Begin with learning about your audience and how they search or research products and services in your industry. For example, if you were a B2B company selling business intelligence platforms to professionals in financial markets, understanding how they would use search engines, when they would use them, and what specific phrases they might search for would be key in developing a successful SEO strategy. Researching their current behavior allows a marketer to further tailor a keyword strategy to the audience that it’s trying to reach. Doing this will help countless hours of time spent on social media, blogging posts, etc. become more effective at generating leads and traffic back to your website.