Map Your Keywords to Buyer Journey and User Intent – Whiteboard Friday

The author’s views are solely his own (save for the unlikely event of hypnosis) and may not always reflect Moz’s views.

Rejoice shows you how to align your keywords with both the buyer’s buying process and relative user intent.

Digital whiteboard showing the steps along the buyer's journey and how they impact user intent

Click on the whiteboard image above to open a high resolution version in a new tab!

video transcription

Hello. So I’m happy. I’m the SEO Account Manager for SEO Sherpa and welcome to this edition of Whiteboard Friday. So I’m going to talk to you about how to map your keywords to your user intent and buyer’s journey, giving you a good framework to use as you develop your strategy, do your keyword research, and want to give that extra Added value for your customers so that they fully understand the meaning of keyword research.

So I’m going to walk you through the diagram. So we understand that we have the buyer’s journey, which is the journey the buyer takes from beginning to end to figure out how to build, create and solve their problems.

phase of consciousness

Image showing elements within the awareness stage of the buyer journey

So if we start with awareness, we all understand that awareness comes when your buyer realizes they have a problem.

This makes them aware that they have a problem and need to find a solution. So, within the scope of your awareness, essentially any content or keyword research you create, you want to find the kind of keywords that would help your users or your users search for them, either to explain something or to educate yourself about it .

So what kind of keywords can we examine? So there are so-called keyword modifiers. Now, we all know that keywords can be short-tail or long-tail, but the modifiers help us figure out a keyword’s intent or purpose. So within consciousness we can have the following modifiers: what, how, where and who.

So these can be changed to tell us that the buyer is in the awareness stage because they are using these types of keywords. But beyond that, the intention behind it would be informative, because we all know that informative keywords are used when users want to be informed about something, which again comes back to the purpose of awareness.

So these are information-based keywords. Now, we don’t necessarily always talk about the goal. Of course, we definitely know that awareness causes explaining and produces the informational intent behind it. However, if we want to talk about the goals that the user is aiming for, we can classify it as “Know” and “Know Simple”. “Know” simply means that your users are trying to find out information.

Know Simple would be those questions to which you need answers quickly. How old is Beyonce? That would be a “know simple” request, as Google would simply display their actual age without requiring the user to go to a website to look at it. So this is consciousness. So it’s pretty simple, pretty basic, and very easy to understand.

consideration phase

Image showing elements in the consideration phase of the buyer journey

But when our buyer decides to consider it, they are now at this stage because they know their problem. So you have a better understanding of where the problem might be but just trying to find the best solution to it. That’s why it’s called consideration. They think about their options.

Even at this stage, you still need to explain to them what options they have, and sometimes you need to demonstrate it too, because this is where your users will be looking for options. So here we may be able to see content such as explainer videos or comparison guides as such. So the keyword modifiers you usually find are the best basis for dry skin, or a Canon camera review vs this one, or an iPhone vs iPad review, all those things.

You may find that it is affordable. Now that they know what the problems are, they may be looking for the best affordable option. Therefore, they could do a cost comparison. So these are the kind of modifiers that you can see and look up and know that we need these to fulfill our users’ user intent. We assume it’s commercial as they may seek further research into products and services.

So they try to weigh their options. So it would be commercial. But what is the goal? The goal may be that they want to be redirected to the right page. So a goal of websites simply means they are looking for that particular website which I think will help them decide and help them get to the decision stage.

But the whole point of this is that you want to create the type of content that will ensure that you are targeting the user’s intent, the query they are searching for. So our buyers have a choice. You examine it and have chosen the best solution. The next phase will of course be the decision phase.

decision phase

Image showing elements in the decision phase of the buyer journey

Again, the decision phase is simply about finding the best price. I know which provider I want. I know where to go to find that one solution. So again, you’re going to explain it anyway. You will still demonstrate. But how can you prove this in the decision phase? It’s easy – FAQs.

That’s why we have FAQ pages that answer important questions. This is how they land on your website. You know I want you to be the service provider for my problem. So I need FAQs. I may need case studies so I can read about other people’s things. i need reviews I want to rate products.

Actually, I want to see what people’s experiences are. So don’t be surprised if you see offers with these keyword modifiers. When people know the products they want to find, they want discount codes. I do this all the time when I know I want to shop like ASOS, so I want to find an ASOS discount code. So I’ve already made my decision.

So maybe you see the test. If you are a service oriented customer and want to book now, you may see that they want to book a specific service on this specific website. This intent will be transactional in nature, as they either want to make a purchase, sign up, book a service, buy, or download something. So they are already at the stage where this is their final decision. I have selected you, therefore there is an intention to transact.

Then we call this in view of the goal Do. So you are ready to take action. In all these phases you can set absolutely different calls to action. If it’s an awareness blog, you can create more awareness and discover more. These are calls to action. Consider that it would be even more to explore more because you have this explanatory guide.

Here you could login and buy now. All of these things are calls to action that you can assign to different phases. So when you create your strategy, it’s a very clear way to let your clients know or explain to the managers how you’ve mapped, categorized and explained all those keywords. I think this way you can better track and understand consumer behavior because now you know why your consumers are using certain keywords and where exactly they are in the buyer journey.

Even if you have to guess wildly, this categorization just gives you a lot more clarity. This essentially maps your keywords to the buyer’s journey and then back to user intent. So I hope this helps and gives you a better idea of ​​how to sort it and how to deal with it and create your excel spreadsheet and strategy to help you somehow.

Thank you and we hope to see you again soon for another Whiteboard Friday.

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