On the web, the keywords are a crucial concept in the success of any initiative. It is these that not only allow you to appear on the search engines, but also to attract the eyes of personas that you are targeting with your digital marketing initiatives.Unfortunately, you will never be able to target all the keywords related to your offer, so it is important to make wise choices.

In this article, I will present a methodology to choose their keywords and generate pages that are relevant to both your users and search engines.

1. Define the information needs of your personas

As a professional digital marketing, your job is to make sure that your content can be found by your target personas on the web. That is why it is important to start your keyword research process keeping in mind the information needs of your personas.

What type of your primary personas search query will they submit? They will formulate more queries related to their problems, or existing solutions? Try to identify all possible ways to formulate search queries.

2. Make a list of words as complete as possible on the subject

Before doing a keyword choices, you need to ensure that all existing alternatives have been evaluated. Here are some tips to use for an exhaustive list of keywords for a given theme:

Take stock of your organization’s offer

The first step to take to start the search keywords is to think about the offer of your company and how it stands out from the competition.

  • What services and products you offer?
  • What issues these services and products can they be addressed?
  • How would you describe your business to someone who does not know you? Or a child?
  • What differentiates your offering from those of your major competitors?
  • What questions are you asked most frequently?
The more keywords you choose will reflect the value of your organization, the more you will be able to delight visitors who arrive on your pages.


See the best performing pages on search engines

If a page excels on search engines on a given word, there is a very good chance that it contains words that are strongly related to the theme you want. So browse among the top results of Google and add keywords to your list!

Furthermore, Wikipedia is often an interesting source regarding the keywords and synonyms. Also, with sources of information from Wikipedia, you will find more links which you may draw information!

Investigate with your coworkers

Nobody knows your organization as your own team. Have everyone put their hands in the dough and add a few words to the issues that concern them. This is a methodology too little valued by organizations that dare not “disturb” their appointed staff to different types of positions.

Complete with a keyword planning tool

Once the above two points are made, you can then complete the job by adding the suggestions that will be provided by a keyword generator tool like the Keyword Planner Google.

As shown below, by submitting the terms “lead generation” and “inbound marketing” tool Google suggested me several ideas similar keywords:


3. Sort keywords by search volume estimates

Once you have determined the problems of your personas and you have assigned a set of keywords to each issue, you should make sure to rank these search queries according to their search volume estimates.

Capturing presented above screen shows these estimates, carried out with the Google Keyword Planner. Various other tools are used to conduct similar analyzes, such as Wordtracker, Keyword Tool or the Keyword Tool HubSpot.

Obviously, the more keywords searched are those you privilégierez.

Quick reminder about Personas

I would like to digress for a moment to remind you of the importance of understanding the problems of your Personasbefore tackling the classification of keywords according to their search volumes. Many SEO specialists use a variety of tools to provide estimates of very specific keywords without anchor their thinking through your personas. This will ensure that over time, you will probably have pages that generate a lot of organic traffic without generating conversion, and the reason is simple: your pages will not attract the right people to your website!

4. Assess the degree of competition keywords

Once you have filed your keywords by their search volume estimates, you will then assess the level of competition on each one to see if you can you rank in the top results of search engines.

To achieve these estimates, the Google Keyword Planner still here represents a free solution that is functional, but more sophisticated tools also exist, such as the Keyword Difficulty Tool Moz or to SEMrush.

In the screenshot below, you can see the ratio of keywords to HubSpot, who notes, in 100, the difficulty of breaking into a specific term with the “Keyword Difficulty”.


However, without necessarily having to make a thorough analysis of the degree of difficulty of keywords, you can start by simply throwing in incognito searches on Google and see for yourself what are the first results.

  • Are there many results whose title perfectly sticks to the input query?
  • The first results are they from very high authority websites on the web?

If you feel that there is little relevant content for the input request or that there are no big players on the latter, then you will have found a niche to exploit content!

The key: finding the balance between search volume and the degree of competition!

You guessed it, after all these steps have been completed, your biggest challenge will be to find the balance between search volume and degree of competition.

A study by Mediative in 2014 estimated that, on a Google page only with natural results, 76% of clicks are made ​​on the top 4 search results, and only 1% of clicks go to the next page of results. Thus, even if a given keyword is highly sought after by users, you should not choose it if you do not feel able to integrate at least the first page of results.

Often when companies embark on website redesign projects, they will focus on hyper searched keywords and also very competitive, because it is known of their customers terms. While it is important to have this type of content on your web site, you should not rely on these keywords to drive organic traffic because it will be extremely difficult to rank among the best results!

That’s it, you are now equipped to choose the keywords for your content strategy. Try to always focus your search keywords on the issues of your personas and you’ll be on your way to a profitable niche site.