What is your audience searching for online, and is it even important?

Jun 23, 2021

Wouldn’t SEO be so much simpler if you knew exactly what your target audience is searching for online? 

Knowing precisely what they’re asking, understanding their pain points, and then having your product or service pop up to solve all their problems and answer all their questions! 

This is achievable, but it does take a little time, work, and keyword research! 

Keyword research is an area that can be a little mind-boggling, but it is also vital. 

With over 6 billion searches every day worldwide – where do you start?! 

You need to find the right words, the good words, the words that will increase your clicks and conversions. 

This means you must build your understanding of how people are searching and ultimately what your target audience is searching for. 

But how do you know what people are searching for?  And if you do know, what are you now going to do with this information? 

In this post, we’re going to break SEO down and provide clarity on finding out what your customers are searching for and how you can use this information to create successful Google Ad campaigns, optimised landing pages, website content that engages, and more.

Find out more here!

The importance of keyword research 

If you’re not providing the answer to your target audience’s question, the chances are that you won’t even appear on a search page as an option. 

This is why spending time on your keyword research is essential.  It helps you to: 

  • Be aware of search terms people are using to find your website. 
  • Tailor your content, making it relevant, useful, and engaging. 
  • Identify opportunities to drive further traffic to your site. 
  • Defend your ad spend and budget. 
  • Find alternative keywords that could also increase your ROI. 

How to find what people are looking for online 

Whether you’re looking to develop a successful ad campaign or you want to make sure your blog engages your target audience, it’s essential that you include the right keywords and phrases (the words and phrases your customers are using online). 

The good news is now you can access a range of excellent SEO tools to help you find just what people are searching for and more: 

Google Analytics – one of the most valuable and popular tools available.  In an instant, you can see what people are searching for on your website, what are they looking at, spending most of their time on, etc.; with detailed and customised reporting, you can see what web pages are performing well and those that could maybe do with a little further improvement. 

Google’s Keyword Planner – this tool is free to use when you set up Google Ads providing you with invaluable insights into your potential customer’s online behaviour.  Showing you what people are searching for, how often, is there a popular time, a specific word/phrase that continues to be used, etc.   This information can be like gold dust for your online campaigns, allowing you to tailor your content perfectly to improve your chances of appearing at the top of those search queries. 

Google Trends – shows you trends in specific topics or search terms of a period of time.  You also have the option of using real-time searches (present time) or non-real-time searches dating back to 2004, depending on the type of data you’re looking to analyse. 

Google Autocomplete – this tool allows you to find variations of your primary keyword phrase that might also be useful when producing slightly different versions of the same content.  Simply type into the search box, and all related terms will appear in a drop-down menu.   You can also pick out long-tail keyword phrases using this method too. 

Google Searches Related To – at the bottom of a Google search page, you will always find further information linked to Google Searches Related To.  Here you will be presented with alternative suggestions that could be perfect for keyword variations adding to your keyword research armoury. 

BuzzSumo – a content discovery solution where you can search by current trending topics.  This can be tailored to topic and time, allowing you to keep your content fresh, always!  BuzzSumo can also show you what your competitors are putting out online so you can continually stay one step ahead.  Overall, this tool is great for content marketing and keyword research. 

SEMrush – using your chosen keywords SEMrush will then run with these and show you phrase match keywords, organic results, and related keywords.  You can also track your keywords rankings as well as your competitors. 

Answer the Public – using data from Google and Microsoft Bing to predict what searchers are going to ask; you’re presented with a great information source to learn about your target audience’s online behaviour.  Great when you’re looking for those long-tail keyword ideas to include in your content.   This tool is also free to use. 

YouTube – awash with videos galore, to help us narrow things down a bit YouTube has a `what’s popular on YouTube now` section allowing you to see in a snapshot what is trending, so you can focus on tying in your proposition if possible. 

Facebook – accessible, free, and there is a lot of chatter and noise available to see.  Allowing you to pick out trending themes and potential stories, if your target audience is on Facebook, make sure you are too. 

Twitter – another free tool, Twitter is fast and at the moment.  You can follow trends based on a set location, allowing you to really tailor information and content, making it ideal if you’re focusing on local SEO.  It can be incredibly useful for content marketing and blog post topics. 

Screaming Frog – THE source for technical SEO.  Screaming Frog will crawl your site looking for gaps in your SEO – amazing!  You can see in an instant what’s working and what areas need improvement, allowing you to get to work and have a fully optimised site in no time.  Helping to fix broken links, redirects, and more, this really is an excellent tool for SEO. 

Ubersuggest – a new and free SEO tool that offers key insights into keywords currently working in your sector.  This is a great tool that allows you to change quickly, amend, and refocus content to suit these new trends, increase your visibility online, and drive traffic to your site. 

Ahrefs – offering a few everything Ahrefs can carry out a site audit, provide information on your competitors, support your keyword research with valuable intel, and highlight popular and top-performing content.  

Keywords Everywhere – a browser add-on, Keywords Everywhere provides you with keyword research instantly, providing you with volume data as well as an estimated cost per click. 

Yoast – the SEO plugin choice for most WordPress users, Yoast can help you with meta titles, meta descriptions, canonical tags, sitemaps, and more, allowing you to fully optimise your website content and blog posts to improve your ranking. 

Check my links – broken links can have a detrimental effect on your SEO and rankings; however, you might not know a link is broken until it is pointed out.  In walks, Check my Links, a Chrome extension that allows you to identify any broken links on your site so you can get to work fixing these asap. 

Choosing the right keywords 

Now that you’ve carried out your initial keyword research, it’s time to choose the keywords that will provide you with the most return for your investment.  To help, we advise our clients to consider: 

Brand terms – keywords containing your company name or product name. 

Generic terms – general keywords appearing on the keyword planner. 

Related terms – keywords that may relate to your business but may not directly relate to your product or service. 

What to do with the information now you have it? 

Use it! 

Look to build your keyword research into your campaign strategy to create the perfect compelling ad campaigns, landing pages, blog posts, and more, leading to more clicks, conversions, and sales. 

Think about your target audience’s intent, and make sure to tailor content, including your relevant keywords.  This combined will help you to achieve maximum exposure, with effective messaging that really makes you stand out. 

We believe that choosing and then using the right keywords is the foundation for any successful SEO strategy. 

It’s a focus that allows you to get in front of the right people at the right time. 

Whether you’re setting up a new online campaign or optimising an existing one, Buzz Panda Digital is on hand to help. 

It’s essential to stay up-to-date on the latest trending keywords, but we understand how time-consuming this process can be. 

We also know that with the array of tools available now to support you with your keyword research and SEO, it can soon become a minefield. 

That’s why we provide you with a workable, comprehensive SEO strategy that we can run for you reporting on the success as we go. 

With packages to suit all business, call our team of SEO Specialists today on 01606 374 995 and see how we can help.

Find out more here!

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