Keyword analysis has always been a vital element in every SEO strategy. You’d typically use it to identify what words people are typing into search engines to find your business and your products or services.
But this application of keyword analysis is very one dimensional. You only get a fair idea of what people are searching for, but no idea why they’re searching for it. In other words, you have no real understanding of your target audience and what they want.
This makes it challenging for you to create content or present your business in a way that will appeal to your website visitors. With a slight shift in focus in your keyword analysis, you can change this. You just need to have a better understanding of how keyword analysis really helps you understand your customers.
In this post, you’ll discover some of the main ways in which you can gain valuable customer insights through keyword research. You’ll also learn some tactics to identify and understand the keywords your customers are using.
The Value of Keyword Analysis in Understanding Your Customers
A lot of marketers – even seasoned ones – use keyword research data mainly to identify keywords that are getting a lot of searches.
Their main goal is to get as much visibility as possible. So their main focus is on the number of average monthly searches. While this may fulfill the purpose, it really does only that – help you gain visibility.
Image Source: Google Keyword Planner
There’s no further consideration of how to use the data to really attract and engage the audience. But if you take a closer look at your keyword data, it can tell you a lot more about the searchers.
What do they like and what kind of information do they need? Can your business provide them with some value?
Let’s take a look at some of the main ways in which you can understand your customers through keyword research.
#1: Narrowing Down on Your Target Audience
You may have already established your target audience. But you can’t really sort them into relevant personas without keyword data. Different user personas may conduct searches differently and use slight variations in phrases.
Going through your keyword data will help you identify all of the variations of phrases and search intent surrounding one relevant keyword.
This allows you to come up with potential user personas that you can target and for whom your business provides value. Here’s an example of different user personas to give you a better idea.
Image Source: Neil Patel
This is crucial because if you focus on only one persona, you could end up missing out on potential traffic and sales coming from other relevant personas. You’ll need to craft copy and create separate sales messaging to win them all over.
For example, let’s say your main keyword is “X phone.” Based on your analysis, you might find the following insights helpful for creating user personas:
- Some searchers may search for “specifications of X phone” because they’re more tech savvy. And their main priority is finding a phone that meets all of their expectations in terms of tech specifications. They would fit under a “techie” or “tech savvy” persona.
- There may be some searchers who are looking for the “latest models of X phone.” These are typically trend-setters who are always on the lookout for new things to stay on trend.
- You might even have searchers who look for “cheapest X phone models.” These are cost-conscious buyers whose main concern is to get the best deals and save money.
Once you have your user personas in place, you’ll be able to optimize your keyword and SEO strategy as well as your content strategy accordingly.
Perhaps you can create blog posts or sales copy that will cater to all of these personas and address their pain points. Maybe you can even create different versions of ad landing pages for each persona.
#2: Understanding How to Meet Their Needs
One of the best parts about keyword analysis is that it’s a great way to discover how you can meet the needs of your customers. It helps you understand the various ways in which people look for your products, services, or information. So you’ll have a better idea of how to cater to those needs through your content.
A lot of businesses make the mistake of confining themselves to an echo chamber. This means they only consider their own knowledge, opinions, and experiences. This limits their ability to understand consumers and what those consumers need.
For example, the business may define their product using one particular term while consumers are using a couple of variations of that term.
Let’s say you’ve built something that you call an “email marketing dashboard.” But your target audience is using terms like “email marketing tool” to find a product with the same functionality as your product.
So while your product does essentially the same thing, you may have a hard time attracting the right audience. The main reason behind this is because you’re not using the terms they’re using to search for your product.
In the following screenshot, for example, platforms like Klipfolio and Dasheroo are ranking on the first page for the search term “email marketing dashboard.”
Image Source: Google Search Results
But the only tool that’s ranking organically on the first page for the search term “email marketing tool” is Mailchimp. The other organic results are all list posts and reviews about email marketing tools as you can see in the screenshot below.
Image Source: Google Search Results
What this means is that to gain more visibility for the term “email marketing tool,” the previous two platforms could start creating blog posts to target that term.
Your keyword data can help you identify more opportunities such as this to address customers’ needs and search intent. You might even be able to find a way to improve your product using this data.
For example, your keyword data tells you that most searchers are looking for a tool with X function while your tool only has Y function. Perhaps you can find a way to add X function to your tool to cater to a wider audience.
#3: Discovering Their Interest Areas
Another benefit of keyword research is uncovering your audience’s areas of interest and understanding why they conducted the search in the first place.
