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5. Organizing the Sentence for the Buyer's Journey
The next step in this process is to start categorizing keywords by stage of the buyer’s journey. What we’ve found at Aira is that keywords don’t always fit into a predefined stage. Someone searching for “marketing services” may be researching what marketing services are, but they could also be looking for a provider. You might find keywords that are austria number data awareness/consideration or consideration/decision. Use your judgment, and remember that this is subjective. Once you’re done, you should end up with some data that looks something like this:


This ranking is important, because it begins to determine what type of content is most suitable for that keyword or phrase.

The next step in this process is to start looking at patterns in keywords and where they map to in the buyer’s journey. Often you’ll see keywords like “price” or “cost” at the decision stage and phrases like “how to” at the awareness stage. Once you start to identify these patterns, possibly using a variation of Tom Casano’s keyword clustering approach , you can then try to find an automated way so that when these terms appear in your keyword column, the intent is automatically updated.

Once complete, we can then start defining each of our keywords and giving them a type: