Focusing on keywords that are extracted from your customer’s needs is what we all do. But there’s a scientific approach that can be taken to come up with a large list of keywords and keyword groups that are the sum of all the needs of all your buyers.
Looking for a keyword tool? Try SEMRush.
You can create highly targeted and relevant content if you know who your customer is, and what are their needs.
For example, if we want to find businesses that are in need of digital marketing services, we also write guides on the other needs (web hosting, hiring tips, small business financing, etc.) of these businesses and their owners and top executives. This helps create a broad funnel that brings in your target customers to your website.
Now you know why it’s important to understand your customer or buyer personas, and then generate keywords or keyword groups based on what your target audience is looking for on the web. The question that needs to be answered is how to do this. Here’s a step-by-step guide on how to generate large lists of keywords and keyword groups from your customer personas.
- Review your buyer personas
Start by revisiting and thoroughly understanding your buyer personas. These personas should include demographic information, pain points, goals, preferences, and other relevant details about your ideal customers.
- Identify persona-related themes
Look for common themes, interests, and pain points among each persona. These themes will help guide your keyword generation process.
- Brainstorm seed keywords
Based on the identified themes, brainstorm a list of seed keywords or phrases that are directly related to your personas and their needs. These can be general terms associated with your products or services.
- Expand seed keywords
Use keyword research tools like Google Keyword Planner, Ahrefs, SEMrush, or KWFinder to expand your seed keywords. Enter these seed keywords into the tools to generate a list of related keywords.
- Filter and prioritize keywords
Review the list of generated keywords and filter them to prioritize the most relevant ones. Consider factors like search volume, keyword difficulty, and relevance to your personas.
- Long-tail keywords
Long-tail keywords are often more specific and directly related to user intent. Identify long-tail keywords that align with your personas’ needs and preferences.
- Location and language
If your business serves specific geographical regions or language markets, consider adding location-based keywords or keywords in different languages based on your personas’ characteristics.
- Consider user questions
Think about the questions your personas might ask related to their pain points or goals. Use tools like AnswerThePublic to discover common questions and turn them into keywords.
- Competitor analysis
Analyze the keywords your competitors are targeting. Identify keywords that align with your personas and add them to your list.
- Create content around persona keywords
Develop content, including blog posts, landing pages, or product descriptions, that incorporates the generated keywords. Ensure that the content addresses the specific needs and interests of your personas.
- Engage with your personas
Actively engage with your personas through surveys, feedback forms, social media, and customer interactions. This ongoing interaction can provide insights into new keywords and evolving persona needs.
Remember that the goal is not just to generate keywords but to create valuable content and marketing campaigns that resonate with your buyer personas. Continuously refining your keyword strategy based on your personas’ evolving needs and preferences is key to success.
Looking for a keyword tool? Try SEMRush.
