{"id":644218,"date":"2024-11-14T17:00:00","date_gmt":"2024-11-14T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-do-audience-research-for-seo\/"},"modified":"2024-11-14T17:00:00","modified_gmt":"2024-11-14T14:00:00","slug":"how-to-do-audience-research-for-seo","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/","title":{"rendered":"#How to do audience research for SEO"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2d8117bed0b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2d8117bed0b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#This_streamlined_process_lets_you_uncover_search_behavior_map_audience_intent_and_find_SEO_opportunities_even_with_limited_resources\" >This streamlined process lets you uncover search behavior, map audience intent and find SEO opportunities even with limited resources.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#Traditional_audience_research_Methods_and_limitations\" >Traditional audience research: Methods and limitations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#A_better_way_for_audience_research_in_search\" >A better way for audience research in search<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#The_ideal_customer_problem_profile\" >The ideal customer problem profile<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#The_search_behavior\" >The search behavior<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#The_triggers\" >The triggers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#The_journey\" >The journey<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#How_to_research_audience_search_behavior\" >How to research audience search behavior<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#ICPs_values_Ideal_customer_problem_profile\" >ICP\u2019s values: Ideal customer problem profile<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#Audience_search_behavior_Find_patterns\" >Audience search behavior: Find patterns\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#Search_triggers_What_drives_behavior\" >Search triggers: What drives behavior<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-audience-research-for-seo\/#Inform_your_SEO_strategy_with_audience_insights\" >Inform your SEO strategy with audience insights<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"This_streamlined_process_lets_you_uncover_search_behavior_map_audience_intent_and_find_SEO_opportunities_even_with_limited_resources\"><\/span>This streamlined process lets you uncover search behavior, map audience intent and find SEO opportunities even with limited resources.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>To succeed in SEO, it\u2019s essential to understand what your audience is searching for and why. <\/p>\n<p>Audience research goes beyond basic demographics, diving into the intent behind search queries to reveal what truly drives people\u2019s decisions.\u00a0<\/p>\n<p>By analyzing search behavior, you can map out an audience journey that aligns with their needs, allowing you to create SEO strategies that are both targeted and effective \u2013 without needing extensive resources. Here\u2019s how to get started.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-traditional-audience-research-methods-and-limitations\"><span class=\"ez-toc-section\" id=\"Traditional_audience_research_Methods_and_limitations\"><\/span>Traditional audience research: Methods and limitations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Traditional audience research is a broad process that gathers, analyzes and interprets audience insights around a persona. These analyses can include:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Demographic characteristics:<\/strong> Age, gender, job, etc.<\/li>\n<li><strong>Psychographics:<\/strong> Interest, hobbies, values, lifestyle.<\/li>\n<li><strong>Firmographic:<\/strong> Company type, size, etc.<\/li>\n<li><strong>Behavioral insights:<\/strong> Action trends and patterns.<\/li>\n<\/ul>\n<p>To traditionally gather this data, a researcher would ask questions directly to the customer or audience, doing things like:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Voice of customer (VoC) surveys:<\/strong> Survey customers to understand their problems.<\/li>\n<li><strong>Focus groups:<\/strong> Interview a small number of people similar to your audience profiles.<\/li>\n<li><strong>Interviews:<\/strong> Interview customers one-on-one.<\/li>\n<\/ul>\n<p>David Ogilvy, the founder of Ogilvy &amp; Mather and often referred to as the \u201cFather of Advertising,\u201d highlighted a key issue with traditional market research:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThe problem with market research is that people don\u2019t think how they feel, they don\u2019t say what they think and they don\u2019t do what they say.\u201d<\/p>\n<\/blockquote>\n<p>Instead of conducting time-consuming studies to build personas, audience research tools can help you identify audiences. However, they have significant limitations in finding and analyzing behavior and what drives behavior.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Similarweb:<\/strong> Robust audience insights to find audience segments online based on websites they visit.<\/li>\n<li><strong>Audiense:<\/strong> Create a list of influencers, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> or websites to find audiences based on their affinity to a website.<\/li>\n<li><strong>Brandwatch:<\/strong> Use keywords to search conversations across social and press.<\/li>\n<\/ul>\n<p>There\u2019s a better way to uncover actionable audience intelligence that is executable for most SEOs.