Guest Post written by Andrew Clark of Call Tracking Metrics
SEO Meets Conversation Intelligence: How to Turn Phone Calls Into Content Gold
Mining Google for keywords isn’t anything new to seasoned PPC and SEO professionals. It’s a marketing tactic nearly as old as the Internet itself. But is it enough to keep up with the new challenges presented by AI-informed search?
Enter the old-school and often-overlooked strategy of using customer calls to find your next big content idea.
Call tracking data, especially when powered by conversation intelligence, offers marketers a way to tap directly into customer intent. Instead of relying solely on keyword research tools or competitor analysis, you can use what people actually say when they call your business to guide your content strategy.
What Is Conversation Intelligence?
Conversation intelligence refers to software that captures, transcribes, and analyzes voice conversations—usually from phone calls—to uncover trends, topics, sentiment, and questions at scale. Tools like these are being rapidly adopted across businesses with one 2025 study by AssemblyAI stating, “76% of companies embedding it in more than half of their customer interactions.” It’s like having a smart assistant that listens to every customer call and pulls out the insights you’d otherwise miss.
Platforms including CallTrackingMetrics’ AskAI do just that. They automatically summarize calls, tag themes, and even score conversations based on intent or qualification, all without a human needing to listen manually. Marketers can then sift through these summaries to identify emerging pain points, FAQs, and language that mirrors what prospects are thinking about right now.
These insights go far beyond what traditional keyword tools can offer. While platforms like Semrush or Google Keyword Planner estimate search demand, they don’t reveal how your audience actually talks about your services or what questions they’re really asking. That’s where phone calls become an untapped SEO goldmine.
Why Phone Calls Are an Untapped SEO Goldmine
Most SEO strategies rely on assumptions. Tools may tell you what people are searching, but not why.
Calls, on the other hand, reveal the full context: questions, objections, concerns, and even the tone behind those words.
For example, if multiple callers say, “I saw your website but couldn’t tell if you offer [X service],” that’s a red flag, and a clear opportunity to optimize your content. Or if people keep asking, “Do you take [insurance provider]?” that’s a strong signal to create a dedicated landing page or FAQ entry.
You’re not guessing; you’re creating content based on real, spoken demand.
Call transcripts are also a content ideation engine. You can extract:
- Blog topics that respond to recurring questions
- FAQs based on objections that stall conversions
- SEO (and ad) copy written in the same voice your customers use
- Long-tail keywords that don’t always appear in search tools
- Audience research for identifying where people discovered your business
- Customer testimonials that can be used on a website, ad campaigns, or social media posts
A Simple Framework to Turn Conversations Into Content
You don’t need a data science team to start. Here’s a practical five-step framework:
- Sign up for a call tracking and AI analysis solution
Before you can get customer insights, you’ll need the right partner. Look for one that’s proven itself in these spaces. - Tag or filter high-value calls
Focus on inbound sales, support, or consultation calls where rich language is used. - Summarize and extract insights
Let AI tools do the heavy lifting—identify top questions, themes, and phrasing trends. - Map insights to your content plan
Cluster common questions and topics. Build blog posts, headers, or landing page copy around them. - Write with their words
Incorporate actual phrasing into metadata, headers, and body copy. This boosts semantic relevance and helps with voice search.
🛠 Pro tip: Feed these insights to your content, PPC, and sales teams to align messaging across touchpoints.
Industry Use Cases: From Healthcare to Home Services
This approach is especially powerful in industries where calls are common and conversions are high-stakes:
- Healthcare: Understand the concerns patients voice before booking an appointment—privacy, provider type, insurance coverage.
- Legal Services: Capture nuanced client questions and use them to build trust-building content.
- Home Services: Surface seasonal trends or geographic-specific queries to fuel local SEO.
- Agencies: Use call data as a value-add for clients to show audience insights and inform multi-channel campaigns.
Don’t Just Track Calls. Turn Them Into Strategy.
Marketers often talk about being data-driven, but too many overlook the most direct data source they have: their customers’ voices. Conversation intelligence bridges that gap. If you’re not analyzing the words people use when they call your business, you’re likely missing out on high-converting content ideas—and leaving valuable SEO gains on the table.
Start listening. Your best keyword isn’t buried in a spreadsheet; it’s already in your voicemail.
