How to Increase Sales by Discerning User Intent from Search Terms - Brad Geddes (5:05) Dr. Ralph F. Wilson , Web Marketing Today - Nov 24, 2009

In this video interview, search marketing expert Brad Geddes explains the importance of discerning user intent in the search terms they use to get to your site.

Most search queries can be categorized as: (1) Navigational queries, (2) Transactional queries, and (3) Informational queries, which account for 80% of queries. These are people who need more information before they are ready to buy.

For example, a search for "candle burning times" indicates a person who needs more infomation before making a purchase. Instead of sending them to a product page, provide the information they need, then send them to the appropriate product. Take time to provide needed information before asking for the sale.

Geddes recommends a tool at Microsoft adCenter Labs (adlab.msn.com) to detect online commercial intent.

You can find the main keywords people use to find your site through Google Analytics "entrance keywords." Geddes suggests sorting on bounce rates and average revenue by keyword to spot opportunities and problems. When fixes are made, sales revenue should improve significantly.

Brad Geddes is the founder of bg Theory, a company that trains agencies and advertisers on Pay Per Click advertising and search engine optimization to make their sales forces and products better.