Search Data Is Not My Job


If you are a copywriter, sales representative, human resource manager, social media manager or business owner who avoids search data, you might want to rethink that approach. Implementing keywords and phrases isn’t just the job of the person who does the website. It involves all aspects of doing business and marketing a business.

Tylor Hermanson of Intouch Solutions and Sandbox SEO shared search data insights and applications at a recent Kansas City Data-Driven Marketing Association (KCDMA) luncheon. Towards the end of his program, he listed ten ways to use search data for anything but SEO. Here’s my take on a few of his suggestions:

Job postings – a job description with industry keywords will help a business attract candidates with qualifications closely matching the need.

Social media – craft content with trending topics and keywords to maximize the value and expand the reach of each post.

Customer service – know what customers are searching for and make it easy for them to find answers with content in an FAQ format that includes familiar keywords and phrases.

Smarter targeting – familiarity with search data and incorporating industry keywords and messages in the content will help businesses reach qualified, targeted prospects.

Affiliate relationships – search data can help increase the awareness of allied businesses and expand an industry network.

Relationship marketing – use search data to help a business connect with customers and prospects by learning where they are hanging out and what they are interested in.

Got it. Search data is important to my job. Now what?

There are many tools available for exploring search data. Hermanson recommends starting with social media, focus groups, and surveys. You can also learn key terminology from employees who answer customer questions and meet with customers on sales calls.

Then, take advantage of several free resources to explore keywords and search data:

Moz – 10 free keyword searches per day

KWFinder – build upon your keyword with keyword phrases

AnswerThePublic – an entertaining site with great information

Keyworddit – learn search results related to your keyword

Finally, don’t forget the power of Google! Google Suggest (the words that pop up when you type in a few words), Google Trends (see what people are searching for) and Google Correlate (patterns and trends) are all free tools.

Ok, I realize not everyone is like me. I love SEO and am inspired by search data results and the ensuing creative possibilities. I see opportunities to create a FAQ document, a marketing flyer, a social media post or a how-to video.

How about you? How can search data help you and your business?

Susan Mertz is a Content Specialist at M&C. She specializes in website development, search engine optimization and enhancing user experience.