When we invest time and resources into optimizing our websites, it’s easy to assume we know what our audience is searching for. After all, we know our industry and expertise best, right? But when it comes to content strategy, assuming can lead us astray.
Recently, I examined top query searches relevant to my own business as a fractional CMO. I often create content around terms like “law firm CMO,” believing it’s what people are looking for. But when I checked search volumes, I found it’s only searched around 28 times per month. In contrast, “CMO services” is searched 135 times per month, and terms like “law firm marketing” and “law firm marketing agency” see 200 and 720 searches per month.
This was a reminder that what we think is relevant might not always align with what our audience is actually searching for. It’s a small but crucial distinction that can significantly impact our marketing success.
The Value of Relevance in Content Strategy
If no one is searching for the content we’re producing, we have to ask: What’s the point? Time spent on creating and optimizing content for terms with low search volume doesn’t yield a high return. By keeping search relevance in mind, I can focus my content efforts on terms that resonate more widely—like “law firm marketing agency”—and better serve the needs of my audience.
Take Action with Your Content Strategy
If you’re managing your own marketing, consider looking into search volumes for your target keywords. A little research can reveal where to invest your time and energy for the best return. The goal isn’t to overhaul your strategy but to ensure it aligns with what people are actively looking for.
So, before starting your next blog post or website update, ask yourself: Is this content relevant to what my audience is searching for? Sometimes, that slight adjustment can make all the difference.
