Search & Market Insights — Lisanne Kohnke — Searchmetrics

Show Notes

• ·01:21 : Leveraging search data to gain market insights ·You can use page insights and the information in your query string to get a better understanding of how Google thinks about an audience. And this is useful information that can help you streamline your targeting data. Lisa talks about how SEOs can effectively communicate search data internally. The simplest way is to break it down to the category level where the information is easier to understand. ·02:56 : What should come first? The product or the search demand? ·Lisa talks in detail about how finding the right queries can be a leading indicator for a demand. Its up to the marketer to leverage this data and take advantage of the demand. Time is also an important factor in being able to leverage this data. So the earlier you can access the data the better your chances will be. Lisa and Ben share a detailed example of how companies can use category-level search data to figure out a trend in the market. ·06:22 : How to use insights to find out the wi ers and losers in an industry ·While search indicators are not exact numbers, you can use them to track product demand or competition. Lisa discusses using this data to figure out market share. Once you have your correct keywords, the aggregation aspect should be the easy part. Ben and Lisa discuss how you can use search insights to figure out what queries your competition is ranking for. ·08:57 : Besides categories, what other ways can you get market insights? ·Knowing your categories is only one way that you can get insight into your target market. Lisa talks about different strategies such as aggregating consumer data and monitoring search activity online. With the data you already have based on your KPIs, formulate your business questions so you can align it with the right data. ·09:55 : How can SEOs upsell the value of this data in their organizations? ·It all boils down to your communication strategy. Lisa explains the importance of not only providing the data but also making it easy to understand. So you need to translate it into the business context where the data is relatable. Ben and Lisa talk about the value of transparency and contextual translation when it comes to communicating search data internally. Show executives how this data can help solve their business problems. ·12:39 : How Lisa and her team helps businesses answer their strategic questions ·Lisa talks about how her Searchmetrics team helps organizations understand their market. It always starts with finding your keywords and defining your category if you dont already know them. Ben and Lisa discuss how the Searchmetrics team can help with each step of the process from aggregating the data to communicating the data based on your business needs.