> For the complete documentation index, see [llms.txt](https://docs.goodfit.io/goodfit-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.goodfit.io/goodfit-docs/product/personas-and-contacts/personas/keyword-personas.md).

# Keyword Personas

Keyword Personas are used to identify employees based on job title keywords and other criteria.

#### Available Criteria

<figure><img src="/files/sbwt3CJOIV0B4bdx0gzy" alt="" width="288"><figcaption></figcaption></figure>

**Title keywords** - list of keywords that the title of the relevant person should contain (e.g., “sales”, “marketing”, “revenue operations”).

**Exclusion title keywords** - list of keywords that should not be present in the title (e.g., “interim”, “assistant”)

**Seniority** - dropdown of different seniority levels. . Used to filter only the most senior people for a specific set of title keywords (e.g., VP, Head) of “sales”.

**Location** - filtering for people that are only in a specific location - can specify countries or regions here (e.g., VP of Sales based in United States or Europe).

{% hint style="info" %}
You can use wildcards in title keywords to do partial matches:

* financ\* - will match Finance, Financial etc.
* sales \*\* operations - will match Sales & Marketing Operations, Sales Operations etc.
  {% endhint %}

You can create multiple criteria using the filters:

<figure><img src="/files/mq6EQfc0prKwrUrU3oR1" alt="" width="563"><figcaption></figcaption></figure>

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What happens in practice is that during the contact enrichment process, the system identifies all the matching people at the company and ranks them based on the order of the criteria's priority.

You can control how many contacts are returned per persona for each company using the “Find N Contacts” setting. Depending on the number, it returns top N of contacts based on their rank for each company.

### Persona Previews

Understanding if we have the right set of title filters might require some iteration. Persona Preview allows you to see the actual contacts matched by your configuration.

<figure><img src="/files/kMLuvaa56gIrTl75ErKe" alt="" width="563"><figcaption></figcaption></figure>

It also contains an "Unmatched Companies" tab that lists all the companies that currently don't have any contacts matching your definition. You can preview all available contacts at the company to see how you can improve your persona criteria (see our guide on [Maximising Contact Coverage](/goodfit-docs/guides/segmentation/maximising-contact-coverage.md)).

<figure><img src="/files/WiXFBweuC4RsfyWgPfBa" alt="" width="563"><figcaption></figcaption></figure>

At times, you may want to understand why there are no matching contacts across all the personas at a company level. To do so, head back to the Companies tab and click on the "Matched Personas" column.

<figure><img src="/files/aBPKSotmjptAwFxzyiMP" alt="" width="563"><figcaption></figcaption></figure>

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