Customer data is one of your most valuable metrics.
The goal of SEO is to generate sales.
Speaking to actual customers is the best way to work out how to get more sales.
What's more, most SEOs start the SEO process by looking at keyword data. The problem with this approach is it assumes you'll be able to predict how your potential customers think about your product or service. This is making a big assumption.
The better way to do SEO is to research how actual potential customers relate to your product and then build your SEO strategy around that.
In this episode, Eli Schwartz explains three ways to use customer data to build SEO strategies