---
name: buyer-intent-keywords-seo-ppc-bottom-funnel
description: Run this workflow to prioritize buyer intent keywords across SEO and PPC, test a focused pilot, and scale only terms that improve qualified conversions.
---

# Buyer Intent Keyword Pilot Skill File

## When to use

Use this when your team is choosing keywords by volume first, traffic is growing, and qualified pipeline is flat. Run it before planning new pages or ad groups so SEO and PPC share one intent-first list.

## Steps

1. Tag your current keyword set by intent using informational, navigational, commercial, and transactional labels.
2. Pick a focused pilot set of bottom funnel keywords with clear buying signals and realistic competition.
3. Map each pilot term to one SEO page and one PPC ad group, and keep shared ownership during the test window.
4. Review a weekly scorecard for qualified conversion trend, shared SERP visibility, low-intent spend drift, and assisted conversion support.
5. Keep terms that drive qualified requests, and cut terms that only drive cheap clicks.

## Examples

Example pilot map from the post:
- Keyword intent labels: informational, navigational, commercial, transactional.
- Channel mapping: 1 SEO page plus 1 PPC ad group per pilot term.
- Weekly decision: pause broad queries that draw clicks but no qualified follow-up, then reallocate spend to comparison terms.

Example decision rule from the post:
- If one bottom funnel term starts driving qualified requests, keep both channels visible there.
- If another term drives only cheap clicks, reduce spend and move on.

## Notes

Manual intent tagging is worth the effort because it forces clear decisions. Do not let search volume overrule purchase intent when selecting pilot terms.