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Chapter 3: Keyword Research Tools > Keywords and the Search Funnel

Keywords and the Search Funnel

There are many keyword tools out on the market, and they all perform in different ways. It can be a challenge to sort out what each one does and which ones you might need. One way to make sense of these tools is to align them to the four stages of the search funnel. Each stage represents an action or a search event, as you can see in Figure 3-1.

Figure 3-1: The search funnel

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Searches

This first stage represents the actual search phrases that people type into a search engine’s search box. It is that “language” of search that represents the expectations of the searcher. The keyword tools that include information about the type of search terms used and the volume of searches can help provide behavioral insights and predictive models for your keyword campaigns.


  

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