From Search Data to Digital Strategy
How can search behavior reveal opportunities to improve the way people discover and understand a digital service?
UX Research Apprentice · CareerCoachingPro
UX Research Apprentice, SEO and content research
May to August 2025
Sole owner of SEO, working with the UI design team
Keyword research, content recommendations, metadata, page optimization
Starting With the Questions
The project began within an Agile workflow, where larger research goals were broken into epics, user stories, and tasks. Each sprint defined a specific question, the information needed to answer it, and how the findings could inform the next decision.
Agile workflow · Epic, stories, and tasks · Pink circles rank the difficulty of each story from 1 to 5
Understanding Search Behavior
Search Console impressions showed how often the site appeared for each query. Grouping queries by intent, instead of by volume alone, showed which pages each cluster belonged on.
"career coaching"
61% of impressions across the top 20 queries. The remaining 39% split into six intent clusters.
Homepage · Services
"professional career coach" · "professional career coaching" · "personalized coaching"
"career coach online" · "online career coaching" · "career coaching online"
"career coach website" · "career coaching company" · "career coach company" · "career coaching business"
"career coaching blog" · "career coach blog"
"career coaching program" · "career advancement coaching"
"career coach in chicago" · "chicago career coaching"
Grouping search queries by intent to identify content opportunities.
Following the Navigation Flow
I looked at how people moved through the site after arriving, using navigation patterns and page views to understand where engagement was strongest and which pages received the most views. These patterns helped connect search behavior to actual site navigation, showing where users entered, what they explored next, and where content could be refined.
Turning Research Into Content Strategy
The research became useful when it could guide a specific decision. I mapped keyword opportunities to relevant pages across the site, considering where each search term could help users better understand a service or find the information they were looking for.
"career coaching"
Services / Homepage
Clarify value proposition and improve discoverability
Turning Research Into Results
The research informed a series of content and SEO improvements across the site, helping strengthen how pages performed within Wix's SEO evaluation. By connecting keyword research to page structure, metadata, and content recommendations, I was able to move from identifying search opportunities to improving the site's overall search readiness.