Exploring 4 Lesser-Known SEO Research Approaches for 2024
SEO is constantly evolving, with algorithm updates and the emergence of Search Generative Experience (SGE) causing uncertainty and anxiety for marketers. However, amidst all the chaos, there are some lesser-known SEO research approaches that can help you take control of your SEO success in the coming months. Let’s explore these four approaches.
1. Keyword trend analysis
While keyword analysis is a common practice, keyword trend analysis takes it a step further. It allows SEOs to identify new keywords, changes in the keyword landscape, and how your target keywords may have changed since you first optimized for them. One tool that can help with this is the Glimpse Google Trends extension, which provides valuable long-tail keyword data, trending topics, trend alerts, and data exports. By adopting a real-time approach to your top keywords, you can stay ahead of the game.
2. Customer research
Understanding your customers is crucial for effective SEO. While many SEOs conduct customer research to determine intent, needs, and pain points, taking a comprehensive approach involves conversations across teams and utilizing different tools. Heat mapping tools like Hotjar can provide insights into how users interact with your site, while survey tools like SurveyMonkey or Google Forms can gather valuable data. Additionally, collaborating with sales and customer service teams can offer real-time information about customer questions and challenges. Don’t overlook the insights from your paid teams either, as their data can optimize organic search strategies.
3. Analysis of non-search channels
Non-search channels such as forums, social media, and YouTube comments hold a wealth of real-time information about user understanding and emerging themes for content creation. Platforms like Reddit, Quora, and Slack communities can be particularly fruitful for gathering insights from users directly. However, it’s important to respect the rules of these communities and find ways to add value to ongoing conversations without being overly pushy or sales-focused.
4. SERP analysis for “striking distance” keywords
Traditionally, moving from page 2 to page 1 of the SERPs had a significant impact on visibility and organic traffic. However, with Google’s infinite scroll feature and the presence of various SERP features, the focus has shifted to the position relative to these features. Analyzing keywords that are within “striking distance” of moving up the ranks can help prioritize your efforts and assess the potential benefits of making significant improvements.
In conclusion, while the SEO landscape may be uncertain, implementing these lesser-known research approaches can provide you with more control over your SEO success in 2024. Stay ahead of keyword trends, understand your customers deeply, tap into non-search channels for valuable insights, and analyze SERPs strategically. By focusing on these fundamentals, you can navigate the ever-changing SEO landscape with confidence.
