How to Map 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.   

  • / One or two seed words instead of full sentences to avoid bridge terms.
  • / Language that reflects how customers speak.
  • / Multiple reports around the same theme.
  • / Google search page for that term.
  • / long-tail, more editorial, or conversational searches.



  • / Graphs and raw data.
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