SEO is in a state of flux right now. With numerous algorithm updates and reports about Search Generative Experience (SGE) reshaping the SERPs, there’s a lot of uncertainty and concern about what lies ahead.

In times like these, I believe it's a great opportunity to revisit some underused but effective SEO research strategies that can make a real difference. My list includes:

• Keyword trend analysis.
• Customer research.
• Leveraging non-search channels for content ideas.
• Conducting SERP analysis for keywords that are “in striking distance.”

By the end of this piece, my goal is for you to feel more confident that, despite the chaos, you still have control over your SEO success moving forward.

1. Keyword trend analysis

There’s keyword research, and then there’s keyword trend research. The latter helps SEO professionals identify:

• Emerging keywords.
• Shifts in the keyword landscape.
• How your current focus keywords may have evolved since initial optimization.

One of my go-to tools for staying on top of trends is the Glimpse Google Trends extension. It enhances standard Google Trends insights with added data and functionality.

Use this tool to uncover long-tail keyword opportunities, monitor trending topics, set up trend alerts, and export valuable data. Using this extension — along with a mindset shift — allows you to take a real-time approach to your keyword strategy, instead of setting it and only occasionally checking back in.

Dig deeper: Beyond search volume: Future-proofing keyword research for SEO

2. Customer research

Chances are you're already doing some level of customer research (right?) to understand intent, needs, and pain points. However, from experience, few SEOs take a truly comprehensive approach that spans team collaboration and mastery of various tools.

Tools worth trying out immediately include:

• Heatmap tools (Hotjar is a favorite, even in its free version, as it gives you insight into how users interact with your site).
• Survey platforms like SurveyMonkey, Typeform, or Google Forms.

A word of caution with surveys: don’t overdo it. Be clear about how the data will be used. If the information is important enough to your campaigns, consider offering small incentives like gift cards.

Additionally, your brand or client’s sales and customer service teams often hold real-time insights into customer questions, issues, use cases, and challenges. Regular check-ins with them (make it easy for them to share findings) can be incredibly valuable.

Whether agency-based or in-house, your paid media teams are also an underutilized source of intelligence — especially when it comes to high-performing ad copy, rising keyword trends, and audience performance data. These insights can directly inform and improve your organic search strategies.

Dig deeper: An SEO guide to audience research and content analysis

3. Analysis of non-search channels

Forums such as Reddit and Quora, online communities, competitor FAQ sections, social media, and YouTube comments are goldmines of user-generated content and emerging themes that should inform your content strategy.

Slack communities are among my favorite sources of actionable insights (and have even helped me acquire new clients). Active Slack groups focused on topics relevant to your business can be rich with questions and requests you can address.

When using Slack, always follow community rules, avoid aggressive self-promotion unless explicitly asked, and look for ways to contribute value to discussions even if there's no direct benefit to you.

4. SERP analysis for ‘striking distance’ keywords

In the past, with Google’s traditional page setup, climbing from position 11 to 10 (landing on the first results page) or from 4 to 2 (above the fold) could lead to significant traffic gains.

Now with infinite scroll in the SERPs, meaningful improvements depend less on page boundaries and more on how your result stacks up against other features like embedded videos or "People also ask" boxes that affect visibility.

Still, not all ranking improvements yield equal results, so ensure your reporting reflects the true potential of making impactful jumps in rankings.

Going forward

I’ve been in the SEO industry for many years — long enough to witness multiple major shifts that left marketers scrambling. This might be one of the most unpredictable periods yet, especially with AI-generated content entering the mix.

But during change, brands often lose sight of foundational SEO practices that have consistently driven growth. No matter how SGE evolves, the best way to prepare is to double down on what works and keep your core strategies strong in the meantime.

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