Mapping keywords to the buyer journey in SEO – Search Engine Land
But how do you know what keywords are appropriate at various buying cycle stages? Imagine you’re a customer starting your search from the awareness phase. What questions are you likely to have? Find keywords that reflect questions and answers that prospective customers are likely to ask.
Google Suggest is a great place to begin mining these potential leads for keywords. For example, using the Keyword Tool Dominator, I can see Google Suggest queries that show up around a term like “women’s running shoes”:From the list on the left, I found keywords and added to the list on the right to narrow down some selections. Some questions I can see forming from these keywords based on what searchers are entering:
- Where can I buy running shoes?
- What are the best rated running shoes?
- What are the best running shoes for my knees?
- Which running shoes have the best ankle support?
- Which running shoes have the best arch support?
- Which running shoes can I also use for hiking?
More keyword smarts, this time breaking it down by the buyer’s journey. Some intuition required. CT for more.
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