Insights
Customer insights
Keyword research helps you think like your customers. What questions are they looking for that you can help answer? What sort of language are they using when they search? What industry-specific topics are being searched for frequently?
Understanding how your customers are currently finding you helps set a foundation for your strategy and uncovers related terms you can use to build it out in the future.
Opportunities
Identifying opportunities
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Competition
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Standing
Industry standing
Competitive keyword analysis is another useful tactic for gaining insights.
Comparing you and your competitors rank for important keywords can help you understand where you’re site is stacking up in the industry and show you where similar sites are finding success.