If you want to attract the right people to your blog or landing page, it’s not just about creating great content—it’s about getting into the head of your ideal client.

 
You need to figure out how they think when they’re facing the problem you solve or craving the solution you offer. 

Think about the specific frustrations or desires they’re dealing with when they head to a search engine. 

That’s how you uncover the keywords they’ll use to find you.

Step 1: Understand Their Pain Points and Desires

Your audience’s searches aren’t about generic terms like “how to make money online” or “DIY home decor.” No, they’re thinking about their specific pain points. These are the everyday struggles that drive them to search for answers.

For example, let’s say you help online coaches build passive income through evergreen funnels. While they may want to make more money, what they actually need is a solution that lets them grow their business without sacrificing their time on social media.

So, how do they phrase this struggle when they search? Maybe it looks like:

• “How to grow my coaching business without social media”
• “Attract clients without being on Instagram every day”
• “How to set up evergreen sales funnels”

Tip: Dive into client feedback, DM conversations, and even social media comments to hear the language they use. This will help you build a clear picture of how they’re framing their problems.

Step 2: Put Yourself in Their Shoes (Seriously)

When you’re brainstorming potential keywords, think like a user who doesn’t know you or your solution exists yet. Imagine you’re a potential client feeling overwhelmed by the problem you’re solving. What would your first move be? Would you type something broad, like “business coaching,” or something more specific, like “how to automate my coaching business”?

The goal is to think about their emotional state when they search. Are they frustrated? Excited? Overwhelmed? What are the questions they’d type into Google or Pinterest, starting the journey that leads them to you?

For example, let’s say your offer is a mastermind for coaches called The Suite Life—designed to help coaches build digital product ladders. Your ideal clients might not know they need a “product ladder,” but they do know they want something like:

• “How to scale my coaching business”
• “How to create passive income with digital products”
• “Best mastermind for coaches looking to scale”

By getting into their emotional state, you can predict the exact type of questions they’ll ask, which will help you tailor your keyword strategy to match their specific needs.

Step 3: Use Tools to Validate Your Keyword Ideas

Once you have a list of potential keywords based on your audience’s pain points and desires, use tools like Pinterest Trends, Google Keyword Planner, or Ubersuggest to validate these terms. 

Are people actually typing these things into the search bar?

Pro Tip: Long-tail keywords—those highly specific phrases like “how to sell digital products without social media” or “passive income for online coaches”—are often overlooked but extremely effective. Why? They’re less competitive and capture users in the decision-making stage of their journey.

Step 4: Craft Your Content to Align With Their Search Intent

Now that you’ve got your keyword list, it’s time to make sure your content answers the exact questions your audience is searching for. Create blog posts or landing pages that directly speak to these pain points and desires, while also offering a solution that’s relevant to the keywords you’ve chosen.

For example, if you’re targeting phrases like “how to automate my coaching business,” you might create a blog post titled “How to Set Up Evergreen Funnels and Attract Clients on Autopilot Without Being on Social Media 24/7.” This directly answers the search and positions your digital product or mastermind as the solution.