{"id":640107,"date":"2024-09-30T17:00:00","date_gmt":"2024-09-30T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/keyword-research-for-seo-the-ultimate-guide\/"},"modified":"2024-09-30T17:00:00","modified_gmt":"2024-09-30T14:00:00","slug":"keyword-research-for-seo-the-ultimate-guide","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/","title":{"rendered":"#Keyword research for SEO: The ultimate guide"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2adf803f64c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2adf803f64c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Keyword_research_should_focus_on_revenue_generation_not_just_traffic_Heres_how_to_turn_keywords_into_business_assets_that_drive_growth\" >Keyword research should focus on revenue generation, not just traffic. Here\u2019s how to turn keywords into business assets that drive growth.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Why_most_keyword_research_is_wrong\" >Why most keyword research is wrong<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Why_are_you_doing_keyword_research\" >Why are you doing keyword research?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#How_brands_make_money_from_SEO_The_fundamental_rule_of_keyword_research\" >How brands make money from SEO: The fundamental rule of keyword research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#SEO_is_product_placement_not_advertising_A_tale_of_how_marketing_works\" >SEO is product placement, not advertising: A tale of how marketing works<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#We_serve_busy_people_with_busy_minds\" >We serve busy people with busy minds<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Your_new_keyword_process\" >Your new keyword process<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Building_your_keyword_strategy\" >Building your keyword strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Customer_and_competitor_keyword_research\" >Customer and competitor keyword research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Mapping_your_buyers_keyword_journey\" >Mapping your buyers\u2019 keyword journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Keyword_ideation_Identifying_what_your_customers_need\" >Keyword ideation: Identifying what your customers need<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Selecting_your_keyword_assets\" >Selecting your keyword assets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#The_manual_keyword_research_process\" >The manual keyword research process<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/keyword-research-for-seo-the-ultimate-guide\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Keyword_research_should_focus_on_revenue_generation_not_just_traffic_Heres_how_to_turn_keywords_into_business_assets_that_drive_growth\"><\/span>Keyword research should focus on revenue generation, not just traffic. Here\u2019s how to turn keywords into business assets that drive growth.<br \/>\n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nKeyword research is a cornerstone of SEO success, but many SEOs do it incorrectly. Instead of focusing on keywords that drive revenue, they only chase traffic volume.<\/p>\n<p>This guide tackles a new <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to keyword research that boosts your online presence and directly contributes to your bottom line.\u00a0<\/p>\n<p>By the end, you\u2019ll understand how to transform keywords into valuable assets that drive business growth and profitability.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-most-keyword-research-is-wrong\"><span class=\"ez-toc-section\" id=\"Why_most_keyword_research_is_wrong\"><\/span>Why most keyword research is wrong<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before writing this article, I searched for and read several keyword research guides.<\/p>\n<p>They all suffered from the same problem. They only talked about how to acquire traffic from Google and not about why.<\/p>\n<p>And the \u201cwhy\u201d is the most crucial part of keyword research.<\/p>\n<p>As such, this article is split into two parts.<\/p>\n<ul class=\"wp-block-list\">\n<li>First, we\u2019ll examine why we use keywords and how they lead to business success.<\/li>\n<li>Then, we\u2019ll examine the process for identifying business-relevant keywords.<\/li>\n<\/ul>\n<p>Let\u2019s start with the \u201cwhy\u201d behind keyword research.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-are-you-doing-keyword-research\"><span class=\"ez-toc-section\" id=\"Why_are_you_doing_keyword_research\"><\/span>Why are you doing keyword research?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The problem with keyword research is that people talk about how to do it but never talk about why you are doing it.<\/p>\n<p>Most people, if asked this question, will talk about traffic.<\/p>\n<p>But unless you are a publisher earning revenue from display advertising, this metric is too basic to be valuable for SEOs working for businesses that need leads, sales, profits and growth.<\/p>\n<p>Others might use phrases like building brand awareness or talk about concepts like the \u2018funnel\u2019 and how they want to create top-of-mind awareness through content.<\/p>\n<p>However, these are all essentially flawed and over-simplistic approaches that <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly do not work or deliver value for clients.<\/p>\n<p>To make life easier, I\u2019ll explain why you are doing keyword research.<\/p>\n<p><strong>Revenue generation.<\/strong><\/p>\n<p>The goal of keyword research is to find keywords for which a brand can rank, leading to increased revenue.<\/p>\n<p>So, for keyword research to be successful, we need to learn how revenue is earned online.<\/p>\n<p><strong><em>Dig deeper: Keyword research for SEO: 6 questions you must ask yourself<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-brands-make-money-from-seo-the-fundamental-rule-of-keyword-research\"><span class=\"ez-toc-section\" id=\"How_brands_make_money_from_SEO_The_fundamental_rule_of_keyword_research\"><\/span>How brands make money from SEO: The fundamental rule of keyword research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brands make money from SEO through leads and sales.<\/p>\n<p>And here\u2019s where SEO starts to unravel.<\/p>\n<p>Traditionally, SEOs view their work as optimizing a website for all funnel stages. This is a strategic error. Here\u2019s why.<\/p>\n<p>The traditional marketing funnel looks like this:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"900\" alt=\"Traditional funnel\" class=\"wp-image-447029\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-1536x864.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel.png.webp\" alt=\"Traditional funnel\" class=\"wp-image-447029\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Traditional-funnel-1536x864.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>This approach leads to using SEO to rank web pages, targeted at all stages of the funnel.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>TOFU: <\/strong>Top-of-funnel content to build brand awareness.