I’m from New England. I am a proud member of the New England community. I live and breathe the Red Sox, I make daily Dunkin runs, and I crave that dirty watah. I say wicked every other sentence – it’s an adverb, for the record – and I am well aware that I can go a week wearing flip-flops and tank tops and without warning need my winter coat and be pulling on my snow boots. So believe me when I tell you: it’s a frappe, not a milkshake.

Here’s what I’m talking about:

Milkshake: Milk, shaken up to froth it, with syrup added.

Frappe: Ice cream, with milk, blended into a beverage that can only be described as the nectar of the Gods.

If you’re in New England, don’t even bother with milkshakes. Milkshakes are for the weak. If you’re looking for a delicious beverage order a frappe. An Oreo one, if you take my advice.


It’s simple. If you ever tried to sell me a milkshake, I’d laugh and head over to my favorite ice cream place, where they make the best homemade coffee-cookies-and-cream ice cream I’ve ever tasted, and I would ask for a frappe that flavor and go on my way. In other words, your efforts have gone wasted. You didn’t speak my language. But, if you offer me a frappe, then I’m on board. If you’re opening an ice cream shop in New England you don’t want to be advertising milkshakes. You want to be advertising frappes. And you aren’t going to know this unless you do your keyword research.

You want to be sure that you know what people will be searching for and what they are looking for. This begins with knowing your audience and ends with keyword research. So here’s the walkthrough.

Begin with a Buyer Persona

It all starts with the people. Where are you pulling business from? What area? And above all, who are you trying to capture as a customer? All of this information compiled will generate a buyer persona.

Learn how to build your buyer persona now.

What’s a Buyer Persona?

  • A buyer persona is a hypothetical person who you are trying to sell to. They are the people who have an interest in your business, the people you want to be clients. They have names, jobs, personalities, and difficulties you can solve with your business.

What is the point of of a Buyer Persona?

  • A buyer persona helps give your marketing strategy a direction. As you consider who you want to reach and what they might be looking for, you can use assumptions and educated guesses from your persona.

What Should a Buyer Persona include?

Personal Demographics

  • Age
  • Gender
  • Household Income
  • Lifestyle- married? Children?
  • Location- where do they live

Education level


  • What industry do they work in?
  • What is their role within their business?
  • What is the company size?
  • Job title
  • Who do they report to? Who reports to them?
  • What does a typical day in their job look like?
  • What knowledge, tools, or skills do they need?

What are their biggest challenges?

What are their biggest goals? How are they responsible for reaching them?

How do they get new information?

  • Blogs
  • Word of mouth
  • Industry leaders
  • Social media accounts?

Where are they likely to go to purchase something?

Okay so you have a buyer persona… Now what?

Now comes the Keyword Research.

Now that you know who you are talking to and how you solve a problem for them, you need to know how you can introduce yourself to them.

Gone are the days where cold calling and shoving businesses into people’s faces is a viable marketing option. Everyone is bombarded with so many messages per day that just walking up to someone and saying hi isn’t going to cut it. People want help, they want a business who can solve their problems for them. And when people need a solution to their problems, they turn to the internet.

It’s evolved into a reflex: have a problem, do a Google Search. It’s so natural at this point that no one would ever bother with anything else.

To give a positive first impression, you want to be the business on the other end of that Google Search. You want to be the person who answers the question “How do you unclog a sink,” “Nike sneakers on sale,” or “Where can I get a frappe.” And you aren’t going to show up for those searches if you’re not looking at how people phrase their questions and using those words to drive your content.

Here’s how Keyword Research Works

When I type in the question “where can I get a frappe,” Google runs an algorithm that sends out what are called “spiders.” “Spiders” are little sensors that crawl through all of the websites on the internet and rank them on the Search Engine Results Page according to what Google believes will best answer my question.

The way the spiders can tell what the content is about is by matching the keywords used in the search with keywords in content. Of course, it’s a complicated process, but that’s the basic explanation. You will rank better in different areas if you make sure to use keywords that reflect the terminology that people will use naturally, as they search.

Okay, so how do I do Keyword Research?

Glad you’re on board! These are a few of my favorite tools to use.

  • Google Adwords Keyword Tool – love this keyword tool because you can filter your searches by area and it gives you related searches as well. It’s an incredibly efficient tool for keyword research. Plus, this is Google giving you the results, so you know you’re getting accurate numbers straight from the source.
  • Hubspot Keyword Tool – This keyword tool allows you to take a look at how your keywords are performing and gives you clear cut analytics about what’s working and what’s not. You can use it for research too, but what really sets it apart from other options is that you can monitor different keywords’ success within specific marketing campaigns and adjust your approach accordingly.
  • SEMRush – This tool is similar to Hubspot but it has one major feature that makes it different. The SEMRush tool lets you monitor not just what’s ranking on your site, but also what keywords are ranking well on your competitor’s site. This lets you take a look at what your competitor’s strategy is and patch any holes you may have overlooked within your own strategy.
  • KeywordTool.io – This tool is great for if you need tons of suggestions for your keywords. It goes deep into the internet and offers you plenty of options, making it more all encompassing. However, the results can be overwhelming, so if you’ve got a pretty good idea about what you need already, this may not be the tool for you.

So that’s all folks; that’s what milkshakes teach you about keyword research. I don’t know about you, but I’m hungry now. But, before you run off to order a genuine New England frappe, let me leave you with this: a marketing strategy without keyword research is set up to fail. If you’re not already doing it, keyword research will generate more marketing success than you can believe. And that, my friends, is wicked awesome.