Mapping Keywords to Need-States

Some keyword research is just a list of keywords and search volumes. That’s not strategic enough for our purposes including local content marketing. We map keywords to need states to understand the people´s needs behind the keyword and align our own keyword strategy accordingly.   

  • C84 uses one or two seed words. We do not type full sentences to avoid bridge terms.
  • C84 uses language that reflects how customers speak as jargon does not help.
  • C84 runs multiple reports around the same theme.
  • C84 checks the Google search page for that term.
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Strategy

  • C84 runs multiple reports and uses longer-tail, more editorial, or conversational searches.
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Reporting

  • C84 shares the graphs for visual learners and raw data for analytical folk.
  • C84 uses the truly candid customer insight to plan content and take it further.