Keyword Research Program

Learn how to find the search terms that actually matter. This isn't about theory—it's about understanding what people type when they're looking for solutions, and how to use that knowledge in your work.

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What We Focus On

These aren't buzzwords. They're the principles that guide how we teach and what we expect from participants in our programs.

Data-Driven Thinking

We teach you to base decisions on search volume, competition metrics, and user intent patterns. Not on guesses or assumptions.

Example: A student analyzed Swiss tourism keywords in autumn 2024 and discovered that "sustainable mountain tours" had 40% less competition than generic "Alps hiking" terms, leading to better targeting for a local business.

Practical Application

Every session includes hands-on exercises with real tools and actual datasets. You work with the same interfaces professionals use daily.

Example: Participants spend three sessions building complete keyword maps for actual Swiss businesses, learning to identify regional search patterns and seasonal variations specific to alpine markets.

Question Everything

We encourage you to challenge conventional wisdom. Sometimes the "best practices" don't apply to your specific situation or market.

Example: One participant questioned why we avoided long-tail keywords in competitive niches. Their skepticism led to a discussion about search intent that changed how the entire cohort approached research.

Honest Limitations

We're upfront about what keyword research can and can't do. It's one tool among many, not a magic solution.

Example: During our December 2024 cohort, we spent an entire session on why high search volume doesn't guarantee business results—a reality check that prevented unrealistic expectations.
Students collaborating on keyword research project in modern workspace

Learning Journeys

Real accounts from people who went through the program. These aren't success stories—they're honest reflections on what changed.

Portrait of Ewen, program participant

Ewen Gottlieb

Marketing Coordinator

Completed February 2025
Starting Point

Stuck with Generic Terms

I was using the same broad keywords everyone else was targeting. My content got lost in the noise because I was competing with massive companies that had ten times my budget. I knew there had to be a better approach, but didn't know where to start looking for alternatives.

The Process

Learning to Look Sideways

The program taught me to find related terms people actually search for but competitors ignore. I spent weeks analyzing search patterns in Swiss German dialects—turns out people in Zurich and Basel use different terms for the same things. It was tedious work, but it opened up opportunities I hadn't considered.

Current State

Different Approach to Content

Now I spend more time on research before writing anything. My content targets specific questions people ask rather than broad topics. It takes longer, but the engagement metrics show people are finding what they need. I'm not competing with giants anymore—I'm serving specific needs they overlook.

Portrait of Margot, program participant

Margot Beaumont

Freelance Content Writer

Completed January 2025
Initial Challenge

Guessing at What Works

I was writing content based on what I thought people wanted to read. Sometimes it worked, often it didn't. Clients would ask why certain pieces performed poorly, and I had no data-backed answer. Just hunches and excuses.

Learning Curve

Understanding Intent

The breakthrough came in week four when we analyzed search intent. I realized people typing "best hiking boots" want different information than those searching "waterproof boots for wet trails." Same topic, completely different needs. That insight changed how I approach every piece of content now.

Where I Am Now

Confident in My Direction

I still don't always get it right, but now I know why something works or doesn't. When a piece underperforms, I can analyze the keyword targeting and search intent alignment. That makes me more valuable to clients and more confident in my recommendations.

Keyword research analysis workspace showing tools and data

Common Questions

Straightforward answers about how the program works and what to expect.

Program Basics

How long does the program run?
Eight weeks with two sessions per week. Each session is two hours. You'll need to dedicate about five hours weekly for practice work between sessions.
When does the next cohort start?
Our autumn 2025 cohort begins in September. We're also planning a winter session starting in January 2026. Enrollment opens three months before each start date.
Do I need prior experience?
No, but you should understand basic web concepts. If you know what a search engine is and have written content before, you're ready.

Enrollment Details

What's the program fee?
1850 CHF for the full eight-week program. This covers all sessions, access to research tools during the course, and three months of follow-up support after completion.
Is there a limit on class size?
Yes. We cap cohorts at 12 participants so everyone gets individual feedback on their work. Sessions often fill up weeks before the start date.
Can I pay in installments?
We offer a two-payment option: 950 CHF at enrollment and 950 CHF before week four. No additional fees for splitting payments.

️ Technical Requirements

What tools will I need?
A computer with reliable internet and a spreadsheet program. We provide temporary access to professional keyword research tools during the program.
Are sessions recorded?
Yes. All live sessions are recorded and available for three months after the program ends. Useful if you miss a session or want to review material.
What if I can't attend live?
You can watch recordings, but live participation helps. We recommend attending at least 12 of the 16 sessions in real-time for the best experience.

Post-Program Support

What happens after the eight weeks?
You get three months of access to our discussion forum where you can ask questions and share findings with other alumni. We also host quarterly refresh sessions covering tool updates.
Do you offer job placement?
No. We teach skills, not guarantee employment. Some participants have found work through connections made in the cohort, but that's informal networking, not a placement service.
Can I retake the program?
Alumni can audit future cohorts for 400 CHF if space permits. Useful if you want a refresher or if we've updated the curriculum significantly.