<\/li>\n<li><strong>MOFU: <\/strong>Middle-of-funnel content to reach those considering their purchase options.<\/li>\n<li><strong>BOFU: <\/strong>Bottom-of-funnel content where people buy products or services.<\/li>\n<\/ul>\n<p>SEOs have sliced the funnel up in many ways, such as by renaming metrics as informational, commercial, etc.<\/p>\n<p>However, the core goal has remained: to use SEO as an all-in-one marketing channel.\u00a0<\/p>\n<p>This has resulted in websites with huge traffic numbers and brands creating content for every keyword they can think of, believing it\u2019s all advertising.<\/p>\n<p>But most web traffic is useless.<\/p>\n<p>Because it targets people at the wrong time.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-seo-is-product-placement-not-advertising-a-tale-of-how-marketing-works\"><span class=\"ez-toc-section\" id=\"SEO_is_product_placement_not_advertising_A_tale_of_how_marketing_works\"><\/span>SEO is product placement, not advertising: A tale of how marketing works<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The argument by SEOs around keyword research is that \u201call traffic is good traffic.\u201d<\/p>\n<p>This makes the delivery of SEO more aligned with the \u201cpublisher model.\u201d\u00a0<\/p>\n<p>SEOs will create content at scale to generate traffic and justify SEO.<\/p>\n<p>This means that most SEO content is called \u201ctop of funnel.\u201d<\/p>\n<p>The argument used by SEOs is that they use SEO to create brand awareness. And through ebooks or other lead gen activities, you acquire marketing qualified leads (MQLs).<\/p>\n<p>I\u2019ve seen this justified using first-touch attribution data, where an email sign-up later becomes a customer, justifying the content.<\/p>\n<p>Firstly, marketing metrics are rarely this granular. Yes, it will undoubtedly have first-touch attribution as \u201corganic,\u201d but so will all your organic traffic.\u00a0<\/p>\n<p>This includes your service and product pages.<\/p>\n<p>However, significant studies show that we do not purchase or recall brands this way.<\/p>\n<p><strong><em>Dig deeper: 6 vital lenses for effective keyword research<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-we-serve-busy-people-with-busy-minds\"><span class=\"ez-toc-section\" id=\"We_serve_busy_people_with_busy_minds\"><\/span>We serve busy people with busy minds<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When I think about keyword research strategy, I think about this line from Byron Sharp\u2019s book \u201cMarketing Theory, Evidence and Practice.\u201d<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\n\u201cOur marketing and brand is ignored and forgotten by most people most days.\u201d\n<\/p><\/blockquote>\n<p>The reason for this is the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.sciencedirect.com\/topics\/agricultural-and-biological-sciences\/forgetting-curve\">forgetting curve<\/a>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"260\" height=\"207\" alt=\"The forgetting curve\" class=\"wp-image-447030\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-forgetting-curve.png.webp 260w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-forgetting-curve-142x113.png.webp 142w\" data-lazy-sizes=\"(max-width: 260px) 100vw, 260px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-forgetting-curve.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"260\" height=\"207\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-forgetting-curve.png.webp\" alt=\"The forgetting curve\" class=\"wp-image-447030\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-forgetting-curve.png.webp 260w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-forgetting-curve-142x113.png.webp 142w\" sizes=\"auto, (max-width: 260px) 100vw, 260px\"><\/figure>\n<\/div>\n<p>The forgetting curve is a well-established principle in memory function.<\/p>\n<p>In short, we quickly lose what we don\u2019t use regarding new information.<\/p>\n<p>To demonstrate this, I often ask clients to name the last five articles they read and videos they watched online.<\/p>\n<p>Followed quickly by asking them the brand or person behind them.<\/p>\n<p>The answer is almost always met with difficulty.<\/p>\n<p>I then ask the clients to name ten toothpaste brands. The struggle is intense, even for something as simple as toothpaste.<\/p>\n<p>We have too much going on in our heads to recall the name of every brand we encounter online. We often forget things such as PINs and loved ones\u2019 birthdays.\u00a0<\/p>\n<p>And yet, there is a romantic idea among SEOs and content marketers that the 3,000-word ultimate guide the prospects read 10 months ago.\u00a0<\/p>\n<p>They somehow embedded the brand in their memory architecture to such an extent that they can recall it and themselves easily.<\/p>\n<p>This logic looks like this:<\/p>\n<p>\u201cWe need to get some food for our new puppy. We\u2019ll buy it from Pooch Love online. I read their 400 names for Daschunds article six months ago. They look great; I\u2019ll search for them.\u201d<\/p>\n<p>OK, so that\u2019s a little tongue-in-cheek. But this is the logic behind the vast majority of SEO strategies.<\/p>\n<p>The idea is that all traffic leads to brand recall.<\/p>\n<p>But it doesn\u2019t. This is why advertising exists. To build and refresh memory structures around brands.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"736\" height=\"429\" alt=\"How advertising really works\" class=\"wp-image-447031\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works.png.webp 736w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works-580x338.png.webp 580w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works-194x113.png.webp 194w\" data-lazy-sizes=\"(max-width: 736px) 100vw, 736px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"736\" height=\"429\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works.png.webp\" alt=\"How advertising really works\" class=\"wp-image-447031\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works.png.webp 736w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works-580x338.png.webp 580w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-advertising-really-works-194x113.png.webp 194w\" sizes=\"auto, (max-width: 736px) 100vw, 736px\"><figcaption class=\"wp-element-caption\"><em><em>Source: Les Binet<\/em><\/em><\/figcaption><\/figure>\n<\/div>\n<p>We need to ditch the idea of using SEO to build brand awareness through top-of-funnel logic.<\/p>\n<p>The articles you\u2019re writing that are growing your traffic are forgotten minutes after being read.\u00a0<\/p>\n<p>Your brand isn\u2019t remembered and your traffic graph is meaningless.<\/p>\n<p>So, what matters?<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/tom-roach-5b468026\/\">Tom Roach<\/a>, VP of brand strategy at Jellyfish, wrote a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/thetomroach.com\/2021\/09\/01\/the-sales-funnel-is-wrong-but-its-here-to-stay-lets-fix-it\/\">compelling article about why the marketing funnel needs to change.