May 28, 2026
Author: Jason Faber
Most SEO teams follow the same playbook:
Then, one of two things happens:
This happens so often that most teams assume SEO is just unpredictable. "Google's algorithm changed." "Our domain authority isn't high enough." "We need more backlinks."
But the real problem is simpler: keyword research tools don't tell you what users actually want.
They (attempt to) tell you what people search for and how often. They give you a difficulty score. They show you related keywords and questions. This is all useful information, but only one piece of the puzzle.
What they don't tell you is why someone is searching, what they're trying to accomplish, and what type of content Google has determined best serves that intent.
Here's how most teams approach keyword research:
They filter for keywords with "good search volume" (usually 1,000+ monthly searches) and "low competition" (keyword difficulty under 30 or 40). Then they write content targeting those keywords, often using AI or content writers who have no real insights into the customer, have never used the product or experienced the problem themselves.
The content hits all the keyword research checkboxes:
But it doesn't rank. Or it ranks on page 2 or 3 and drives almost no traffic. Why? Because the content was created to match a keyword, not to serve the actual search intent behind it. While all the focus went to keyword research, no one bothered to do user research. This is one of the most common mistakes I see SEO teams make.
Keyword research tools are helpful at showing you:
What they can't show you:
These signals tell you what Google believes best satisfies search intent today. And search intent is what determines whether your content will rank, regardless of how perfectly optimized it is for a keyword.
Sounds boring, I know. But this is a crucial step in my process. Before you write a single word of content, you need to analyze the SERP manually.
Not just glance at the top 3 results. Actually study what Google is rewarding.
And don't just do this for your "primary keyword", do this across the topic you're trying to own.
Here's what to look for:
What format is dominating the SERP?
If you're planning to write a blog post but the SERP is dominated by product pages, maybe rethink your approach. Google is telling you that searchers with this query want to compare and buy, not read about concepts.
What SERP features are taking up real estate?
SERP features tell you a lot about intent:
Who's ranking?
If the top 10 is dominated by massive publishers or review aggregators with huge domain authority, that's a signal. You might need to target a more specific, long-tail variation where you can compete.
If Reddit and Quora are ranking, that's a different signal: users want real experience and authentic answers, not polished marketing content.
If the SERP is dominated by your top 5 competitors, it's a clear signal that this is a game you need to be playing. Where is their content strong? Where is it lacking? How can you create something incrementally better than them?
How comprehensive are the ranking pages?
This tells you the minimum bar for comprehensiveness. If every ranking page is 2,500+ words with detailed examples and screenshots, a 600-word surface-level post isn't going to cut it.
I wrote more about how to write for topics, not keywords.
This is one of the most important part of SERP analysis (and the part most teams skip).
Look at the top 10 results and ask:
This is where you find your opportunity to create something incrementally better, not just another result that says the same thing.
Google has explicitly talked about "information gain" as a ranking factor. It's the idea that content should provide something new or meaningfully better than what already exists.
Simply rewriting what's already ranking, using slightly different wording, and adding your target keyword a few more times is not information gain.
Information gain looks like:
Original data or research
You ran a survey, analyzed 1,000 examples, or tested 15 tools yourself.
Deeper expertise
You've actually used these tools, solved this problem, or have direct experience that others don't. This is where hiring SMEs to write your content can be more beneficial than hiring a generic freelance writer.
Better structure or clarity
Existing results are messy or incomplete. You organize it better, explain it more clearly, or make it more actionable.
Unique angle or use case
Everyone covers the general approach. You cover a specific scenario, industry, or problem variation that's underserved.
More comprehensive coverage
You address questions and edge cases that ranking content glosses over.
If you can't articulate what new or better value your content provides compared to what's already ranking, don't publish it. You're adding noise, not value.
Keyword research is a starting point, not a strategy.
The goal isn't to "rank for keywords." The goal is to create content that serves the user's actual intent so well that Google has no choice but to rank it.
That requires understanding:
Keyword research tools give you the what and how much. SERP analysis gives you the why and how. Use both. Don't blindly follow search demand outputs from tools. Don't copy and paste what competitors are doing. Use them as inputs to create something that actually serves your customer—not something written to game an algorithm.
Because the algorithm is designed to reward one thing: content that genuinely helps the person searching.
