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

About the speaker

Lisanne Kohnke

Searchmetrics

- Searchmetrics

Show Notes

  • ·01:33 : Lisa s background at Searchmetrics ·Lisa talks about her role at Searchmetrics leading engineering teams and heading projects such as Searchmetrics Insights. She gives a brief overview of what Searchmetrics Insights is all about. ·01:53 : Why most SEOs dont know who their target market is yet ·Lisa explains the importance of knowing what keywords belong to your market. To know your market, you need to understand which keywords to choose. Ben and Lisa talk about the basics of identifying your target market as defining your category and identifying your keywords. ·03:33 : Do you find your audience first or your keywords first? ·Do you figure out your target market and then find your keywords? Or is it the reverse thats true? Lisa talks about the difference between finding your market both online and offline. Online, the best approach is through search so you have to know the keywords related to your product or service. Ben and Lisa explain in detail how you can identify your target market using the MarTech Podcast as an example. ·06:33 : What type of data should you be focusing on when figuring out your market? ·Ben talks about the importance of focusing not only on the keywords but also on the query string. You also need to know what information Google is presenting to the group that you think could be your target market. Lisa breaks down the types of demographic information that you can get from both the keyword string and the query string. The URL string lets you know what people are clicking and why. ·07:59 : What is a sediment analysis? ·Lisa explains exactly what a sediment analysis is and how it can be used to help define your target. You use a sediment analysis to understand how people are responding to your service at the different stages of the buying cycle. This type of data can help you to improve on your product and even widen your offering. Lisa shares why you should be analysing your page results. Benefits include ways to adjust your category, improve your product, etc. ·09:33 : What type of target data can you glean from page results? ·As it relates to page results, there is limited information on exactly who the target is. Lisa talks about the main categories of data that you should be looking for in your page results. What you will find is information surrounding the size of the market, competitor information, and identifying your consumer groups. ·10:31 : Figuring out your core competitive set ·Lisa explains the importance of building clusters with rankings. This requires a very big database so you wont be able to manually cover all of the variations of the questions being searched about your offering. Ben and Lisa talk about some tools that can help you in this process. When doing your analysis, you need to look beyond your own data to have a good research database. Choose a tool that also analyzes user intent.

Episode Summary

  • ·“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.” ·“Ru ing 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.”
About the speaker

Lisanne Kohnke

Searchmetrics

- Searchmetrics

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