All language subtitles for 04 - Keyword research Buying cycle

- [Instructor] Perhaps one of the more interesting

things about keywords

is how they are affected by the decision-making cycle

or the buying cycle.

I like to call this the Disneyworld effect.

That is where a single search

predictably kicks off dozens more searches.

Here are the questions that people ask about Disneyworld

from the keyword research site AnswerthePublic.com.

When someone searches for a Disneyworld vacation,

they'll also search for flights, airline information,

car rentals, hotels, and other planning searches.

When they arrive, they'll search for places to eat,

things to do, attractions, and other daily needs.

Google refers to this as micromoments,

all of the short research moments that occupy us

when we're planning or researching.

Rather than simply sitting in front of a computer all day

and thinking what we need next week,

we tend to search multiple times a day

for one thing at a time

as we need it.

Google research showed that a vacation searcher

conducted over 400 digital moments

during her research, planning, and vacation.

These included searches, videos, and websites,

primarily on mobile.

She used search before and after the first purchase decision

to educate herself about her destination

and the questions she had about her trip.

In a similar method,

your keywords can be organized

around a typical decision cycle.

More general keywords will be used first.

But then more detailed words are used afterwards

as people refine their search and focus on their need.

In addition, you can also find keywords

that people will use after they have made a decision,

but are searching for more information

to make their experience better.

To organize your keywords in a buying cycle,

you'll need to approach the process

from the searcher's viewpoint.

In this example, for our hiking business,

I started with the concept,

the description of the initial need or question,

the short tail.

Then, I find how that concept is clarified or researched.

Ask yourself what are the main categories

or related concepts.

Next, move to how the concept

is contextualized with practical words

such as ready to buy words or reviews,

specific features or attributes,

or local or regional words.

Then, look for searches that are post-conversion in nature,

searches looking for education,

thought leadership, applications or ideas.

In this case, we're thinking about what people need

after purchasing or in the moment of their experience.

From another industry, I'll use insurance.

For starters, I'm going to compare the synonyms

used when people search.

In this case, auto insurance versus car insurance.

My keyword research shows me

that car is used three times more than auto in this context,

at least in the US.

Then, we see investigative searches

such as best insurance,

company comparisons, average rates,

and local companies or agents.

Then, the next step towards conversion,

getting a quote.

People search for quotes,

estimates, company ratings, and online applications.

As you can see, keywords aren't simply a few words

that you sprinkle through the text on a page.

They enable us to learn

how searchers think, research, progress,

and finalize their decision-making

throughout the entire process.