Keyword research process and strategies

Keyword research is still a major part of digital marketing but the research strategies have changed quite drastically over the years. Initially it was all about the head terms, then long-tail search phrases and finally (LDA) topic related phrases. Nowadays I like to target search phrases according to the users search intent and mapping them into the buyer personas conversion funnel. Adopting this process your marketing efforts are always aligned with business goals while assisting to user search intent.