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In the age of social media, social listening can give you key insights into people’s views. However, life can be portrayed through rose tinted glasses, so it is best to use search insights in conjunction with other research methods. This is due to the fact that website searches are not filtered. Search listening applies to all industries. A person makes 3-4 searches on average every day. In this blog we will cover the Search Listening basics as well as showing an example of the data and tips on best practices.
What is Search Listening?
Search listening is a method of identifying what individuals are searching for in different contexts. This information can be used for future marketing strategies. For instance, using search listening to find out ‘problems with [YOUR BRAND]’ or trending ‘wants and needs’ of the public.
Why is Search Listening Important?
Search listening insights are vital as people make searches every single day. As these searches are anonymised, people search for things that they may not even ask a friend let alone broadcast on social media. This is important for all brands and industries, but even more so with products or services that involve sensitive subjects or cultural ideals.
Search Insights can help you understand customer satisfaction and problems to create solutions, which can lead to more sales etc. To put this into context, brands aimed at mothers may turn to search listening as a mother is more likely to put their problem into a search as opposed to a post on social media. This is because motherhood queries can be sensitive with fears of judgement. So, this would be a great place to gather data for new product/service ideas. Alternatively, insights from social media may be more insightful for make-up products due to the following. However, make-up brands may also turn to search to see what painpoint people have with a makeup product to help formulate product improvements.
Examples of Search Listening
We used search listening insights to uncover the top 10 ‘Should I’ searches proceeding a government lock-down announcement in the UK. You can see that many people still had questions surrounding ‘going to work’.
Out of the top 10 ‘Should I’ questions, ‘Should I go to work tomorrow’ had the highest Google Index which illustrates the highest amount of searches within the search criteria.
As ‘Should I go to work tomorrow?’ was the most searched query, we tracked this query specifically and found it peaked at 7:32pm on Sunday the 10th of May. This peak suggests that as soon as the announcement was over, people went online to search ‘should I go to work tomorrow’.
The Google Index is set from 1-100 and you can see the peak of 100 was at 7.32pm.
Tips and Reminders for Search Listening
Search insights should be used in conjunction with other research methods to build the most comprehensive view of your brand. Using Search Listening alongside Social Listening, Audience Intelligence, External/Internal Data and Customer Surveys allows you to make the most accurate benchmarks. This allows you to witness any variation in your audiences behaviour so you can make evidence-based decisions to revise your marketing strategy accordingly. Multiple tools and technologies can be costly, but you can find cost-effective ways around this by using agencies or lower-budget tools.
The more insights you can gain from different channels the better, so you don’t miss or misconstrue anything.