Keyword Strategy

The Language of Your Buyer Personas – Not That of The Search Engine.


Good SERP Rankings Are a Nice By-Product of a Persona-Oriented Keyword Strategy

Keywords are dead, long live keywords! As a result of the unprofessional practice of keyword stuffing, keywords have unfortunately gained a bad reputation. Unjustly so! When developing your keyword strategy, you should think less about signal words for search engines and more about your buyer personas and their challenges. This allows you to derive keywords that do exactly what they should:

Search engines signal whether your content helps users find the right answers to their most burning questions.

Algorithms enable search engines to capture the thematic context of the keywords in your texts, so-called topic clusters. This expertise on specific topics (thought leadership) is rewarded with a good ranking. You can always see how well your keywords are received using a keyword analysis tool. An effective and meaningful keyword strategy enables you to continuously track your SEO performance. Who said that keywords were a thing of the past?

Step by Step to a Great Keyword Strategy

Analyse Language of Buyer Personas

Your content must speak the language of your buyer personas. You will only be found by the keywords they use.

Derive Keywords From Pain Points and Value Proposition

What moves your target group? What are their challenges? Asking the right questions will lead you to the right keywords.

Evaluate Keywords Based on Data

Data helps you to evaluate whether your keywords are chosen correctly and whether your target group will find you. You will be supported by excellent data from analysis tools such as SEMrush.

Define Meta Keywords

The right meta keywords enhance your content and help search engines to make the connection between keywords and your content.

Define Long-Tail Keyword Opportunities

Will you rank first for the keyword “digitalisation”? Probably not. The situation is already quite different for “Digitalisation in the XX sector and XX tips for implementing…”. An effective keyword strategy includes relevant long-tail keywords that your buyer personas are searching for.

Include Keyword Selection in Your Content Plan

Found the right keywords? Now you should systematically integrate these into your content plan. These keywords ensure that search engines find your content, classify it as valuable and make it accessible to your target audience. Remember that keywords support the text, not the other way around!

Developing a Keyword Strategy Doesn’t Happen by Magic – Or Does It?

Best to play it safe and ask Jannika, our expert for sustainable SEO strategies.