What Is The Best Search Listening Tool To Interface Your Brand With Online Searchers?

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What is search listening?

Search listening is the process of using search data (usually from Google, but also from Amazon, Bing or Baidu) for consumer research. It is the process of extracting, collecting, processing, and analyzing the online searches that Internet users type into their search bars. Every Internet user performs these simple actions every day when they log on to websites such as Google or Amazon. We gonna review today the best search listening tool to help you grow your business. 

Simple keywords 💡

Advanced keywords 💡

For companies and businesses, search queries represent a gold mine of information. It could be risky not to monitor search trends, as they provide significant insights about what consumers want. A single online search can serve different purposes for a user: looking to buy something, looking for alternatives to a given product, finding a store near them, or simply learning about something. All search queries can be interpreted to unveil consumer behavior and identify emerging needs.

Search engines are the true mirrors of the world. Studying Internet users’ queries is like diving directly into the psychology of users, without bias, without deduction, without restraint. If the Internet is where people connect with others, search engines are where people confess their deepest fears and desires. If you can collect, process, and analyze thousands of search queries, your company can stay ahead of your market and launch new targeted offerings before your competitors do.

world search engines

After 20 years of innovation on the Internet, consumers have increasingly started using more and more search engines to find answers to their questions and needs. 

Search listening is about analyzing the research and trends around your brand and your industry as a whole and using that information to make better marketing decisions. This helps you craft future campaigns, improve your content strategy and messaging, stay ahead of your competitors, build an effective influencer program, and even build more effective brand partnerships.

Many tools are available for you to start using search listening. All do not provide the same service, know the difference between the large offer to understand what your business need the most. All you need is to know all pros & cons of each solution.

The technological evolutions have made that over the past 20 years, consumers have increasingly started using more and more search engines to find answers to their questions and needs. Search listening is about analyzing the research and trends around your brand and your industry as a whole and using that information to make better marketing decisions. 

This helps you craft future campaigns, improve your content strategy and messaging, stay ahead of your competitors, build an effective influencer program, and even build more effective brand partnerships.

Many tools are available for you to start using search listening. All do not provide the same service, know the difference between the large offer to understand what your business needs the most. 

search analytics landscape

Search query explorers 👇👇

The first category of tool provide simplistic market analysis with raw data.

Answer the public

Answer the Public to monitor consumer behaviors, needs & fears. This website surveys traditional questions such as, “why”, “where”, and “how”, that is to say, questions that truly reflect the true needs of customers. Answer the Public, will group current research, by country, and categorize it into sections, revealing the context and intent of the research.

  • Comparisons using “versus” and “or” reveal the decision-making process and who your main competitor is in the minds of customers at that time.

  • Research using “near” helps identify areas where demand for local resources is highest.

  • Demand for features associated with products in your category is revealed by searches using “with” and “without” – which also helps to identify what customers don’t want.

  • Searches with “for” reveal the problem and the motivation for the search.

Google Trends

Google Trends, is a website that analyzes the popularity of top search queries in Google Search across various regions and languages. The website uses graphs to compare the search volume of different queries over time. Google Trends provides access to a large unfiltered sample of actual search requests made to Google.

Google Trends enables users to get an interest in a particular topic from around the globe or down to city-scale geography, in a given country.

A great place to start listening to online searchers, even if Google Trends doesn’t exactly tell you how many searches occurred for your topic, but it does give you a nice proxy

Search volumes providers 👇👇

These tools are a good investment for SEO experts who want more fresh data about competitors and their own performances

Mangools

KWFinder is the tool used by online marketers to find the most hidden long-tail keywords for their online businesses. KWFinder uses Google’s autocomplete API, they find for you thousands of long-tail keywords you should be targeting while writing content for your website. It is a super-effective tool for finding easy-to-rank keywords. Keyword research involves finding what your target customers are searching for on Google, then analyzing and comparing those terms to prioritize the best opportunities. 

With KWfinder you can find easily the difficulty of using a keyword, that is to say if many competitors are already using this term. Identify the niche audience in your target market and develop a content marketing plan that will provide them with the information they are looking for. Publish the content in a way that is better than what is out there. Then promote it to the public as much as possible.

SimilarWeb

Similarweb is a tool that estimates the total amount of traffic different websites get. It allows you to see competitors’ top traffic sources, broken down into six major categories: referring sites, social traffic, and top search keywords. Which is valuable to anyone doing SEO or content marketing. It’s also a quick way to see who the largest players in your space are and get a sense of their respective sizes.

SEMRush

SEMRush is often used for keyword research and online ranking data, including metrics such as search volume and cost per click. The software also collects data about online queries gathered from Google and Bing search engines. It can help you visualize market movements by listing everything people are searching online around the topic. The tool gives you plenty amount of metrics & KPIs to show you what people are currently interested in. With their plenty amount of metrics you can determine which topics are truly captivating people and in this way which topic is good for your next blog article.

Enterprise Technical SEO solutions 👇👇

Conductor

Conductor, is a search and content intelligence platform that helps marketers create and optimize content to improve visibility online.

Bright Edge

Bright Edge is the leading SEO solution and content performance marketing platform, helping more than 1,700 customers generate more organic traffic. It helps you structuring your website’s pages to make it easier for search spiders to crawl your site, create an optimal user experience and provide unique information or helpful resources on a topic that searchers are looking for

Botify

Botify is an SEO crawler that helps your website being optimize for GoogleBot rules. Botify creates a unique recommendation for each website. More precisely, how to add internal links, how-to guide Google into specific pages more than others, and how to optimize images & content to reduce loading times.

Enterprise search listening solutions 👇👇

Jungle Scoot

Jungle Scoot is an Amazon research tool that helps you find winning products, estimate sales, research keywords, and spy on competitors all from one easy-to-use dashboard. Basically, it instantly shows you what products will be the most profitable and easiest to grow your business with.

Market Muse

MarketMuse is an AI-powered content marketing and keyword planner tool. It uses machine learning and artificial intelligence to analyze content, suggest topics to cover, and develop briefs to help your brand or agency create better content.

Platform

Trajaan

Trajaan is the first market research platform for the search channel – by processing data from Amazon, Google, or from their own search bar.

Inside our platform, marketing teams discover & segment all queries searched by consumers, detect the best local markets to expand & get recommendations to improve their online awareness & acquisition.

Trajaan appears as the best option for professional use. Trajaan includes everything you need in one place and allows you to set up your keywords plan on your own. Trajaan has been designed to tackle three major issues in the retail and consumer goods industries:

  • Detect emerging needs & categories

  • Monitor brand awareness across dozens of countries and local regions

  • Find out the perfect product mix & merchandising to increase conversions

With Trajaan, get access to a ton of customer insights about your market. Deep dive into consumer psychology by visualizing :

  • Trending products, emerging categories by season/months.

  • Regions/cities with the highest affinity for a product or a service

  • Low volumes with an important growth that might become the trendy product of tomorrow

With these forecasts, you will be emerged inside your consumer target minds and could adapt your marketing efforts depending on what you see. Our platform draws its insights from very large-scale analyses of signals from search engines and can be set up in total autonomy by the teams, in a few hours.

Macchiato: +32% of search volume in Dec. 2021
Trajaan / Top segments

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USE CASES

Brand management

Be prepared for your next product launches.

Online acquisition

Get all teams aligned on search channel opportunities.

Retail strategy

Adapt your merchandising to local trends.

Strategy consulting

Serious data for due diligence & market research.