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How do I find out what my users are looking for and not finding?

By using tools like Google Keyword Planner and Google’s own ‘related search’ function or even Google Console, you’ll be able to see what users are actually looking for on Google. Once you’ve done some in-depth research and developed a list of search terms you want to add value to and try to rank for – head to Google. Search and see what’s already ranking for those terms. Either do a better job of it than others have done, or give the answers and content that’s missing from the results. The latter is an easy win for your SEO.