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Search Insights. Updated March 2014 @ Punchlime Confidential and Proprietary Stanley Sarpong & Olju Man. Aligning Content and Keywords with the Customer Decision Journey
Search Insights.
Updated March 2014
@Punchlime Confidential and Proprietary
Stanley Sarpong & Olju Man.
Aligning Content and Keywords with the Customer Decision Journey
Contents.
1. Customer Decision Journey
2. Inbound Marketing
3. Mapping Keywords to the Customer Decision Journey
4. Q&A
Mint Example
how to take control of personal finances
personal saving tips
jemstep
mint vs. jemstep
mint help
0.
Create keyword clusters & align each stage of the Customer Decision Journey.
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issue
Issue / Opportunity
prevent optimize
optimization upgrade problem
risks resolve
Stage O/4
Structure
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budgetingissues
Issue / Opportunity
prevent late fees
optimize personal budget
over personal budget
how to take control of personal finances
manage personal finance
personal finance
risks
resolve personal finance
Stage O/4
Mint Example
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app
Solution
solution service
device tool supplier
software provider
Stage O/4
Structure
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budgeting app
Solution
tool to save
money
how to manage personal finance
managing personal
finance apptop personal finance tips
how to organize receipts
personal finance
software
personal saving tips
Stage O/4
Mint Example
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Competitor A
Brand
Competitor B
Competitor C
Solution B Competitor F
Competitor E
Solution A Competitor D
Avg. consumer 3 brands in set.
Stage 1/4
Structure
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mint
Brand
personal capital
quicken
mint iOS jemstep ibank
mint android
moneydance
Stage 1/4
Mint Example
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review
Comparison
compare vs.
pros & cons alternative comparison
benchmark cheapest
Stage 2/4
Structure
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mintreview
Comparison
compare mint
mint vs. jemstep
pros & cons mint
mint alternative
comparison mint
jemstep
benchmark finance apps
best finance
app
Stage 2/4
Mint Example
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purchase
Purchase
buy order
shop downloadwhere to
buy
where to download get
Stage 3/4
Structure
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download mint
Purchase
buy mint app
order mint app
purchase mint
get mint app
where to download
mint
shop mint.com
where to get mint app
Stage 3/4
Mint Example
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product-related
Post-Purchase
help contact
community how to use FAQ
feedback customerservice
Stage 4/4
Structure
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mint.com help
Post-Purchase
contact mint
customer service
mint
mint community
mint.com faq
how to use mint
help center mint
feedback mint app
Stage 4/4
Mint Example
Targeted content & keywords.
● Optimize your media mix:○ Set priorities, e.g. active evaluation○ Prevent spending in the wrong places
● Understand different decision journeys and tailor content and keywords:○ Depending on the role (e.g. CEO, CFO, IT, user),
search behavior may be different○ Align keyword clusters to each stage○ Create consistent, targeted messages
