Demand research
Reviewed search behavior and recurring language around advanced recycling and pyrolysis.
National advocacy website · SEO research and content strategy · 2026
Mapping a Complex Search LandscapeAround Advanced Recycling
I analyzed how people searched for advanced recycling and pyrolysis, separated competing intents and translated the findings into clearer recommendations for topical coverage.
01 · The challenge
One topic carried several fundamentally different questions.
Searches around advanced recycling and pyrolysis mixed technical explanations, policy questions, environmental concerns and comparisons with incineration. Treating the subject as one undifferentiated keyword group would produce unfocused content.
The recommendations also needed to distinguish genuine gaps from topics that were adjacent but not appropriate for the website.
02 · Scope
A clearer map of the topic and its competing intents
Intent separation
Distinguished technical, regulatory, risk-oriented and comparison searches.
Content recommendations
Identified where existing coverage could be expanded, clarified or separated.
03 · Campaign process
Start with the questions people are actually asking.
Collect the language
Gather related queries, SERP patterns and recurring terminology.
Separate the intents
Identify the different problems hidden inside a broad topic.
Compare existing coverage
Evaluate how current pages addressed—or failed to address—each intent.
Prioritize the gaps
Recommend improvements based on relevance, confidence and strategic fit.
04 · Results
The topic became easier to evaluate and plan.
50+
Search themes mapped
12
Priority recommendations
05 · Reflection
Search intent is especially important when the subject is contested.
A content strategy can acknowledge the language and concerns visible in search without treating every adjacent query as an appropriate publishing opportunity.