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Sophie Coley
PROPELLERNET
Answering The Public: How To Take Audience
Insight From Search Data
@coleybird
@propellernet
@COLEYBIRD
#BRIGHTONSEO
HAVE YOU EVER ASKED GOOGLE SOMETHING YOU COULDN’T
ASK SOMEONE ELSE?
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
WE TURN TO GOOGLE BECAUSE
IT’S THE FONT
OF ALL KNOWLEDGE…
@COLEYBIRD
#BRIGHTONSEO
… ESPECIALLY WHEN
WE’RE TOO EMBARASSED TO VOICE
QUESTIONS IN THE ‘REAL’ WORLD
@COLEYBIRD
#BRIGHTONSEO
SEARCH BEHAVIOUR INSIGHT
IS AN IN-THE-MOMENT,
BIAS-FREE GIFT FOR MARKETERS
@COLEYBIRD
#BRIGHTONSEO
WE SHOULD BE USING THIS INSIGHT
(BUT NOT LIKE HIM)
THE QUESTION WHEEL
WILL…?
CAN…?
WHERE…?
WHICH…?
WHO…?
WHAT…?
WHEN…?
WHY…?
HOW…?
ARE…?
THE PREPOSITION WHEEL
WITHOUT…
WITH…
TO…
NEAR…
FOR…
CAN…
IS…
THE COMPARISON WHEEL
LIKE…
AND…
OR…
VERSUS…
VS…
@COLEYBIRD
#BRIGHTONSEO
1.
IDENTIFYING AND
UNDERSTANDING YOUR
PUBLIC
2.
UNDERSTANDING
INFLUENCE
3.
BENCHMARKING YOUR
BRAND
@COLEYBIRD
#BRIGHTONSEO
1.
IDENTIFYING
(AND UNDERSTANDING)
YOUR PUBLIC
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
AUDIT YOU AUDIENCE.
CAN YOU SERVE THEM WELL?
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
DON’T DEFAULT TO CONTENT.
DELIGHT YOUR AUDIENCE. MAKE THEM
SEARCH FOR YOUR BRAND, RATHER THAN
ASKING GOOGLE FOR HELP.
SOMEONE WHO SKIS,
OR…
… A SKIER?
@COLEYBIRD
#BRIGHTONSEO
A GUY WITH A
BEARD, OR…
… A HIPSTER?
@COLEYBIRD
#BRIGHTONSEO
SOMEONE
WHO READS,
OR…
… A BOOKWORM?
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
USE LABELS TO FURTHER UNDERSTAND
YOUR AUDIENCE, THEIR LIVES AND
WHERE YOU CAN HELP THEM.
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
IDENTIFY
AUDIENCES
WITH THE ‘FOR’
BRANCH.
USE SELF-LABELS
TO FURTHER
UNDERSTAND
NICHE GROUPS.
@COLEYBIRD
#BRIGHTONSEO
2.
UNDERSTANDING
INFLUENCE
@COLEYBIRD
#BRIGHTONSEO
WHAT DO THESE PEOPLE
HAVE IN COMMON?
@COLEYBIRD
#BRIGHTONSEO
COATS.
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
REMEMBER:
DON’T DEFAULT TO CONTENT.
TAKE A STEP BACK.
@COLEYBIRD
#BRIGHTONSEO
WHAT COULD YOUR
PR TEAM DO
WITH THIS INSIGHT?
@COLEYBIRD
#BRIGHTONSEO
WHAT COULD YOUR PRODUCT
TEAM DO WITH THIS
INSIGHT?
@COLEYBIRD
#BRIGHTONSEO
IDENTIFY
INFLUENCE WITH
THE ‘LIKE’
BRANCH.
SHARE YOUR
INSIGHT BEYOND
YOUR SEO OR
CONTENT TEAM.
@COLEYBIRD
#BRIGHTONSEO
3.
BENCHMARKING
YOUR BRAND
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
ARE THERE ISSUES THAT NEED
ADDRESSING?
OR SUCCESSES TO SHOUT ABOUT?
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
REMEMBER:
DON’T DEFAULT TO CONTENT.
TAKE A STEP BACK.
@COLEYBIRD
#BRIGHTONSEO
WHAT CAN YOUR PR TEAM DO TO
AFFECT HOW PEOPLE SEARCH FOR
YOUR BRAND?