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-better-way-for-audience-research-in-search\"><span class=\"ez-toc-section\" id=\"A_better_way_for_audience_research_in_search\"><\/span>A better way for audience research in search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Audience research for SEO involves analyzing search behavior patterns around a set of problems to understand search intent.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"449\" alt=\"Audience Research For SEO\" class=\"wp-image-448263\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-1536x862.jpg 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO.jpg.webp 1600w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-800x449.jpg.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"449\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-800x449.jpg.webp\" alt=\"Audience Research For SEO\" class=\"wp-image-448263\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO-1536x862.jpg 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-research-for-SEO.jpg.webp 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<\/div>\n<p>Intent is what someone tries to accomplish (goal or objective) and what they want in that specific situation.<\/p>\n<p>To uncover the intent of a search, build an audience journey map based on your ideal customer\u2019s problems:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Ideal customer problems<\/strong>: Who is the customer, what do they want, what are their problems and what questions do they have?<\/li>\n<li><strong>Analyze search behavior data<\/strong>: How people search for brands or topics related to their problems\/opportunities.<\/li>\n<li><strong>Identify drivers:<\/strong> What conversation or expert is driving the audience to search?<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-the-ideal-customer-problem-profile\"><span class=\"ez-toc-section\" id=\"The_ideal_customer_problem_profile\"><\/span>The ideal customer problem profile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Who is your ideal customer (e.g., what does your best customer look like) and what problems do you solve for them?<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" alt=\"ICP problems\" class=\"wp-image-448264\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-1536x862.jpg 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems.jpg.webp\" alt=\"ICP problems\" class=\"wp-image-448264\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/ICP-problems-1536x862.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>In every transaction, people are either trying to solve a problem or seize an opportunity.\u00a0<\/p>\n<p>This need defines their intent, which often goes deeper than the typical categories of transactional, informational or navigational intent.\u00a0<\/p>\n<p>To truly understand search intent, you must first identify the underlying problem and what the person hopes to achieve by solving it.<\/p>\n<p>Most audiences need help understanding what they want, so analyzing behavior can be a proxy for their desires. Uncovering what positioning or messaging drives this behavior is the closest you can get to intent.<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/UriLevine1\" target=\"_blank\" rel=\"noopener\">Uri Levin<\/a>, a two-time unicorn builder and author of \u201cFall in Love with the Problem, Not the Solution\u201d puts it:\u00a0<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cAt the end of the day, the entrepreneurial journey is about value creation, and the simplest way to create value is to solve a problem.\u201d<\/p>\n<\/blockquote>\n<p>In this step, identify a list of your ideal customer profiles (ICPs) and the problems you can solve.<\/p>\n<p>The next step is understanding how your audience behaves on their journey to solve these problems.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-search-behavior\"><span class=\"ez-toc-section\" id=\"The_search_behavior\"><\/span>The search behavior<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Search behaviors are the trends and patterns of an audience\u2019s journey to finding a solution to their problems.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" alt=\"Search behavior\" class=\"wp-image-448265\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-1536x862.jpg 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior.jpg.webp\" alt=\"Search behavior\" class=\"wp-image-448265\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-behavior-1536x862.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>For example, when someone reads an article about an amazing new weight loss device that allows users to lose weight and build muscle without workouts, they will search Google or social media for the device name or maybe just a \u201cnew weight loss device.\u201d<\/p>\n<p>Using a search engine or platform search function is a natural pattern people follow. Robert B. Cialdini, author of \u201cInfluence: The Psychology of Persuasion,\u201d calls these \u201cClick, whirr,\u201d which are fixed-action patterns in people\u2019s behavior.<\/p>\n<p>Most people use natural search patterns to understand problems and solutions deeper.<\/p>\n<p>After reading content on social or in the press, people use search engines to research the topic.<\/p>\n<ul class=\"wp-block-list\">\n<li>Up to 79% of people say they\u2019re more confident when they feel they\u2019ve done the necessary research, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-journey\/build-confident-consumers-to-improve-metrics\/\" target=\"_blank\" rel=\"noopener\">according to Google<\/a>. And 75% of people say they cross-check multiple sources to validate facts. Many use search engines to do that.<\/li>\n<li>People are influenced by social media and the press but use search engines to find information, with search engines driving 70% of visits in one study.<\/li>\n<\/ul>\n<p>Search engines are a fixed-action pattern touchpoint on your audience\u2019s journey to solve their problems.