To succeed in SEO, it’s essential to understand what your audience is searching for and why. Audience research dives into search behavior and intent, revealing the motivations that drive people’s decisions.
Traditional Audience Research: Methods and Limitations
Traditional audience research provides valuable insights but can be time-consuming and limited. It often includes data such as:
- Demographic: Age, gender, occupation
- Psychographics: Interests, hobbies, values
- Firmographics: Company size, type, industry
- Behavioral Insights: Patterns in decision-making
In the past, gathering this data relied heavily on surveys, interviews, and focus groups. However, as David Ogilvy, the “Father of Advertising,” pointed out: “People don’t think how they feel, they don’t say what they think, and they don’t do what they say.” This disconnect underscores the limitations of traditional methods.
Key Limitations
Traditional research provides general data but often misses the nuances of online search behavior. Tools like Similarweb, Audiense, and Brandwatch can provide online insights, though they may lack depth in understanding audience behavior.
A Better Way for Audience Research in SEO
Effective SEO audience research goes beyond surface data, analyzing search behavior to uncover intent. Here’s a structured approach:
1. Define Your Audience’s Problems and Needs
- Identify who your audience is, their needs, and the specific problems they’re trying to solve.
- Recognize that every search is driven by a need—whether to solve a problem, answer a question, or seize an opportunity.
- “The simplest way to create value is to solve a problem,” says Uri Levin, emphasizing the importance of focusing on real audience needs.
2. Analyze Search Behavior Patterns
- Examine how people search for solutions to their problems. People often follow a fixed-action pattern, researching further after reading articles or social posts about a topic.
- For example, people who learn about a new product may start by searching for more detailed information, often validating facts across multiple sources. This research phase makes up 70% of search-driven visits.
Quick Takeaways
- Map Search Intent: Understand the audience’s purpose behind specific search queries.
- Analyze Behaviors: Look at patterns over time to identify consistent search behaviors.
Recognizing Triggers: What Drives Audience Searches?
Triggers are catalysts that initiate search behaviors. A trigger might be internal (like an idea or motivation) or external (such as a media article). Here’s how to identify and analyze triggers effectively:
- Internal Triggers: Consider personal or situational motivators.
- External Triggers: Use a PEST (political, economic, social, technological) analysis to identify external influences.
- Case Example: A news article on environmentally friendly products may drive searches for related products.
Mapping the Audience Journey
An audience journey map helps visualize the steps your audience takes to reach a decision. A basic journey includes the following stages:
Awareness
- Problem: The audience realizes a significant need or problem.
- Example: Saving money or reducing carbon emissions.
Discovery
- Solution Search: The audience explores potential solutions.
- Example: Looking for “affordable eBikes” or “best weight-loss methods.”
Decision
- Evaluation: The audience compares options and decides.
- Example: Choosing the eBike that best meets their budget and storage needs.
By organizing content around each stage of the audience journey, you can create SEO-friendly content that meets your audience’s needs at every step.
Researching Audience Search Behavior: Steps to Follow
Use these steps to analyze your audience’s search patterns and build content that aligns with their journey.
1. Build an Audience Profile:
- Define your ideal customers with questions like, “Who are our most profitable clients?”
2. Map Problems to Search Queries:
- List the primary problems your ideal customer faces and break down each problem into related search queries.
3. Track Search Trends:
- Use tools like Google Trends and Brandwatch to identify high-impact keywords and questions.
4. Identify Search Patterns:
- Track seasonal trends, spikes in search volume, and recurring questions.
Example: eBike Audience Journey Map
- Awareness: Problem—Environmental concerns. Question—“How much gas can I save with an eBike?”
- Discovery: Problem—Price and features. Question—“Which eBike offers the best range for its cost?”
- Decision: Problem—Storage limitations. Question—“How compact is a folding bike?”
Summing It Up
Audience research for SEO helps you create content that resonates deeply with your target audience by analyzing their needs, search behaviors, and decision-making journeys. The insights you gather can guide keyword targeting, content development, and even UX optimization.
By understanding your audience at this level, you can boost your content’s relevance, capture search traffic, and foster long-term engagement.
Now, it’s your turn—start building a journey map and exploring the search triggers that shape your audience’s online journey.
