Ever wondered how industry leaders harness the power of keyword research tools for game-changing results? This insightful Q&A features CEOs and CROs sharing their unexpected discoveries and strategic implementations. The discussion kicks off with targeting a mature skin audience and wraps up with addressing user pain points through blog posts, covering a total of fifteen unique insights. Each perspective offers a fresh take on leveraging keywords to gain competitive advantage.
- Target Mature Skin Audience
- Focus on Environmentally-Friendly Renovations
- Shift to Approachable Market Research Content
- Target Long-Tail Keywords for Small Businesses
- Capitalize on IT Security Audit Checklist
- Create Classic Arcade Games Section
- Utilize Keyword Magic Tool Features
- Highlight Neapolitan Pizza Offerings
- Target Interactive Displays for Small Businesses
- Extend Hours for Late-Night Pasta Delivery
- Optimize Content with SurferSEO Insights
- Address Wig Care During Menopause
- Leverage Competitors for Featured Snippets
- Differentiate Content Strategy with SERP Analysis
- Address User Pain Points with Blog Post
Target Mature Skin Audience
I was doing some keyword research for our beauty brand using SEMrush, expecting to focus on the usual keywords like “long-lasting foundation” or “best concealer.” But then, I stumbled across a keyword that totally surprised me: “best makeup for mature skin.”
At first, I didn’t think much of it, but when I saw the high search volume and low competition, I knew we were onto something big. This keyword revealed an audience that was actively searching for makeup solutions that cater specifically to mature skin—like formulas that don’t settle into fine lines and provide hydration.
How did we use this insight?
- Crafted a Targeted Blog Post: We wrote a blog called, “The Best Makeup for Mature Skin: Our Top Picks for Ageless Beauty.” The post focused on makeup tips and products designed for mature skin—think hydrating foundations, lightweight powders, and creamy textures. We optimized it with that exact keyword to make sure it would rank well.
- Revamped Product Descriptions: We went back and updated product descriptions for our makeup line to include phrases like “perfect for mature skin” and “age-defying makeup.” This made our products more discoverable to customers searching specifically for mature skin solutions.
- Launched Social Media Content: We used this keyword insight to create a series of social media posts, featuring makeup tutorials and product recommendations specifically for mature skin. We highlighted customer testimonials from women over 40, positioning our brand as an expert in age-friendly beauty.
That blog post quickly started ranking for the keyword “best makeup for mature skin,” driving targeted traffic to our site. The audience we attracted was highly engaged, and we saw a significant boost in sales of products that catered to mature skin. This keyword insight not only increased our organic traffic but also positioned us as a trusted resource for an underserved demographic.
Takeaway: Sometimes the most valuable insights come from keywords you least expect. Focusing on niche audiences like “mature skin” can give you a competitive edge and bring in customers who are searching for exactly what you offer.
Toccara Karizma
CEO, Karizma Marketing
Focus on Environmentally-Friendly Renovations
Using Keyword Insights for a customer in the home-improvement industry was one of those times when a keyword-research tool surprised me. The algorithm turned up a cluster of long-tail keywords on environmentally-friendly renovations with little competition but high search traffic. This realization surprised us since we had been focusing on broader terms at first.
Using this data, we changed our content approach to target these specialized keywords and created customized blog posts and guides. This led to a meteoric rise in organic traffic within the first three months.
Keyword clustering is an innovative approach for identifying content gaps in your niche. Using keyword tools, routinely check emerging trends in your sector. This proactive strategy guarantees you stay ahead of the competition. Most importantly, remember that surprising ideas can lead to substantial growth—stay open-minded and curious.
Rohit Vedantwar
Co-Founder & SEO Expert, Supramind.com
Shift to Approachable Market Research Content
Using SEMrush for keyword research, I once came across an insight that completely shifted our approach to content. We were initially targeting high-intent, industry-specific keywords around “market analysis” and “data insights,” assuming that our audience was looking for highly technical and analytical content. However, SEMrush revealed an unexpected trend: a significant portion of our target audience was searching for more approachable phrases, like “how to use market research to grow business” and “benefits of market research for small businesses.
