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How to use SEO to understand consumer behaviour ?
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How to use SEO to understand consumer behaviour ?

Content & SEO Measuring and optimizing initiatives

In the constantly evolving digital era, understanding consumer behaviour has become critical for businesses. The relevance of this understanding has increased with the introduction and enforcement of Law 25, which has important implications for data collection. Although data loss is a topic of concern, here we’ll turn our attention to using SEO to understand consumer behaviour. The goal is to help companies maintain effective marketing strategies within a constantly shifting digital landscape.

The importance of understanding consumers

The importance of understanding consumers can’t be overstated in today’s digital landscape. For companies, grasping consumer behaviour throughout the customer journey is key. By understanding the preferences, needs and purchase habits of their target audience, companies can be better equipped to orient their marketing strategies in an effective direction.

How data loss affects our understanding of the consumer

Law 25 promotes transparency in business transactions. Companies are required to provide more detailed information on the products and services they offer, which makes the purchase process clearer for consumers. However, this also means that consumers will be more demanding in terms of obtaining information and explanations, which puts increased pressure on companies to respond to these expectations.

How SEO can be used to understand consumers

First-party and third-party data play a crucial role in the implementation of search engine optimization (SEO) strategies. First-party data come directly from our own sources, while third-party data are external, supplied by other providers. In the context of SEO, strategies rely mainly on third-party data, which offer a wider perspective of the online landscape. It’s important to note that third-party data used for SEO purposes are not affected by Law 25.

SEO is not limited to just optimizing search engines; it also offers powerful strategies for understanding consumer behaviour.

Here are three key strategic elements that will help you better understand your consumers:

Content inventory

An inventory of SEO content may prove to be an essential tool for deeply understanding our consumers. With content inventory, we can evaluate the level of your organic approach to your various personas and identify trends, preferences and behaviours of users. By analyzing the individual performance of each content element in terms of traffic, time spent and conversions, we can determine which topics solicit the most engagement and interest.

This approach also enables us to identify potential gaps in our content strategy. By understanding what information is missing or not covered in enough depth, we can adjust our work to respond more specifically to consumer expectations.

Analysis of content gaps

Analyzing SEO content gaps plays a crucial role in improving our understanding of consumers though the identification of gaps and opportunities in our content strategy.

This analysis involves evaluating the content of your website and comparing it with the content of competitors’ sites as well as what your audience is looking for. This enables you to:

  • target unresolved questions or badly covered topics;

  • identify users’ search intentions during the customer journey, which will help you to create content that adds value for consumers;

  • determine the areas in which consumers are actively looking for information;

  • identify valuable content or refocus your effort into content that will yield better results.

The analysis of SEO content gaps isn’t limited to just organic search result optimization; it can also bring significant advantages to other marketing channels. By identifying the subjects and keywords that are relevant to the target audience, this analysis can orient content creation for online ad campaigns. The information produced from this analysis can be used to craft more targeted ad messages, thereby improving the relevance of paid ads. In addition, by understanding the needs and questions of customers at different stages of the purchase journey, the results of the gap analysis can be integrated into email marketing strategies to provide more personalized content.

Content briefs

The goal of our content briefs is much more than the fulfillment of a preliminary step. They serve to clearly define the objectives and outlines of the content we will create, by aligning the content with users’ search intentions on a specific topic.

We use the data and insights obtained through the content inventory and content gap analysis to guide our decision making. Our ideas are created out of this gold mine of information, which supports our ability to anticipate users’ expectations.

The data and insights that result from our research are not just numbers or statistics. They give us an accurate view of what really resonates with consumers. Through this deep understanding, we can create high-quality content briefs that are tailored to respond to users’ search intentions at each stage of the customer journey.

Our content briefs are the unifying element between our vision and the expectations of our audience. By establishing solid foundations from the beginning, we can ensure that every piece of content makes a significant contribution to user experience.


To conclude, in this constantly shifting digital environment where data loss has become such a concern, our use of SEO is a powerful tool to understand consumer behaviour. Faced with the challenges presented by Law 25, we have studied how SEO can be a strategic way to maintain effective marketing strategies. Content inventory, content gap analysis and the use of content briefs have been presented as powerful tools that allow us to better understand consumers. Also, our commitment to the wise use of third-party data for SEO remains unchanged. We firmly believe that a deep understanding of consumers is the key to success in the current digital landscape.

If you are interested in improving your understanding of consumers and devising more impactful content strategies, we invite you to further explore our range of services. Discover how you can transform raw data into captivating narratives and how our SEO approaches can be a catalyst for your digital success.