The Awareness Section is the first part of the Keshoo framework where the magic realy starts. After filling in the data in the General Section we will no go generating the keywords for the customer journeys Awareness stage. So start reading this Awareness Keywords Guide.
How to generate keywords for the Customer Journeys Awareness stage?
Add category facts
In the Awareness stage, users orient themselves on a topic. They are looking for information and not yet concrete for a product or solution. So we start by adding descriptive terms to the product category.
Again, checking “required” will reduce the number of keywords and the search volume. However the quality increases. You will have to play around with the setting to see what settings are most suitable for you.
Add product facts
Now we enter “product facts”. Enter descriptive terms. Do not try to sell your product here yet, save that for later. Again, the visitor is looking for information at this stage.
Generate Awareness keywords
First start by selecting 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.
The option Modified Broad (+) is discontinued by Google and therefore not available anymore in Keshoo.
More information and examples for matching types on Google website.
Now it’s time to generate the first keyword lists! But first an explanation about the checkboxes above the lists. The checkboxes determine what is generated in the underlying list. Most of these are checked and not editable. However, sometimes you can turn an element on or off. For example in the third list you can switch “product facts” off. Since a combination of “product facts” “properties” and “products” probably leads to no or low search volume, it is often wise to uncheck this option.
Now click “Generate Awareness keywords“. Three lists with keywords are immediately filled based on all previous input and settings.
Copy Awareness keywords
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). Normally, the Awareness stage is best suited for SEO. You want to lead as many potentially relevant visitors to your website as possible. It is often a waste to spend advertising budget on the keywords, as only a limited part of it will ultimately go to a purchase.
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.