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What are the most effective keyword research strategies for targeting customer journey stages?

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Keyword research is a vital part of any e-commerce SEO strategy, as it helps you understand what your potential customers are searching for and how to optimize your content accordingly. However, not all keywords are created equal, and different types of keywords correspond to different stages of the customer journey. In this article, you will learn what the customer journey is, why it matters for keyword research, and how to use some effective keyword research strategies for targeting customer journey stages.

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Octavio Hozawa

LinkedIn Top Voice | Especialista eCommerce | Vendas Online | Marketplace | Mercado Livre | Amazon | Autope?as…
Anderson Cardoso, xBA

E-commerce | Marketing | Novos Negócios

1 What is the customer journey?

The customer journey is the process that a customer goes through from becoming aware of a problem or a need, to researching and evaluating possible solutions, to making a purchase decision, and to becoming a loyal or repeat customer. Each stage of the customer journey has a different goal and requires a different type of content and communication. For example, at the awareness stage, the customer may be looking for general information or inspiration, while at the decision stage, the customer may be looking for specific product features or reviews.

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Octavio Hozawa

LinkedIn Top Voice | Especialista eCommerce | Vendas Online | Marketplace | Mercado Livre | Amazon | Autope?as Autoparts | CPG FMCG | Moda Fashion Apparel | Indústria | Importadora | Brands | DVNB | Montadora
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follow the AIDA method: A - Attention: Capture the potential customer’s attention. This is usually done through impactful, eye-catching or creative advertising messages. I - Interest: Once attention is gained, it is important to maintain the customer's interest. Highlighting benefits, interesting features or solutions to specific problems can help at this stage. D - Desire: Create a desire or desire for the product or service. Highlight how it can meet the customer's needs or desires, generating a sense of value and desire to own it. A - Action: Finally, encourage the customer to take an action, which could be making a purchase, requesting more information, subscribing to a newsletter, among others.

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Martin Lambrano

Tecnologo en Procesos Industriales
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Las estrategias de investigación de palabras clave pueden ser fundamentales para abordar las distintas etapas del recorrido del cliente. Una de las estrategias más efectivas es comprender las intenciones de búsqueda en cada etapa. Para la fase de concienciación, se buscan palabras clave informativas y genéricas; en la consideración, se utilizan términos más específicos y comparativos, mientras que en la decisión se enfocan palabras clave con intenciones de compra más claras. También se puede emplear la segmentación por intención de búsqueda para adaptar el contenido a las necesidades específicas de los usuarios en cada etapa del recorrido.

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Anderson Cardoso, xBA

E-commerce | Marketing | Novos Negócios
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Antes de abordar a pesquisa de palavras-chave, é fundamental compreender a jornada do cliente, que consiste nas etapas que um consumidor atravessa, desde a descoberta até a decis?o de compra. As etapas típicas incluem conscientiza??o, considera??o e decis?o.

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2 Why does the customer journey matter for keyword research?

The customer journey matters for keyword research because it helps you align your content with the intent and expectations of your target audience. By using keywords that match the customer journey stage, you can attract more relevant and qualified traffic, increase your conversion rate, and build trust and loyalty . For instance, if you sell hiking shoes, you may want to use different keywords for customers who are just exploring hiking as a hobby, versus customers who are ready to buy a pair of hiking shoes.

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Martin Lambrano

Tecnologo en Procesos Industriales
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El recorrido del cliente permite comprender las necesidades y comportamientos del cliente en cada etapa del proceso de compra. Es crucial para la investigación de palabras clave ya que las búsquedas varían según la etapa en la que se encuentre el cliente. Conocer estas etapas ayuda a seleccionar palabras clave relevantes, adaptando el contenido para satisfacer las necesidades específicas de los clientes en cada fase, lo que mejora la efectividad de las estrategias de SEO y marketing.

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Anderson Cardoso, xBA

E-commerce | Marketing | Novos Negócios
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A jornada do cliente é crucial na pesquisa de palavras-chave, pois as necessidades e inten??es variam em cada etapa. Compreender essas nuances permite a cria??o de listas de palavras-chave específicas para cada fase, otimizando a relevancia dos anúncios e conteúdos.

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Dmytro Nalyvaiko

Director of Business Development at Axon | Custom software engineering
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Different keywords have different business value. When people use search engines, they typically go through these phases: 1. Awareness phase is where people seek information about the problems they are experiencing. Therefore, keywords like “how to” are more suitable than “buy” for article titles. 2. Consideration phase is when people compare one item with other items to avoid regret after purchase. Examples of keywords include “Adidas vs Nike” or “best running shoes”. 3. Decision phase is keywords that may not receive high traffic but have high conversion rates. Keywords like “Order pizza near me” are typically used by people ready to make a purchase rather than those seeking to learn how to make pizza.

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3 How to use keyword research tools for customer journey stages?