This was a valuable insight because it indicated that a substantial part of our audience wasn’t just established players looking for deep-dive data insights—they were small-to-medium business owners and entrepreneurs wanting to understand why and how to integrate market research into their growth strategies. SEMrush’s data on search volume and related keywords confirmed that users were seeking content that demystified market research, provided practical applications, and was accessible to those new to data-driven decision-making.
Armed with this insight, we adjusted our content strategy. We introduced new resources like “Market Research 101” guides, practical case studies, and simplified explanations of complex methodologies. We also optimized our blog content and landing pages with keywords around “market research for small business growth” and “how to use data insights to make decisions.
This shift not only improved our rankings for these terms, but also attracted a new segment of visitors, increasing engagement metrics within a few months.
Bassem Mostafa
Lead Market Analyst and Founder, Globemonitor Market Research Agency
Target Long-Tail Keywords for Small Businesses
One instance that stands out was when I used SEMrush for keyword research while developing a content strategy. I expected the tool to provide insights primarily on high-volume keywords related to web development and mobile apps. However, I was surprised to discover a significant opportunity in long-tail keywords focused on specific pain points, such as “affordable mobile app development for small businesses” and “custom web solutions for startups.” These phrases had lower search volumes but higher intent and less competition.
Recognizing this, I shifted our content strategy to target these long-tail keywords. We created blog posts and resources addressing the specific needs of small businesses and startups, which not only helped us rank for these keywords but also positioned us as a go-to-resource for that audience. This strategy led to a noticeable increase in organic traffic and client inquiries, as we attracted potential customers actively seeking solutions that matched their unique challenges. The unexpected insights from the keyword research tool enabled us to tailor our content to better serve a specific market segment, ultimately driving growth for our business.
Shehar Yar
CEO, Software House
Capitalize on IT Security Audit Checklist
There was one time when I was working on our SEO strategy, and Google Search Console revealed something that caught me off guard. While reviewing our queries, I noticed that we were ranking in position 11 for a keyword I hadn’t even considered targeting: “IT security audit checklist.” It wasn’t a keyword I had originally focused on, but it clearly had potential, especially since it aligned with our managed-security services. The fact that we were ranking just outside the first page told me there was an opportunity here.
To make the most of this insight, I dove deeper into the content we already had on security audits. I realized that while we had some articles about audits in general, none of them were addressing the specific intent of someone looking for a detailed checklist. We created a piece of content titled “The Complete IT Security Audit Checklist” to directly target this keyword. Not only did it rank higher within weeks, but we also noticed an uptick in leads asking about security audits and compliance services.
The lesson here is that sometimes the best keywords aren’t the ones you plan for—they can be hidden in your existing data. Always keep an eye on the queries that are just underperforming. They might need a slight content shift or on-page SEO adjustments to bring in more traffic and qualified leads.
Elmo Taddeo
CEO, Parachute
Create Classic Arcade Games Section
I rely heavily on keyword research to understand what players are looking for. One surprising insight came when our keyword tool suggested that “classic arcade games online” had a growing search volume. We’d always assumed our audience was more interested in new, modern games, so seeing the demand for retro options was unexpected.
We decided to use this insight to our advantage by creating a dedicated section on our site for classic arcade games, featuring titles like Pac-Man and Space Invaders. We also wrote blog content about the appeal of retro games and shared nostalgia-focused posts on social media. This shift paid off—our organic traffic increased, and we attracted a new group of users who were excited about revisiting these classics. That one unexpected keyword discovery opened a fresh path for us to connect with players and add a unique angle to our offerings.
Marin Cristian-Ovidiu
CEO, Online Games
Utilize Keyword Magic Tool Features
SEMrush Keyword Magic Tool surprised me with its intelligent grouping feature that eased the structure and organization of my keyword strategy and PPC campaigns. I discovered that it identifies keywords that prompt valuable SERP features to enhance click-through rates and visibility. It also classifies keywords based on user intent, improving engagement and relevance. Cluster analysis allows me to address various aspects of a topic for strategic content planning.
