Search Data Shaped DIY Content
Reading homeowner search behavior as one system turned timing into a content strategy.
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35
Product priorities identified from search behavior
At a Glance
- Client
- The Home Depot Rental
- Engagement
- Content Strategy, SEO, SEM
- Focus
- Align content timing and priorities with DIY homeowner search behavior
Overview
Knowing what homeowners wanted wasn’t enough — we needed to know when they wanted it.
The Home Depot Rental needed a sharper read on DIY homeowner behavior so its content could meet people at the right moment, with the right message.
Knowing what homeowners wanted wasn’t enough — we needed to know when they wanted it.
We connected content marketing, SEO, and SEM to read search behavior as one system instead of three disconnected data sets.
The Proof
We identified 35 product priorities based on search behavior and opportunity, and 24 DIY projects based on trends and homeowner search behavior, then turned those into content that could support the brand throughout the year.
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24
DIY projects identified
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1
User-centric content strategy
The Goal
The Home Depot Rental wanted a content strategy grounded in real homeowner search behavior rather than assumptions.
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Timing
Understand when DIY homeowners plan vs. when they start projects
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Trends
Spot trending DIY projects and the moments search interest peaks
The Challenge
The challenge was timing. The Home Depot Rental needed to know not just what DIY audiences cared about, but when they cared about it. Without that, content could miss the planning window, the project window, or both. The team also needed a way to turn search trends into something usable across content, PR, influencer, and web efforts.
The Solution
Our content marketing, SEO, and SEM teams worked together to read homeowner search behavior from the same system. We reviewed impression volume for the brand’s tools and equipment using SEM data to define product priorities.
Then we layered in Pinterest Trends, Google Trends, and SEO keywords to identify trending DIY projects, spot search spikes, and find the right moments for campaign flighting. That connected view gave The Home Depot Rental a content strategy grounded in proof, not guesswork.
We created one content strategy that fed integrated marketing efforts across PR, influencer, and website work, plus one annual content production calendar to map cross-channel topics and efforts across the year.
