People search Google for things they wouldn’t ask their friends. And they search for things they would. They’re doing it in the moment, and it’s free, and it gives us insights into our consumer’s lives.
Answer the Public was produced by Propeller Net in answer to the tediousness of having to trawl through Google – and they wanted to make keyword research prettier.
Sophie suggests that we should use Answer the Public to help us better understand our audience. Keyword research, yes, but also insights into how people identify themselves. For example, use ATP to look at “skiers are” vs “boarders are” and look at what comes up – this tribal association with each snow sport is an important part of who these people are, and creating content around this can be very powerful.
Another area you can use is the ‘like’ branch to identify influencers, e.g. put in ‘coats’ and you’ll get ‘coats like Kim Kardashian’ etc. Think not just about keywords, but what your PR team could do with this, what your product team can do with this.
Sophie suggests that as SEOs we are gatekeepers to a huge amount of information and we should share it beyond our own teams.
Three tools to use
- Audience view by Hitwise – audience understanding
- Brandwatch – insight into what your audience is shouting about on social
- What Users Do – get commentary on UX
This post is one of 27 in our Brighton SEO 2017 collection
- Brighton SEO: Rebecca Brown – Why you should scrap your content budget line
- Brighton SEO: Fili Wiese – Link building 2018
- Brighton SEO: Sophie Coley – Answering the Public
- Brighton SEO: Stacey MacNaught – Advanced Keyword Research
- Brighton SEO: Duane Forrester – Markup, User Driven Change and Your Future
- Brighton SEO: A Different Perspective on Ranking Factors, Jo Turnbull and Daniel Furch
- Brighton SEO: Christoph Cemper, How to Grow Traffic by 500%
- SMX London: Harnessing The Power Of Online Reviews – Ben Roberts
- BrightonSEO: Samantha Noble on How To Use Paid Media To Increase The Lifetime Value Of A Customer
- BrightonSEO: Arianne Donoghu – Moving Towards Audiences in a Keyword-Based World
- BrightonSEO: Sam Charles – How to incentivise bloggers without spending money
- BrightonSEO: Charlie Williams – Shop it like it’s hot; Ecommerce content that’s worth a damn
- BrightonSEO: Julia Ogden’s 10 step checklist for a show stopping distribution plan
- BrightonSEO: Sean Butcher – So You Think You Know Canonical Tags?
- BrightonSEO: Marcus Tober – Why SEO and Content Marketing must always be data-driven
- Brighton SEO: Alexandra Lever – How partnerships and sponsorships can help your search marketing efforts
- BrightonSEO: Raj Nijjer – AI and Structured Data: How voice search raises the stakes for businesses
- Brighton SEO – Advanced Local SEO Tips to Help You Murder Your Competitors – Greg Gifford
- BrightonSEO: Tony Lu – How real time dashboards can help you make better decisions
- Al Wightman – How can Google Data Studio help me? Brighton SEO 2017
- BrightonSEO 2017: The Future Of Search – @PurnaVirji talks us through a Keywordless world
- BrightonSEO: Philip Gamble on Technical SEO beyond the initial audit
- BrightonSEO: Sophie Turton – The Psychology of Language for PPC
- BrightonSEO: Marco Volpe On How To Create Your Own Dynamic Remarketing
- BrightonSEO: Sam Vandermark – Looking Beyond Paid Search For Better Biddable Results
- BrightonSEO: Claudia Higgins – Getting the most out of the SEO data you can get for free
- BrightonSEO: Lotty Chudley – Persuading Consumers to Part with Their Cash: Tips & Tricks for Conversion