<\/a><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"700\" alt=\"Modified Funnel by Tom Roach\" class=\"wp-image-447032\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach.jpg.webp 1200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-579x338.jpg.webp 579w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-800x467.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-194x113.jpg.webp 194w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-768x448.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"700\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach.jpg.webp\" alt=\"Modified Funnel by Tom Roach\" class=\"wp-image-447032\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach.jpg.webp 1200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-579x338.jpg.webp 579w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-800x467.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-194x113.jpg.webp 194w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Modified-Funnel-by-Tom-Roach-768x448.jpg.webp 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"><\/figure>\n<\/div>\n<p>In his modified funnel, SEO sits as a connecting function. Connecting im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>te prospects with brands.<\/p>\n<p>And a bit of nudging as well.<\/p>\n<p>We connect brands with buyers and show up on their purchase journey.<\/p>\n<p>With this as our goal, keyword research will be more focused and revenue-driven.<\/p>\n<p>Now that we\u2019ve thoroughly covered the why of keyword research, we need to dive into the how.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-your-new-keyword-process\"><span class=\"ez-toc-section\" id=\"Your_new_keyword_process\"><\/span>Your new keyword process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The standard of keyword research will always depend on the amount of time you have to conduct it.\u00a0<\/p>\n<p>If you have a small retainer, the time you have to conduct keyword research will be limited.<\/p>\n<p>But a good keyword research process looks like this:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"528\" height=\"444\" alt=\"The Keyword Research Process\" class=\"wp-image-447033\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process.png.webp 528w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process-402x338.png.webp 402w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process-134x113.png.webp 134w\" data-lazy-sizes=\"(max-width: 528px) 100vw, 528px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"528\" height=\"444\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process.png.webp\" alt=\"The Keyword Research Process\" class=\"wp-image-447033\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process.png.webp 528w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process-402x338.png.webp 402w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-Keyword-Research-Process-134x113.png.webp 134w\" sizes=\"auto, (max-width: 528px) 100vw, 528px\"><\/figure>\n<\/div>\n<ul class=\"wp-block-list\">\n<li>Building your keyword strategy.<\/li>\n<li>Customer and competitor keyword research.<\/li>\n<li>Mapping your buyers\u2019 keyword journey.<\/li>\n<li>Keyword ideation \u2013 identify what your customers need.<\/li>\n<li>Selecting your keyword assets.<\/li>\n<li>Asset viability (manual keyword research).<\/li>\n<\/ul>\n<p>Let\u2019s break each section down.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-building-your-keyword-strategy\"><span class=\"ez-toc-section\" id=\"Building_your_keyword_strategy\"><\/span>Building your keyword strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When addressing keyword research, we must start with the premise that our brands are easily and quickly forgotten.<\/p>\n<p>That\u2019s the starting point for SEO.<\/p>\n<p>And so, we come to the customer or buyer journey.<\/p>\n<p>The buyer\u2019s journey is a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a> of touchpoints from product awareness to purchase.<\/p>\n<p>Many brands are discovered online with buyer intent keywords, which is no different from how many products are discovered in stores. We walk along physical aisles, where many brands are first discovered.<\/p>\n<p>Search is the digital version of this.\u00a0<\/p>\n<p>Our first search terms are often broad and straightforward.<\/p>\n<p>Often referred to as head terms. These keywords are broad and are usually expensive for paid search.<\/p>\n<p>These keywords are also often competitive to rank for.<\/p>\n<p>You need to start your keyword strategy with the client and their budget in mind.<\/p>\n<p>There is no point in building a huge keyword strategy if the client lacks the resources to rank for the terms.<\/p>\n<p>Before you take another step forward, it is useful to run through a SMART analysis at the beginning of the process to build your strategy.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"841\" height=\"487\" alt=\"SMART goals framework\" class=\"wp-image-447034\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework.png.webp 841w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-584x338.png.webp 584w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-800x463.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-195x113.png.webp 195w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-768x445.png.webp 768w\" data-lazy-sizes=\"(max-width: 841px) 100vw, 841px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"841\" height=\"487\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework.png.webp\" alt=\"SMART goals framework\" class=\"wp-image-447034\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework.png.webp 841w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-584x338.png.webp 584w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-800x463.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-195x113.png.webp 195w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SMART-goals-framework-768x445.png.webp 768w\" sizes=\"auto, (max-width: 841px) 100vw, 841px\"><\/figure>\n<\/div>\n<ul class=\"wp-block-list\">\n<li><strong>Specific<\/strong>: What specific results are we trying to obtain here? Are we looking to grow revenue for a particular service or all services\/ products?<\/li>\n<li><strong>Measurable<\/strong>: Where is the client now? What are their rankings?<\/li>\n<li><strong>Actionable and achievable<\/strong>: Can we achieve the desired result with the current budget? Do we have the resources and stakeholder buy-in?<\/li>\n<li><strong>Realistic and relevant<\/strong>: Are the desired results realistically achievable? Are they relevant to the business goals?<\/li>\n<li><strong>Time<\/strong>: How much time do we have? When are results likely to happen?<\/li>\n<\/ul>\n<p>Much of the above can be gathered with a simple client call and a gut feeling by quickly checking some data and competitors.<\/p>\n<p>The above is not designed to be perfect. It\u2019s more of a guide as you move through the process.<\/p>\n<p>We can now move to the next step.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-customer-and-competitor-keyword-research\"><span class=\"ez-toc-section\" id=\"Customer_and_competitor_keyword_research\"><\/span>Customer and competitor keyword research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To conduct your research into customer needs, you need data.