Search Methodology: The Keyword Search Funnel
Ok, so let me explain. The above represents how a person first thinks about, then searches for a solution to a problem. The steps can vary depending on the problem/solution, but holds true (roughly) and illustrates:
- The internal monologue: not always typed into a search engine, but represents the essence of the problem, desire or need.
- The broad keyword a consumer will search for initially to try to find a solution to their problem.
- Finding many options, the searcher chooses to refine their search to a research style keyword that may help provide social proof.
- Having done some research, the searcher enters the buying intent phase and begins using branded search keywords.
- After further research and price comparison, the searcher may enter an exact match product brand and model number – an indication of a heightened buying phase.
(Make sure you read the above again with a David Attenborough accent!)
When you’re looking at building a Pay Per Click (AdWords etc) campaign, you should choose which of the above segments you’re going to target. The further down the funnel you go, the cheaper your bids will be, however, if you choose not to advertise to the top end of the funnel, you loose brand equity.
