Most of our websites have an internal search function. This means they have a search box on the websites themselves where users can search for what they're looking for, whether it's a certain product or service. 

This is a really useful tool that we should all be making full use of. Look in the analytics of your search function to see what customers are looking for.

Here you can find useful keywords and even variations on terminology that you could better utilise within your content. 

You can use the information you find in your internal search function to improve existing content or even create entirely new content. 

You might be surprised by the data you find.