<\/p>\n<p>Some sources can include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Customer data\/ business data.<\/li>\n<li>Search console data.<\/li>\n<li>Paid search data.<\/li>\n<li>Keyword research tools.<\/li>\n<li>Google Analytics 4.<\/li>\n<\/ul>\n<p>In-house teams will generally have access to more data and more time for the above, while agencies and freelancers will have less.<\/p>\n<p>However, the aim of this initial stage is to gather as much data as possible about your buyer\u2019s search journey.<\/p>\n<p>What are they typing into search engines? What do they think when they are looking into buying what you sell?<\/p>\n<p>Many keyword tools can assist with this. ChatGPT is, however, surprisingly good at giving you starting points for this information:<\/p>\n<p>Throw in a simple prompt and you will gain some logical searches to consider.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1470\" height=\"766\" alt=\"Customer and competitor keyword research with ChatGPT\" class=\"wp-image-447035\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT.png.webp 1470w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-600x313.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-800x417.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-200x104.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-768x400.png.webp 768w\" data-lazy-sizes=\"(max-width: 1470px) 100vw, 1470px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1470\" height=\"766\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT.png.webp\" alt=\"Customer and competitor keyword research with ChatGPT\" class=\"wp-image-447035\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT.png.webp 1470w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-600x313.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-800x417.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-200x104.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Customer-and-competitor-keyword-research-with-ChatGPT-768x400.png.webp 768w\" sizes=\"auto, (max-width: 1470px) 100vw, 1470px\"><\/figure>\n<\/div>\n<p>If we look at what a simple prompt gave me if I was looking for \u201cin the market\u201d keywords for people buying fish tanks.<\/p>\n<ul class=\"wp-block-list\">\n<li>General fish tank searches.<\/li>\n<li>Size-specific searches.<\/li>\n<li>Type-specific searches.<\/li>\n<li>Brand-specific searches.<\/li>\n<li>Material-specific searches.<\/li>\n<\/ul>\n<p>This isn\u2019t exhaustive, but it is designed to get you thinking about a consumer.<\/p>\n<p>The good thing about ChatGPT is that you can analyze markets for ideas, keyword formulas and more.<\/p>\n<p>I have deliberately not used a specific search tool in this article because there are so many with their own guides.<\/p>\n<p>What matters is that you gain the data from various sources. Our aim is not to study all the keywords but to make an SEO plan.\u00a0\u00a0<\/p>\n<p>We are gathering as much data as possible about how our consumers might search for a brand like ours when they enter the market to buy.<\/p>\n<p>Using this data, you can now map the buyer\u2019s keyword journey.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-mapping-your-buyers-keyword-journey\"><span class=\"ez-toc-section\" id=\"Mapping_your_buyers_keyword_journey\"><\/span>Mapping your buyers\u2019 keyword journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To build your strategy, you need to identify the customers you want to target and the search terms they use. Then, we can map our keywords against the buyer\u2019s journey.<\/p>\n<p>For example, let\u2019s say you are in the market for car insurance. Your 17-year-old daughter has just passed her driving test and wants a car.<\/p>\n<p>You might start your car insurance journey with a term such as<strong> <\/strong>\u201ccheap car insurance\u201d or \u201cnew driver\u2019s car insurance.\u201d<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1053\" height=\"750\" alt=\"New drivers car insurance - Google search results\" class=\"wp-image-447036\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results.png.webp 1053w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-475x338.png.webp 475w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-800x570.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-159x113.png.webp 159w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-768x547.png.webp 768w\" data-lazy-sizes=\"(max-width: 1053px) 100vw, 1053px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1053\" height=\"750\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results.png.webp\" alt=\"New drivers car insurance - Google search results\" class=\"wp-image-447036\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results.png.webp 1053w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-475x338.png.webp 475w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-800x570.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-159x113.png.webp 159w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-search-results-768x547.png.webp 768w\" sizes=\"auto, (max-width: 1053px) 100vw, 1053px\"><\/figure>\n<\/div>\n<p>You scroll and click the results, read the websites and leave because you must take your daughter to her fitness class.<\/p>\n<p>A few weeks pass, and your daughter reminds you of the car insurance she needs for the car she has convinced you to buy.<\/p>\n<p>You repeat the same search, but perhaps this time, you click a few results but see Google\u2019s PAA (people also ask) section.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"837\" height=\"333\" alt=\"New drivers car insurance - Google PAA\" class=\"wp-image-447037\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA.png.webp 837w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-600x239.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-800x318.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-200x80.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-768x306.png.webp 768w\" data-lazy-sizes=\"(max-width: 837px) 100vw, 837px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"837\" height=\"333\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA.png.webp\" alt=\"New drivers car insurance - Google PAA\" class=\"wp-image-447037\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA.png.webp 837w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-600x239.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-800x318.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-200x80.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/New-drivers-car-insurance-Google-PAA-768x306.png.webp 768w\" sizes=\"auto, (max-width: 837px) 100vw, 837px\"><\/figure>\n<\/div>\n<p>You click some more and new questions such as \u201cHow to reduce car insurance for new drivers\u201d appear.