Discover Four Key SEO Research Priorities for Data-Driven, Sustainable Success in 2024. 

SEO is in a state of flux right now. With frequent algorithm updates and the rise of Search Generative Experience (SGE) in search results, there’s a growing sense of uncertainty about the future.

This is the ideal moment to revisit some proven, underutilized SEO research strategies that can help stabilize and strengthen your approach. Here are a few initiatives to consider:

1. Keyword Trend Analysis
2. Customer Research
3. Analysis of Non-Search Channels for Content Ideas
4. SERP Analysis for “Striking Distance” Keywords

My goal is that by the end of this article, you’ll feel more equipped to navigate the shifting SEO landscape and have a greater sense of control over your success in the coming months.

Keyword Trend Analysis

Keyword analysis is a staple of SEO, but keyword trend analysis takes it a step further, enabling you to uncover insights like:

• Emerging Keywords: Identifying new terms that are gaining popularity in your industry.
• Shifts in the Keyword Landscape: Detecting changes in search behavior and topic interests over time.
• Reevaluation of Focus Keywords: Assessing whether your previously optimized keywords have experienced significant changes in relevance or popularity.

One of my favorite tools for tracking these trends is the Glimpse Google Trends extension. It enhances the standard Google Trends data with additional features and insights.

With this extension, you can access a wide range of long-tail keyword data, discover trending topics, set up trend alerts, and export data for deeper analysis. The tool encourages a real-time, continuous approach to keyword optimization rather than a “set it and forget it” mindset.

By adopting this dynamic approach, you can stay ahead of the curve and make sure that your SEO strategy aligns with evolving trends, positioning your content for success in a changing digital landscape.

Customer Research

You may conduct some customer research, but how deeply are you exploring customer intent, needs, and pain points? In my experience, many SEOs need to take a comprehensive approach to understanding their audience, missing out on valuable insights. A truly effective strategy involves cross-team collaboration and a variety of research tools.

Here are a few tools to get started if you haven’t already:

• Heat Mapping Tools: I recommend Hotjar, even in its free version, for visual insights into user interactions with your site.
• Survey Tools: SurveyMonkey, Typeform, or Google Forms are great for gathering customer feedback. However, be mindful of survey fatigue. Ensure you know how the data will be used, and consider offering incentives like small gift cards to encourage participation.

For a well-rounded understanding of your customers, engage with different teams within your organization:

• Sales and Customer Service Teams: Such teams are on the front lines and can provide real-time information about customer questions, issues, use cases, and challenges. Regular check-ins with them are invaluable for gathering insights. Keep the communication process simple to make it easy for them to share information with you.
• Paid Media Teams: Often overlooked, these teams can offer rich data on what’s working and what isn’t. From high-CTR ad copy to keyword trends and audience insights, the information from your paid media colleagues can guide your organic search strategies.

Whether in an agency or an in-house setting, customer research should continuously draw from various sources. By integrating insights from different teams and leveraging multiple tools, you’ll better understand your audience, leading to more effective SEO strategies.

Analyzing Non-Search Channels

Beyond traditional keyword research, non-search channels offer a wealth of real-time insights for user understanding and content ideation. From forums to social media, these platforms can help you uncover emerging themes and user questions you can address with your content.

Here are some critical non-search channels to explore:

• Forums like Reddit and Quora: These platforms are gold mines for understanding user queries and discovering topics that are gaining momentum.
• Social Media and YouTube Comments provide insights into user sentiment and feedback on specific topics, videos, or products.
• Brand and Competitor FAQ Pages: Reviewing these pages can reveal common customer questions and areas where you can differentiate your content.

One of my favorite sources of data is Slack communities. These groups often have active discussions on industry-related topics, providing you with direct access to user questions, needs, and pain points. Additionally, engaging in Slack communities can be an effective way to build relationships and even attract new clients.

When interacting in Slack communities, remember these guidelines:

• Respect the community rules and avoid being overly promotional or sales.
• Focus on adding value to the conversation, answering questions, and sharing helpful resources.
• Avoid self-promotion unless the context specifically calls for it, such as when users explicitly ask for your product or service recommendations.

By analyzing non-search channels, you can better understand your audience and identify content opportunities that may not surface through traditional SEO research methods. These insights can really help you stay ahead of trends and create content that aligns with your target audience.

SERP Analysis for ‘Striking Distance’ Keywords

In the days of Google’s traditional page-based system, improving from the second page to the first or moving from the lower half of the first page to the upper half could lead to significant visibility and traffic gains. These shifts often came with exponential growth as they represented crossing critical thresholds.

However, with Google’s adoption of infinite scroll, the impact of ranking changes is now less about crossing page boundaries and more about where your content appears and other SERP features. Videos, People Also Ask sections and other dynamic elements can push your content further down the scroll, reducing visibility.

Despite these changes, the term ‘striking distance’ keywords remains critical. These are the keywords where even a tiny ranking improvement can yield considerable benefits in clicks and engagement. Here’s what you should focus on when analyzing these keywords:

• Position Relative to SERP Features: Pay attention to how various SERP elements like videos, image carousels, and People Also Ask sections affect the prominence of your content. Striking distance keywords could benefit from a slight position change to avoid overshadowing these features.
• Cost-Benefit Analysis of Ranking Improvements: Some ranking changes are equally impactful. Consider the resources required to move a keyword from a lower position to a more favorable one, and assess the expected benefits in terms of visibility and traffic. Ensure your reporting highlights these opportunities to guide your optimization efforts.

By focusing on ‘striking distance’ keywords and understanding their position on other SERP elements, you can identify the areas where your SEO efforts will most likely yield significant returns. This approach allows you to prioritize optimization tasks based on the potential impact and better navigate the evolving SERP landscape.

Looking Ahead

I’ve spent many years in the SEO industry, long enough to have seen numerous seismic shifts that sent marketers scrambling to adapt. But this current period stands out as one of the most dynamic. The rise of AI-generated content has introduced a whole new dimension to the search landscape.

Despite the whirlwind of changes, I’ve noticed that brands often lose sight of some of the core SEO fundamentals that have consistently driven growth during such times. As we navigate the rollout of new features like Google’s Search Generative Experience (SGE), the best strategy is to focus on what you can control and double down on best practices.

By keeping your SEO basics strong—like quality content, sound technical structure, and a user-centric approach—you’ll be better equipped to weather the uncertainties and leverage any new opportunities. This way, even as the search environment evolves, you can stay grounded in principles that have stood the test.

If you need more time to feel overwhelmed or confused, why not let the experts handle it? Explore our monthly SEO packages and let us do the heavy lifting. We’ll help you navigate the complexities of SEO so you can focus on what you do best.