IT purchasers change their search terms as they move through a multi-month purchasing process.
TechTarget reached this conclusion after undertaking an extensive study with Google of 2,200 professionals who play decision-making roles in IT purchases.
Phase I: Awareness
TechTarget and Google found that IT purchasers begin by searching for information about an issue or problem (e.g., data leak protection or VoIP quality).
Searches might include keywords such as "risk," "troubleshoot," and "optimize."
Phase II: Consideration
Once IT purchasers are familiar with the nature of the problem and the types of products available to address it, they begin searching for information about specific products and solutions.
Keywords might include the word "solution," as well as specific brand names.
Phase III: Decision
Finally, as they focus on a few key vendors in preparation for making their final purchase decision, they search for information comparing one product to another. They no longer search for general information about the problem; they understand the problem well and want detailed information about product capabilities, strengths, and weaknesses.
Searches will likely include product names and the word "comparison."
The Changing Prevalence of Search Keywords in IT Purchasing Cycles
The chart below shows how keyword searches evolve across the three phases of the purchasing cycle: Awareness (of a problem), Consideration (of various approaches to solving the problem), and Decision (as to which product to choose).
Conclusion for marketers: Make sure you have content and search keywords that address each phase of the buying cycle.
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