The bread and butter pages of your website are the “most profitable” products or services that your business offers. These pages can’t possibly do all of the heavy lifting. When you’re ready to add supporting and equally as interesting content to your website, there are many places to go for ideas. You will do this by creating in-depth, interesting material that is aligned with what your target audience is searching for. Outside of the obvious, which is increasing conversions, the main goal of content is to please both humans and search engine bots. Your supporting pages should also give assistance to the main pages on your site. Link these supporting pages up to the main page they are related to. Each page will have unique content with equally unique on-page SEO elements. If you have old, under-performing content, then update it. If successful at doing these things, your newly developed content will benefit search engine optimization naturally.
Large corporations may turn to focus groups to gain knowledge about their customers, but the cost makes this an unrealistic option for many businesses. In addition, even if you were to afford a large focus group; it pales in comparison to the volume of data that can be found on the internet.
Surveys are very useful, and keyword research is always important. It is still recommended to use Google Keyword Planner to figure out search volume. However, this article is intended to focus more on two free tools from Google that are really useful as part of your data gathering process.
Google trends is a free tool that offers consumer insights in the form of trending topics. If you’re looking for public opinion and interests, and researching ideas for website content…then this is a great tool for you! The trending topics are displayed in graphs; either a snapshot of what is hot and trending right now, or what trends look like over time. You’ll be provided top queries that provide a snapshot of what your desired audience is searching for.
Start by selecting:
Google Trends will identify:
- Top Trends
- Consumer Demand
- Compare Product Features
- Competing Brands
Google Correlate is kind of the opposite of Google Trends and words best for seasonal businesses, or those that have a time cycle of some sort. It’s also great for marketers who may not be super familiar with the industry they are creating content for. You enter the target that you have in mind. Google will in turn provide the queries which are similar to, or related to what you have specified.
Google correlate will help support your Google Keyword Planner research. Take a handful of the keywords you have in mind, and put them through correlate to see what kind of pattern comes up. To date, Google Correlate is the only tool I know of that can do this with search data. How the results are related to your target; that’s the creative part. Have an open mind because some strange things may pop up.
Start by Imputing:
- Your unique business trend
- A Search Query
- A Drawing
Google Correlate will identify:
- Associations between search trends
- Associations to geographic areas
- Associations to basically anything you ask
- Buyer Personas
Both Google Trends and Google Correlate are based on “Share of Total Volume.” Both tools offer results that can be downloaded, which is another really nice feature for a free tool. Downloading the results will allow you to easily analyze the data and potentially combine it with other findings to develop a more complete picture of your audience. It’s this kind of information that will help a business solidify decisions about content topics for static website pages and blogs. It can also have PR purposes, be used to write on-page SEO, and prove useful for marketing decisions such as PPC ad campaigns.
Many SEO Consultants are already using online tools like those discussed here. Take some time to play around with these free Google tools for yourself to see their endless possibilities.