Keyword Research: How to Find What Your Customers Actually Type

Most Moroccan businesses launching into SEO make the same starting mistake: they pick their keywords by guessing, using the vocabulary they use internally or in their professional jargon, rather than the terms their potential customers actually type into Google. This gap, often invisible until measured, can alone explain why otherwise well-written content never generates the hoped-for traffic.

Internal jargon is almost never what a customer types

A professional cleaning company thinks in terms of "industrial cleanliness services," while a potential customer simply types "cleaning company Casablanca" or "office cleaning price." This gap between professional vocabulary and the vocabulary actually used by the general public is the most common obstacle, and the easiest to fix once one becomes aware of it.

Putting yourself in the customer's shoes rather than the expert's

The best way to start keyword research is to honestly list the concrete questions a customer asks before buying, without professional filtering: how much it costs, where the business is located, what the timeline is, what the difference is from a given alternative. This raw list, written from the customer's perspective rather than the business's, forms a much more reliable foundation than assumptions drawn from internal expertise.

Using Google's autocomplete as a first free tool

Typing the start of a query related to your business into Google's search bar, then observing the automatic suggestions that appear, directly reveals the phrasings most searched by real people, since these suggestions reflect actual, frequent searches. The "People also ask" section that appears in search results effectively complements this approach, without requiring any paid tool.

Distinguishing search volume from commercial relevance

A high-volume keyword isn't automatically the most profitable to target: a very general query attracts many visitors but often poorly qualified ones, while a more specific query, with a more modest volume, attracts visitors already close to a purchase decision. This topic directly connects with the ranking logic detailed in our article on how Google search engine ranking works, where relevance often matters more than raw volume.

Long-tail keywords, more accessible ground to start with

Longer, more specific queries, like "website creation price for restaurant Marrakech" rather than simply "website," generally show much lower competition while attracting visitors whose intent is already very precise. For a business starting its SEO strategy, prioritizing this type of keyword often allows getting first concrete results faster than directly targeting highly contested generic terms.

Observing what well-ranked competitors actually do

Looking at the titles and content of sites already well ranked on your target keywords reveals what type of content Google considers relevant for that specific search, valuable information that avoids heading in an editorial direction completely disconnected from what internet users actually expect. This observation isn't about copying, but about understanding the intent behind each query before producing your own content.

A living list to adjust over time

A keyword strategy is never permanently fixed: it evolves as new performance data comes in, as the market changes, or as new questions emerge from customers. Regularly reviewing this list, rather than considering it finished work once and for all, allows continuously adjusting the strategy based on what actually works.

Grouping keywords by intent rather than treating them in isolation

Classifying keywords by which stage of the customer journey they represent, whether a simple information search, a comparison between options, or a clearly established purchase intent, allows producing content suited to each stage rather than generic content clumsily trying to answer everyone at once. This organization by intent, rather than a simple flat list, also makes editorial prioritization much clearer when deciding which content to produce first.

Not overlooking regional and linguistic variations in Morocco

The same need can be expressed differently depending on the region, dialect, or language used by the internet user, a reality particularly important in a multilingual country like Morocco where a search can happen in French, Arabic, or even transliterated Darija. Ignoring these variations means giving up a significant share of potential traffic, simply because the content never uses the phrasings certain customer segments actually use. Regularly reviewing actual search data, rather than relying solely on assumptions about how customers search, often reveals unexpected phrasings worth targeting despite never appearing in the initial planning.

Support to structure this research effectively

At Brandora, we conduct thorough keyword research for each client, combining specialized tools with fine-grained knowledge of the Moroccan market and local search habits. Discover our SEO service or let's talk about the keywords suited to your business.

FAQ

Why doesn't professional jargon work in SEO?

Because customers search with their own words, often different from internal vocabulary.

Should high-volume keywords always be targeted?

No, commercial relevance and purchase intent often matter more than raw volume.

What is long-tail in SEO?

Longer, more specific queries, less competitive, with more precise intent.

Should the keyword list be fixed?

No, it should be reviewed regularly based on performance and market evolution.