UX, Data & Research

Keyword research for modular synthesizers

This project explored keyword trends in the modular synthesizer market using the SEO tool Semrush. The analysis focused on identifying high-traffic search terms, audience segmentation, and search patterns to understand how enthusiasts and potential buyers discover modular synth-related content online. Additionally, the study examined how well modular synthesizer manufacturers optimize their websites improve traffic volume.

Key Insights:

Brand Awareness is High: Most traffic to manufacturers comes from branded searches (company or product names), indicating that audiences already know about these
brands rather than discovering them through search.
Retailers Dominate SERPs: Search results for relevant industry keywords mostly direct users to retailer pages, meaning manufacturers are not competing effectively for organic search traffic.
Content Marketing is Underutilized: Only 2 manufacturers have a blog, missing an opportunity to educate and attract top-of-funnel audiences.

Opportunities

Manufacturers can capture untapped organic traffic by optimizing for educational and informational keywords (e.g., “eurorack power supply”).
Currently, audiences rely on forums, Reddit, and Wikipedia for information: manufacturers & retailers are missing a chance to position themselves as authoritative sources.
Retailers can also benefit by identifying and targeting additional relevant keywords to drive organic traffic and sales.