The Keywords Framework

The Keshoo Keywords Framework has been developed to help you determine the right keywords for each stage of the customer journey in a structured way. This Framework keywords guide helps you to find the right keywords for each stage.

Website visitors who are in an exploratory stage will use different search terms than visitors who are comparing or even have a purchase intention. This is why implementing the customer journey is that important. It is the same reason Google has developed the See, Think, Do and Care (STDC) model. But which keywords should you use per stage? And which keywords to use for SEO and which ones for SEA?

The Keshoo Keywords Framework helps you determine the right keywords for your website. Although it is not exact science, the framework helps define terms step-by-step that fit the different stages. The results of this framework are lists of combined search terms that should link to landing pages within the four stages.

This keywords framework guide roughly describes the stages of implementing the customer journey using the Keshoo Keywords Framework. You can click through to a detail page per stage.

Would you like to know more about the customer journey keywords model? Read the explanation of this first.

General Section Keywords Guide

This is not a stage of the customer journey neither of Google’s See, Think, Do and Care model. It is the foundation of the STDC Keywords Framework. The following information can be entered in this section:

  • Products or services category
  • Products or services
  • Properties

Words or phrases must be entered per line. The data and settings in The General Section are used in all four of the following sections that correspond to customer journey.

Awareness keywords Section

The vast majority of website visitors are in this stage. The visitor is looking for information on a particular topic. There is not yet a specific search for a product or supplier. It is the most important stage for introducing your company.

The following information can be entered in this section (1 word or sentence per line):

  • Category facts
  • Product facts

After clicking on “Generate Awareness  keywords” the following 3 lists are generated:

  • Category facts / Categories
  • Product facts / Products
  • Product facts* / Properties / Products

Any list can be copied by clicking the “Copy” button below the list. The copied list of keywords can be used for referring SEO and SEA to corresponding Awareness pages. Read more.

Consideration keywords Section

The visitor in this stage recognizes his need and is actively looking for a solution. In this stage you must inform the visitor about your products / services and their distinctive character.

The following information can be entered in this section (1 word or sentence per line):

  • How / Where / When
  • Targets

After clicking on “Generate Consideration keywords” the following 2 lists are generated:

  • How (Where / When) / Properties* / Products
  • Properties* / Products / Targets

Any list can be copied by clicking the “Copy” button below the list. The copied keyword list can be used for referring SEO and SEA to corresponding Consideration pages. Read more.

Purchase keywords Section

The visitor is about to purchase a product / service (purchase, registration, etc.). The number of visitors in this stage is lower than that of the Think stage, however the conversions in this stage have the highest value. Persuasion and distinction is key on the pages to which these keywords refer.

The following information can be entered in this section (1 word or sentence per line):

  • Offers
  • Competitors

After clicking on “Generate Purchase keywords” the following 2 lists are generated:

  • Offers / Properties* / Products / Targets*
  • Competitors / Properties* / Products / Targets*

Any list can be copied by clicking the “Copy” button below the list. The copied keyword list can be used for referring SEO and SEA to corresponding Purchase pages. Read more.

Loyalty keywords Section

It is important that the customer remains satisfied after the conversion. There are many more conversions to be achieved by keeping customers happy right after the purchase. By the same customer, but certainly also by word of mouth. So for this stage, the keywords and landing pages are focussing on all kind of support.

The following information can be entered in this section (1 word or sentence per line):

  • Support

After clicking on “Generate Loyalty keywords” the following list is generated:

  • Support / Properties* / Products / Targets*

Any list can be copied by clicking the “Copy” button below the list. The copied keyword list can be used for referring SEO and SEA to corresponding Loyalty pages. Read more.

* = Optional