Key Takeaways:
Gain a deeper understanding of seekers’ needs when they’re in the consideration phase.
Learn five types of content that can help you reach these shoppers where they’re at.
By the time a potential customer reaches the consideration phase of your marketing funnel, they’ve already done some homework. They’ve named the problem they’re trying to solve. Now, they’re actively researching possible solutions – which may or may not include your business yet. In other words, they’re becoming seekers.
Seekers are a unique group because they sit in that semi-urgent space: not quite ready to buy, but starting to feel the need to make a decision. This is a critical window where your search presence and the content you provide can make the difference between being part of their short list or being overlooked entirely.
“58% of consumers have already replaced traditional search engines with generative AI tools for product/service recommendations.”
– Capgemini Research Institute, “What Matters to Today’s Consumer 2025” Report
Where Seekers Start Knocking: Search
As seekers move from awareness to consideration, search behavior intensifies. This is where both traditional search engines and newer generative engines (GEO: Generative Engine Optimization) play a huge role.
According to a recent study from Capgemini Research Institute, 58% of consumers have already replaced traditional search engines with generative AI tools for product/service recommendations. That means customers aren’t just typing questions into Google. They’re having full conversations with AI-based search engines like ChatGPT, Perplexity, and Gemini.
These engines pull from a broader mix of content: your website, reviews, listings, and third-party sources all help inform the answers they deliver. For luxury retailers and service-based businesses, this shift adds a new layer of urgency to keeping your online presence both comprehensive and current.
The Research Gets More Detailed
At this point, seekers are using a mix of branded and non-branded search terms to gather more info about the product or service they’re considering. For example, non-branded search might involve search phrases like: “best engagement ring stores near me,” “luxury watch repair options,” or “top home organization services for busy professionals.”Branded searches, on the other hand, might take the form of these queries: “[Business Name] reviews,” “[Business Name] vs [That Business’s Competitor],” and “[Business Name] pricing.”
Even if a seeker knows your business by name, they’re still validating you against other options. This is where your digital content library starts pulling its weight.
“Remember that seekers are comparing. And they want reassurance that your business can meet their needs better than others.”
– Technology Therapy® Group
What Content Works Best in This Stage?
Remember that seekers are comparing. And they want reassurance that your business can meet their needs better than others. The more helpful, transparent, and confidence-building your content is, the more likely they are to choose you.
Here are the top five content types to focus on to engage with seekers who are in “considering” mode:
1. Comparison Content
Create blog posts, FAQs, or downloadable guides that directly compare your products, services, or approach to common alternatives. For example: “Custom Engagement Rings vs. Off-the-Shelf: What’s Right for You?”
2. Reviews and Testimonials
Updated, relevant customer reviews are essential. But go beyond just collecting reviews. Actively respond to them.
Pro Tip: Tailor your responses to highlight how customers found you or what made them choose you. For example, if a customer mentions researching multiple jewelers before selecting you, acknowledge that and point out features that made your business stand out. This not only personalizes the reply but also provides helpful context for future shoppers reading the review.
3. Landing Page Content
Build pages that speak to specific services, collections, or offerings you know customers are comparing. Make it easy for seekers to get clear answers. Featuring lists, service menus, timelines, and pricing ranges go a long way here.
4. Video Walkthroughs or Demos
Especially for service businesses, short videos that showcase your process, facility, or craftsmanship can give comparison shoppers the added confidence they need.
5. Generative Engine Optimization (GEO) Content
With GEO, it’s worth noting that generative engines pull data from multiple sources. Make sure your web content, FAQ sections, blog posts, and service pages clearly answer common search questions. The more thorough and conversational your content is, the more likely these engines are to feature you as a trusted source.
Why Timeliness Matters
Because seekers are starting to feel semi-urgent in their decision-making, outdated or incomplete content can be a deal-breaker. A missing service page, stale pricing info, or unanswered reviews may create doubt.
Your goal is to give them confidence at every click. Make it easy for them to compare, validate, and ultimately move forward with you.
Supporting Seekers as They Compare, Validate, and Choose
The consideration phase for seekers is fueled by both traditional and generative search. These shoppers are actively gathering information to narrow down their options, and your content plays a starring role in that journey.
If your business isn’t showing up with detailed, helpful, and up-to-date information, you’re letting comparison shoppers slip away. But with the right search-friendly content, you meet them where they’re searching and make it easy to choose you.
Strengthen Your Content Strategy for Seekers
Need some help fine-tuning your content strategy to better connect with comparison shoppers in the consideration phase? Team up with the TTG pros!