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"964\" height=\"832\" alt=\"How to reduce car insurance for new drivers - Google search results\" class=\"wp-image-447038\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results.png.webp 964w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-392x338.png.webp 392w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-695x600.png.webp 695w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-131x113.png.webp 131w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-768x663.png.webp 768w\" data-lazy-sizes=\"(max-width: 964px) 100vw, 964px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"964\" height=\"832\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results.png.webp\" alt=\"How to reduce car insurance for new drivers - Google search results\" class=\"wp-image-447038\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results.png.webp 964w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-392x338.png.webp 392w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-695x600.png.webp 695w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-131x113.png.webp 131w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-reduce-car-insurance-for-new-drivers-Google-search-results-768x663.png.webp 768w\" sizes=\"auto, (max-width: 964px) 100vw, 964px\"><\/figure>\n<\/div>\n<p>You are now in what Google calls the \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/consumer-insights\/consumer-journey\/navigating-purchase-behavior-and-decision-making\/\">messy middle of search<\/a>.\u201d<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" alt=\"Messy middle of search\" class=\"wp-image-447039\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Messy-middle-of-search.gif\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Messy-middle-of-search.gif\" alt=\"Messy middle of search\" class=\"wp-image-447039\"><\/figure>\n<\/div>\n<p>The messy middle is a world of exploration and evaluation, where brands can choose to show up and increase their chances of being selected and recalled by buyers.<\/p>\n<p>We receive internal or external triggers to search.<\/p>\n<p>We then explore subjects and vendors.<\/p>\n<p>In the end, searchers will have a number of brands that enter their \u2018consideration\u2019 set of vendors or products they want to purchase from.<\/p>\n<p>Every buyer search journey depends on the sector. Some take place in minutes, and others take over 12 months.<\/p>\n<p>And this is the search journey we want to map out as best as possible.<\/p>\n<p>We are trying to paint a possible picture of our consumer\u2019s online activity in relation to purchasing.<\/p>\n<p>In the car insurance example earlier, we saw how a prospect makes many searches over a period of time before building a consideration set of brands.<\/p>\n<p>To map the keyword journey, it\u2019s useful to split keywords into three categories:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Head terms<\/strong>\n<ul class=\"wp-block-list\">\n<li>Used for initial exploration.<\/li>\n<li>Used to evaluate brands.<\/li>\n<li>Used for buying.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Body or medium tail keywords<\/strong>\n<ul class=\"wp-block-list\">\n<li>Used for broad subject exploration. Often informational, when a prospect seeks more information on a subject to help them make an informed purchase decision.\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Long-tail search<\/strong>\n<ul class=\"wp-block-list\">\n<li>Used for deeper subject exploration and unmet needs.<\/li>\n<li>A user is trying to find a precise solution and previous searches have yet to satisfy them.\u00a0<\/li>\n<li>A user has complicated product, service or informational needs.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" alt=\"Head, body, long-tail keywords\" class=\"wp-image-447040\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-1536x864.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords.png.webp\" alt=\"Head, body, long-tail keywords\" class=\"wp-image-447040\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Head-body-long-tail-keywords-1536x864.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Once you gather your data in the next step, your keyword strategy will start to take shape.<\/p>\n<p>Lower budgets might mean you can\u2019t rank for competitive keywords, but you can reach people as they explore the subject with buyer intent.<\/p>\n<p>Or you may focus on a more targeted and specific group of consumers.<\/p>\n<p>Now, look at your data and add this to the three areas of heady, body and tail.<\/p>\n<p>You can do this via a spreadsheet with three columns.<\/p>\n<p><strong><em>Dig deeper: How to find high-potential keywords for SEO<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-keyword-ideation-identifying-what-your-customers-need\"><span class=\"ez-toc-section\" id=\"Keyword_ideation_Identifying_what_your_customers_need\"><\/span>Keyword ideation: Identifying what your customers need<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you have your data, you need to address what keywords match the customer\u2019s needs.<\/p>\n<p>These are keywords that a prospect will use to help them to choose a product, service or brand.<\/p>\n<p>From your research, you\u2019ll have a lot of data, but we need to consider how humans use the web and align our keyword research with that.<\/p>\n<p>Kantar <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/marketing-strategies\/search\/how-consumer-needs-shape-search-behaviour-and-drive-intent\/\">conducted research with Google to identify six needs<\/a> that searchers have when they use Google.<\/p>\n<p>These needs were identified as follows.<\/p>\n<ul class=\"wp-block-list\">\n<li>Educate me.<\/li>\n<li>Thrill me.<\/li>\n<li>Surprise me.<\/li>\n<li>Impress me.<\/li>\n<li>Help me.<\/li>\n<li>Reassure me.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"362\" alt=\"Six Needs That Searchers Have When They Use Google\" class=\"wp-image-447041\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-800x362.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-600x271.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-200x90.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-768x347.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google.png.webp 1456w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-800x362.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"362\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-800x362.png.webp\" alt=\"Six Needs That Searchers Have When They Use Google\" class=\"wp-image-447041\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-800x362.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-600x271.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-200x90.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google-768x347.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Six-needs-that-searchers-have-when-they-use-Google.png.webp 1456w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<\/div>\n<p>Let\u2019s break down each one.<\/p>\n<p><strong>Thrill me<\/strong><\/p>\n<p>When people come to search engines with this need, they are often at the earliest part of their search journey.\u00a0<\/p>\n<p>\u201cSearch is a quick adventure to find new things. It is brief, with just a few words and minimal back-button use.\u201d<\/p>\n<p>Customers might be looking for ideas, inspiration, examples, entertainment, visualization success stories, case studies and more.