@COLEYBIRD
#BRIGHTONSEO
WHAT CAN THE PEOPLE DEALING
WITH YOUR CUSTOMERS EVERY DAY
DO TO AFFECT HOW PEOPLE SEARCH
FOR YOUR BRAND?
@COLEYBIRD
#BRIGHTONSEO
HOW DO SEARCHES FOR YOUR
BRAND COMPARE TO THE
COMPETITION?
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
FOCUS ON THE
QUESTION AND
COMPARISON
WHEELS
BENCHMARK
QUERIES AROUND
YOUR BRAND
VERSUS
COMPETITORS OR
GENERICS
@COLEYBIRD
#BRIGHTONSEO
REMEMBER:
DON’T DEFAULT TO CONTENT.
TAKE A STEP BACK.
“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 DeGAYTER
@COLEYBIRD
#BRIGHTONSEO
THERE’S A PERSON BEHIND EVERY
QUERY. HELP THEM IN THE MOST
APPROPRIATE WAY.
@COLEYBIRD
#BRIGHTONSEO
3 TOOLS (BEYOND
ANSWERTHEPUBLIC.COM) TO
FURTHER HELP YOU UNDERSTAND
AUDIENCES…
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
BREAK FREE FROM YOUR SEO BOX.
SHARE INSIGHTS WITH THE REST
OF YOUR ORGANISATION.
HELP BUILD A CLEAR PICTURE
OF YOUR PUBLIC.
“I’M NOT TRYING TO BE A BETTER SEO
PROFESSIONAL ANYMORE. I’M TRYING TO JUST
BE A BETTER MARKETER.”
WIL REYNOLDS
@COLEYBIRD
#BRIGHTONSEO
@COLEYBIRD
#BRIGHTONSEO
AN INCREASE IN BRAND SEARCHES AND
DIRECT TRAFFIC IS OFTEN AS VALUABLE
AS INCREASED RANKINGS FOR GENERIC
TERMS.
@COLEYBIRD
#BRIGHTONSEO
LET’S BE
BETTER MARKETERS, NOT JUST
BETTER SEOs.
LET’S MAKE THE EFFORT TO
UNDERSTAND OUR PUBLIC.
@COLEYBIRD
#BRIGHTONSEO
ONE FINAL THING…
SEARCH:
‘DRINK THE
SEEKER’
THANK YOU
@COLEYBIRD
@PROPELLERNET
@ANSWERTHEPUBLIC
#BRIGHTONSEO

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Taking audience insight from AnswerThePublic - Sophie Coley at BrightonSEO Sept 2017

Editor's Notes

  1. Hello, I’m Sophie Coley, Strategy Director at Propellernet – the agency behind the team that built AnswerThePublic.com
  2. I want to start with some audience participation! Hands up if you’ve ever told Google a secret; something that you’ve not told your friends, your partner, even your doctor?
  3. My hand’s up too although I won’t divulge my secrets right here on this incredibly big stage. I think we all have. These, by the way, are some of my favourites – and it’s my suspicion that they weren’t voiced out loud!
  4. My hand’s up too although I won’t divulge my secrets right here on this incredibly big stage. I think we all have. These, by the way, are some of my favourites – and it’s my suspicion that they weren’t voiced out loud!
  5. We might have questions that we know are obvious, but we’re just not sure – and we turn to Google over a friend. Same goes for when we’re looking for moral guidance (that person seeking advice on the married man) or when we’re ashamed or seeking reassurance.
  6. Remember that search insight is free of any research bias you might find in insight taken from traditional market research methods; focus groups or surveys. And it’s free. No fees for participants or research agencies. A TOTAL GIFT.
  7. Not like this guy – we should be using it to make the lives of our customers and potential customers better.
  8. So from Dr Evil to another bald headed fellow who I hope a good few of you recognise. I’m here to talk about Answer The Public – a tool I hope you’re familiar with (if you’re not, do check it out, it’s live at AnswerThePublic.com!) – and specifically, how you can take audience insight from it rather than just content ideas. It’s fantastic for that, but I believe there’s so much more we could be doing with it. A note on why it’s me here talking to you – as I said before, I work at Propellernet, the home of the team who built the tool. I actually trained as a journalist originally before lucking out with an internship in the PR team at Propellernet and 8 years later I’m still here, today as a Strategy Director! In my early years at the agency I was obsessed with using Google’s auto-completion to get ideas for content and campaigns for clients. Thankfully I work with some very smart cookies who were able to make my life tons better and simpler by building Answerthepublic.com. They’re also the team behind CoverageBook.com which you should totally check out if you need to report on coverage as part of your role. I worked with the guys to define what question and preposition phrases were included – guiding them on what I found most useful from an insight perspective. We now have more than 100,000 people visiting the website every month. So, I’m going to show you three ways to use ATP data to inform much more than content (and as I said, that’s not to discount its use as a content planning tool – it’s fantastic for that, but can be so much more powerful!).
