How To Choose The Best Keywords For Every Stage Of The Customer Journey
Did you know that SEO isn’t actually about increasing organic traffic to your website?
Well, it does. But it’s not the main goal.
The main goal of SEO is to increase revenue.
It’s about driving the right customers to your website from Google.
The customers who are going to convert.
Because driving traffic and driving conversions are two different things.
How do you drive the right customers to your website through Google?
Through keyword research!
And through knowing the customer journey.
So let’s go back to basics.
What are keywords?
Keywords are topics and ideas that let Google know what your content is about.
They are the words that people type into the Google search bar and are also referred to as “search queries”.
Keywords can often be found in the content on your website even if haven’t actively set out to write them.
Why are keywords important for SEO?
When Google spiders crawl websites to determine their rankings, they are looking to serve the most relevant and valuable content to users.
This means, matching content to the search queries on Google.
When you add these searched keywords onto your page, it lets Google know that this page is relevant to the searcher and should be displayed above others.
What are the different types of keywords?
Keywords come in many forms. Here are some of the most popular types of keywords.
Short Tail Keywords
Short tail keywords are made up of three words or less. Although highly searched for, they are highly competitive meaning that you’ll have to fight hard to be ranked high for these keywords. E.g. SEO copywriter
Long Tail Keywords
Long tail keywords are made up of more than 3 words and are usually more specific to what the searcher wants to find. E.g. Affordable freelance SEO copywriter
LSI (Latent Semantic Indexing) keywords are keywords that are related to your main keyword and help to identify the actual subject the searcher is looking for.
E.g. Copywriter is the main keyword and content writer or copywriting would be an LSI keyword- both closely related to copywriter.
Note: Some marketers believe that Google has evolved past needing to use LSI keywords.
Geo Targeting Keywords
These are keywords used to target searchers in specific areas.
You might already have your location on your contact page but adding those keywords to your content can really help improve your rankings for those search terms and I’ll soon explain why.
Search Intent Keywords
Search intent keywords are keywords which are identify what stage of the customer journey a user is art. These can be:
Informational – User wants general information on topic. Eg. What is a copywriter?
Commercial – User is considering a purchase and wants to learn more. E.g Benefits of a copywriter
Transactional – The last step before a user makes a purchase. E.g. Copywriter Hire Melbourne
Now, you’ve heard me mention the customer journey a few times.
What is the customer journey?
The customer journey is the interaction a customer has with your business from when they first discover it, to when they finally purchase from it.
This interaction can be broken up into three stages.
What are the stages of the customer journey?
Awareness – This is when the customer has just discovered your site and is now analysing whether it is relevant to them and is worth coming back to.
Consideration – Your customer has decided they would like to know more about your business and how it can help them. They might also be comparing you to similar businesses.
Purchase – The customer has decided that your business can help them solve their problem.
Why is the customer journey important?
Understanding the customer journey means understanding your customer’s pain points and how they interact with and experience your business.
If you can optimise your customer journey at every stage, you’re on the way to creating a seamless interaction with your business.
And a customer who experiences a seamless interaction is more likely to make a purchase.
You should have different pieces of content for every stage of the customer journey on your website.
You can read more about each stage of the customer journey by downloading my customer journey eBook.
So, how does the customer journey and the types of keywords you choose to optimise relate to each other?
Well, when you are doing your keyword research, you need to make sure that you have keywords for every stage of the customer journey, otherwise, you might be missing out on a whole bunch of traffic!
And yes, it is tempting to only focus on keywords for the final stage of the customer journey, but the customer actually misses out on vital information and it is harder to convert someone if they haven’t gone through the different stages.
I’ll use myself as an example to make it easier. I’m selling my copywriting services.
Keywords for the “Awareness” stage of the customer journey
As stated before, people searching on Google in the awareness stage of the customer journey are looking for a solution.
This means, they are more likely to use long tail keywords to search so they can get as much detailed information as they can.
People in this stage also might not know they have a problem yet, or they only have a tiny inkling.
These people would most likely use short tail keywords to find out more.
A great way to get into the mind of your customer is to think of a problem you have and how you would search to find a solution.
If you use the right keywords, in the right content you will position yourself as an authority on this topic which will increase the chances of your customer coming back.
Examples of “Awareness” keywords
What does a copywriter do?
What is copywriting?
What is a copywriter in marketing?
Why do you need a copywriter?
How to improve your website?
How to improve the customer experience?
Focus on the Who, What, When, Where and How keywords in your content to catch people searching questions in Google.
I have used some of these keywords in my services pages and my freebie descriptions because I know that people searching for these terms are looking for more information about copywriting, so when they come to my services page, they will find what they are looking for and might consider my services for their problem.
Keywords for the “Consideration” stage of the customer journey
People in the consideration stage need to be nurtured.
They are doing more research to figure out if your product or service is actually suitable for them.
You should be focusing on keywords that are more specific to your services.
It isn’t enough to just use these keywords to get people onto your pages though.
The pages actually need to have some value, otherwise people will quickly hit the “back” button and your rankings will drop.
Examples of “Consideration” keywords
Benefits of hiring a copywriter
Importance of SEO
How to improve my website with a copywriter?
Why do businesses need a copywriter?
Why do I need an SEO copywriter?
SEO copywriting services
SEO copywriting examples
Notice that these keywords all have one thing in common.
They are all related to how the customer can be helped OR show the customer more about your service for them to make an informed decision.
Keywords for the “Purchase” stage of the customer journey
At this stage, your customer has high buyer intent, meaning that they are looking to make a decision and hopefully, it’s a decision that involves your business.
Focus on keywords that are specific to your business and are also actionable.
Examples of “Purchase” keywords
Hire a copywriter
Copywriter hire Melbourne
Copywriter price guide
Affordable copywriting services
SEO Copywriter pricing
Best Copywriter Melbourne
Many of these keywords use similar terms to what you find in advertising.
Notice that there are geo targeting keywords too.
Geo targeting keywords are essential for service-based businesses as many people are searching terms with suburbs to find services that are closest to them.
Now that you know which keywords to use to target your customers at every stage of the customer journey, you should be implementing them into your title tags, meta descriptions and content.
To learn what types of content you need for the customer journey, download my free ebook here.
It is full of all types of content ideas for product and service-based businesses so you can start helping your customers through their buying journey.
Want to take the hassle out of keyword research for your business? Why not check out my SEO copywriting services.