<\/p>\n<p>Now, we need to understand what is driving these patterns.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-triggers\"><span class=\"ez-toc-section\" id=\"The_triggers\"><\/span>The triggers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Triggers are<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.nirandfar.com\/how-to-manufacture-desire\/#:~:text=1.-,Trigger,app%20icon%20on%20a%20phone.\"> actuators of search behavior<\/a> that can significantly impact the nature, direction or magnitude of trending search behavior.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" alt=\"Audience triggers\" class=\"wp-image-448266\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-1536x862.jpg 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers.jpg.webp\" alt=\"Audience triggers\" class=\"wp-image-448266\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-triggers-1536x862.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>If audience search behavior shifts, the shift has triggers.<\/p>\n<p>Triggers change an audience\u2019s state. These can be changes to internal thoughts (\u201cThe best brand is X\u201d) or external actions (\u201cI need to search for X\u201d). Analyze these triggers to find what\u2019s driving behavior.<\/p>\n<p>Triggers can be internal (internal to a person, organization or system) or external (broad environmental impact).<\/p>\n<p>An example of a trigger is when the Wall Street Journal publishes an article about solving the weight loss problem and lists several products to help. The readers will then search for more details about the product or type of product.<\/p>\n<p>Sometimes, a single article can generate hundreds of brand searches, while other times, a company or product\u2019s messaging has to be seen several times before it drives action.<\/p>\n<p>These drivers explain why a trend is h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening by identifying the root cause.<\/p>\n<p>Understanding triggers can help marketers with the following:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Strategic decision-making:<\/strong> Leverage trends or create them to accomplish goals.<\/li>\n<li><strong>Keyword opportunities:<\/strong> Based on the audience journey stage or need, identify which content should be seen for which keywords.<\/li>\n<li><strong>Content planning and distribution:<\/strong> Identify which sites your audience visits for information related to their problem and any gaps in information they need.<\/li>\n<li><strong>Create linkable assets:<\/strong> Identify what content an audience will share and engage with.<\/li>\n<li><strong>Design funnels:<\/strong> Plan out messaging and UX funnel to push the audience further toward a decision.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-the-journey\"><span class=\"ez-toc-section\" id=\"The_journey\"><\/span>The journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>An audience journey map is a visual map of the decision-making process someone goes through to solve a problem and accomplish something.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" alt=\"Audience journey\" class=\"wp-image-448267\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-1536x862.jpg 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"898\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey.jpg.webp\" alt=\"Audience journey\" class=\"wp-image-448267\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey.jpg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-800x449.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-768x431.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Audience-journey-1536x862.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>The journey is the path an audience takes to solve their problems. It shows the intent, along with the touchpoints and messaging experienced at each step.\u00a0<\/p>\n<p>The problems, opportunities or questions the audience has at each step tell you what your audience is searching for.<\/p>\n<p>The key elements of a journey include:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Problems<\/strong>: Issue that must be solved.<\/li>\n<li><strong>Opportunities<\/strong>: Benefit(s) of solving the issue.<\/li>\n<li><strong>Questions<\/strong>: Questions need to be answered to make good decisions.<\/li>\n<\/ul>\n<p>A journey can have different stages, but I would start with:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>: A significant problem exists.<\/li>\n<li><strong>Discovery<\/strong>: Find solutions.<\/li>\n<li><strong>Decision<\/strong>: Select a solution.<\/li>\n<\/ul>\n<p>The journey map will give you a structure and context to understand why the audience is reacting to the divers. Why the divers are important. And what drivers matter most.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-how-to-research-audience-search-behavior\"><span class=\"ez-toc-section\" id=\"How_to_research_audience_search_behavior\"><\/span>How to research audience search behavior<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>These are simple steps to analyze our audience\u2019s search behavior. We are creating an audience journey map to uncover how your audience decides to solve their problems.<\/p>\n<p>The end output is an audience journey map, that will guide on-page content, keyword targeting or even PR and SEO funnels.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-icp-s-values-ideal-customer-problem-profile\"><span class=\"ez-toc-section\" id=\"ICPs_values_Ideal_customer_problem_profile\"><\/span>ICP\u2019s values: Ideal customer problem profile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Below are the steps for identifying your ICP, developing a problem profile and mapping the audience\u2019s journey to find a solution.