Author: Katelyn Rhoades / Source: Medium Keywords for the whole Buyer’s Journey In today’s digital savvy world, effective keyword resear
In today’s digital savvy world, effective keyword research is an increasingly important skill for digital marketers. Not only do they need to know how to develop a good keyword list for Pay Per Click (PPC) and Search Engine Optimization (SEO), but highly skilled marketers need to know how to use keyword research to figure out what topics they should be writing about.
Keyword Research Defined
According to Hubspot, “Keyword research is when people use keywords to find and research actual search terms that people enter into search engines. The knowledge about these actual search terms can help inform content strategy, or marketing strategy overall.”
Seems pretty straightforward, right? Well it can be. The tricky part is when you start to get into the different stages of the buyer’s journey. You’ve got to remember that your keywords will not be the same for everyone. Since your buyer personas are going to be in different stages of the funnel, they are going to be searching for different content. Different content means different keywords.
Let’s take a deeper dive into each stage of the buyer’s journey to figure out what each persona may be searching for, then we will look at a real life example to help you understand even further.
The Buyer’s Journey
When strategizing for your keyword research, you can start by following the three-stage funnel of the Buyer’s Journey: The Awareness stage, the Consideration stage, and the Decision stage. Buyers in each stage of the funnel are going to be looking for different information according to their needs.
The Awareness Stage
The funnel starts at the top with the…