What SEO research can tell us about our customers 

Can SEO research (specifically, keyword research) really be used for more than ad planning and SEO-focused content creation? First, let’s take a look at exactly what keyword research is. 

SEO stands for Search Engine Optimization and it is the process of creating content on your website to help boost its visibility when people search for products or services related to your business on search engines such as Google or Bing. How do we know what content needs to be created? That is where keyword research comes in. 

Keyword research aims to answer the following questions

• What are people searching for to find your product or service?
• Who are these people making the searches?
• Where are these people located?
• When do they make these searches? (time of day, time of the year)
• Why are they searching for this product or service? 

Answering these kinds of questions can help in creating wonderful content that really boosts your ranking on search engine results. This kind of information is also very valuable in other ways. Having this kind of insight into your customer base can allow you to really deepen your customer profile and really know who you are marketing to, and what your customers want. 

Let’s use a Health Spa as an example. What kind of information might a Health Spa uncover through keyword research? 

What are people searching for to find your product or service?

Perhaps there are some products they are looking for that a Health Spa could be offering. This kind of research could uncover a whole new revenue stream for a business looking to expand. 

Who are these people making the searches?

Perhaps a Health Spa would be surprised to find that there is a large demographic of young men interested in the services they have to offer.

Where are these people located?

It is entirely possible that people who search for Health Spa in your local area are looking for a specific service that is not as popular in other areas.

When do they make these searches?

The time of year that people are searching for a Health Spa could have a huge impact on timing of big marketing initiatives. 

Why are they searching for this product or service?

Are they looking for Health Spas for health reasons or perhaps they just want to find a way to reduce stress and relax after a long day of work. Maybe your customers are more interested in beauty and youthfulness and a Health Spa would service those needs.

A Health Spa that focuses on exercise and physical health for younger women might find that a large portion of potential customers is actually middle-aged men looking to relieve stress. This kind of insight could be extremely impactful in how a business chooses to operate moving forward. Any business looking to learn how to better serve their customers can benefit from keyword research.

In this example, we have demonstrated that your business can use keyword or SEO research to build a better customer profile to assist with marketing efforts, improve understanding of what products and services your customers are looking for, and help create SEO-focused content. 

Start using SEO research to understand your customers better

This kind of key business insight can help drive better sales and make your customers feel as if you are truly in touch with what they need. This kind of approach to utilizing data will ensure that any investment in professional keyword research will reap major rewards in more ways than one.

In case your company needs help with keyword research, Kubla’s team is here to help!

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