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Define your ideal customers<\/strong>: Consult with sales or interview your top clients. Ask questions like, \u201cWho are our most profitable and easiest-to-retain clients?\u201d<\/li>\n<li><strong>Develop a problem profile<\/strong>: Map out the primary problems your ICP faces, the opportunities these problems present and the specific tasks they need to accomplish. Break down each problem into its core elements and related challenges.<\/li>\n<li><strong>Map the customer journey<\/strong>: Outline the customer journey by listing key problems, opportunities and jobs to be done at each stage.\u00a0<\/li>\n<li><strong>Build a keyword list<\/strong>: Based on the identified problems, opportunities and questions, create a keyword list that captures your ICP\u2019s search behavior around these issues.\u00a0<\/li>\n<\/ul>\n<p>A key part of this step is creating a problem map, a simple tool that organizes the target problem along with its related problems and underlying elements. This map helps clarify the scope and context of the primary issue.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"583\" alt=\"Problem map\" class=\"wp-image-448268\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-600x219.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-800x292.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-200x73.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-768x280.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-1536x560.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"583\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map.png.webp\" alt=\"Problem map\" class=\"wp-image-448268\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-600x219.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-800x292.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-200x73.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-768x280.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Problem-map-1536x560.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Take the problems and map them to the audience\u2019s journey stages.<\/p>\n<p>Let\u2019s go through a basic example with eBikes.<\/p>\n<p>Each journey map is created based on a few key aspects of the ideal customer profile.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Archetype:<\/strong> Americans in cities that want to reduce their carbon footprint.<\/li>\n<li><strong>Problem:<\/strong> Buy an eBike to reduce your carbon footprint.<\/li>\n<li><strong>Situation:<\/strong> Commuting or running errands in a congested city and creating pollution.<\/li>\n<\/ul>\n<p>Audience journey map elements and answers:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> Save the environment with eBike.<\/li>\n<li><strong>Opportunity:<\/strong> Reduce gas with eBike.<\/li>\n<li><strong>Questions:<\/strong> How much gas can I save?<\/li>\n<\/ul>\n<\/li>\n<li><strong>Discovery<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> A lot of eBikes, limited budget.<\/li>\n<li><strong>Opportunity:<\/strong> Cheap eBike.<\/li>\n<li><strong>Questions:<\/strong> Which eBike is the longest range for the cost?<\/li>\n<\/ul>\n<\/li>\n<li><strong>Decision<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> Limited storage in the apartment.<\/li>\n<li><strong>Opportunity:<\/strong> Folding eBike.<\/li>\n<li><strong>Questions:<\/strong> How easy is it to fold?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>See how \u201ceBike\u201d changes meaning when it\u2019s considered a problem and not a product.<\/p>\n<p>Create an audience journey map at this stage to have a framework to uncover questions across the decision-making journey.<\/p>\n<p>With some problems mapped to a journey, then find an audience interested in solving them.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-audience-search-behavior-find-patterns-nbsp-nbsp\"><span class=\"ez-toc-section\" id=\"Audience_search_behavior_Find_patterns\"><\/span>Audience search behavior: Find patterns\u00a0\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use Google Trends to analyze audience behaviors and uncover patterns in their responses to various triggers, such as articles, social posts or consistent messaging over time.\u00a0<\/p>\n<p>These insights reveal how audiences engage with content related to their problems and objectives.<\/p>\n<p><strong>Types of analysis<\/strong>:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Brand search patterns: <\/strong>Compare competitor\u2019s brand name search.<\/li>\n<li><strong>Executive search patterns:<\/strong> Search for executive names or info.<\/li>\n<li><strong>Problem search:<\/strong> How do they search for elements of the problem?<\/li>\n<li><strong>Category search:<\/strong> Trends in search interest for the product\/service type.<\/li>\n<li><strong>Questions:<\/strong> What questions do people have? (e.g., searches for \u201cwhat is X.\u201d)<\/li>\n<\/ul>\n<p><strong>Steps to identify audience search behavior patterns<\/strong>:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Conduct keyword searches<\/strong>: Identify key terms related to your brand and the specific problems your audience is trying to solve.<\/li>\n<li><strong>Spot patterns<\/strong>: Use Google Trends to track audience trends over time. Look for specific dates or periods when interest spikes.<\/li>\n<li><strong>List key questions<\/strong>: Compile questions that arise from your analysis of media and social conversations.\u00a0<\/li>\n<\/ul>\n<p>In the eBike example, I used Google Trends and Glimpse (Chrome plugin to add in more data points) to analyze:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>The company \u201cLectric eBike.