A framework distinguishing two keyword types by where the shopper sits in their buying journey, with a strict recommended order for targeting them.
Intent keywords — the shopper already knows what they want and is close to buying (e.g. 'retinol under eye patches'). High conversion, short path to purchase.
Research keywords — the shopper is still browsing/comparing (e.g. 'birthday gifts for women,' ~340k searches/month, only ~0.8% of searchers buy anything). Low conversion is not a defect here — it just means the buying journey is longer, and the objective shifts from immediate conversion to being the product the shopper remembers when they do decide.
Sequencing rule: rank high-intent, product-specific keywords first → build reviews and conversion history → only then expand into research keywords. Running a research-keyword play before the first two steps are done is described as 'an expensive way to light your money on fire' — the tactic is reserved for brands that are already established (five-figure units/month, known in their niche) and are chasing awareness/keyword real estate rather than fighting for page one.
A documented case: a brand went from organic rank 71 to rank 2 in 5 days on 'birthday gifts for women' with a short ad burst (150 units sold over 5 days), and held rank 2 after the campaign stopped — evidence that a focused, time-boxed push on a research keyword can lock in organic rank without sustained spend, once the sequencing precondition is met.
Related: Buyer/Shopper Intent Segregation for PPC Campaigns, Keyword Concentration Principle (Top 3–5 Keywords Drive 80–90% of Sales), Review-Before-Rank Launch Sequencing, High-Conversion Keyword Selection Strategy.