The SEO community has been constantly reminded to prioritize the user in recent years.
One way we’ve embraced this for our clients is by going beyond basic keyword research to deeply analyze customer sophistication and intent.
This approach isn’t just surface-level SEO. It requires thorough research, strategic analysis and even some internal advocacy to reshape reporting systems and KPIs.
But once momentum builds, the rewards far surpass typical SEO efforts, offering:
Evergreen impact across the entire customer journey.
Comprehensive coverage of all stakeholders in major purchase decisions.
A more engaging website experience that fosters long-term user loyalty.
Now that you’re on board (I hope), let’s discuss how to get there.
1. Categorize customer sophistication by query
I won’t spend much time talking about beginner-level, top-of-funnel keywords since that’s where most SEOs already have plenty of experience.
But when identifying deeper levels of user sophistication, traditional keyword research isn’t enough.
Look for these types of keywords instead.
Problem-specific or situational queries
Stage-specific phrases
Users with more experience tend to use phrases related to specific challenges or stages of their journey.
Taking an example from the SaaS vertical, someone might search “best cloud security tool for compliance with SOC 2,” showing that they already understand the tools and standards they need.
Advanced research queries
Look for searches with multiple qualifiers, such as “best CRM for enterprise with customizable API integration.”
This shows a user who has already moved past the basic understanding and is searching for specific needs or features.
Long-tail keywords with specific modifiers
Advanced terminology
High-knowledge users often use industry-specific or technical language.
For example, in a healthcare context, instead of searching “IVF clinic,” they may search for “reproductive endocrinology specialist” or “pre-implantation genetic diagnosis.”
Technique or methodology-based searches
These users will likely look for specific treatments, tools or approaches.
In a therapy context, keywords like “CBT for social anxiety” or “evidence-based therapy in NYC” show users are aware of treatment methods and are researching on a more granular level.
Question-like queries
High-experience users might search with queries that reflect a deeper understanding of a subject.
For example, “how does IVF work for women over 40” or “what are the best therapy techniques for PTSD.”
2. Prioritize where in the funnel (i.e., customer sophistication level) to start
In my experience, SEOs tend to start where they can get the most immediate traction in volume, but that’s not always the best strategy.
You can build a more effective system of prioritization by considering several factors:
Business objectives
Align content development with key business goals.
If the immediate goal is to generate leads or increase conversions, you should prioritize content aimed at users further down the funnel (intermediate or advanced).
If the goal is brand awareness or growing organic traffic, tackle beginner-level content first.
Audience segmentation
Different audience segments require different levels of knowledge-based content.
If a large portion of your audience consists of users new to your product or service, start with beginner content.
If you have an expert or returning audience, prioritize high-knowledge content that differentiates your product or service from your competitors.
Keyword research
Determine the search volume and difficulty of keywords across different knowledge levels.
I often find that the higher the search volume, the tougher the competition.
This means you can find nice pockets of grabbable opportunity lower in the funnel as queries lengthen and sophistication increases.
Competitor research
Look at your competitors’ content strategy, especially what knowledge levels they’re targeting.
Identify content gaps or areas where they aren’t covering certain topics and prioritize creating content to fill that void and take control of the narrative.
Existing traffic and conversions
Understand which pages or content types are already driving traffic, engagement and conversions. This data can help you prioritize similar types of content that meet those goals.
For instance, if you have a page comparing your service to a top competitor’s service and that page has a good conversion rate, assess whether it makes sense to build similar comparison pages for other competitors.
Customer journey mapping
Understand the different stages of your customer’s journey and where content is needed to move them forward.
What questions does a customer have after getting some basic education on your key topic – and as they move along the journey? Make sure you’re creating content to answer those questions.
Key touchpoints
If users need more education early on in their decision-making process, focus first on top-of-funnel and middle-of-funnel content.