Market Research
Strategic insights for smarter, data-driven decisions.
What is Market Research?
Market research is the foundation of a successful digital strategy, giving you insights into what your audience is searching for and how to reach them effectively.
While the focus is on keyword research, this service goes beyond simple lists of phrases. For business owners, it’s a direct path to aligning your digital presence with market demand, driving qualified traffic, and maximising investment.
Why is Market Research Important?
For Your Organisation
Market research empowers you to target your audience more effectively by understanding exactly what they’re looking for. By uncovering high-value opportunities, you can allocate resources strategically and create content that attracts and converts. The result is a digital strategy that’s backed by data, helping you stay ahead of the competition.
For Your Customers
Your customers want answers to their questions - and solutions to their problems. Market research ensures that your content speaks directly to their needs, making your brand more visible and relevant in their search journey.
My tried & tested process
Audit
Sometimes you will already have a clear problem identified, and we can work from there. But most the time we’ll need to perform an audit first to gather a list of things we need to address.
2. Resources & Planning
From the audit we’ll prioritise based on resources, who is involved, the impact of the issue and how much time we have. This stage is important for managing expectations.
3. Delivery
I deliver too - either working as a project manager within your team or I’m also happy to get stuck into the work myself. Whatever is best for your business is ultimately what we will go with.
The Tools & Resources I Use for Market Research
Ahrefs – Comprehensive keyword analysis and competitor research.
AlsoAsked - True PAA questions found
Google Search Console – Performance tracking and indexing insights.
SEMrush – Offers keyword research, site audits, and competitive analysis.
Ubersuggest – Delivers keyword ideas and content suggestions.
What Does a Market Research Report Contain?
My market research audit delves into search data to identify high-value opportunities for your business. Here’s what I typically include:
I start by analyzing current keyword rankings to understand your baseline visibility. This helps identify where your site is already performing well and where there’s room for improvement.
I research target keywords using Ahrefs, focusing on search volume, keyword difficulty, and potential return. By prioritizing terms with achievable rankings and high relevance, I create a list of strategic opportunities tailored to your goals.
I conduct a competitor analysis to uncover gaps in their strategy that you can capitalize on. This includes identifying keywords they rank for that you don’t and content areas where you can outperform them.
I explore search intent to ensure the keywords we target align with your audience’s needs. Whether users are looking for information, comparing options, or ready to buy, I match your content to their journey.
I identify long-tail opportunities to capture niche traffic. These keywords often have lower competition and higher conversion potential, making them an excellent addition to your strategy.
I assess your current content’s alignment with target keywords. If gaps exist, I’ll recommend ways to adjust or expand your content to match search demand and user expectations.
I map keywords to specific content opportunities, from blog posts and product pages to FAQs and guides. This ensures that every keyword has a purpose and a clear path to implementation.
How I approach Market Research
Market research is primarily a one-off project, but its insights have long-term value. I start by gathering and analyzing data to create a detailed report of findings and recommendations. While the initial project provides a strong foundation, I can also work with you on an ongoing basis to refine and expand your strategy as market trends and audience behaviors evolve.
