Date
Jun 03
In my previous post, we talked about using search engine optimization, keyword research and content creation to increase the awareness of the product or service that we're marketing. The next step in the user's research pathway is consideration and of course, this phase adds a completely different set of contextual issues that the user needs solve.
Consideration happens when the searcher knows that you exist. While they may have found you through SEO, social media channels like Twitter or Facebook, paid advertising like Pay Per Click or Banner Advertising, the fact remains that they're aware that you've answered some of their initial questions and have entered into the consideration phase of their research.
Consideration is a bit trickier than mere awareness. Once a user gets into this phase, the value of the information you provide, the value of the product or service that's available and the soft values of customer service experiences or recommendations influence the consideration phase. By its nature, the consideration phase is subtractive in nature, the user now has a list of potential candidates that they're looking over. This creates new challenges and opportunities to create relevant and content through supporting keywords.
Creating Content Around Value and Consideration:
Using the same example of higher education marketing, VisionPoint Marketing interviewed the staff, students and alumni of our higher education clients. Naturally, their stated goal, as is with all higher education marketing campaigns, is to increase the number of applications to the program. The results of the research and surveys showed that there were some common pressures among students as they determined the value of the university and the program.
Consideration Pressures Relating to the Program
- Specificity and relevancy of the degree program to their current or desired job.
- Translatability of curricula to enhance their career
- Expertise and track record of the faculty
- Reputation of the university and degree program
- Project integration of the program with real companies
Consideration Pressures Relating to Themselves
- Price of the program
- Scheduling and location flexibility
- Networking opportunities
- External perception of a degree from that university
- Increased potential to find a new job or current career enhancement
Because the consideration phase is not just about themselves, it can become a bit more challenging for the SEO focused content strategy to segment and respond to each pressure. The keyword groups in this phase tend to be longer, more specific and, at times, ambiguous.
Keywords for Consideration
- "[university program] rankings"
- "[university program] locations"
- "[university program] information"
- "[university program] pricing"
- "[university program] scholarships"
It is these types of keywords that show that the user is looking to find more specific information and that the user is comparing their search results with other universities they're considering. If they cannot find clear and relevant information to these searches, the likelihood that they'll select the university diminishes as each unanswered question becomes an unknown factor and increases the riskiness of the decision.
With these pressures in mind, creating an SEO focused content strategy based upon the users' consideration is much more than just being able to answer their questions, it's about providing a tangible value to the user. Remember, the people in the consideration phase are qualified leads, they want to take an action and the value you provide to them and the value description that they remember about your organization influences whether or not they move on to the next phase: acquisition.