\u201d\u00a0\u00a0<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"912\" alt=\"Google trends + Glimpse for \" lectrice ebike class=\"wp-image-448269\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-593x338.png.webp 593w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-800x456.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-768x438.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-1536x876.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"912\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22.png.webp\" alt=\"Google trends + Glimpse for \" lectrice ebike class=\"wp-image-448269\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-593x338.png.webp 593w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-800x456.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-768x438.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Google-trends-Glimpse-for-22lectrice-eBike22-1536x876.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">General<\/a> U.S. interest in \u201ceBike.\u201d\u00a0<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"915\" alt=\"eBike interest growth\" class=\"wp-image-448270\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-591x338.png.webp 591w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-800x458.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-768x439.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-1536x878.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"915\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth.png.webp\" alt=\"eBike interest growth\" class=\"wp-image-448270\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-591x338.png.webp 591w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-800x458.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-768x439.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/eBike-interest-growth-1536x878.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<ul class=\"wp-block-list\">\n<li>Specific eBike feature \u201cfolding eBike.\u201d\u00a0<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"920\" alt=\"Trends for \" folding ebike class=\"wp-image-448271\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-588x338.png.webp 588w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-800x460.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-197x113.png.webp 197w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-768x442.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-1536x883.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"920\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22.png.webp\" alt=\"Trends for \" folding ebike class=\"wp-image-448271\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-588x338.png.webp 588w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-800x460.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-197x113.png.webp 197w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-768x442.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Trends-for-22folding-eBike22-1536x883.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>The trends show that the industry and Lectric\u2019s brand are growing together, so we should analyze this audience\u2019s search behavior to see why interest is growing for both topics.<\/p>\n<p>You can add this to the audience journey map elements. This is just a starter template.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> Save the environment with eBike.<\/li>\n<li><strong>Opportunity:<\/strong> Reduce gas with eBike.<\/li>\n<li><strong>Questions:<\/strong> How much gas can I save?<\/li>\n<li><strong>Trends:<\/strong> Growing interest in \u201cebike\u201d and \u201cfolding ebike.\u201d<\/li>\n<\/ul>\n<\/li>\n<li><strong>Discovery<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> A lot of eBike, limited budget.<\/li>\n<li><strong>Opportunity:<\/strong> Cheap eBike.<\/li>\n<li><strong>Questions:<\/strong> Which eBike has the longest range for the cost?<\/li>\n<li><strong>Trends:<\/strong> Growing interest in \u201cbest eBike.\u201d<\/li>\n<\/ul>\n<\/li>\n<li><strong>Decision<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> Limited storage in an apartment.<\/li>\n<li><strong>Opportunity:<\/strong> Folding eBike.<\/li>\n<li><strong>Questions:<\/strong> How easy is it to fold?<\/li>\n<li><strong>Trends:<\/strong> Brand search for Lectric eBike is growing YoY.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>With trends identified, the final step is to identify what is driving the conversations.<\/p>\n<p><strong>Tip:<\/strong> In many cases, search trends with very small audiences don\u2019t show up on Google Trends. You can sometimes find micro-trends in Google Search Console, analyze competitor keywords or analyze publisher rankings.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-search-triggers-what-drives-behavior\"><span class=\"ez-toc-section\" id=\"Search_triggers_What_drives_behavior\"><\/span>Search triggers: What drives behavior<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Identify triggers by analyzing trending topics and the messaging around them, along with the platforms (social media, press, blogs, podcasts) and influencers or experts who amplify these messages.<\/p>\n<p>Examine conversations across these channels to understand what drives search behavior. Look for popular stories, influential discussions or brands with high mention volumes and any emotionally charged topics that might provoke strong audience reactions.<\/p>\n<p>Make sure to analyze both:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Internal triggers<\/strong>: Use a PEST (political, economic, social, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>) analysis as a proxy for internal triggers.<\/li>\n<li><strong>External triggers<\/strong>:\n<ul class=\"wp-block-list\">\n<li><strong>Messaging:<\/strong> What is being said about the topic?