Use Search for Research

Individuals reveal intent through search activity, making it a wonderful resource for research into what your users want. Don’t just use keyword research for your paid and natural search strategy, but also for uncovering trends in your space. Are users searching for a phrase in greater volumes than you would expect in your industry vernacular? Are there heavy searches on keywords even when there is no competition for them? Are there search queries popping up where no solution exists? Keyword trend research can give you some interesting insights. For example, you can do a side-by-side report of keywords that are ranking well for competitors and driving traffic to their sites, but falling short for you. This intelligence will help you do some tuning. Also be sure to measure the impact of branding and other direct response campaigns on your branded search campaigns. Remember, the point isn’t to look smart, but to communicate effectively.