Hi, I'm Sofia, and today I'm going to take you through six underrated methods to enrich your keyword lists. So the reason we're talking about this is because 15% of searches in Google every day are brand new. This means that they probably aren't going to show up in your keyword research tool straight away.

So what can you do to get ahead of the curve and make sure you're actually targeting these keywords ahead of your competitors, but also to make sure you're not missing any potential traffic that's going to pass you by otherwise? So we're going to run through six different tips now that you can use to enrich your lists and make sure you're creating comprehensive content that your target audience are actually searching for.

So the first one of these methods is to target your competitor's branded keywords. These are the keywords that have your competitor's brand name in front of them and then maybe a section after them. So a good example of this would be competitor name plus pricing, competitor name plus reviews, competitor name plus features, things like that.

These are all different things that people considering buying from your competitor are actually searching for before they buy because they want to really evaluate the tool. If you can capture some of that brand traffic, especially if your competitor is a big competitor with lots of direct traffic, then that's a great way to kind of broaden out your addressable audience. But also, maybe you can convince some competitor traffic that you are a great solution to consider too.

The next section that I'm going to go through is how you can leverage listening tools and also intelligence tools to enrich your keyword lists. So if you think of tools like social media platforms, you can look on there all the time and see what different people are searching for, what kind of recommendations people are looking for, what are they considering when they're buying, and things like that.

You can also look on tools like Reddit to see what discussions are going on, what are people saying about other competitors, what are people describing your tool as, and things like that.

But one thing I like to do is I like to use a tool called Gong, and I like to listen to all of the sales team's recordings and demos to really understand what our target audience is looking for, but also the language that they're using throughout the sales process.

So if they're talking about certain pain points in a certain way, I want to know how they're talking about those. I want to know what keywords they use to describe some of our features because it might be that they're different to some of our naming conventions. And by doing this, we're kind of broadening out what we could rank for. We could have separate pages for different variations of a keyword, for example.

But the most important thing is that we're not leaving traffic on the table, traffic that could be searching for exactly what we sell, but in a different way. And checking up on these intelligence and listening tools is a great way to make sure you're capturing that traffic and not just your competitors.

The third method is to implement structured feedback loops. So this can look quite different in different businesses. For us, we want to encourage the go-to market teams to kind of give us feedback on a regular basis in terms of what they think people would benefit from throughout the funnel. So we have a sales team and a customer success team, and we want them to be giving us constant feedback on what they think the gaps in our content are and how we can best fill those.

So something we do is we have a Notion board, and then they can add requests using a format that we've set out, and then once those requests have been approved by the content team, they move directly into our content calendar. But if you don't use Notion or you don't want to do all of that build-in, another good option would be to create a Slack channel specifically for those content ideas. Or you could have Google Docs. You could have like biweekly meetings where you discuss any feedback throughout the process. And yeah, just lots of things like that. Just giving the team repeatable opportunities to contribute to the content plan because they are the people that speak to your customers every day, so they have that untapped knowledge.