This is a great way to determine which of those interests you can meet. In other words, it helps you be of better service to the audience by catering to their interest areas.
For example, let’s say you have a website that’s dedicated to exercise advice and one of your niche areas is running. You may already be creating tons of content about running advice, how to get a proper running form, etc.
But your keyword data shows you that your target audience is also searching for “running quotes,” “running song,” “history of running,” etc.
Image Source: Google Search Results
What this tells you is that your target audience isn’t just interested in getting running tips, but in the exercise as a whole. So they want to learn all about its history, what songs to play while they run, and quotes to express their interest in the exercise.
You could start catering to these interests by creating lists and blog posts covering these topics. This will help you capture the attention of your audience much more effectively.
Identifying Which Keywords Your Customers are Using
You now have a clear idea of how keyword research provides you with valuable customer insights. The next step is to figure out which keywords your customers and target audience are using so you can start making use of the keyword data.
There are tons of ways to conduct keyword research. You could use your usual keyword research tool or even monitor conversations using social media listening tools. In addition to these, here are a few more ideas that will help you effectively get customer insights.
#1: Get Common Questions Using Answer the Public
Answer the Public is one of the best platforms to get an idea of how people are conducting searches and what they’re curious about. You just need to enter a keyword or phrase, and it’ll pull up data about the most common questions people are asking about that keyword.
Image Source: Answer the Public
It will also show you the most common prepositions people are using in their searches and the comparisons they are making. All of this information helps you paint a vivid picture of what your audience looks like, what their interests are, what they’re curious about, and what information they seek.
In other words, you’ll know exactly what your audience wants and needs. You could use this data to come up with content ideas and revamp your product positioning.
You could even use some of these phrases and questions as long-tail keywords to optimize your content for visibility. Your main focus should be on satisfying their informational needs and addressing their curiosity with your content.
#2: Analyze Your Competitors’ Keywords
Another great way to figure out which search terms your audience is using is by analyzing what keywords your competitors are ranking for. When your competitor is ranking for a certain search term, it means that the audience is showing an interest in the term. They are searching for it and clicking on it, which is why your competitor managed to rank for it.
So analyzing your competitors’ top keywords will help you gain valuable customer insights. You can use competitor keyword research tools like SpyFu for this. This tool runs a search on your competitor’s URL and pulls up their keyword and ranking data.
Image Source: SpyFu
You’ll be able to view the top paid and organic keywords for which your competitor is ranking, which position they’re ranking at, and how many clicks they’re getting. This click-through data is extremely important to understand just how interested your audience is in that keyword.
Search volume data alone isn’t enough to help you understand how much interest searchers have for a keyword. What matters is whether they’re actually clicking on the results.
The number of organic clicks your competitor is getting for a certain keyword gives you an idea of your audience’s level of interest in that term. This helps you understand whether it’s worth putting your effort into that particular keyword.
#3: Identify Trending Topics with Google Trends
Trends change as often as the seasons. Even when it comes to popular topics and discussions, the interest of your audience quickly shifts from one thing to another within a few months.
Businesses and marketers need to stay updated with these shifts in trends to create content and messaging that’s up-to-date.
You want to make sure that your conversations and engagement strategies align with what your audience is currently interested in. That’s why it’s crucial to use platforms like Google Trends to discover the latest trending topics in your industry or on the internet as a whole.
On the homepage, you’ll get an update of the latest trending topics on the internet. This is constantly updated based on the searches and conversations occurring around the world.
Image Source: Google Trends
Besides this, you can also run a separate search using a relevant keyword or industry term. This will pull up the interest data of that search term to help you understand how searchers’ interests change over time.
This lets you see whether or not your audience has any interest in the topic at the moment.
Image Source: Google Trends
It also shows you related topics and queries that are rapidly gaining interest among the internet population. This is a great way to discover what topics your audience is currently interested in and what searches they’re conducting.
Image Source: Google Trends
Based on this data, you should be able to come up with content ideas that will appeal to your audience. You can also get inspiration for discussion topics if you want to engage your social media audience through their latest topics of interest.
Ready to Get Started with Keyword Analysis?
These are some of the best ways you can understand your customers better through keyword analysis data. You now know how you can use the data and how to retrieve the data in the first place. Make the most of these ideas and tips to figure out what search terms your customers are using and what those searches say about them.
Got any more ideas about how to conduct keyword analysis to understand your customers? Let us know in the comments below.
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