Keyword search and targeting is understanding the language your customers use when searching your products, services, or content,either with the goal of using data for SEO (search engine optimization) or marketing.

Why is it important?

Keyword search and targeting helps you uncover queries target according to popularity, ranking, search volume, and searcher intent. Keywords are our ability to rank well for searches people make; it helps you inform your content strategy.

Once you have insight into queries your target audience is looking for, analyze the data, compare with fellow businesses, and prioritize your customers’ needs. You cannot afford to create content no one is searching for.

Now, to the main course:


1. Know your niche

Have all-round knowledge on your product so your customer’s needs are fully catered for. You can do this by asking questions. You sales team is a major asset when it comes to this.What topics come up most in sales conversations?

We can break this down by understanding the WH

Who is your audience?

What products are they looking for?

When;understand the seasons.

A good example is the Christmas season that spikes from around October and is over by around February. If you’re sellingChristmas products, it’s best that you market before October so you don’t miss out on this great opportunity that only comes once a year.

How does your audience searchterms? In this case, your sales team comes in quite handy again. What terms do your customers use when searching for your product, what are the FAQS (frequently asked question), what kind of reviews do you receive?

Why? What is the searcher’s intent? What do the want to find out about your product, how do they want it to benefit them. Put yourself in the shoes of your buyers. What do you want your business to get found for?
Whereis your target audience based? It’s best that you focus on the particular geographical part where most of your audience dwells.
2. Get relevant topics

Consider general topics then narrow them down to whatever is relevant to your product. Make a list of relevant topics based on what you know about your business. With the help of your sales team, you can get a load of phrases you think your customers use to search content related to a particular topic.

You might need website analytics software like Google analytics.Sift through and see how people are getting to your site. Your sales team helps you understand your customers best since they interact with your customers the most.

3. Understand searcher intent

Address the problem the searcher intended to solve. You can start with typing in the word or phrase into the search engine yourself and see what comes up.Words May have many meanings beneath the surface.

For example, if I search the word dress, am I looking for types of dresses to wear, am I looking for prices for dresses, am I looking for trending pieces?

Image from Google

Try and understand what your customers are looking for.

4. Use keyword research tools

Research tools help you establish statistics including search volumes per month, or number of clicks on a link. Common ones include Google keyword planner, Google trends, Uber suggest, etc.

5. Mix head terms with longtail terms

Head terms are shorter and more generic.They are searched more frequently, and have more competitors. Long Tail Keywords on the other hand, are more desirable, more specific, and get you an audience that is more qualified for your products.

For example, if a customer goes to an extent of searching for ‘natural methods to cure acne’, they are probably serious about getting rid of their acne naturally and are therefore ready to buy your product.

6. Benchmark

See how your competitors are ranking. Look for websites that resemble your own. You can get the information from websites like SEMrush. Once you have this data, prioritize top searches from your competitors and use it to your advantage. You can also look for loopholes in their provisions and take advantage of opportunities they may have missed.

7. Specify product terms

What does your product do?What problems dose it solve? Do not take your audience round in circles as they try to establish what your product is about. Go straight to the point and give solutions to the searcher’s problem.


The customer is your top priority. Make it easy for them to interact with your product, else you lose them to a simple issue of disorderliness.

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