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 Google’s Think stage in this Consideration Keywords Guide.
How to generate keywords for the Consideration (Google’s THINK) 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 bake a hamburger then you know at least that the customer likes burgers. If you can make it clear that you are an expert in baking 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. In this example you see on the left 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 (green box)
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.