With these valuable features, I designed an effective SEO strategy to reach a wider audience. It improved our click-through rates, user engagement, and visibility. I can now craft successful content for the user as well as SERPs.
Soubhik Chakrabarti
CEO, Canada Hustle
Highlight Neapolitan Pizza Offerings
In my role spearheading SEO efforts for restaurants, there was a time when a keyword-research tool revealed a surprising insight that completely changed our marketing strategy. In trying to enhance the digital presence of an Italian restaurant in Melbourne, we were initially using common keywords like “Italian restaurant Melbourne” and “best pasta in Melbourne.” However, our tool started showing a trending surge in the keyword “authentic Neapolitan pizza in Melbourne.” This was certainly unexpected, as the restaurant’s prime focus was pasta, not pizza.
Seeing the hidden potential, we realigned our strategy to highlight their Neapolitan pizza offerings, implemented pizza-focused content on the website, social media, and even adjusted the menu to showcase it prominently. The result was astonishing: our client’s website traffic soared, they saw their pizza sales double, and furthermore, advance bookings were made for trying their authentic Neapolitan pizza, resulting in a significant increase in overall sales.
This episode showed me that keyword research tools can serve up valuable eats! Therefore, it is vital to remain open and adaptive to unexpected insights that these tools provide and use them effectively for strategic advantage.
Andrea Abbondanza
CEO and Founder, SEO For Restaurants
Target Interactive Displays for Small Businesses
When doing a campaign for my company, I did keyword research based on standard procedures. I was expecting the typical list of search terms with “digital signage” and “visual marketing,” but what I got surprised me—even more evidence that there is a renewed interest in “interactive displays for small businesses.” Not a heavy hit that we had targeted previously, as our primary concentration has been with large enterprises.
Seeing that trend, we reacted by customizing our communications quickly. We prepared content focused on small business owners and how our platform could be scaled affordably to their needs. We also updated ad targeting and landing pages toward these audiences to include demos and success stories relevant to smaller operations.
We saw massive spikes in traffic and conversions from this group. This gave us an unexpected glimpse into a previously unexplored customer base hungry for solutions but underserved by larger competitors. The experience has always made me remember that sometimes the best opportunities appear hidden in niche, unexpected data.
Chris Dukich
Owner, Display Now
Extend Hours for Late-Night Pasta Delivery
While working with a small local restaurant client, we used our go-to keyword research tool to identify search terms related to their niche. We expected to find the usual phrases like “best Italian restaurant” or “restaurants near me.” But what surprised us was the volume of searches for “late-night pasta delivery” in their area. This wasn’t something the client had considered, as they typically closed earlier in the evening.
Seeing this trend, we suggested extending their hours on weekends to capture that demand. We also updated their Google Business Profile to reflect the new hours and targeted the keyword in their GBP posts, photos, and website content. Within weeks, they saw a boost in evening traffic and new customer reviews praising their late-night option.
This insight allowed us to turn a missed opportunity into a competitive advantage, helping the client reach a broader audience and increase their revenue without any major changes to their business model. It was a reminder that sometimes the most valuable data is the insight you didn’t expect.
Ramzy Humsi
Founder & CEO, Vortex Ranker
Optimize Content with SurferSEO Insights
Signing up for SurferSEO the first time, I was certain it would be an SEO content-optimization tool. However, it later turned out to be an excellent keyword-research and optimization tool as well.
SurferSEO can quickly do a competitor analysis of the top-page ranking for your primary keyword. It will then give you insights into which other keywords you should include in your content and the frequency to help your article rank higher, faster.
The most unexpected insight from SurferSEO was the word-count and headings recommendations. These guidelines tell you how long your written content should be compared to what competitors have published. It also tells you how many headings should be in the content and the number of paragraphs. More than just an SEO content-optimization and keyword tool, SurferSEO is one of the most comprehensive technical SEO tools out there.
Steve Yang
Cro, TrackingMore
Address Wig Care During Menopause
Earlier this year, while using SEMrush for our regular keyword research, I stumbled upon something fascinating that completely changed our content strategy. We discovered that searches for “wig care during menopause” were surging, with surprisingly low competition. As someone who’d spent years in the hair industry, I’d always focused on fashion- and style-related keywords.
