Keyword Research for Identifying Industry Trends .

SRS Crisafulli :
Founded in 1966, SRS Crisafulli serves US and international markets with dredging and pumping tasks. The company‟s product line includes pumps, dredges, power units and other accessories. As Crisafulli provides its products to diverse market segments, from agricultural to industrial- municipal markets, it had to design an agile inbound marketing strategy to track its target industries and adjust its marketing focus accordingly.
In order to do that, Crisafulli‟s Elizabeth Kaiser focused on conducting some comprehensive keyword research. She started paying much more attention to the phrases that her target markets are typing into search engines. “Just because we think a keyword is relevant to our company, it does not mean that is what the public is searching for,” Kaiser said in an interview with HubSpot. So she began auditing her list of keywords and tweaking them.

By exploring highly searched keywords, she could determine what products are still in demand and how she could leverage these opportunities. But what Kaiser finds truly insightful is tracking how a Google searcher becomes a site visitor and then turns into a lead. This path illustrates a need for further education on a specific topic and demonstrates potential purchase intent.  
A good example of that technique, Kaiser pointed out, is the dairy industry.  A large portion of the US dairy industry is in California so if she has a product to market to the dairy industry (e.g. a pump), she would check out her visitor history. Who is visiting the site from California? What products are they looking at? By answering these questions, Kaiser can identify consumer behavior and gain competitive advantage. “It works across the board around the world,” Kaiser said.
As a result of this calculated inbound marketing strategy, Crisafulli has increased organic traffic and saved from spending on paid search. By focusing on the right keywords, visitor history and page views, Kaiser has been able to deliver the right content pieces to her target industries. She has also succeeded in generating better quality leads that are well educated and more sales-ready.

Marketing takeaway:
Keyword research is an on-going process that should be followed closely. It gives valuable insights in terms of industry trends and product demand. Comprehensive keyword research can help a business grow its organic
traffic and  save from spending on PPC campaigns.