To achieve success, brands know that the secret lies in understanding consumer needs. If surveys and market studies prove useful for better understanding customer expectations, new marketing tools are proving even more effective. This is the case of Search Listening, a technique which consists of monitoring queries typed on different search engines. A real gold mine for anticipating market trends and adapting your offer! Find out how Search Listening is revolutionizing marketing and outperforming surveys! I subscribe
Search Listening: an underused marketing technique
Search listening: a practice from the SEO industry
Search Listening is a practice which consists of collecting, processing and analyzing queries entered by Internet users on search engines (Google, Bing, etc.), marketplaces and chatbots. This data represents a wealth of unlimited information on consumer trends, expectations, and needs. For brands, this technique constitutes a fantastic lever to better understand their customers and adapt their offer accordingly.
Search Listening began in the mid-1990s, when the SEO industry first emerged. Marketers have seen the value of search engine optimization to increase brand visibility and acquire more customers.
A technique still too little used
Despite its remarkable effectiveness, Search Listening is still underused. Marketing teams readily turn to surveys, polls, or even “Social Listening” which consists of staying in touch with consumers on social networks. These different approaches are of interest, but Search Listening would benefit from being more integrated into company marketing strategies. A statistical survey by Oberlo shows that almost half of all product searches start on Google!
The incredible potential of online searches
Carrying out online research is part of everyday life for millions of Internet users. With the increasing development of digital technologies, it is common to use a computer or a smartphone to find out about a product or service, make a purchase, get information or even find an address. According to 2022 figures from Internet Live Stats, 99,000 queries are typed every day on Google, or 8.5 billion per day. Even more surprising, according to Google, 15% of these queries are new and have never been made before. This shows the incredible potential of Search Listening for brands!
The advantages of Search Listening in an effective marketing strategy
A unique opportunity to learn about customer needs
Online research provides a wealth of valuable information about consumer expectations. By collecting and analyzing them, brands can understand the needs of their market in real time. This technique allows them to:
- detect new trends;
- identify the most popular products;
- prioritize future marketing campaigns;
- evaluate the impact of marketing operations;
- create or improve their content strategy;
- establish new targeted partnerships.
Internet users’ searches: a revealing and authentic mirror
Search engines constitute interfaces where Internet users confide without filter. They share their doubts, their questions and their concerns in an authentic and spontaneous way.
During surveys or polls, the information collected is not always as sincere. Social desirability bias occurs unconsciously, pushing the individual to provide a socially acceptable response.
Thus, Search Listening appears to be the ideal tool for identifying the real needs of consumers. Other major advantages of data collected on the Web are:
- in real time ;
- expressed with consumers’ own vocabulary.
A new generation of tools to track and analyze online searches
Do you better understand the benefits of Search Listening, and would you like to know how to use it?
Query analysis tools, free or paid, have been available for several years:
- Google Trends: created in 2008, it is the pioneer in this field, and allows you to analyze the popularity of the main queries typed on Google.
- Answer The Public (ATP): it examines questions relating to one or more keywords, based on the auto-completion of the Google search bar
- SemRush: it continuously monitors the position of a site and its competitors in Google results, on large sets of keywords
These solutions offer approximate and limited services. The results lack details and generally only relate to searches carried out on Google.
To exploit the full potential of Search Listening, it is preferable to use new generation tools, more complete and efficient.
This is what Trajaan, the first enterprise Search Listening platform, offers. Launched in 2021, it offers an optimal solution for brands wishing to adapt their marketing strategy. Trajaan stands out by collecting searches from all sources (search engines, marketplaces, chatbots, etc.). Their technology stands out thanks to cutting-edge semantic algorithms, provides detailed recommendations and reports, useful for analyzing markets on a global scale and designing an impactful business strategy.
Don’t miss out on the power of Search Listening! This methodology is essential for all modern brands who wish to stand out and listen to their customers to offer them tailor-made offers. With Trajaan, it’s never been easier to track and analyze online searches to capture new prospects at the best time: when they show purchasing intent!