How Keyword Analysis can help you understand your customers?

Are you stressed with your sales and website traffic going down? Though you are using the most common and latest keywords in your content but still not getting the desired results. Then you are definitely looking only the one side of the picture and completely neglecting the other one.


Today many marketers search for the most used keywords in order to boost their sales and increase their traffic. They use keyword research data just to increase their number of searches and to be ranked higher among search engines. But don’t try to understand their customers, their needs and interests. No doubt they are still able to receive more searches, but with proper analysis of keywords, they can even have a record number of sales and traffic.


Every marketer should have an approach to use keyword research data in a way to produce content or present his business such that it attracts his customer and best serves their interests. They should analyze keywords not only to see which of them are being used more frequently but to understand why are they being searched? What was the reason which compelled the visitors to search such a phrase?


By appropriately using keyword analysis, you can reach the broadest possible audience, generate an enormous amount of traffic and increase your sales to a record level. All of this possible, just if you see the picture from a slightly different angle.


Now you would be thinking that it is all great, but how can I understand my customer more effectively by doing efficient keyword analysis. Don’t worry, I will walk you through the points which can help you gather more customer-related information to know them better and to enhance your marketing.


Categorizing Target Audiences


The most important thing when it comes to understanding your customers is to identify different groups of target audiences based on their age, profession, and interests. Using keywords just to increase your searches would make you focus on just a single target audience.  But if you can change your marketing strategies in a way that caters interests of each and every customer, you can also have the traffic and sales from all other audiences which you were ignoring in the past.


Let’s understand it with the help of an example. Suppose you have a shoe business and let’s say the main keyword is “Y shoes”. Based on your analysis you will see the following type of searches:


Durability of Y shoes”. Such searches are done by buyers who are strength-conscious and have the main concern regarding the sturdiness of those shoes.


You might also see “comfortable Y shoes” by the buyers whose main aim is to have a smooth and luxurious walking experience.


From the above example, you saw that there are always various types of target audiences and you must remember all of them when planning marketing policies. Instead of using only the main keyword i.e. “Y Shoes”, if you can modify your content, you can even have traffic from those three types of audiences as well.


Understanding What They Are Looking For


Another mistake many marketers do is that they don’t understand what their customers are actually looking for. Although they are selling the same thing which buyers want, due to poor keyword analysis they miss out on the potential traffic and sales from them. It is almost certain to happen, as buyers are not aware of technical terminologies and use simpler words to search for what they are looking for. What you should do is recognize those simple words and change with your technical ones.


Let’s understand it with example too. Let’s say you are selling shoes by calling them “athletic shoes”. But after analysis, you came to know that your audience is instead searching for “jogging shoes”. Hence, even you sell the products with the same features that your customers are looking for, you might find difficult to attract much traffic. The main reason for which is that you are not using those words which your customers are using.


Knowing Related Interests


Another reason you are not getting the expected results might be because you are not looking towards the broader interests of your audiences. You should try to understand what compelled your customers to perform the search in the first place. Buyers always have a wide variety of interests and that’s why keyword analysis is done to cater all those interests.


Let’s take our previous example again. You possibly be creating large amounts of content with the keyword “Y shoes” but you see searches such as “Y shoe cleaner”, “Y shoe shiner”, “Y shoelaces” etc. It means people are not just interested in buying your “Y shoes” but they are also looking for its accessories. So, you should also try to accommodate such interests of your customers as they will definitely attract people towards your products and websites.


I will now also share with you on how to conduct keyword research. There are numerous ways to search for keywords and then to analyze them. Firstly, you should think like a buyer and ask questions from yourself. This will help a lot in finding keywords which most of the customers have in their minds. Then there is another way of gathering keywords from your competitors. You can also search for the most trending keywords at Google Trends, and many other keywords generating websites. If you have some keywords you discovered on your own, you can check their search frequency by various keyword research tools. In this way, you can have the most updated and efficient keyword research data. Now, all you have to do is to analyze it professionally and smartly as told earlier.


Final Thoughts


So now, I believe you are aware of how keyword analysis should be done. With a slight change in using the keyword research data, you can have results beyond your expectations. You should try to make out most from the keyword analysis by following the tips shared above. Keywords should be analyzed in a way to understand the customer, his interest and the reasons why he conducted search instead to just jots down the most regularly used words. So, hurry up and start transforming your content, strategies and marketing techniques to see astonishing results!