Customer interviews can be one of the best sources of ideas for search content. The words buyers use to describe their problems often align closely with how they search online.

What to listen for in interviews

• Exact phrases they use to describe their situation.
• Questions they asked before finding your company.
• Concerns that slowed them down during the decision.

Each of these details can point to a future Information Center article with a title that mirrors how people actually speak.

Turn phrases into content ideas

• Write down question style titles as you hear them.
• Group similar questions into topic clusters.
• Prioritize questions that come up with many customers.

Over time, your Information Center becomes a reflection of your market language, not just your internal jargon. This tends to perform better in organic search because it matches the way real people think and search.