Buying Signals for Awareness: Keyword and Natural Language Strategies that Add Value

In the Awareness phase of the customer journey, the primary goal is to introduce your brand to a broader audience and generate initial interest. Crafting a strategic keyword strategy during this phase involves selecting terms that align with brand identity, industry trends, and general awareness. Start by incorporating branded keywords that specifically relate to your business name, products, or services. Focus on broader industry-related keywords to capture the attention of users who may not be familiar with your brand but are exploring relevant topics. Utilize terms that highlight your brand’s values, mission, and unique selling propositions.

Additionally, consider incorporating keywords related to the challenges and solutions within your industry to position your brand as a valuable resource. As users in the Awareness phase are often seeking general information, long-tail keywords and phrases can be effective in attracting organic traffic and ensuring your content aligns with the diverse queries users may have during this exploratory stage. By combining a mix of branded, industry-specific, and long-tail keywords, your strategy aims to cast a wide net, establishing a strong foundation for brand visibility and recognition.

Buying Signals from Search Keywords

In the Awareness phase, understanding and leveraging buying signals from search keywords is crucial for tailoring your strategy to potential customers who are just beginning their journey. While the primary goal in this phase is to create brand visibility and awareness, certain keywords may exhibit subtle buying signals indicating early interest or intent. Look for keywords that hint at exploration, such as terms like “introduction to [industry],” “understanding [product/service],” or “exploring [industry] solutions.”

Additionally, pay attention to keywords that may imply a readiness to engage further, such as searches for “best [product/service] providers” or “innovations in [industry].” These signals suggest that users are not only becoming aware of your industry or offerings but are also interested in finding reputable providers or staying updated on the latest trends.

While the Awareness phase is primarily about establishing your brand, the presence of certain keywords with exploratory or informational intent can serve as indicators that users may be open to learning more. Incorporating these insights into your keyword strategy allows you to subtly align your content with the evolving needs of potential customers, providing them with valuable information while gently guiding them towards deeper engagement.

Common Keyword Buying Signals you might find in the Awareness Phase

• Brand awareness
• Industry trends
• Introduction to [Industry]
• [Brand] identity
• [Brand] values
• [Industry] challenges
• [Industry] solutions
• [Industry] insights
• [Brand] mission

Goals of your Keyword Strategy in the Awareness Phase

The goals of keywords in the Awareness phase are centered around building brand visibility, reaching a broad audience, and creating a positive initial impression. Here are the key objectives:

1. Introduce the Brand: Branded keywords and industry-related terms aim to introduce your brand to users who may not be familiar with it. The goal is to make your brand name and identity known within the target audience.
2. Generate Interest: Industry trends, challenges, and solutions-related keywords help generate interest by aligning your brand with relevant topics. This fosters curiosity and encourages users to explore more about your products or services.
3. Establish Brand Identity: Keywords focusing on brand values, mission, and unique selling propositions contribute to establishing a distinct brand identity. Users should gain an understanding of what sets your brand apart from others in the industry.
4. Capture Broad Audience: Using a mix of broader industry-related keywords ensures that your content reaches a diverse audience. The aim is to cast a wide net and capture the attention of users who may be in the early stages of exploration.
5. Build Online Presence: Long-tail keywords and phrases contribute to building an online presence by addressing specific queries users might have. This helps in attracting organic traffic and positioning your brand as a valuable resource for information.
6. Create Positive First Impression: The overarching goal is to create a positive first impression. Users should associate your brand with relevant industry topics, trustworthy information, and a compelling narrative that encourages further interaction.
7. Encourage Exploration: By incorporating keywords that align with the diverse interests of users in the Awareness phase, the goal is to encourage exploration. This could involve clicking through to your website, engaging with content, or following your brand on social media.
8. Lay the Foundation for Future Interaction: Ultimately, the keywords in the Awareness phase set the stage for future interactions. The goal is to create a foundation that invites users to progress further along the purchase funnel, from initial awareness to consideration and beyond.

Natural Language Processing: Leveraging AI in the Awareness Phase

In the awareness phase, Natural Language Processing (NLP) helps brands connect with potential customers before they even know what they’re looking for. At this stage, people are searching broadly, asking questions, describing symptoms of a problem, or exploring a topic they’re curious about. NLP-powered tools like keyword clustering, search intent analysis, and social listening help organizations uncover the actual language people use during these early, exploratory moments. For example, a wellness brand might discover that users are searching “why am I always tired at work” rather than “best energy supplements.” This insight shapes content strategies that meet the audience where they are.

NLP can also surface topic opportunities from large volumes of unstructured data – forums, reviews, blog comments, or even competitor FAQs. For instance, a company offering bookkeeping software might analyze thousands of Reddit posts and find that many small business owners say things like “I hate tracking receipts” or “how do I stay organized for tax season.” These phrases can inform blog content, SEO strategy, and even product messaging that directly addresses early-stage needs in natural, relatable language. By tuning into how people actually speak, brands can move from selling solutions to building relevance and trust from the very first touchpoint.

Common Natural Language Buying Signals (Awareness Phase)

• “Why does ___ keep happening?”
• “What’s the best way to ___?”
• “How do I get started with ___?”
• “Alternatives to ___”
• “Is ___ worth it?”
• “I’m tired of dealing with ___”
• “What are people using for ___?”
• “What should I know before ___?”
• “Beginner’s guide to ___”
• “What do I need to solve ___?”
• “Looking for help with ___”
• “Anyone else struggling with ___?”
• “I wish there was a better way to ___”
• “Tips for managing ___”
• “Trying to figure out ___”

Final thoughts

In essence, the strategic use of keywords and natural language signals in the Awareness phase forms the foundation of your brand’s digital introduction. The objectives are clear: increase visibility, spark curiosity, and build meaningful connection with your intended audience. By aligning keyword strategy with insights from natural language processing, your brand can show up with greater relevance, clarity, and empathy. These early touchpoints do more than attract attention, they create resonance. When this phase is approached with intention, it transforms first impressions into genuine interest, setting the stage for a journey that moves from awareness to lasting engagement.