The STDC Keywords Framework

The STDC Keywords Framework has been developed to help you determine the right keywords for each phase within Google’s customer journey in a structured way.

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

The STDC 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 phases. The results of this framework are lists of combined search terms that should link to landing pages within the four phases.

This guide roughly describes the phases of the STDC Keywords Framework. You can click through to a detail page per phase.

Would you like to know more about Google’s See, Think, Do and Care model first? Read the explanation of this first.

General Section

This is not a phase of Google’s See, Think, Do and Care model but 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 Google’s STDC model.

SEE Section

The vast majority of website visitors are in this phase. 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 phase 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 SEE 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 SEE pages. Read more.

THINK Section

The visitor in this phase recognizes his need and is actively looking for a solution. In this phase 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 THINK 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 THINK pages. Read more.

DO Section

The visitor is about to purchase a product / service (purchase, registration, etc.). The number of visitors in this phase is lower than that of the Think phase, however the conversions in this phase 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 DO 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 DO pages. Read more.

CARE Section

The visitor in this phase recognizes his need and is actively looking for a solution. In this phase 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):

  • Support

After clicking on “Generate CARE keywords” the following list isgenerated:

  • 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 CARE pages. Read more.

* = Optional