If you can execute it properly, search demand can give search engine optimization strategies the boost your clients need to see incremental revenue. Search demand can also help you meet your client’s interaction targets. But what is it? “Put simply,” says a recent article by Ignite Visibility, “search demand refers to your search traffic potential. It is the estimated traffic your niche has, which is based on the search volume of the keywords in your business and in your industry. Finding the search demand and traffic potential of the niche you’re planning to enter is key to the success of your digital marketing endeavors.”

In order to fully utilize search demand, India Ruiz-​Camacho, writing for Search Engine Land, recommends the following tips:

1. Understand Your Client’s Baseline
2. Plan for Seasonal Behavior
3. Adapt Your Targets

Search Demand Tips

Understand Your Client’s Baselines

First things first: Do you know what your client’s baseline is for their current SEO strategy for different search categories? This information will reveal will reveal which parts of the client’s existing strategy have appropriate levels of search demand and, therefore, potential. You’ll learn which parts of your strategy aren’t seeing results, as well as, “when search demand exceeds expected behavior and is significant enough to capitalize upon,” says Ruiz-​Camacho. “By understanding these nuances, you can shift messaging early, capturing search demand well ahead of competitors.” You can run a Digital Audit, available on AdMall by SalesFuel, on your client to see which keywords they should be capitalizing on, as well as which parts of their digital strategies are working for them and what needs to be changed.

Plan for Seasonal Behavior

Just because search demands has reached specific levels now doesn’t mean that they’ll hold true forever. Depending on the time of year and location of your client’s target customers, they’ll be searching for different things throughout the year. “Understanding expected seasonal behavior could ensure you capture anticipated demand while investing in specific tactics well ahead of search terms driving significant volume within existing campaigns,” says Ruiz-​Camacho. Keywords should be adjusted around holidays, local happenings, and even the weather, among other factors.

Adapt Your Targets

No matter how well thought out your SEO strategy is, search demand is not static. Your client may offer products and services that are popular during certain parts of the year and not in others. Or a pandemic could sweep the nation and your client’s leisure products and services could see sudden drops in demand. Life and economics are often unpredictable. That’s why you need to be able to roll with the punches. Ruiz-​Camacho points out that paying attention to search demand and its performance impact can help you adjust your strategy accordingly. “Create quarterly, monthly, and daily plans that allow you to be adaptable. Ensure you’re prioritizing focus and attention on longer-​term goals. Single-​day performance is not how you’ll ultimately measure the success of specific tactics.” These plans, and adapting as necessary, can help you identify when your clients should increase or decrease their spending. This will help them achieve a better ROI.