The data showed us that while we were busy competing for terms like “luxury wigs” and “human hair wigs,” there was this whole untapped market of women seeking specific information about wig maintenance during hormonal changes. It was a complete lightbulb moment for our brand.
We quickly pivoted our content strategy to address this need. I worked with our team to create detailed guides about wig care during different life stages, particularly focusing on menopausal symptoms like increased sweating and sensitive scalps. We even developed a special “Comfort Collection” with more breathable caps.
The results were incredible—not only did our organic traffic increase by 47% in three months, but we found ourselves connecting with a whole new customer demographic we hadn’t previously considered. It taught me that sometimes the most valuable insights come from unexpected places in your keyword research.
Now, we regularly set aside time to explore these “surprise” keywords that might not seem obvious at first glance. It’s completely transformed how we approach our content strategy and product development.
Julia North
Founder, Wigonia
Leverage Competitors for Featured Snippets
When researching SEO tools for an unrelated project, I stumbled across a ranking strategy that was leveraging Google’s featured snippets to place a lesser-known company over two more prominent figures in the field. The three players in this story are two major WordPress security platforms, Sucuri and Wordfence, and a lesser-known platform called Malcare.
As Sucuri and Wordfence are both popular competitors, there was a high keyword search volume for “Sucuri vs. Wordfence.” To take advantage of that, the third company, Malcare, had produced an article that focused on comparing these two competitors. As with any comparison article, it moved through the advantages and disadvantages of each platform before then summarizing which they thought was better.
Yet, right in the core sentence that Google would use for its featured snippet, they included their own brand as the winner: “So while we think Wordfence is the winner when compared to Sucuri, our pick is Malcare.” As the featured snippet, this placed their brand right at the top of the search results, leveraging the high search volume for these other brands to show themselves off.
Brenda Buckman
Senior Director of Digital Web Presence, Huntress
Differentiate Content Strategy with SERP Analysis
One memorable experience I had using keyword research tools happened when I used the SERP Similarity tool in Keyword Insights. I was researching keywords related to “content marketing strategy” for a client’s blog and had built a list of related keywords like “content marketing strategy,” “content strategy,” “content marketing plan,” and “content planning.” I expected the search intent and SERP results for these keywords to be very similar.
However, when I ran them through the SERP Similarity tool, I was surprised to see that “content strategy” had distinctly different SERP results from the others. While “content marketing strategy” and “content marketing plan” showed similar SERPs with how-to guides and step-by-step posts, “content strategy” returned high-level, conceptual articles on the topic rather than practical guides.
This insight led me to adjust our content plan in two ways. First, I recommended creating separate pieces targeting “content marketing strategy” and “content strategy” rather than trying to cover both in a single article. This approach allowed us to better match the specific search intent for each term. For the “content strategy” article, we shifted the focus to a more conceptual, big-picture perspective instead of the practical guide we’d initially planned. This aligned our content with what was currently ranking well for that term.
By uncovering the nuanced differences between these keywords, we created more targeted content that better aligned with the search intent for each term. This ultimately led to improved rankings and organic traffic for both keywords. This experience reminded me not to assume keyword similarity and to always verify SERP analysis, even for closely related terms. These unexpected insights helped us refine our strategy and produce more effective content.
Jay Yue
Growth, Wanderboat
Address User Pain Points with Blog Post
From my experience with Ahrefs, keyword research sometimes reveals surprising opportunities. Recently, while researching terms related to a new product launch, I discovered a trending keyword that didn’t directly connect with our product but highlighted a common user pain point.
Seeing its potential, we crafted a blog post that addressed this issue in depth and introduced our product as a solution. Using related keywords and clear FAQs, this piece quickly gained organic traffic and engaged readers with our brand’s perspective.
This experience reminded me that sometimes the best insights come from stepping back and looking at keywords from a user-intent perspective. It’s a small shift, but it made a big difference in positioning us as a trusted source.
Gokul iyer
Lead in Customer Success, Wavel AI
