16 Sep Using Consumer Search Behavior To Make Marketing Decisions
Tapping Into the Goldmine of Google Data To Improve Your SEO Strategy
These days, staying relevant is a struggle all marketers must face. How does a brand remain relevant to its audience? By staying in-tune to their needs and thoughts, which is more easily accomplished through the analysis and utilization of consumer search behavior.
A large collection of search data can be an incredibly useful tool for any business owner, website owner, or marketer. The great thing about this data is that it is readily available just waiting to be observed. Using Google data from search and Google Trends as a marketing tool continues to become more and more beneficial to digital marketers. The collection of their data is constantly growing, expanding, and becoming more useful each time someone uses a search engine. Google alone deciphers more than 1 trillion searches every year and more than 3 billion every day.
These trillions and trillions of searches create the massive collective that is “consumer search behavior”. Each individual search is a piece of data, a small piece of the puzzle, and the completed picture is a very accurate reflection of what is on people’s minds – all in real-time. Understanding what people are searching for is truly the modern day focus group. It allows you to jump into the mind of a consumer and understand their searching and buying mindset.
Knowing about the data and actually making use of the data is two very different things. Marketers may struggle to make use of such a large and chaotic collection of information. Others will find a way to use it to their advantage when making marketing decisions.
Luckily, there is more than one way for marketers to use this data to stay in-tune with their audience. Some of these methods are extremely simple and straightforward, while others require a little more planning and intuition. A few of these techniques will be covered below.
The following sections will break down some interesting ideas on search behavior and how these ideas can be used to improve search engine optimization efforts and even social media strategy. It’s up to the marketer to stay in sync with the latest trends and to remain relevant to their audience. Search behavior data is what makes it possible.
Cultural Events That Hold Attention
There are always going to be certain cultural events that public becomes obsessed with. This obsession is then reflected in their search data. Perhaps one of the best examples of a recent cultural event in this category is the birth of baby George. Using a tool like Google Suggest will reveal just how popular that name was during the summer.
Baby George is British royalty and the son of Kate and William. It’s no surprise that his birth was such a large event. Search data reveals that Kate and William were popular search terms as far back as 2007. From that point, most of their life has been a part of the internet, particularly social media. Their most searched topic at the time was their wedding.
Search data makes viewing their rise and changes in popularity a reality. It shows marketers that people care about these two. A savvy marketer would have anticipated the popularity of baby George based on the data. Thus, they could have used it to create relevant content that related to the event. Content people would find and want to read when searched.
Staying Ahead Of The Curve
The analysis of past search data gives marketers a tool for predicting the future. It allows them to take advantage of trends before they actually become trends. If the search quantity for a particular phrase is continually rising over a long period of time, then it shows an increase in consumer interest.
Marketers use this not only in search engine optimization, but also to improve their social media marketing strategies. They can now link back to content that is more likely to be shared because they know it is trending. If the content meets the consumer’s needs, then it can spread like wildfire.
For example, data shows that the public has gradually grown more interested in gluten free foods over the past few years. There hasn’t been a sharp spike and then drop, but rather a continually growing interest. This is the difference between a short fad and a long-term marketing opportunity.
Understanding Fads And Trends
A savvy marketer and business owner will use both fads and trends to their advantage, but it’s extremely important that they understand the difference. Otherwise, they could make substantial marketing investments into fads that quickly fade away. Learning to spot the trends and fads take time and a bit of intuition.
A great example of a fad that has passed its time is “carbs”. At one point in time, the internet was flooded with searches around carbs and carb-free diets. Search data reveals that although in steep decline, ‘low carb diets’ are still demanding more searches than diets that are trending higher such as ‘juice cleanse’ and gluten free diet’
Use The News To Predict Spikes
Betting on the news isn’t everyone’s cup of tea, but all marketers will admit it’s a great way to grab the public’s interest. Generally, when something is on the news it’s going to see a spike in search data; that’s the simple part. The hard part is knowing what stories will hold the public’s interest for more than a day. That’s where repeated analysis comes into play.
Certain news topics rise and fall in popularity, but Obamacare was one topic that came along and hasn’t went away since. Of course, the big spike in searches for the topic were in its early days, but they still exist and can spike again for various reasons. So how can a savvy marketer use short-lived news stories to their advantage? Through a combination of SEO and social media.
It’s much easier to utilize current news events in a social media strategy than an SEO strategy alone. In the past, marketers weren’t always excited to have content produced for a short spike, but social media makes it possible to take full advantage of that short spike. Content can be shared and linked as soon as it’s online. If it’s a story people care about, then it’s almost guaranteed to deliver a spike of traffic as well.
As important as these political events might seem, one odd truth is they are still overshadowed by cultural events. Miley Cyrus still got more searches than Obamacare and the same could be said about most political and cultural happening in the same time-frame. Search behavior is extremely honest when it comes to reflecting the general interests of the public.
And then there is… The Donald. Capturing both the attention and curiosity of American searchers.
As for Chris Christie, his weight it popular, and Marco Rubio heritage is on people’s minds
How about search popularity by region? As you begin to dig into Google’s search data you both uncover and confirm trends.
Using Consumer Search Data Every Day
The collective data set that is consumer search behavior has grown in the time it has taken you to read this article. It is a real time reflection of the people at this very moment. It also reflects the past and allows for better decisions in the future. There’s no reason a marketer shouldn’t use consumer search behavior to their advantage every day if possible because every day it could deliver a new opportunity.