Not Your Basic Keyword Research

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....... And your girl is still out here sending newsletters like there’s a tomorrow in SEO ??

Let's get to it then!

I have spoken to many SEOs and had my fair share of SEO chitchats and interviews, and it's very common that when we talk about keyword research it is synonyms for getting competitors' keywords.

No it's not, this is a small fraction of what keyword research should really be.

Okay Sara, tell us more...

Let's do this through an example. Your business sells "walking shoes". The first thing we usually do is either plug this keyword in a keyword research tool like this screenshot, pull keywords, clean them up, cluster them, etc...

The second way, is just pull your competitors keywords and find ones you're not ranking for.

While both are valid approaches, this is not where you should start!

How to do keyword research

1. The first thing you should do is understand your customer. To do this talk to different people in the business and understand who (age, sex, location, problem, etc...) buys the product. For example, let's say I got the following information:

??

Some of the buyers are moms between the age of 23-38 who take their kids out in strollers for a walk so the kids get some sun and moms do some walking as an exercise. They're looking for something comfortable, durable and looks nice.

??

Some of the buyers are retired seniors both men and women 65+ who need to get their daily dose of movement and stay active. They may have some medical conditions and a good pair of walking shoes is important. They don't like laces and prefer slip-on shoes.

1. Look at reddit. Go to Google and type "walking shoes reddit" and go through the Q&As. For example I found this reddit thread, and from the question and answers I gathered the following information:

??

Some of the buyers are men, looking to replace their traveling shoes (traveling shoes alternatives) that they use for walking long distances both for the city and sidewalks, but also for dirt trails. They can be interested in backpacking, mountaineering and outdoors in general.

Here's another interesting find, a mailman!

??

Some of the buyers can be mailmen, that walk 15-20k/day. Looking for comfortable shoes that would last them 4-5 months.

You see all those bolded terms? these are ideas for blogs topics and keywords.

1. Got to chatgpt and share your findings and ask for more personas! Here's my prompt, I asked chatgpt for an additional persona and then to create a persona out of this information with a name, age and a photo!

It also created the following image and detailed personas:

Buyer Personas for Walking Shoes

1. Active Mom on the Go

• Name: Sarah Thompson
• Age: 32
• Background: A stay-at-home mom with two kids under five. Sarah takes her kids for daily stroller walks to the park. She's balancing comfort, style, and practicality in her footwear.
• Key Needs: Comfortable, durable, stylish shoes that provide good support.
• Pain Points: Shoes that wear out quickly, uncomfortable soles, or designs that don't match her casual yet put-together style.

2. Active Retiree

• Name: Harold Williams
• Age: 68
• Background: A retired school principal who enjoys morning walks with friends. Harold prefers slip-on shoes that are easy to wear and remove. He values stability, arch support, and comfort to accommodate mild arthritis.
• Key Needs: Slip-on walking shoes with solid support and cushioned soles.
• Pain Points: Difficulty tying laces, shoes that lack grip, or those that irritate sensitive feet.

3. Outdoor Enthusiast

• Name: Daniel Brooks
• Age: 41
• Background: A digital nomad who explores cities and hiking trails alike. Daniel needs versatile shoes that can handle urban walking and occasional dirt paths. He values durability and waterproof features.
• Key Needs: Hybrid shoes with strong grip, waterproofing, and all-day comfort.
• Pain Points: Shoes that wear out too fast, inadequate arch support, or poor breathability.

4. Dedicated Mail Carrier

• Name: Maria Lopez
• Age: 47
• Background: A dedicated mail carrier who walks 15-20k steps daily. Maria values shoes that minimize foot fatigue, provide excellent grip, and last longer than average shoes.
• Key Needs: Durable, cushioned shoes that can withstand heavy walking.
• Pain Points: Shoes that wear out in less than 4 months, insufficient arch support, or poor traction on wet surfaces.

5. Urban Commuter

• Name: Jason Kim
• Age: 29
• Background: A marketing professional who commutes by walking to the subway station and to meetings across the city. Jason prioritizes shoes that are sleek yet functional, pairing well with smart-casual outfits.
• Key Needs: Stylish, breathable shoes that support active movement without compromising on looks.
• Pain Points: Shoes that are too sporty for office settings, uncomfortable soles, or lack of durability for daily commuting.

If you'd like to download this example, here's a PDF:

Buyer Personas for SEO Keyword Research.pdf

1. Once you're here, you can now look for keywords for each persona. This will allow you to go beyond the traditional "walking shoes" long tail keywords and variations. For example, some of the keywords you may have not though about:

• Shoes for mailmen
• Slip on walking shoes

or other topics you may have not thought to cover in your blog as top and middle of funnel content would be

• staying active for seniors
• exercise for busy moms
• how to buy shoes with arch support

and so on....

Conclusion

Understanding your customer is the core of your keyword research. Also this may give you additional insights, because some customers may be less served in the market and therefore would be a great opportunity for you to go after.

Keyword research starts by talking to stakeholders and not the tools!

Hope you found this helpful, if so let me know with the like (and dislike) button ?? See you next newsletter!

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