How can you find keywords related to people in a specific industry?

There are two ways to start finding keywords related to people in a specific industry. You can enter the names of well-known people in the field and filter for equipment-related terms, or enter an industry topic and look for patterns combining names with that topic. The goal is not to collect every celebrity-related search term, but to find search terms about people that are relevant to the industry’s needs. The tennis equipment and celebrity weight-loss examples below illustrate these approaches, but search demand will not necessarily be the same in every industry.

Start with people’s names to find related equipment keywords

An Ahrefs article from May 2026 suggests starting with celebrities, professionals, or influencers who are prominent in their field and whom others may want to emulate. Then, explore search terms related to their equipment. For example, amateur tennis players may want to know which racket Novak Djokovic uses. In music, Equipboard compiles information about the gear used by professional musicians.

The article demonstrates the following steps:

1. Enter the names of well-known people in the field into Keywords Explorer.
2. Open the Matching terms report to view matching keywords.
3. Use the Include filter to keep equipment-related terms.

For tennis, terms such as shoes, racket, wristband, and shorts can narrow the results. This finds search terms involving both people and tennis equipment, rather than every search term containing a person’s name. The number of candidate keywords shown in the article comes from that demonstration alone. Searching for other people or industries, or at different times, may yield different results.

Start with an industry topic and look for name-and-topic patterns

If you have not yet decided which people to research, you can reverse the process and start with a topic. In the Ahrefs article’s fitness website example, entering weight loss and checking the Matching terms report reveals combinations such as “first name + last name + weight loss”—search terms about specific celebrities’ weight loss.

In this English-language example, the name consists of two words and weight loss adds another two, so the Word count filter can be set to four words. The useful lesson is to observe the pattern first, then choose the filter criteria, rather than always filtering for four words. Keywords involving Chinese names, names of different lengths, or people in other industries may require different criteria.

Distinguish between search topics, and do not treat candidate keywords as facts

Following these examples, you can organize candidate keywords into two groups:

• People and equipment: A name paired with a racket or shoes, for example, can be a starting point for compiling information about equipment associated with that person.
• People and topics: A name paired with weight loss, for example, concerns that person’s weight loss and should not be forced into equipment-focused content.

Ahrefs also suggests that a tennis website could create category pages for individual celebrities, listing their preferred equipment. However, finding a “name + equipment” search term does not establish that the person uses or prefers a particular product. Candidate keywords can suggest content ideas, but specific equipment information still requires separate supporting evidence.

As part of our content services at Procrustes, we turn questions that genuinely matter to clients into articles, with ongoing planning, writing, and updates.