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Competitors, in particular, will tell you: What audience they’re going after. How the features of their product address the challenges of that audience. A mapping exercise of your competitors and their ideal customer profiles should show you the blue sky available. Presuming you’re not targeting the exact same audience, you’ll have a different set of needs and desires to address with your approach. What kind of keyword research can give you some traction? Google Keyword Planner (along with Semrush, Ahrefs or other keyword planning tools) will give you closely related topics and queries.
You can look at the SERP itself to see People also DB to Data and suggested searches. If you’re lucky, you’ll get nuggets that show you the actual features and benefits the users are looking to find with their original query. CRM tools - search results will also emerge from studying discussions on Reddit, Quora, X (formerly Twitter) and maybe Threads (if they eventually use their hashtag for something other than discovering profiles). The next step is to spend time on the psychology of the query. Someone searching for “CRM” might be in research mode and looking for a landscape of options and capabilities, so you should consider content like a buying guide or “the evolution of CRM features.
Meanwhile, a query like “free CRM trial” is much closer to the actual purchase decision, which means more transactional content is a better starting point. Whatever you discern as the intent, don’t assume the other brands in the SERPs have reached the same conclusion in their ranking content. If none of them are, you have an opportunity to stand out. Dig deeper: How to 10x rankings in competitive spaces using the ‘beachhead principle’ Get the daily newsletter search marketers rely on. Business email address Get Search Engine Land in your inbox. See terms. Work with your internal teams to do audience analysis A deeper source of knowledge than anything you’ll find online: your clients or colleagues in product development and sales.
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