SEO as a research engine Using search data to shape marketing strategy

SEO is more than rankings and keywords. It’s a powerful research engine that can help marketers understand their audience, uncover market opportunities, and shape a smarter marketing strategy. In this BrightonSEO talk, Nicole Grodesky of BOHO SEO explores how to combine traditional keyword research with AI visibility research to uncover what people are searching for, where brands have opportunities to build authority, and how those insights translate into meaningful marketing strategies. Using real-world examples from brands like Knack Bags and Sector 9, Nicole walks through the process of turning research into white space, themes, strategy, and a content roadmap. In this talk, you'll learn: How SEO and AI visibility research can reveal opportunities beyond traditional keyword research. How to identify content white space and uncover what your audience cares about. Why not every valuable piece of content needs keyword demand. How to turn search insights into marketing themes, brand authority, and a strategic content roadmap. SEO isn't just about capturing existing demand. It's about understanding the market and helping shape what comes next. Presented by Nicole Grodesky, SEO strategist and founder of BOHO SEO. 🔗 Learn more about BOHO SEO: https://bohoseo.com/ #SEO #BrightonSEO #AIVisibility #MarketingStrategy #ContentStrategy #KeywordResearch