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We are going to propose you our four-step method to do a good keyword search, quickly and efficiently. But before doing so, it is important to know what what is a keyword and that behind every key word there is an intention.



At the end of this method you will have an Excel spreadsheet with keywords categorized by themes. Then we will give you tips to prioritize the work of your keywords, which keyword is worth choosing to position yourself on?

Create a buyer persona?

To define a relevant target, the best way is to build a "buyer persona". This is the simplest way to identify a niche market, thanks to which you can easily find keywords that your customers use on a daily basis.

The buyer persona is an imaginary character representing a target group or segment. It is a buyer profile that has specific characteristics with particular use cases.

A buyer persona is defined as :

  • age and employment status
  • his or her interests
  • its purpose and personality
  • its consumption data
  • its brakes, its motivations and insights (I want..., because..., but...)
  • its slogan

Just to illustrate these ideas, we are going to use an imaginary website " voyage-croatie.com " and create a buyer persona around which we have built a personality named Julien. We will use him to meet the different needs, to understand and capture the requests he might type in order to position himself there in turn.

From all this data, we can easily imagine all the queries Julien could type and place himself on it.

Let's take for example the insight "I would like to go to Croatia because I love the scenery of the Mediterranean, but I don't know if my budget will allow me to do so" expressed in this document and imagine what Julien could type to satisfy his desires:

  • cheap trip Croatia, cheap trip Croatia
  • cheap trip Mediterranean, cheap trip Mediterranean country

Start by searching for priority keywords

Start by opening an Excel file and creating a tab that you will call "priority keywords", on which you will list the 5 to 60 keywords that you think are the most important to target for your SEO. This list will be very useful for the rest of the operations, we will come back to it.

Let's take the example of my site on travel in Croatia:

What are the first things I think of when I think of "Travel to Croatia"?

  • Croatia
  • trip Croatia

But also:

  • when to go to Croatia
  • Croatia weather
  • Cultural Places Croatia

Refine your search with niche keywords ...

For your list of topics on which you need to position yourself, we advise you to position yourself in niche markets. Targeting a niche market allows you to face much less competition. It is better to position yourself on a very precise domain and be N°1 on a targeted expression, than to choose to position yourself on common keywords on which you will not be able to gain traffic.

It is necessary to find all the expressions related to your activity or to associate certain keywords which separately are not searched by Google but which together are worth their weight in gold

Complete your list with the keyword suggestion tools ...

Most people start their keyword search with the Google Adwords "Google Keyword planner" planning tool, but we do not recommend it because it is a tool that is too frequently used.

We recommend these tools:

  • Google suggests
  • Wikipedia: to find new so-called "niche" keywords on Wikipedia, the process remains relatively the same. Log in to the home page and type in the activity of your "travel" site and inspire us with the different results found.
  • Google: by getting inspiration from forums related to your business
  • Reddit
  • Google trends

Categorize and organize your Excel ...

In your Excel you have a list with your priority keywords, those of the niche market as well as those found on the tools. Delete duplicate keywords. Then order your keywords by creating as many tabs as you have different categories according to the intention of the keyword.

Long tail search

Finding the right keywords is the most important step in your SEO strategy. Everything that follows, in terms of content, on-site optimization, netlinking, will depend on what you have decided to position yourself on.

For that we explain to you the importance of long tail keywords and we offer you indispensable tools for this keyword research:

  • Wikipedia
  • Answer the public
  • Ubersuggest
  • Google trend
  • Google correlate

In the Excel spreadsheet, you will copy all the found suggestions into it and then you will delete the duplicates and categorize them. You will thus have a first list of interesting keywords.

Keyword search with the Google Search Console

  • Sign in to the Google Search Console
  • Click on the URL of your site
  • In the menu, click on "Performance".
  • Click on "Prints" on the graph and then "Pages" in the table below.
  • Click on the URL of the page with the highest number of impressions
  • Finally, set "Dates" to 3 months, then click on "Requests" in the table below, and select "Click", "Print", "CTR", and "Position" at the top of the page.
  • Above all, don't forget to sort the "Impressions" column from the largest to the smallest.

What you see now are all the keywords that were used to get to your page via Google search. The higher the keyword has a high "impressions" number, the more popular it is.

To position yourself or not on a keyword

After doing a keyword search, you end up with a list of more than 1000 keywords. Now what do I do with it? Which keyword is worth more?

The first method is to rely on the Domain Authority pages positioned on a chosen keyword. With this method we estimate if a keyword is rather competitive or not.

We average out domain authority on the front page, and we say that

  • if
  • if
  • if
  • if
  • if > 50: it's Everest.

The other method is to compare our AD to the AD using the SERP.

  • my AD > SERP's average AD: Easy
  • DA
  • DA
  • DA

With this other method one realizes how difficult it is to work or not to work on this keyword.


The search for keywords is one of the pillars of natural referencing. It is important to take time on this keyword research so that these words are in adequacy with your business but also relevant for the research of your potential customers.  

   Article written by Louis Chevant

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