More than (key)Words

Audience research for brilliant business-building content

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Create content for the future of digital discovery.

Learn leading-edge methods to build quality, findable content for contemporary digital audiences.

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The ultimate keyword research masterclass


Keyword research, especially when supported with other audience insights, makes digital content more relevant to your audience and more discoverable by algorithms. But if you only learned from what's already out there online, it's likely only scratching the surface of the process.

That's because most information about keyword research currently at the top of search results was developed to market SEO software. And the most successful researchers don't often share how they transform search data into great content.

The research methodologies you'll learn here are in line with advanced practices at top agencies and consulting firms. This course focuses on thinking outside the box with keyword research and using results creatively and holistically.

More than (key)Words is designed for all professionals strategizing to build a lasting presence with online content, whether you're a content marketer, brand expert, independent creator, audience editor, journalist, SEO specialist, or any other content professional publishing online.

Learn how to wield this powerful methodology to create discoverable, quality digital content in the AI era.

Course overview

In More than (key)Words, you'll learn the theory behind why¬†keyword data¬†provides¬†unparalleled insight into what the entire world‚ÄĒnot just a select few commenters or interviewees‚ÄĒwants to find online.

You'll also get hands-on experience using keyword research tools to mine and understand search queries.

And, finally, you'll be set up to a template to replicate the research process and get practical suggestions for how to activate your results. 

"Keyword research makes online content better" in a handwriting font, as if a student is writing lines.

More than (key)Words course outline


I. An introduction to keyword research

Learn the history of keywords, get familiar with your toolkit, and forget everything you've learned about keyword research before.


II. Starting the research process

Hear real-life keyword research experiences, get examples of research gone wrong, and begin the data-mining process.


III. Gathering your owned keyword data

Understand and analyze the data on your existing website authority that you can find in Google Search Console (GSC). If you've never examined your website's owned GSC performance data, this chapter alone is worth the price of admission.


IV. Organizing the keyword dataset

Using methods new and old‚ÄĒincluding a¬†touch of AI-powered insight‚ÄĒyou'll start making sense of your keyword research and discovering the map it's creating for your brand and content.


V. Analyzing keyword research data and developing realistic outcomes

Now that you've practiced keyword research and learned how to use a new toolkit, you'll explore the¬†compass of your research ‚ÄĒ and¬†be on your way¬†to choose your path toward content strategy success.

Power up your audience research today

Master human-centered research techniques to improve your digital content, messaging, and information architecture. Become an expert in creating content to meet your audience's needs.

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About your instructor

Hi, I'm Deborah Carver, and I'm an independent consultant based in Minneapolis, Minnesota.

In The Content Technologist newsletter, I've been writing about keyword research since 2019. As a consultant, I've completed SEO strategy projects since 2013, when Google introduced natural language processing (NLP) to its organic algorithms.

This course is original content I've never published in detail before. I'm demonstrating processes developed and iterated as search engines and device behavior have evolved.

I've executed successful¬†research for clients in more than 40 industries ‚ÄĒ leading art museums,¬†hyperniche B2B software products, Fortune 500s, environmental organizations, and more.

And to answer any questions you may have about the process, each course attendee will receive a complimentary one-to-one 15-minute consulting session with me.

Questions and answers

Best pricing available

In the first six weeks after release, we're still ironing out wrinkles in the course experience, so pricing's  discounted. Get this 30% off rate before June 15.

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