After all, getting in front of your customers when, where and how they want to interact with your brand is a leading concept behind inbound marketing.

Simply put, if you re not getting in front of your audience when your audience is trying to find you, you are in trouble — especially on a local level, where multiple competitors compete within close proximity.

You can create great content all you want, but if your audience isn t searching on those terms, or if they are uninterested in that content, time and energy spent on producing the material will not render increases in positioning.

Great content that your audience is seeking, on the other hand, can help secure visibility for highly searched keywords, generate linkable content, increase new visitors to the site and help boost rankings.

Following are four often-overlooked strategies for obtaining insight into what your audience is searching on and interested in:

Researching competitors.

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