<\/p>\n<p>This is often where brands can use other media, such as social media, to grab the attention of consumers.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"548\" height=\"539\" alt=\"Thrill me\" class=\"wp-image-447042\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me.png.webp 548w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me-344x338.png.webp 344w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me-115x113.png.webp 115w\" data-lazy-sizes=\"(max-width: 548px) 100vw, 548px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"548\" height=\"539\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me.png.webp\" alt=\"Thrill me\" class=\"wp-image-447042\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me.png.webp 548w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me-344x338.png.webp 344w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Thrill-me-115x113.png.webp 115w\" sizes=\"auto, (max-width: 548px) 100vw, 548px\"><\/figure>\n<\/div>\n<p><strong>Surprise me<\/strong>\u00a0<\/p>\n<p>Searchers using Google with \u201csurprise me\u201d needs are looking for inspiration.\u00a0<\/p>\n<p>\u201cSearch is fun and entertaining. It is extensive with many unique iterations.\u201d<\/p>\n<p>It\u2019s likely that these keywords are early on in a consumer search journey. This is similar to the \u201cthrill me\u201d search terms but usually more broad.\u00a0<\/p>\n<p>A lot of TikTok content will be consumed this way. With a consumer searching for trending products and information.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"510\" height=\"549\" alt=\"Surprise me\u00a0\" class=\"wp-image-447043\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me-.png.webp 510w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me--314x338.png.webp 314w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me--105x113.png.webp 105w\" data-lazy-sizes=\"(max-width: 510px) 100vw, 510px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me-.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"510\" height=\"549\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me-.png.webp\" alt=\"Surprise me\u00a0\" class=\"wp-image-447043\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me-.png.webp 510w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me--314x338.png.webp 314w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Surprise-me--105x113.png.webp 105w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\"><\/figure>\n<\/div>\n<p><strong>Educate me<\/strong><\/p>\n<p>People who are looking for education search for items such as reviews and comparisons.<\/p>\n<p>\u201cSearch is about competence and control. It is thorough: reviews, ratings, comparisons, etc.\u201d<\/p>\n<p>They can seek out ratings and look for vendor experience, expertise, knowledge and authority. Which can come in the form of information and credentials.<\/p>\n<p>It\u2019s here that a brand should focus on displaying their E-E-A-T on their site and it\u2019s likely that these keywords are used for customers who are placing brands in their consideration set.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"549\" height=\"515\" alt=\"Educate me\" class=\"wp-image-447044\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me.png.webp 549w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me-360x338.png.webp 360w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me-120x113.png.webp 120w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"549\" height=\"515\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me.png.webp\" alt=\"Educate me\" class=\"wp-image-447044\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me.png.webp 549w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me-360x338.png.webp 360w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Educate-me-120x113.png.webp 120w\" sizes=\"auto, (max-width: 549px) 100vw, 549px\"><\/figure>\n<\/div>\n<p><strong>Impress me<\/strong><\/p>\n<p>Here, consumers look for status, knowledge and experience.<\/p>\n<p>\u201cSearch is about influencing and winning. It is laser-focused, using specific phrases.\u201d<\/p>\n<p>Many searches here are where a consumer knows exactly what they want. Luxury items will live in this sector, but consumers are also seeking out higher-end goods or services.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"542\" height=\"550\" alt=\"Impress me\" class=\"wp-image-447045\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me.png.webp 542w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me-333x338.png.webp 333w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me-111x113.png.webp 111w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me-95x95.png.webp 95w\" data-lazy-sizes=\"(max-width: 542px) 100vw, 542px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"542\" height=\"550\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me.png.webp\" alt=\"Impress me\" class=\"wp-image-447045\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me.png.webp 542w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me-333x338.png.webp 333w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me-111x113.png.webp 111w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Impress-me-95x95.png.webp 95w\" sizes=\"auto, (max-width: 542px) 100vw, 542px\"><\/figure>\n<\/div>\n<p><strong>Help me<\/strong><\/p>\n<p>If a searcher needs help, they often seek advice, tools, templates and answers.\u00a0<\/p>\n<p>\u201cSearch is about connecting and practicality. It is to-the-point and more likely to mention family or location.\u201d<\/p>\n<p>The searchers have a definite problem and possibly an urgent need. SaaS platforms often win in this range of needs. So do local \u2018emergency\u2019 vendors such as plumbers and electricians.\u00a0<\/p>\n<p>But content can live here too. If you\u2019re a SaaS platform that connects plumbers to locals in need, you could create content that teaches people how to solve their own problems. <\/p>\n<p>By seeing what it entails and thinking, \u201cThis looks too much like hard work,\u201d you have framed them for the next step: using your services.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"535\" alt=\"Help me\" class=\"wp-image-447046\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me.png.webp 525w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me-332x338.png.webp 332w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me-111x113.png.webp 111w\" data-lazy-sizes=\"(max-width: 525px) 100vw, 525px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"535\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me.png.webp\" alt=\"Help me\" class=\"wp-image-447046\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me.png.webp 525w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me-332x338.png.webp 332w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Help-me-111x113.png.webp 111w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\"><\/figure>\n<\/div>\n<p><strong>Reassure me<\/strong><\/p>\n<p>Finally, \u201creassure me\u201d keywords are related to support, answers and aftercare.<\/p>\n<p>\u201cSearch is about simplicity, comfort and trust. It is uncomplicated and more likely to include questions.