Folashade Uba from Maersk has uncovered another often-overlooked but abundant source of user insight, direct from the horse’s mouth: support queries.

Folashade says: “Analysing support queries is crucial for identifying customers’ pain points, uncovering their search intent, and discovering patterns and emerging trends in 2025.

You can also use topic modelling to enhance your SEO strategies.”

What are the best support queries to analyse?

“There are a lot of different ones, obviously. You can get them from contact forms, calls, emails, etc. It all depends on the platform that you use to gather these support queries."

Read the full transcript of Folashade's interview at https://majestic.com/seo-in-2025/folashade-uba