Cracking the Code: How to Find KeywordsYour Customers Are Already Searching For

• Know Your Clan: Create Customer Personas
  Before you can lead your campaign, you must know your people. Gather insights about your ideal customers:
• Who are they?
• What problems keep them awake at night?
• How do they describe these challenges?

Create detailed profiles of your target audience, capturing their motivations and struggles. Don’t just think of them as numbers—know their hearts and minds. This knowledge will guide you to
the keywords that truly resonate, like a battle horn calling warriors to your banner.

Listen to the Voices of Your People
Your current customers hold the secrets to victory. Pay attention to their words, whether spoken
in the market square or whispered through digital channels:

•  Customer support tickets
•  Emails and chat conversations
•  Product reviews
• Social media comments and questions
•  In-person conversations at markets, fairs, or events

These are the songs and stories of your people. Note the specific phrases they use—these become
your keywords. For example, if someone asks, “Do you offer handcrafted wooden goblets?”
you’ve found a clue to treasure like “handcrafted wooden drinkware.

Arm Yourself with Keyword Research Tools

No Viking goes to battle without weapons, and no marketer should enter the keyword arena
unarmed. Equip yourself with tools like:

•  Google Keyword Planner
• SEMrush
• Ahrefs
• AnswerThePublic
• Google Trends

Focus on:

•  Long-tail keywords: These are your precision strikes, like “best mead recipes for

beginners.”

• Question-based searches: Think “how,” “why,” and “what” queries your audience might
• ask.
  Intent modifiers: Words like “guide,” “top,” and “best” that signal a clear purpose behind
  a search.

Decipher the Intent of the Searcher

Not all searches are the same. To conquer the keyword battlefield, you must understand the intent behind them:

1. 1. Informational: The searcher seeks knowledge, like “How to forge a Viking sword.”
   2. Navigational: They’re trying to find something specific, such as “Skald’s Forge website.”
   3. Commercial: They’re researching before a purchase, like “Best blacksmith tools for beginners.”
   4. Transactional: They’re ready to act, searching “Buy handcrafted swords online.

Sort your keywords into these categories and tailor your content accordingly. A well-matched keyword and intent is like an axe cleaving through the noise.

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Learn from the Rival Clans (Competitors)
Your competitors can teach you much. Study their strategies to find opportunities they’ve
missed:

1. Which keywords are they targeting?
2. Where are the gaps in their content?
3. What low-competition, high-value keywords have they overlooked?

Take note of their weaknesses and turn them to your advantage. Find the untapped opportunities
that can lead your site to victory.

Consult the Oracle: Use Google’s Own Insights
Google itself offers powerful clues to customer intent. Look to:

•  Autocomplete Suggestions: Begin typing a keyword into Google and see what appears.
•  “People Also Ask” Sections: These questions reveal what others are searching for.
• Related Searches: Found at the bottom of the results page, these offer further inspiration.

These tools are like the runes—simple yet full of wisdom to guide your way.

Keep Your Battle Plan Flexible

Keyword research is not a single raid—it’s an ongoing campaign. Keep refining your strategy to
stay ahead:

• Regularly update your keyword list.
• Track the performance of your keywords.
• Adjust your tactics as customer needs and market trends evolve.

Stay vigilant, and you’ll weather any storm.

Pro Tips for Keyword Mastery

• Prioritize relevance over sheer volume—go for the keywords that matter most to your

audience.

• Understand the intent behind every keyword.
• Balance high-volume terms with precise long-tail keywords.
• Create content that speaks directly to the needs and questions of your customers.

Conclusion: A Campaign of Empathy and Strategy
Effective keyword research is about more than data—it’s about knowing your people, their
struggles, and their desires. With the right tools and tactics, you can create a keyword strategy
that not only brings traffic but builds trust and loyalty.

Next Steps: Forge Your Path Forward

1. 1. Review your current keyword list and refine it.
   2. Create or update your customer personas to guide your strategy.
   3. Match keywords to customer intent categories.
   4. Craft content that directly addresses your audience’s needs and questions.

Victory lies in solving real problems for real people. Take up your tools and begin your conquest
today. Skål! 

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