Using MSN Online Commercial Intention (OCI) to Find Profitable Keywords
Any good internet marketer knows that the key to a successful campaign is information. People spend thousands of dollars buying sophisticated software, which may offer an insight into a potential market and hopefully give them the edge over their competition.
Not everyone has the financial resources available to buy all the latest analytical technology, but the good news is there are very good free resources available for those on a shoestring budget.
Here we will discuss one of them. But before we do, let’s briefly discuss keyword research and log-tailed keyword phrases.
Keyword Research
Unless a marketer has a big budget for commercial advertising, they are unlikely to compete with historically established websites for popular keywords.
This problem has led to the development of niche marketing and the use of long-tailed keyword phrases. A marketer can spend days, or weeks, developing a keyword database and will have researched competition and global searches for each keyword phrase.
Once they have found keywords considered viable options (i.e. keyword phrases they think they will be able to rank for in a search engine), the marketer will get ready to create a website, email campaign or some other form of promotion.
Many marketers jump straight from the research to the promotion and never realize they are missing out on a vital stage, which could be the difference between total failure and profitable enterprise.
MSN Online Commercial Intention (OCI)
A marketer may have a good list of low-competition keywords, with acceptable global monthly searches, but there is one crucial question remaining.
Do the people searching for these phrases ever actually purchase anything?
There is no point trying to sell to a particular market if they are not interested in buying. A marketer may indeed get top spot in Google for their well-researched long-tail keyword, but that means nothing if they have selected a search phrase that is not associated with consumer purchases.
This is why the MSN Online Commercial Intention Page can be a very valuable tool.
The clever people at Microsoft have designed an algorithm that measures online commercial intention (the likelihood that someone will buy something, after searching for it). The MSN OCI measures commercial intent on a scale of 0 to 1, where 0 shows no intent and 1 is likely to buy immediately.
A marketer can simply add their chosen keywords into the calculator and find out if the keywords have any commercial intent, or may never result in a sale. The software may have some discrepancies and its accuracy has been questions by some, but for the most part the results have proved to show a definite trend.
The rule of thumb is that if a keyword phrase has an OCI of less than 0.6 (some marketers insists on 0.7) then the keyword shows no consumer promise and should be discarded.
Conclusion
Whilst the MSN Online Commercial Intent page may have its critics; many marketers see it as a valuable free tool. Certainly, any program that offers any additional information for a marketer is never a wasted excursion. The MSN OCI page offers the chance for a marketer to discover if they are about to waste time and effort chasing after a keyword phrase that will not sell.
If you want to check out the MSN Online Commercial Intention page, you can locate it at:
adlab.microsoft.com/Online-Commercial-Intention/
Author Info: Brian Horn, of HornDog Search Marketing, is recognized by many as the “Glazer-Kennedy Secret Weapon” because of his role in helping not only Dan Kennedy and Bill Glazer with search engine optimization and social media, but also many of the top Information Marketers in the world. He recently released product that walks you through the process of ranking a website on page 1 of Google (Be On Page 1 of Google).
Keyword research is so very important, Albert, it is great to hear of new ways to tackle it.
Enjoy the journey.
Mandy
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