\u201d <\/p>\n<p>A huge number of medical and legal searches exist for this search need.\u00a0<\/p>\n<p>For many, it\u2019s easy to dismiss this part of the buyer\u2019s journey, as you might find in your research that these types of keywords are post-purchase. <\/p>\n<p>However, these keywords can have a huge business impact if you can reduce support calls and even complaints.<\/p>\n<p>At this stage of the journey, we are analyzing our search data and identifying our consumers\u2019 search needs. You will probably see a pattern emerge.<\/p>\n<p>For example, if you sell garden furniture, you\u2019ll probably see consumers looking for inspiration and ideas more.<\/p>\n<p>In the beauty industry, people might focus more on cost and finding treatment locations near them.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"534\" alt=\"Reassure me\" class=\"wp-image-447047\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me.png.webp 525w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me-332x338.png.webp 332w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me-111x113.png.webp 111w\" data-lazy-sizes=\"(max-width: 525px) 100vw, 525px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"534\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me.png.webp\" alt=\"Reassure me\" class=\"wp-image-447047\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me.png.webp 525w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me-332x338.png.webp 332w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Reassure-me-111x113.png.webp 111w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\"><\/figure>\n<\/div>\n<p>Regardless of your niche, you have now taken your consumer and search data and placed it in the context of search needs. My advice would be to build this out on a spreadsheet or other board tool.<\/p>\n<p>Run through your head, medium and tail keywords earlier and assign them to each search needs.<\/p>\n<p>Once you\u2019ve done this, it\u2019s time to look at the assets you can create to satisfy these search needs.<\/p>\n<p><strong><em>Dig deeper: Rethinking your keyword strategy: Why optimizing for search intent matters<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-selecting-your-keyword-assets\"><span class=\"ez-toc-section\" id=\"Selecting_your_keyword_assets\"><\/span>Selecting your keyword assets<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To identify and select your keyword assets, you will build two keyword lists:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Exploration keywords<\/strong>\n<ul class=\"wp-block-list\">\n<li>These are the keywords that a buyer will use at the beginning of their search journey.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Evaluation Keywords<\/strong>\n<ul class=\"wp-block-list\">\n<li>These are the keywords used to decided if your products or services and brand are for them.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"421\" alt=\"Stages of keyword usage in the buyer's journey\" class=\"wp-image-447048\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey-482x338.png.webp 482w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey-161x113.png.webp 161w\" data-lazy-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"421\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey.png.webp\" alt=\"Stages of keyword usage in the buyer's journey\" class=\"wp-image-447048\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey-482x338.png.webp 482w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Stages-of-keyword-usage-in-the-buyers-journey-161x113.png.webp 161w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"><\/figure>\n<\/div>\n<p>We\u2019ve established that:<\/p>\n<ul class=\"wp-block-list\">\n<li>The messy middle consists of two key stages where we can engage.<\/li>\n<li>At each stage, users have distinct needs, which can be categorized into six main types.\u00a0<\/li>\n<\/ul>\n<p>Using the data we\u2019ve gathered, we can begin developing solutions tailored to these consumer needs.<\/p>\n<p>To start, we can organize these search needs into two groups: exploration and evaluation.\u00a0<\/p>\n<p>Keep in mind that there may be overlap between the two, and the categorization will vary depending on the specifics of each business.<\/p>\n<p>Here\u2019s an example of how this might look:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Exploration keywords<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u201cEducate me\u201d keywords (list them under)<\/li>\n<li>\u201cThrill me\u201d keywords<\/li>\n<li>\u201cSurprise\u201d me keywords<\/li>\n<li>\u201cHelp me\u201d keywords<\/li>\n<\/ul>\n<\/li>\n<li><strong>Evaluation keywords<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u201cImpress me\u201d keywords<\/li>\n<li>\u201cEducate me\u201d keywords<\/li>\n<li>\u201cThrill me\u201d keywords<\/li>\n<li>\u201cReassure me\u201d keywords<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Based on your data, you can start populating your buckets as you meet the search needs of your consumers.<\/p>\n<p>For example, your data might show that your customers need education and you will create guides to match this search intent.<\/p>\n<p>Or perhaps a dedicated review section of your website needs to be created to gather customer testimonials.<\/p>\n<p>The aim here is consider the assets you could create to meet your consumer\u2019s search needs based on your data.\u00a0<\/p>\n<p>Here are some ideas:<\/p>\n<ul class=\"wp-block-list\">\n<li>How to guides.<\/li>\n<li>Knowledge centers.<\/li>\n<li>Landing pages.<\/li>\n<li>Tools.<\/li>\n<li>Calculators.<\/li>\n<li>Templates.<\/li>\n<\/ul>\n<p>Each keyword should have a asset aligned with it.<\/p>\n<p>Once you\u2019ve done this, we move into the final stage.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-manual-keyword-research-process\"><span class=\"ez-toc-section\" id=\"The_manual_keyword_research_process\"><\/span>The manual keyword research process<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is the part where most keyword research guides begin, and ours will end.<\/p>\n<p>The reason is simple: as an SEO, you\u2019ll use many different tools throughout your career.\u00a0<\/p>\n<p>It\u2019s important to develop a keyword research process that works independently of any specific tool but can be applied to all of them.<\/p>\n<p>What matters is the process and not the search tool.<\/p>\n<p>Filter through your data to establish commercial viability for keywords and assets. Here\u2019s how.<\/p>\n<p><strong>Establishing keyword viability\u00a0<\/strong><\/p>\n<p>At this point, you should have two lists for Exploration and Evaluation.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"794\" height=\"282\" alt=\"Establishing keyword viability\u00a0\" class=\"wp-image-447049\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability-.png.webp 794w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability--600x213.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability--200x71.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability--768x273.png.webp 768w\" data-lazy-sizes=\"(max-width: 794px) 100vw, 794px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability-.