Using keyword research tools is one of the most effective strategies for targeting different stages of the customer journey. Popular tools such as Google Keyword Planner, SEMrush, Ahrefs, Moz, and Ubersuggest can help you find relevant keywords for each stage. For example, in the awareness stage keywords should indicate a problem, need, or curiosity like “how to hike” or “best hiking trails”. In the interest stage keywords should indicate a desire to learn more like “hiking tips” or “hiking gear”. The consideration stage requires comparison keywords such as “hiking shoes vs boots” or “hiking shoes reviews”. Finally, in the decision stage you should use keywords that indicate a readiness to buy like “buy hiking shoes online” or “best hiking shoes for women”. Keyword research tools can provide insights into search intent, difficulty, and volume, helping you determine the best keywords to target.

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Anderson Cardoso, xBA

E-commerce | Marketing | Novos Negócios
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Utilizar ferramentas de pesquisa de palavras-chave, como o Google Keyword Planner, de maneira estratégica é essencial. Segmentar palavras-chave de acordo com as etapas da jornada, identificar termos de descoberta, considera??o e decis?o, ajuda a criar campanhas direcionadas e a alcan?ar os usuários no momento certo.

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4 How to use competitor analysis for customer journey stages?

Using competitor analysis to identify and leverage the keywords that your competitors are ranking for is an effective keyword research strategy for targeting customer journey stages. Analyzing your competitors' content and keywords can help you discover gaps and opportunities in your own keyword strategy, as well as learn from their best practices and mistakes. To use competitor analysis for customer journey stages, you can look at what topics and questions they are addressing at the top of the funnel, what keywords and phrases they are using to generate interest, what keywords and criteria they are using to differentiate themselves from other options, and what keywords and incentives they are using to persuade and convert their audience. Furthermore, you can observe how they are creating engaging content to attract their audience, providing value and credibility to their audience, showcasing their features and benefits, providing social proof and urgency, and so on.

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Anderson Cardoso, xBA

E-commerce | Marketing | Novos Negócios
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Analisar a concorrência é uma estratégia valiosa. Observar as palavras-chave que os concorrentes est?o direcionando em diferentes etapas da jornada do cliente pode fornecer insights importantes. Isso permite ajustes na própria estratégia, identificando lacunas ou oportunidades n?o exploradas.

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Martin Lambrano

Tecnologo en Procesos Industriales
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El análisis de la competencia proporciona una valiosa visión sobre cómo adaptar estrategias para cada etapa del recorrido del cliente. En la etapa de conciencia, evaluar las tácticas de la competencia permite identificar qué atrae a los clientes potenciales. En la consideración, analizar sus puntos fuertes ayuda a diferenciarse y destacar. En la decisión, comprender sus ventajas y desventajas ayuda a fortalecer argumentos de venta. En la fase de acción, utilizar lo aprendido para mejorar la experiencia del cliente y mantener una posición competitiva.

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5 How to use content analysis for customer journey stages?

An effective keyword research strategy for targeting customer journey stages is to use content analysis to evaluate and optimize your own content and keywords. By reviewing and auditing your existing content and keywords, you can measure and improve your performance, relevance, and user experience. When it comes to awareness, assess if your content and keywords are answering the pain points and needs of your audience, as well as ranking well for informational and inspirational searches. For interest, make sure that your content and keywords are providing valuable and trustworthy information to your audience, as well as ranking well for educational and navigational searches. When considering consideration, ensure that your content and keywords are highlighting your unique selling proposition and competitive advantage to your audience, as well as ranking well for commercial and comparison searches. Lastly, when it comes to decision, make sure that your content and keywords are creating a sense of urgency and action to your audience, as well as ranking well for transactional and branded searches.

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Martin Lambrano

Tecnologo en Procesos Industriales
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El análisis de contenido es clave en el recorrido del cliente. En la etapa de conciencia, enfocarse en contenido educativo y atrayente que resuelva problemas o necesidades. Para la consideración, contenido comparativo y detallado sobre productos o servicios es fundamental. En la etapa de decisión, testimonios, casos de estudio y rese?as refuerzan la confianza. Durante la acción, contenido posventa útil y práctico garantiza una buena experiencia, fomentando la fidelización.

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6 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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Martin Lambrano

Tecnologo en Procesos Industriales
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Es crucial considerar la relevancia del contenido en cada etapa del recorrido del cliente, adaptándolo a sus necesidades y expectativas. También es importante mantener la coherencia en el tono, el estilo y el mensaje de la marca a lo largo de todo el proceso. Además, el análisis continuo de la efectividad del contenido es clave para realizar ajustes y mejoras.

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What are the most effective keyword research strategies for targeting customer journey stages?

1

2

3

4

5

6

1 What is the customer journey?

2 Why does the customer journey matter for keyword research?

3 How to use keyword research tools for customer journey stages?

4 How to use competitor analysis for customer journey stages?

5 How to use content analysis for customer journey stages?

6 Here’s what else to consider

E-commerce

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What are the most effective keyword research strategies for targeting customer journey stages?

1

2

3

4

5

6

1 What is the customer journey?

2 Why does the customer journey matter for keyword research?

3 How to use keyword research tools for customer journey stages?

4 How to use competitor analysis for customer journey stages?

5 How to use content analysis for customer journey stages?

6 Here’s what else to consider

E-commerce

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