In this stage, the customer is familiar with the product or service and begins to orient himself more. The need becomes more concrete, which is reflected in the search terms. Read how to use the framework for the consideration (Google’s Think) stage in this Consideration Keywords Guide.
This is how keywords are defined for the Consideration stage
What works well in this stage is adding questions. While the visitor in the Awareness stage is particularly interested in WHAT, in the THINK stage he is looking for HOW, WHERE, WHO, etc. If the customer wants to know how to grill a hamburger then you know at least that the customer likes burgers. If you can make it clear that you are an expert in grilling burgers, the customer will be curious about how they taste from the expert himself.
In the Consideration stage we can also make search terms more specific by indicating what the target group is. If people identify with a target group, it is more likely to arouse their interest.
A target group can be geographically determined, but also a professional group or a group with the same interest.
Generate Consideration keywords
Now we are ready to generate the THINK keywords. Of course, the result depends on the entered data and the settings. You will have to discover which settings fit best.
First choose one of the matching options in the Matching Type selection list:
– Phrase match (“”): Matches of the phrase (or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning. For example: “professional services” or “steak houses” will also have a match on “best steak house” or “steak restaurant in my area”. This is the default selected option.
– Exact match (): Exact matches of the term or close variations of that exact term with the same meaning. For example: [professional services] or [steak house]
– Broad: Close variations of the keyword, related searches, and other relevant variations. The words in the keyword don’t have to be present in a user’s search. For example: steak house will also have a match on “food residence”. We strongly advice not to select this option.
More information and examples for matching types on Google website.
In this example you see the keywords that have been generated with standard settings. The generated search terms are now very specific, caused by “properties” checkboxes. Since “required” was turned off, also terms are generated without the “How / where / when” questions and without a target, so that keywords are generated without meaning. By changing the options, qualitatively better lists are created.
The keywords have been generated. What now? Most important is to now determine the estimated search volume for the keywords and thus the relevance. Once done, you can strategize which keywords you want to be found on through organic search (SEO) or paid search traffic (SEA). The Consideration stage is suitable for SEO as well as SEA.
There are various tools for estimating search traffic. For example, you can do this within Google Ads in the keyword planner (Tools and Settings> Keyword planner> Get search volume & forecast) or great paid tools such as MOZ or SEMRush.