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SearchLeeds 2019 - Sophie Coley - Search Listening: Why and how you should be using Google data way beyond traditional keyword research

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While most marketers are au fait with research methods like Social Listening and regularly take insights from traditional research methods like focus groups and surveys, search data is way too often associated with little more than SEO and PPC planning. By ignoring the attitudes, motivations and behaviours that consumers display when they search, businesses are missing out on a wealth of incredibly valuable insight which comes for free. Sophie's talk looked at the linguistic cues that audiences use when searching within a number of different industries, as well as the broad insights that we as marketers should be looking out for when handling Google data.

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SearchLeeds 2019 - Sophie Coley - Search Listening: Why and how you should be using Google data way beyond traditional keyword research

  1. 1. Consumers don’t tell us (marketers) what they want… (what they really, really want) #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  2. 2. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD … but they do tell Google what they want. (what they really, really want)
  3. 3. The potential in longtail searches is grossly undervalued. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  4. 4. “Traditionally, keyword research has been performed to better understand what phrases searchers are using to find the content, products or services you provide. “But using keyword research for that is akin to treating the symptom rather than the problem itself.” Stoney deGeyter #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  5. 5. “Google searches are the most important dataset ever collected on the human psyche.” Seth Stephens-Davidowitz #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  6. 6. The data set is huge It’s free And there’s zero research bias #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  7. 7. Every day, we tell Google things we might not tell our partners, our friends, our family… even our doctor! #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  8. 8. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD And we turn to Google, in-the-moment, when we’re experiencing events of huge significance.
  9. 9. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  13. 13. @COLEYBIRD #SEARCHLEEDS www.AnswerThePublic.com
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  15. 15. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  17. 17. #SEARCHLEEDS The process of understanding what an audience truly thinks, based on the unbiased perspectives of millions of people, using the ultimate source of insight; search data. @SEARCHLISTENING @COLEYBIRD
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  21. 21. SEARCH LISTENING TIP #1 Think about how determiners impact search behaviour across the purchase journey. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  22. 22. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD BUGGIES A BUGGY MY BUGGY THE BUGGY OUR BUGGY Trigger Awareness Consideration Conversion Loyalty Advocacy
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  24. 24. Use generic nouns to explore behaviour at the start of the purchase journey. Add determiners to explore post-purchase behaviour. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  31. 31. SEARCH LISTENING TIP #2 Use spaces within Google autosuggest as wildcards to uncover insight. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  35. 35. Use search listening to explore ‘tribalism’ in your audience’s world. Use spaces as wildcards within Google’s autosuggestions to take insight from a broad starting place . #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  39. 39. SEARCH LISTENING TIP #3 Use ‘like’ searches to uncover influence – particularly in the fashion world. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  40. 40. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  41. 41. Explore ‘like’ searches to understand influence – both in terms of brands and individuals. Look out for unexpected influencers! #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  42. 42. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  45. 45. SEARCH LISTENING TIP #4 Focus on ‘for’ searches to understand the labels your audience gives itself – but look out for inferred labels too. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  48. 48. Use Search Listening to uncover the labels (both literal and inferred) that your audience gives itself, focusing on ‘for’ searches. Use these labels to build out your personas and content strategy. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
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  52. 52. SEARCH LISTENING TIP #5 Use Search Listening to understand the most pertinent questions and sentiment around important topics – societal or commercial. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  53. 53. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  54. 54. Remember that Search Listening will give you the truest insights around priority topics (commercial or societal). Analyse changing queries over time to track understanding and sentiment. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  55. 55. Think about the entire purchase journey: ‘a’ vs. ‘my’ Make use of wildcards (spaces) and look out for tribalism Look at ‘like’ searches to understand the most influential brands and personalities Understand shifts in audience sentiment by comparing search behaviour over time Focus on ‘for’ to uncover labels – literal and inferred #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  56. 56. “I’m not trying to be a better SEO professional anymore. I’m just trying to be a better marketer.” Wil Reynolds #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  57. 57. Share your keyword research far and wide; beyond just your SEO colleagues. #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD
  58. 58. Thank you @COLEYBIRD @SEARCHLISTENING WWW.SEARCHLISTENING.COM WWW.ANSWERTHEPUBLIC.COM #SEARCHLEEDS@SEARCHLISTENING @COLEYBIRD

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