In this edition of Whiteboard Friday, the author, Rejoice, discusses how to map keywords to user intent and the buyer’s journey. The goal is to provide additional value to clients and help them understand the purpose of keyword research. The author presents a framework that can be used when building a strategy and conducting keyword research.
The buyer’s journey consists of several stages, starting with awareness. In this stage, the buyer becomes aware of a problem and seeks a solution. When conducting keyword research for this stage, it is important to focus on keywords that can help users understand or explain something. Keyword modifiers such as “what,” “how,” “where,” and “who” can indicate that the user is in the awareness stage. The intent behind these keywords is informational, as users are looking to gain knowledge about a particular topic or problem.
The next stage is consideration, where the buyer has a better understanding of the problem and is looking for the best solution. In this stage, it is important to provide information about different options and compare them. Keyword modifiers such as “best,” “affordable,” and “review” can indicate that the user is in the consideration stage. The intent behind these keywords is commercial, as users are looking to evaluate different products and services. The goal in this stage is to lead users to the right website or resource that can help them make a decision.
The final stage is the decision stage, where the buyer has identified the best solution and is ready to make a purchase or take action. In this stage, it is important to provide information that helps the buyer make a final decision. FAQ pages, case studies, and reviews are valuable content in this stage. Keyword modifiers such as “deal,” “test,” and “book now” can indicate that the user is in the decision stage. The intent behind these keywords is transactional, as users are looking to make a purchase or take a specific action. The goal in this stage is to encourage users to take the desired action, whether it is making a purchase, signing up, or downloading something.
Throughout the buyer’s journey, it is important to include appropriate calls to action that align with the user’s stage. For example, in the awareness stage, calls to action could include “read more” or “discover more,” while in the consideration stage, calls to action could include “explore more.” The goal is to guide users through the buyer’s journey and encourage them to take the desired action at each stage.
By mapping keywords to the buyer’s journey and user intent, marketers can gain a better understanding of consumer behavior and create more targeted and effective strategies. This approach provides clarity and helps marketers categorize keywords based on their purpose and where users are in the buyer’s journey. Overall, mapping keywords to user intent and the buyer’s journey is a valuable strategy for optimizing keyword research and improving overall marketing efforts.