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"794\" height=\"282\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability-.png.webp\" alt=\"Establishing keyword viability\u00a0\" class=\"wp-image-447049\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability-.png.webp 794w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability--600x213.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability--200x71.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Establishing-keyword-viability--768x273.png.webp 768w\" sizes=\"auto, (max-width: 794px) 100vw, 794px\"><\/figure>\n<\/div>\n<p>Under each section, you will see a list of assets you have decided to create.<\/p>\n<p>And for each asset, you\u2019ll have a list of keywords that each asset targets.<\/p>\n<p>Let\u2019s say your research showed that people were searching for how much something costs.<\/p>\n<p>You\u2019ve identified that an online calculation tool would meet consumer search needs.<\/p>\n<p>The purpose of your manual keyword research is to review the keyword to look from a business viability basis.<\/p>\n<p>You\u2019ll need to consider the search volume available, your internal resources and the time\/ cost of ranking for that keyword. You should also consider the potential rewards for the business.<\/p>\n<p>This will depend from business to business, but at the end of the process, you\u2019ll have identified assets you can create for consumers that meet their search needs. And you\u2019ll be better placed to gain buy in from stakeholders.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you made it to the end of this article, you deserve a medal.<\/p>\n<p> Establishing a revenue-focused keyword research process that aligns with consumer needs greatly stacks the odds in your favor.<\/p>\n<p>Here\u2019s a final recap of the process:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"829\" height=\"763\" alt=\"Complete keyword research process diagram\" class=\"wp-image-447050\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram.png.webp 829w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-367x338.png.webp 367w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-652x600.png.webp 652w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-123x113.png.webp 123w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-768x707.png.webp 768w\" data-lazy-sizes=\"(max-width: 829px) 100vw, 829px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"829\" height=\"763\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram.png.webp\" alt=\"Complete keyword research process diagram\" class=\"wp-image-447050\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram.png.webp 829w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-367x338.png.webp 367w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-652x600.png.webp 652w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-123x113.png.webp 123w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Complete-keyword-research-process-diagram-768x707.png.webp 768w\" sizes=\"auto, (max-width: 829px) 100vw, 829px\"><\/figure>\n<\/div>\n<ul class=\"wp-block-list\">\n<li><strong>Build your keyword strategy<\/strong>: This involves setting SMART goals, considering the client\u2019s budget and resources and understanding the competitive landscape.<\/li>\n<li><strong>Customer and competitor keyword research<\/strong>: Gather data from various sources, such as customer data, search console data, paid search data and keyword research tools, to understand customer search behavior and intent. Tools like ChatGPT can also be leveraged to generate keyword ideas and analyze market trends.<\/li>\n<li><strong>Map your buyers\u2019 keyword journey<\/strong>: Understand the customer\u2019s search journey from initial exploration to final purchase, categorizing keywords into head terms, body or medium-tail keywords and long-tail search terms.<\/li>\n<li><strong>Keyword ideation<\/strong>: Identify keywords that match customer needs, aligning them with the six needs identified by Kantar\u2019s research.<\/li>\n<li><strong>Select your keyword assets<\/strong>: Create two keyword lists \u2013 exploration keywords and evaluation keywords \u2013 and identify the type of content or assets that best address these needs (e.g., guides, reviews, landing pages, tools, etc.).<\/li>\n<li><strong>Asset viability (manual keyword research)<\/strong>: Evaluate the commercial viability of keywords and assets, considering factors like search volume, internal resources, time\/cost of ranking and potential business rewards.<\/li>\n<\/ul>\n<p>Do this, and you\u2019ll have a great keyword research approach to help you generate ranking and traffic that drives revenue.<\/p>\n<p><strong><em>Dig deeper: B2B keyword research: A comprehensive guide<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Andrew Holland\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/05\/Andrew-Holland.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/05\/Andrew-Holland.png.webp\" alt=\"Andrew Holland\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Andrew Holland<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=Zooglymedia&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/andrew-holland-seo\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Andrew Holland is the Director of SEO at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/jbh.co.uk\/\">JBH, an award-winning Digital PR and SEO agency<\/a>. His SEO background stems from a 17-year career in the police, where a number of years were spent within intelligence, utilizing SEO within internal systems to catch criminals. After developing chronic asthma, Andrew left the police and launched a freelance SEO and digital marketing career, and has worked with a wide range of clients, from SMEs to 8-figure businesses. Today, he directs the SEO delivery for one of the UK&#8217;s fastest-growing Digital PR and SEO agencies. Building organic visibility, trust and fame for consumer brands.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/keyword-research-seo-guide-447027\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Keyword research should focus on revenue generation, not just traffic. Here\u2019s how to turn keywords into business assets that drive growth. Keyword research is a cornerstone of SEO success, but many SEOs do it incorrectly. Instead of focusing on keywords that drive revenue, they only chase traffic volume. This guide tackles a new approach to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":640108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Keyword-research-for-SEO-The-ultimate-guide.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-640107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=640107"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640107\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/640108"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=640107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=640107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=640107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}