Martin Huntbach and David Bain discuss the importance of listening to what your customers say FIRST and then validating this with keyword research.

Discussion points include:

How do you listen to your customers?

Face-to-face / video recordings / surveys?

How do you validate it with keyword research?

Are there missed opportunities if your customers don’t suggest certain topics?

What tools do you use?

What search volume is good?

Is zero search volume ever still interesting?

How do you incorporate the keyword on the page and within the content?

How do you choose what content suits the keyword?

How do you try to rank for the keyword?