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SEO is currently turbulent. Between tons algorithm updates and reports from Seek generative experience (SGE) takes over the SERPs, there is a lot of uncertainty and anxiety about the path forward.
For me, this is the perfect time to put the spotlight back on some underutilized SEO research initiatives that we know to be effective. My list of these includes:
- Keyword trend analysis.
- Customer survey.
- Analysis of non-search channels for content.
- SERP analysis for ‘striking distance’ keywords.
By the time you’ve finished reading this, I hope that (despite all the wind that’s going around) you’ll feel like you have more control over your SEO success in the coming months.
1. Keyword trend analysis
There’s keyword analysis, and then there’s keyword trend analysis. The latter helps SEOs do things like:
- New keywords.
- Changes in the keyword landscape.
- How your focus keywords may have changed since you originally optimized them.
My favorite tool for following trends closely is the Glimpse Google Trends extensionwhich adds a lot of data and functionality to the usual Google Trends insights.
Use this extension for a wealth of long-tail keyword data, trending topics, trend alerts and data exports. The tool (and a bit of a mindset shift) helps you apply a real-time approach to your most important keywords, and not a process you have to review every now and then.
Dig deeper: Beyond search volume: future-proof keyword research for SEO
2. Customer survey
You’re undoubtedly doing some form of customer research (right?) to determine intentions, needs, pain points, etc. But in my experience, it’s rare for SEOs to make a decision comprehensive approach to understanding the customer That includes cross-team conversations and fluency with different tools.
Some tools to start playing right away if you haven’t already:
- Heat mapping tools (I like Hotjar because even the free version gives you a lot of information about how users interact with your site).
- Survey tools, such as SurveyMonkey, Typeform or Google Forms.
A note about surveys: don’t overuse them. Be explicit about how the data will be used. If the data you collect is valuable enough for your campaigns, you can even consider offering small gift cards or rewards.
On the cross-team side, your brand or customer sales and customer service teams have a wealth of real-time information about customer questions, issues, use cases, challenges, etc. Recurring check-ins with those teams (hint: save these as easy possible for them to communicate the lessons to you) is a good use of your time.
Whether you work at a staffing agency or in an in-house environment, your paid teams are also great (and often underutilized) sources for data on what’s working and what’s not.
From high CTR ad copy to increasing keyword volume and insights into which audiences are performing best, paid media insights can be incredibly valuable in optimizing organic search strategies and priorities.
Dig deeper: An SEO guide to audience research and content analysis
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3. Analysis of non-search channels
Forums such as Reddit and Quora, communities, brand and competitor Frequently asked questions pagessocial media and YouTube comments are rich sources of real-time information for user understanding and emerging themes to address with content.
Slack communities are one of my favorite data sources (and have also helped me win new business). Active Slack communities on topics related to your business are often incredibly productive, with users asking questions and looking for recommendations that you can respond to immediately.
To get the most out of Slack, always respect the community rules, don’t be overly pushy or salesy unless it’s a question explicitly looking for your product or service, and look for ways to add value to ongoing conversations, even if you have no direct benefit from them.
4. SERP Analysis for ‘Striking Distance’ Keywords
With Google’s old page system, it used to go from 11 to 10 (the first page of the SERPs and away from the “where do you hide a dead body” jokes) or even from 4 to 2 (above the fold), were moves with a growth with multiplier effect.
Now that Google is using infinite scrolling in the SERPs, the resulting improvements depend less on page breaks and more on ranking relative to other SERP features, such as embedded videos or People ask too sections that push the content down.
Still, not all keyword ranking improvements are equally impactful. So make sure your reporting reflects opportunities to assess the costs and benefits of making high-consequence leaps.
Moving forward
I’ve been in the SEO industry for a long time – enough to remember many seemingly seismic shifts in the search landscape that marketers have struggled to adapt to. This is perhaps the most dynamic period I have experienced; the introduction of AI-generated content is a whole new dimension for search marketers.
That said, in times of change I’ve almost always seen brands lose sight of certain SEO fundamentals that are proven to drive growth. Whatever form the SGE rollout takes, the best way to prepare is to determine what you can control and get your best practices humming along the way.
The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Staff authors are credited here.
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