<\/li>\n<li><strong>Platform:<\/strong> What sites, publishers or social networks mention the topic?<\/li>\n<li><strong>Experts:<\/strong> What trusted experts are discussing the topic?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong>Steps for analyzing audience triggers<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Conduct a PEST scan<\/strong>: Review Google <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">News<\/a>, industry publications and key influencers from the past year to identify political, economic, social and technological factors impacting your audience.<\/li>\n<li><strong>Find trends and posts<\/strong>: Use tools like Brandwatch or Buzzsumo to compile articles and social posts discussing relevant topics.<\/li>\n<li><strong>Analyze messaging<\/strong>: Examine the perspectives and messaging from media sources, influencers and experts to understand common themes and viewpoints.\n<ul class=\"wp-block-list\">\n<li>Look at social platforms where users discuss personal experiences related to your brand or topic (e.g., \u201cI have a small apartment and use a folding eBike\u201d).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Grok recently gained access to the X feeds directly, so you can now analyze X\u2019s posts in real time.<\/p>\n<p>With the \u201ceBike\u201d search, I asked Grok to analyze trends in X posts to see what conversations are driving search growth for \u201ceBike.\u201d\u00a0\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1570\" alt=\"Grok analysis of eBike trend\" class=\"wp-image-448272\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-344x338.png.webp 344w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-611x600.png.webp 611w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-115x113.png.webp 115w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-768x754.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-1536x1507.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1570\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend.png.webp\" alt=\"Grok analysis of eBike trend\" class=\"wp-image-448272\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-344x338.png.webp 344w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-611x600.png.webp 611w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-115x113.png.webp 115w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-768x754.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Grok-analysis-of-eBike-trend-1536x1507.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>This simple question provided insights on optimizing the user experience for SEO.\u00a0<\/p>\n<p>Two major barriers to adoption are high costs and limited storage. The popularity of the \u201cfolding eBike\u201d trend aligns well with storage concerns.<\/p>\n<p>If your product includes a folding eBike, consider highlighting this feature prominently on the landing page or in the site navigation.<\/p>\n<p>For non-folding models, emphasize storage solutions or quick-release wheels for easy removal and compact storage.\u00a0<\/p>\n<p>Tailoring content in this way addresses key audience needs, making the page more relevant and engaging.<\/p>\n<p>Here\u2019s a sample audience journey map for \u201ceBike.\u201d<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> Save the environment with eBike.<\/li>\n<li><strong>Opportunity:<\/strong> Reduce gas with eBike.<\/li>\n<li><strong>Questions:<\/strong> How much gas can I save?<\/li>\n<li><strong>Trends:<\/strong> Growing interest in \u201ceBike.\u201d<\/li>\n<li><strong>Drivers:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Messaging<\/strong>: Pandemic, lower carbon footprint.<\/li>\n<li><strong>Platform<\/strong>: Green and national press about eBikes.<\/li>\n<li><strong>Experts<\/strong>: Electric Bike Report.<\/li>\n<li><strong>Timing<\/strong>: Consistent messaging about eBikes over time after the pandemic.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li><strong>Discovery<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> A lot of eBikes, limited budget.<\/li>\n<li><strong>Opportunity:<\/strong> Cheap eBike.<\/li>\n<li><strong>Questions:<\/strong> Which eBike has the longest cost range?<\/li>\n<li><strong>Trends:<\/strong> Brand search for Lectric eBike is growing.<\/li>\n<li><strong>Drivers:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Messaging<\/strong>: eBikes have high costs and storage is an issue.<\/li>\n<li><strong>Platforms<\/strong>: X, green publishers, eBike publishers.<\/li>\n<li><strong>Experts<\/strong>: Rob Rides EMTB.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li><strong>Decision<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Problem:<\/strong> Limited storage in an apartment.<\/li>\n<li><strong>Opportunity:<\/strong> Folding eBike.<\/li>\n<li><strong>Questions:<\/strong> How easy is it to fold?<\/li>\n<li><strong>Trends:<\/strong> Conversations around car emissions + eBike.<\/li>\n<li><strong>Drivers:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Messaging<\/strong>: Low-cost eBike with simple storage options.<\/li>\n<li><strong>Platforms<\/strong>: Search, YouTube, eBike publishers.<\/li>\n<li><strong>Experts<\/strong>: Rob Rides EMTB<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Although my analysis was limited, I identified potential strategies related to the topics of \u201cfolding\u201d and \u201ccosts.\u201d\u00a0<\/p>\n<p>For an eBike landing page, I would address both cost and storage concerns by highlighting storage options or emphasizing the folding feature.\u00a0<\/p>\n<p>You could even consider ranking for keywords like \u201cguide to folding eBikes\u201d or present innovative storage solutions for non-folding models to spark audience discussions.\u00a0<\/p>\n<p>This could also create demand for alternative storage solutions, particularly as interest in folding eBikes continues to grow.