keyword. Don't use the same keyword for multiple pages as they will compete with each other.
- Supporting synonyms/variants: Use variations of the keyword on the same page (e.g. insections and FAQs), not as separate competing pages.
- Stage (TOFU/MOFU/BOFU): Each keyword should be tied to a funnel page so you know the purpose of the page and the type of CTA it requires.
Review quarterly. Add new intent from sales, subtract pages that cannibalize, and keep your internal links aligned with the journey.
Turn Intent into Pages that Convert
Finding intent is step one. Converting it is the game. Here’s how to bring conversion driven SEO to the page level.
Page structure that mirrors intent
- Clear H1 with the solution and qualifier (“HIPAA-Compliant CRM for Mental Health Clinics”).
- Short value prop and social proof above the fold.
- Scannable sections (benefits, features, compliance, integrations, pricing).
- Prominent primary CTA (demo/trial/quote) plus a secondary CTA (case study, PDF).
Copy that answers invisible questions
- Who is this for? (industry, role, company size)
- Will it work with my stack? (integrations)
- Is it safe and compliant? (security)
- How hard is it to adopt? (implementation, timeline, training)
- What will it cost? (transparent pricing or at least clear pricing tiers)
Elements that boost conversion
- Comparison tables (“Us vs Alternatives”)
- ROI or TTV (time-to-value) calculator
- Case studies by industry or use-case
- Video walkthroughs and screenshots
- FAQ with bottom-of-funnel queries (“Is there an onboarding fee?”)
Technical touches that matter
- Schema markup (Product, FAQ, HowTo, Review) where appropriate
- Fast load times, especially on mobile
- Clean, descriptive URLs that include intent
- Internal links that move users from TOFU - MOFU - BOFU, guiding the buyer forward
How to Measure Success (beyond traffic)
If intent is your strategy, then pipeline is your North Star. Track:
- Sales-qualified leads (SQLs): Not every visitor is valuable. SQLs are the people actually worth pursuing as they have a much higher chance of converting.
- Assisted conversions: tracking assisted conversion show which pages play significant role in broader buying journey.
- Time-to-first-opportunity from organic sessions: This measures how quickly organic visitors become sales opportunities.
- Revenue and win rate by landing page or content cluster: Measure which pages and clusters actually bring in revenue and closed-won deals.
Still watch rankings and traffic, but treat them as indicators, not outcomes.
Ready to build an intent-led SEO engine?
If you want help finding and scaling the keywords that create pipeline, not just page views, Seven Koncepts can partner with you on search intent SEO, keyword mapping, and conversion driven SEO- from strategy to execution.
Let’s turn intent into revenue. Book a free intent audit with Seven Koncepts today.
FAQs
Q: What is the difference between buyer intent keywords and generic keywords? Buyer intent keywords are highly specific and indicate readiness to make a purchase or decision. Generic keywords, like “CRM,” often attract users who are just researching or browsing.
Q: How do I find long-tail keywords for my business? Use a free keyword research tool, Google’s autocomplete suggestions, and your competitors' content to find long-tail keywords that match specific buyer needs.
Q: How do I map buyer intent across the sales funnel? At each stage of the funnel (TOFU, MOFU, BOFU), focus on the keywords that align with the searcher's intent. Use transactional keywords like “pricing,” “demo,” and “quote” at the bottom of the funnel and educational queries like “what is…” at the top.
Q: How can schema help my SEO? Schema markup can help search engines understand your content better, leading to richer search results. It’s particularly useful for showing off things like pricing, reviews, and events.