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Before You Post Anything Online, Do This First
Most people skip this step and wonder why no one sees their content.

Hi reader,
If no oneâs finding your website, it might be because youâre speaking the wrong language.
I donât mean English vs. SpanishâŚIâm talking about your customerâs language. Too many people write their website or social posts based on what they think sounds good⌠not what their audience is looking for.
And when that happens, you might as well be invisible.
Todayâs advice
You need to do research before adding anything to your website or social media.
I know the word âresearchâ might sound a little intimidating, but I promise it doesnât need to take a lot of time. When people talk about âkeyword research,â all weâre really saying is that you need to look into what language your audience uses when searching online.
Letâs say you run a wellness practice, so on your homepage you write, âI help clients achieve emotional balance and inner alignment.â
That might sound nice, but itâs not how people search. Theyâre more likely typing things like âstress managementâ or âtherapist for anxiety.â
See the difference?
Why this matters
Your business is more likely to show up in search results.
Of course, the biggest benefit of keyword research is its impact on your SEO. Google doesnât care how clever or professional your content sounds. Itâs looking for relevance. If the words on your website or social posts donât match what people are searching for, theyâre not going to show up.
More people will read the content, or take action
People donât like jargon and corporate talk. What they do respond to is language that feels familiar. Words theyâd use themselves.
If your content sounds like something written for a brochure or a boardroom, youâll lose people.
But speak clearly and directly, using the same words your audience already has in their head, and suddenly theyâre paying attention. They feel like you understand them.
Thatâs what gets them to stop scrolling and hopefully, to reach out.
Hereâs how to start
Spend 10-15 minutes doing basic audience research before you post anything.
You donât need to be a marketing expert to do this, and it doesnât have to take long.
Start with Google. Type in a phrase related to your business and see what autocomplete suggests. Scroll down and look at the âPeople also askâ or âRelated searchesâ sections. Those are real phrases people are using.

(This is at the bottom of every Google search)
Another good place to look is forums like Reddit or Quora. Pay attention to how people describe their problems and what theyâre looking for.
And if you want to go even deeper, there are tons of tools out there you can use to help. One I really like is SparkToro, because it tells you what your ideal customer is searching for, what platforms they spend time on, and what content theyâre already engaging with.
Hereâs a glimpse of what that looks like:

đ If you have any favorite tools or tricks for keyword/ audience research, Iâd love to hear them. Just hit reply and let me know â Iâll share any good ones with the group in a future edition.
Best,
Jono