Search & Market Insights — Lisanne Kohnke — Searchmetrics

Quotes

• “When leveraging search data to gain market insight, the key question is how you communicate this search data into your organization? It's really about putting keywords in the categories and then communicating the metrics on a category level.”

• “So search indicators are not the real numbers, not the real demand numbers, not the real competition number. But theyre really good indicators. And there's not enough quality data out there to be saying that we couldn't be using those.”

• “You really just need to formulate your business question and then match the right search data for that. And you've got all the KPIs, all the metrics that SEOs already know, you just need to translate them in the right way.”

• “When advising CEOs, the transparency of the data is there. Youre not making it up, youve got the data. Just make sure that stakeholders can easily interpret it and then start translating it into actual business terms.”

• “We got all the keywords and our huge databases. We have all the metrics ready to be used. We help customers aggregate the different ways of delivering data, whether it's fully automated or it's us helping with analyzing and communicating that data.”