enthusiast, friend of the earth, Francophile, wine drinker, Mustang driving, super nerd. I have more than 10 years of SEO experience working in-house and in agencies. I’ve worked on SEO strategies in a variety of industries including B2B SaaS, e-commerce, franchise, small business, editorial, healthcare, and more. I am a firm believer in the fact that SEO touches most aspects of marketing beyond the website and can be a valuable research tool for other marketing teams. About Me Jenn September 2025 Jenn Long
or planning for products & services and make them better. We’ve identified something our products/services are lacking with search volume behind it. September 2025 Jenn Long
• Wall anchors • Non-skid base • Fleece fabric • Padding • 15 cm scratching post September 2025 Jenn Long Example Audiences & Use Cases • Business meetings • HR Interviews • Brainstorming • Enterprises Example Advanced Features • Backup camera • Heated/cooled seats • Blind-spot monitor • Adaptive cruise control • Remote start • Android/Apple Connect • Adaptive headlights Example Step 1
you gathered about your products/services with your competitors to find gaps like: • Features • Compatible integrations • Regions sold to • Audiences & use cases • Languages offered If you have access to the product, try to perform the same functions competitors offer and see how they compare.
or bowl • Litter box • DIY/Modular • Outdoor-friendly Example Audience/Use Case Gaps • Podcasting • Media Interviews Example Advanced Feature Gaps • Adjustable cup holders • Auto climate control • Hill assist • Heads-up display • Lane departure • Self parking Example
your gaps, start compiling search volume for them using your keyword research tools. And I would include search volume for competitor branded queries for the audiences or features you’re proposing.
team to present your findings to. • Show them the volume potential of the gaps. • Help them prioritize addressing the gaps. • Make sure they keep you in the loop for future changes or new launches! Why wouldn’t we have something our customers are looking for related to our products or services?
one team to agree to try your strategy, then you’ll have data to back up the approach with other teams. • Position search interest as the valuable metric it is! • Use your research to influence product/service positioning and messaging. Tips
have added content to the website about it, start tracking the keywords you identified and report back to the teams you worked with in monthly or quarterly updates on rankings and conversions. Jenn Long September 2025
rankings for the product page 18 of 35 feature gaps addressed in one year Recovered $140k MRR from clients lost to niche competitors 173% increase in product awareness in organic search 22% increase in organic leads
1. Decide what product/service you’re going to start with 2. Connect with all relevant stakeholders to gather intel 3. Find product/service roadmaps 4. Start compiling competitors 5. Set your benchmarks for performance
Your Podcast. Everywhere. Effortlessly.
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