Keyword research to attract the right customers
Talking to everyone is talking to no one. On the web, success isn’t about attracting as many visitors as possible, it’s about attracting the right visitors: those who have a real need for your expertise. And to do that, you need to speak their language.
Keyword research is the art and science of understanding your customers’ exact language. It’s the starting point of any search engine optimization (SEO) service strategy. It’s an analysis that’s often part of an SEO audit audit, and is the cornerstone of any visibility strategy.
Why keyword research is the foundation of your strategy
Ignoring keyword research is like building a house without a plan. It’s a non-negotiable step that informs all your future marketing actions and brings you concrete benefits:
- Attract highly qualified traffic: By positioning yourself on the terms your ideal customers use, you ensure that every visitor who arrives on your site has a much higher conversion potential.
- In-depth understanding of your market’s needs: Keywords are a direct reflection of your audience’s problems and desires. Analyzing them provides invaluable market research.
- Guide your content strategy: No more blank page syndrome. Keyword research gives you a roadmap of relevant topics to cover in order to create content that interests and has the potential to attract quality external links, a key aspect of link building.
- Uncovering competitive opportunities: We identify the keywords on which your competitors are positioned, as well as those they are neglecting, giving you strategic angles of attack from which to stand out.
Our approach to keyword research that informs your strategy
Our methodology is a multi-stage process, designed to go far beyond simple research volumes. It’s a real immersion in your customers’ world, always supported by a technical SEO to ensure that the site can support the strategy.
Phase 1: Immersion and discovery
It all starts with you. We immerse ourselves in your business model, your goals, your services and the unique value you offer. This deep understanding is the foundation on which we build all our research.
Phase 2: Analysis of search intent
The same keyword can conceal several intentions. Is the user looking for information, to compare, or to buy? We classify keywords according to their intent. Understanding whether a customer is looking for a service “close to home” is at the heart of a local local SEO strategy, just as understanding the cultural nuances of keywords is the foundation of international SEO.
Phase 3: Competitive analysis (H3)
We use state-of-the-art tools to analyze the keyword strategy of your main competitors. This enables us to understand what’s working in your sector and identify opportunities where you can position yourself more easily and intelligently.
Phase 4: Keyword mapping
A list of keywords is useless if you don’t know what to do with them. The last and most crucial step is “mapping”. We assign groups of strategic keywords to specific pages on your site. This gives each page a clear mission, perfectly paving the way for on-pageon-page optimization.
More than words, the compass of your digital strategy
In short, keyword research is much more than just a list of technical terms. It’s the compass that guides your entire digital strategy. It ensures that every piece of content you create, every page you optimize and every effort you deploy is perfectly aligned with your customers’ real expectations. By entrusting us with this crucial step, you don’t just get data; you get a clear vision and a roadmap for creating content that resonates, attracts and converts.
Your questions about keyword research
I already have a list of keywords. Is this enough?
That’s a great start! We can use your list as a starting point, then enrich it with our data analysis to validate and prioritize it, and uncover long tail opportunities you might not have considered.
What's the difference between “short tail” and “long tail” keywords?
A “short tail” keyword is short and generic (e.g. “website”). It has a lot of volume but is highly competitive and not very qualified. A “long tail” keyword is a more specific phrase (e.g. “creation de site vitrine pour consultant à Montréal”). It has less volume, but the traffic it generates is infinitely more qualified and closer to conversion.
Should the same keyword be repeated several times on a page?
It’s an old SEO technique that’s now being penalized. Google is much more intelligent: it seeks to understand the subject of a page. It’s far more effective to use a rich semantic field, with synonyms and related terms, than to repeat the same keyword over and over.
