Ben Holland answers: “How Can I Better Understand My Audience’s Search Behavior?”
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Hi, I’m Ben Holland, an account manager here at Vertical Measures, and today I’m going to answer a question we get a lot: How can I better understand my audience’s search behavior?
The first thing you want to do is find out your current demographic. Go down to the sales guys, ask them who’s calling in, who’s placing orders. See who’s buying your products and what the users’ end goal is when they come to your company. Are they buying a service? Are they looking for a specific product? Does one item sell more than the others? These are all very important things to know when you’re looking to see who’s buying from you.
There are a couple of great tools online that you can use to see what demographic is coming to your website interacting with you. You want to see your Facebook Insights. They’ll parse it out to be by gender and the age range for everybody who’s interacting with you socially, as well as Google Analytics. Google Analytics is great to find out what your demographic is and who’s searching for you. You can see the location, what they’re looking at. You can see whether they’re mobile. A lot of times mobile searches are different than desktop searches. They’re searches are shorter and more to the point. So you want to definitely optimize your site if you have a lot of different mobile traffic, as opposed to your desktop traffic.
You can also see where they’re coming from, what websites are referring you traffic, and also what content is being viewed. You can see where they’re going on your website and what they’re looking for when they get there. Most importantly, you can see what keywords they’re currently using to find your website through the Keyword Analyzer.
Once you get that keyword information from Google Analytics, you want to pull a report and then upload it into the Google AdWords Keyword tool. This will show you all the absentee keywords you could be missing out and other terms that people are using to search to find sites like yours.
So what I like to do is throw Google Analytics Keywords into the Keyword Tool, pull the report and see what I’m missing. I like to call those, those absentee keywords. Then I build content on my website toward those keywords, optimized for it, so I can get that traffic and see if it converts more and if it’s a valuable source of traffic.
In summary, how you can better understand your audience search behavior is see who your current demographic is, who’s buying your products, what their goal is when they work with your company. Check out your Facebook Insights
to get the age and gender of the people interacting with you socially. Look in your Google Analytics, see if they’re on mobile, see where they are located, and the keywords they’re using to search. Then take those keywords, throw them in the AdWords Keyword tool. Then use that to find new absentee keywords you can build content for to attract more traffic and more conversions.
I’m Ben Holland for Vertical Measures and thank you for watching.