Practical Examples of Keyword Research and Target Audience Analysis

Creating a successful website requires much more than an appealing design and engaging content. At its core, a website must be built upon a solid foundation that aligns with what people are searching for and what they need. This is where keyword research and target audience analysis come into play. Without them, even the most visually stunning website risks being invisible to its intended audience.

Keyword research is the process of identifying the words and phrases people use when searching for information, products, or services online.

Target audience analysis goes a step further by understanding the demographics, behaviors, and needs of potential users.

Together, these elements shape the structure (see Step 2 “Website Structure”), content (see Step 3 “Let's Start Writing!” and Step 5 “Multilingual Versions”), layout (see Step 15 “Layout Selection”), and even the domain name (see Step 4 “Domain Choice”) of a website.

Why Keyword Research and Target Audience Analysis Must Be the Foundation of Any Website

1. Ensuring Visibility in Search Engines

Search engines like Google rank websites based on relevance. If your website doesn't target the right keywords, it won't appear in search results when potential customers are looking for what you offer. Optimized content means higher rankings, more organic traffic, and ultimately more conversions. This will be the subject of Step 6 “SEO”.

2. Matching User Intent

A website should answer the questions users are asking. If the content is based on assumptions rather than real data, it may miss the mark. Proper research ensures that you are addressing the actual needs of users rather than guessing what they might want. This will be the subject of Step 3 “Let's Start Writing!” and Step 5 “Multilingual Versions”.

3. Informing Website Structure and User Experience

Keyword research doesn't just influence content—it impacts the layout and navigation of a website. For example, if research shows that users frequently search for "best budget smartphones under $300," a tech website should have a clear section dedicated to budget smartphones. This will be the subject of Step 2 “Website Structure”.

Furthermore, design and layout should also be informed by a thorough target audience analysis, which can reveal key factors such as the age of the website's visitors. For example, older users navigate websites differently than younger ones, a topic we explore in more detail in Step 15 “Layout Selection”.

4. Choosing the Right Domain Name

A well-researched domain name incorporating key industry-related terms can make a significant difference in search engine ranking. Domains like BestLawyers.com instantly signal to both users and search engines what the website is about. This will be the subject of Step 4 “Domain Choice”.

What Information Can We Get from Keyword Research?

Different tools provide different insights into keyword trends, competition, and search behavior.

The goal is to find keywords that are used frequently enough but for which only a few competitors have optimized their websites. Everyone’s ideal scenario would be to discover a highly popular search term with zero competition.

Here's what some of the most popular keyword research tools can tell us:

Google Keyword Planner

• Search volume: How often a keyword is searched each month.
• Competition level: Indicates how difficult it is to rank for a keyword.
• Suggested bid (for ads): Helps understand commercial intent.

Ahrefs & SEMrush

• Keyword difficulty score: Estimates how challenging it is to rank for a keyword.
• Competitor analysis: Shows which websites rank for a keyword and their estimated traffic.
• Backlink data: Helps understand how competitors are ranking through external links.

Ubersuggest

• Keyword suggestions: Provides long-tail keyword variations.
• SEO difficulty score: Helps gauge ranking potential.
• Content ideas: Offers suggestions based on top-performing pages.

AnswerThePublic

• Question-based search insights: Shows what questions users ask related to a keyword.
• Content inspiration: Great for blog post and FAQ section ideas.

Google Trends

• Search trend analysis: Helps determine if a keyword’s popularity is increasing or declining over time.
• Regional interest: Shows keyword popularity in different geographic locations.

Practical Example #1

Imagine you own a yoga studio. Which types of keywords should you focus on to build your website’s content strategy? We can categorize them into three groups:

• Obvious Keywords
• Synonyms
• Indirect Searches

While the first two groups are essential, the third group—Indirect Searches—deserves special attention. Targeting these keywords can give you a huge competitive advantage, helping you rank higher in search engine results and attract more traffic than your competitors. After the following table, we’ll explain exactly why this strategy works so well.

Why this strategy works so well

Targeting indirect, problem-solving keywords instead of the obvious ones containing "yoga" or its synonyms can drastically outperform competitors in search engine rankings and website traffic. Here’s why:

1. Lower Competition = Higher Ranking Opportunities

Obvious keywords like "yoga classes" or "yoga poses" are highly competitive. Every yoga studio, instructor, and fitness blog is fighting for those top search engine spots.

On the other hand, keywords that focus on user pain points (e.g., "best stretches for back pain" or "natural ways to boost immunity") have significantly lower competition. Ranking for these terms is easier, faster, and requires fewer SEO resources.

2. Attracting Users Who Don’t Know They Need Yoga Yet

Many potential yoga clients may not even be searching for "yoga." Instead, they’re looking for solutions to their problems:

• A corporate worker suffering from back pain might search for "best stretches for posture correction."
• A busy mom feeling stressed may look up "breathing exercises for relaxation."
• A pregnant woman seeking gentle workouts might search for "best exercises during pregnancy."

By ranking for these searches, your yoga studio becomes the solution—not just another option among hundreds of yoga competitors.

3. Appealing to a Broader, Yet Highly Relevant Audience

Focusing on pain points rather than just yoga-specific keywords allows you to tap into multiple interest groups:

• Fitness enthusiasts looking for flexibility tips
• Mindfulness seekers searching for stress relief methods
• Health-conscious users interested in natural wellness

These people might never search for "yoga" directly but would be highly interested in joining a class once they discover yoga can solve their problem.

4. Higher Conversion Rates

When people find your website while looking for a solution (rather than just casually browsing yoga classes), they are:

• More engaged (since the content directly addresses their needs)
• More likely to trust your expertise (since you’ve already provided value)
• More likely to convert (since they now see yoga as the answer to their problem)

5. Long-Tail Keywords Mean More Traffic Over Time

Indirect, long-tail keywords (that is, longer and more specific keywords like "how to improve posture at work") tend to have sustained traffic over time, unlike trendy or seasonal searches like "yoga challenge 2024."

As a result, your website builds consistent, organic traffic without constantly needing paid ads.

The point is, instead of competing head-to-head with every other yoga studio, targeting solution-based keywords allows you to attract a wider, more engaged audience with less competition and higher conversion potential.

The same principles hold true for any industry or profession.

Practical Example #2

Imagine you own a handcrafted jewelry E-commerce store.

Practical Example #3

Imagine you own a local organic grocery store.

Conclusion

Keyword research and target audience analysis are not just optional steps in website creation—they are the foundation. By using the right tools and structuring content around actual user searches, businesses can create websites that not only attract visitors but convert them into loyal customers.

Whether you're running a yoga studio, an online jewelry store, an organic grocery shop, or whatever other business or profession, the key to online success is simple: speak the language of your audience. By leveraging the power of keyword research, you ensure that your website is not just a digital space, but a valuable resource that meets real user needs.

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