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What are the best tools for keyword research at each stage of the buyer journey?

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Keyword research is a vital part of any search engine marketing (SEM) strategy, as it helps you understand what your target audience is searching for and how you can reach them. However, not all keywords are equal, and depending on the stage of the buyer journey, you might need different tools and techniques to find the most relevant and effective ones. In this article, we'll explore the best tools for keyword research at each stage of the buyer journey, from awareness to decision, and how to use them to optimize your SEM campaigns.

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???? Jason Yim

Client Solutions @ Meta | AI Solutions for Marketing

1 Awareness stage

During the awareness stage, potential customers are searching for information, solutions, or inspiration related to their problems or needs. Your focus should be on broad, informational, and long-tail keywords that match their search intent. Google Keyword Planner is a free tool that allows you to generate keyword ideas based on a topic, website, or category. It can also provide the monthly search volume, competition, and bid range for each keyword. AnswerThePublic is a tool that visualizes the questions and phrases people search for around a specific keyword. It can help you discover the pain points, motivations, and interests of your audience. Ubersuggest is another tool that provides keyword suggestions, related keywords, and keyword variations based on a seed keyword. It also shows you the search volume, difficulty, cost-per-click (CPC), top-ranking pages and their metrics - all of which can help you prioritize and budget your SEM campaigns.

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Mohammed Raad

Ad Scientist | Google Certified | Meta Certified | LinkedIn Certified | Performance Marketing | Media Buyer | Conversion Rate Optimization | E-Commerce | Websites Design | CSS | HTML | WordPress | SEO | SEM | SMM | PPC
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The best tools for keyword research at each stage of the buyer journey vary depending on your needs and budget. Popular options include Google Keyword Planner, AnswerThePublic, Google Trends, SEMrush, Ahrefs, Moz Keyword Explorer, Google Shopping Insights, Amazon Keyword Tool, and eBay Keyword Research Tool.

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2 Interest stage

At the interest stage, potential customers are evaluating different options, features, or benefits that can solve their problems or meet their needs. They may be aware of your brand or product, but not yet ready to buy. Therefore, you should focus on specific, comparative, and niche keywords that match their search intent. SEMrush is a great tool to analyze the keywords and strategies of your competitors and find gaps and opportunities in your market. Moz Keyword Explorer helps you find and prioritize keywords based on various metrics. Ahrefs Keywords Explorer gives an overview of the keyword difficulty, search volume, clicks, and traffic potential for any keyword. It can also generate keyword ideas from different sources and analyze the SERP features and ranking factors for each keyword.

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3 Decision stage

At the decision stage, potential customers are ready to make a purchase, sign up, or take action. You should focus on targeted, transactional, and branded keywords that match their search intent. Google Trends is a great tool to identify and capitalize on trending keywords, and compare different keywords to see which ones have more demand and potential. SpyFu lets you spy on competitors' keywords, ads, and landing pages to find the most profitable keywords. Keyword Tool generates keyword suggestions based on Google's autocomplete feature, so you can filter them by language, country, or platform. Utilizing these tools can help you optimize your SEM campaigns and find long-tail and specific keywords with high conversion rates.

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???? Jason Yim

Client Solutions @ Meta | AI Solutions for Marketing
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Most tools would work across the funnel, it is up to the marketer to identify what are the right keywords for each stage and how to land them to the appropriate landing page. Be keyword tool agnostic, learn to be strategic.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Girish Saraswat

Talks About #WebAnalytics #Engagement #GrowthOrientedMindset #DigitalMarketingStretegies #DemandGeneration #ROI #ChannelMarketingImplementation
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Based on my experience, it's possible to employ the same keyword research tool throughout various stages of a prospect's journey. However, it's crucial to note that the messaging, targeting, and intent should evolve. To be more precise, the transition should move from using educational and long-tail educational keywords to transactional keywords associated with decision-making.

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Graham ó Maonaigh

Growth Marketing Strategist | Transforming Startups and Scale-ups | SEM, SEO & PPC Expert
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Talk to your customers. Once you have a few customers over the line. Make a point of talking directly to them and understand how they sought out your product/solution to address their needs. Use a Jobs To Be Done methodology to discover what job the customers hired your product for. Then work on targeting and addressing those jobs. Marketers have a tendency to abstract their interaction from the customer more and more using 'tools'. Avoid this. Build a relationship with your customers and understand them intimately. It will empower you with more insights than almost any keyword research tool ever could. #jtbd

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What are the best tools for keyword research at each stage of the buyer journey?

1

2

3

4

1 Awareness stage

2 Interest stage

3 Decision stage

4 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the best tools for keyword research at each stage of the buyer journey?

1

2

3

4

1 Awareness stage

2 Interest stage

3 Decision stage

4 Here’s what else to consider

Search Engine Marketing (SEM)

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