Next-Gen SEO (Next Generation): A Vital Source of Business Intelligence

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The phrase “SEO search engine optimization” involves some sort of manipulation of the search engine’s algorithm to achieve higher placement than it would otherwise. It’s harder to do nowadays because Google, Bing, Yandex, Baidu and the others have refined their algorithms to such an extent that simple and obvious tricks.

Instead, ranking high today is more and more about understanding the market and the customer so that your business’ online content meets people’s search queries better than anyone else. Far from reducing the value of SEO, it underscores how its goal is to provide market information – very useful information for the entire business.

Searching as an Expression Of Demand

When people search, they are expressing a request, whether they are researching or making a purchase online, whether they are looking for information on a topic that interests them, whether they are looking for a specific website, or whether they are looking for a specific website or making a purchase online. they need a route to a physical store. Analyzing this demand provides important clues not only to drive the creation of premium content, but also to make business decisions such as optimizing product offerings, inventory, and merchandising.


Hundreds of millions of people enter billions of search terms daily, not only in search engines, but also in sources such as Amazon, Facebook and YouTube. By aggregating this data and analyzing it against your own market, you can extract a wealth of information.

At the start of the pandemic, for example, in the toys and games industry, searches for adult puzzles skyrocketed as locked-in consumers scoured the web for things to do. Our internal data indicates that requests for children’s jigsaw puzzles were leveling off, while those for 2,000-piece jigsaw puzzles for adults were twice as high as in 2019.


It’s not just search volumes that fluctuate. Today, about 15% of monthly searches are new, never used before. That’s because people have moved from typing unique keywords to typing (or pronouncing) more nuanced and complex phrases in search engines. For businesses, this means that you can focus much more on the specific wants and demands that people express during research.

Understanding Demand In Practice

It sounds pretty technical, so here’s a real-life example based on one of my personal passions: volleyball. If your business specializes in volleyball shoes, research experts can build a taxonomy of all the ways people search for your products, including the different types of searches and the words they use.


This can help you get a rough estimate or estimate of the level of potential demand in the market, distinguishing between transactional searches (when people search with the intention of making a purchase now) and those in which they are searching or seek information, possibly before a future transaction.

You can analyze the brands that people are looking for and the level of interest they arouse, not only the “big guns” like Nike and Adidas, but also the specialty suppliers that your business might be in direct competition with. It is possible to understand seasonality and geographic differences (when searches increase throughout the year and where), as well as the questions people ask and the characteristics they look for.

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