How to do a good keyword research?

We are going to offer you our four-step method to do good keyword research, quickly and efficiently. But before that, it is important to know what a keyword is and that behind each keyword there is an intention.


  • Create a buyer persona?
  • Start by researching priority keywords …
  • Long-tail search
  • Keyword research with the Google Search Console
  • Position or not on a keyword

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

Create a buyer persona?

To define a relevant target, the best way is to build a “buyer persona”. It is the easiest 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 special use cases.

We define a buyer persona by:

  • his age and his professional situation
  • his interests
  • purpose and personality
  • consumption data
  • his brakes, his motivations and insights (I want…, because…, but…)
  • his slogan

Start by researching priority keywords

Start by opening an Excel file and create 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. Refine your search with niche keywords.

For your subject list on which you must place 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 specific domain and to be Number 1 on a targeted expression than to choose to position yourself on common keywords on which you will not be able to gain traffic.

You have to find all the expressions related to your activity or even to associate certain keywords which separately are not sought by Google but which together are worth their weight in gold

Complete your list with keyword suggestion tools.

Most people start their keyword research with the Google Adwords planning tool “Google Keyword planner”, but we do not recommend it because it is too often used.

We recommend these tools:

Google suggest

Wikipedia: to find new so-called “niche” keywords on Wikipedia, the process remains relatively the same. Log on to the reception and type in the activity of your “travel” site and inspire us with the different results found.

Google: by getting inspired on forums related to your business


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. Remove duplicate keywords. Then order your keywords by creating as many tabs as you have different categories depending on 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, net linking, will depend on what you have decided to position yourself on.

Finding the right keywords is the most important step in your SEO strategy.

For this, we explain the importance of long-tail keywords and we offer essential tools for this keyword research:

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

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

Keyword research with the Google Search Console

Log in to the Google Search Console

  • Click on the URL of your site
  • In the menu, click on “Performance”
  • Click on “Impressions” at the graph level then “Pages” in the table below
  • Click the URL of the page with the highest number of impressions
  • Finally, put “Dates” over 3 months, then click on “Requests” in the table below, and select “Click”, “impressions”, “CTR”, and “Position” at the top of the page

Above all, don’t forget to sort the column “Impressions” from largest to 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 an “impression” number, the more popular it is.

Position or not on a keyword

After doing your keyword research, you are left with a list of over 1000 keywords. And now what do I do with it? Which keyword is worth more?

The first method is to trust the Domain Authority of the pages to position on a chosen keyword. With this method, it is estimated whether a keyword is rather competitive or not.

We average domains authority on the 1st page, and we say that

  • if <20, then this is an easy keyword
  • if <30, it is an achievable keyword
  • if <40, it is a competitive keyword
  • if <50, this is a very competitive keyword
  • if> 50: it is Everest

The other method is to compare our DA to the average DA of the SERP.

  • my DA> Average SERP DA: Easy
  • DA <average SERP DA + 5: Attainable
  • DA <average SERP DA + 15: Competitive
  • DA <average SERP DA + 25: Very competitive

With this other method, we realize the difficulty of working or not this keyword.


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

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