Last week I told you about how searches are getting longer and suggested you keep an eye on your visitor and search reports to see how people found your site. But what about the people who never found you? How do you discover what keywords are commonly used in your industry?
One problem that marketers can have is that we are so used to the industry jargon that we fail to understand how outsiders may see us. For example, I know that we call Pardot a marketing automation tool, but some might call it a lead generation tool, simply a B2B marketing tool or any number of other things.
Entrepreneur.com hosts a very simple Keyword Research Tool where you can type in a term, such as B2B Marketing, and see popular search terms associated with that phrase. Play around with a couple of your industry-related terms and see what you can find!