<\/p>\n<p>However, a word of caution: Grok is still a new tool, so it\u2019s uncertain whether it\u2019s identifying true trends or just reflecting isolated conversations.<\/p>\n<p><strong>Top tips:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Look for action-oriented content<\/strong> that drives short-term actions when a person is trying to solve a problem (e.g., how-to, list of top things). These articles can drive search and short-term leads or sales since the audience wants to find a product or service.<\/li>\n<li>Sometimes, <strong>a single podcast, news article or discussion among a small audience can drive search<\/strong> interest for a highly targeted and valuable audience, but it can be difficult to find. Podcasts are great places to drive search. For example, the screenshot below shows a spike in the search for \u201cDNA printer,\u201d which was driven by a discussion in episode 2076 of the Joe Rogan Experience. It shows there\u2019s an interest in an under-discussed topic, at least.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1176\" height=\"672\" alt=\"Search for \u201cdna printer\u201d in Google Trends\" class=\"wp-image-448273\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends.png.webp 1176w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-592x338.png.webp 592w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-800x457.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-768x439.png.webp 768w\" data-lazy-sizes=\"(max-width: 1176px) 100vw, 1176px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1176\" height=\"672\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends.png.webp\" alt=\"Search for \u201cdna printer\u201d in Google Trends\" class=\"wp-image-448273\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends.png.webp 1176w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-592x338.png.webp 592w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-800x457.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/Search-for-dna-printer-in-Google-Trends-768x439.png.webp 768w\" sizes=\"auto, (max-width: 1176px) 100vw, 1176px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-inform-your-seo-strategy-with-audience-insights\"><span class=\"ez-toc-section\" id=\"Inform_your_SEO_strategy_with_audience_insights\"><\/span>Inform your SEO strategy with audience insights<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This process reveals how audiences react to messaging and available solutions, uncovering their hidden intent through search behavior trends and triggers.<\/p>\n<p>By leveraging these insights, you can boost brand search volume, establish yourself as an expert in trending topics or increase demand for specific keywords.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Kevin Rowe\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Kevin-Rowe.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Kevin-Rowe.jpeg.webp\" alt=\"Kevin Rowe\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Kevin Rowe<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=_kevinrowe&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/kevin-rowe\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div>Kevin is the Founder &amp; Head of Digital PR Strategy at PureLinq, a provider of digital PR for SEO services.<\/p>\n<p>He specializes in integrated SEO &amp; PR focused around data campaigns and expert commentary as a method to secure links and brand mentions.<\/p>\n<p>After graduating with a degree in Integrated Marketing Communications from the Roy Park School of Communication at Journalism at Ithaca College, he was a researcher and editor for post-doctorate researchers from Cornell University, performing field research in Chile. This was his introduction to the power of primary research and true field expertise.<\/p>\n<p>Starting in 2010, he began designing and executing search and media marketing initiatives for enterprise clients and agencies. He found himself consulting for digital, social, and communications firms in New York, and beyond. This experience included consulting for global powerhouses like Teneo Holdings, Coca-Cola, Novartis and Siemens.<\/p>\n<p>This was a path to building two search and digital PR agencies that won enterprise clients like Hyatt Hotels, Kaplan University, Groupon, VMware, and so much more.<\/p>\n<p>He found this experience invaluable, which made sense to share in contributions to publications like Search Engine Journal, Fast Company, Forbes, Huffington Post, and Search Engine Land.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/audience-research-for-seo-448261\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This streamlined process lets you uncover search behavior, map audience intent and find SEO opportunities even with limited resources. To succeed in SEO, it\u2019s essential to understand what your audience is searching for and why. Audience research goes beyond basic demographics, diving into the intent behind search queries to reveal what truly drives people\u2019s decisions.\u00a0&#8230;<\/p>\n","protected":false},"author":1,"featured_media":644219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/How-to-do-audience-research-for-SEO.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-644218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/644218","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=644218"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/644218\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/644219"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=644218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=644218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=644218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}