There are indications about what is most popular in your field that can be gathered from Google searches. This often shows up in Search Console data.
This does not mean the searchers are ready to buy – but an experienced marketer can understand what intent people will generally have by their keywords. Are they ready to hire or buy… or are they informing themselves with a longer question or general phrase?
So, keyword research is used here to find what part of the ‘customer journey’ they’re in when they come onto your blog or website pages. (Whereas other uses of these keywords come later on).
You can also use Google Trends for comparing 2-3 topics of competing trend searches that might be happening in your area. It can help with seeing the seasonal trends as well as what is growing in popularity over the past few years.
Now, you will need to gather all this data (keyword lists, Google Trends, and Search Console actual search keywords) into a clear and succinct marketing plan. This can then be used for:
In the next step, you can plan a content calendar and associated images that meets the trends data, events in the world, and the needs of your defined client personas.