You don’t know your market yet — Lisanne Kohnke — Searchmetrics

Quotes

• “Searchmetrics Insights is basically a product to use search data to understand markets, to put it simply.”

• “Understanding which keywords actually belong to your market is something that quite frequently we see as a blocker for analyzing the right market. That's the foundation that you need.”

• “If you don't know who your users are, you need to figure out who's searching for what, and if it relates to your market or not.”

• “The keyword queries and the searches that are happening, that's the way that you can find out who your target market is.”

• “Understanding who your audience is, means also understanding that the queries you're looking at actually shows the whole market. You might be in a market where the queries you're getting traffic through are not the only queries that are happening.”

• “Look at the keyword string. Now look at the URLs ranking for that keyword string to check what people have been clicking on. You can tell what people are clicking on because what the search engines rank at the top is based on what users are looking for.”

• “Running a sediment analysis gives you really good insights into the service that you can also provide for a product or how you can improve it. It's a bit more of an advanced analysis, but it's worth the effort.”

• “I think really the strengths of analyzing search data in the context of trying to understand your market is more about things like market size, identifying your competitors, and identifying your consumer groups.”

• “One way to identify your core competitive set is building clusters with rankings to look at keywords and similar URL rankings. As long as you have a big research database, that's relatively easy to do.”