  9. They might be keen to push breakfast ideas out to acquire new customers.
  10. It’s marketing 101 – know your public, or your audience, and you can build meaningful relationships with them, enjoying their custom for years and, hopefully, making their lives a bit better in the process. Nike do this really well, celebrating all different types of athlete in their campaigns – from featuring an athlete wearing a hijab to that crazy FKA Twigs campaign which championed those who don’t fit the traditional athlete stereotype. Patagonia too have done some great stuff around the environment and even employ a director of environmental activism, knowing that their audience are passionate about green issues. Clearly it’s more than a ploy to gain customers; it’s something the brand is built on.
  11. So let’s take a grocery retailer as an example.
  12. They might be keen to push breakfast ideas out to acquire new customers.
  13. If we skip to the ‘for’ branch on the preposition wheel – and it’s this ‘for’ branch that’s so magical for audience insight – we start to see some audiences our grocery brand might want to prioritise.
  14. At this point, my advice would be to audit the audiences ATP has thrown at you. Genuinely consider what you as an organisation can do for them in the relevant context.
  15. If we skip to the ‘for’ branch on the preposition wheel – and it’s this ‘for’ branch that’s so magical for audience insight – we start to see some audiences our grocery brand might want to prioritise.
  16. You want to be THE brand vegans think of when it comes to breakfast – don’t let them get as far as searching for ‘breakfast ideas for vegans’. How can you REALLY help them?
  17. On the flip side, if you have some audiences who truly ‘identify’ – AnswerThePublic is a gem. Hands up if you ski. Now keep your hands up if you’d call yourself a skier? That’s the nuanced difference.
  18. Lots of guys have beards, but who are the hipsters?
  19. We all eat food, but some people consider themselves foodies.
  20. Think about your audience and the terms they use to self-identify. NOT how others label them (that’s an important difference!).
  21. Let’s run with the foodies example. I’ve just stuck the term foodies in to ATP.
  22. They might be keen to push breakfast ideas out to acquire new customers.
  23. What could Sherlock, Kim K, Kate Middleton and Olivia Pope (of Scandal) have in common?
  24. Coats. Yes.
  25. Here’s the proof. You can see, where we looked at the ‘for’ branch before, it’s the ‘like’ branch we’re focused on this time around. The like branch is invaluable for understanding influence. Straight away you can see the celebrities, characters and brands that are most influential in the coats arena.
  26. Could they work a product placement deal with a TV show, or sponsorship with a celebrity?
  27. Could they look at designs?
  28. They might be keen to push breakfast ideas out to acquire new customers.
  29. How much do you actually know about how people feel about your brand? You might be using awareness surveys but how reliable are they?
  30. Let’s take [BRAND].
  31. Remember that ATP can shed light on much more than how people search around your product or service… we looked at identity before, but brand is just as insightful. I’ve stuck [focus brand] in here – just remember to look at every spelling/acronym/nickname that your brand might have.
  32. We can see X/Y/Z…
  33. We can see X/Y/Z…
  34. We can see X/Y/Z…
  35. They might be keen to push breakfast ideas out to acquire new customers.
  36. In putting this presentation together, I wanted to see what else was out there in terms of this kind of thinking around KW research and I was massively struck by this quote from Stoney DeGayter over at Search Engine Land. It’s so true. Reacting to KWs is like taking ibuprofen for a sore ankle. Going to a doctor and getting to the root cause is the better solution – as is understanding motivations, behaviours and attitudes of your audience and how that influences their online behaviour.
  37. How rich could search behaviour data be to your sales team? To your product team? Your brand team? Even your customer service people?
  38. Wil also talks about marketers focusing on being thanked, rather than ranked – something I massively agree with.
  39. That token on your chair...
  40. If I’ve got my understanding of the Brighton SEO public, beer is good. You can swap your token for a can of Propellernet’s very own ‘The Seeker’ Brew, just find one of my colleagues out in the lobby. THANK YOU and have a great rest of Brighton SEO!