Keyword research tools are supposed to help marketers figure this out.
However, according to recent findings from Blue Nile Research, these tools might be falling short.
So the question is: what types of search queries are we missing?
About half of the individuals surveyed were found to complete online searches using fragments such as “Kona coffee” or “blue skin.”
The rest of the searchers preferred to use fully formed phrases like “allergies caused by nutritional deficiencies,” or complete questions such as “how do I know if I am a ginger or a day-walker?”
These findings indicate a gap between the keyword suggestions provided by research tools and the actual queries typed into the search box.
While popular keyword research tools can provide a solid foundation of relevant industry terms, the phrases suggested are often heavily based on the initial search term.
The terms that come up also lean toward more generic inquiries and do not typically include questions. This means that a significant portion of customer search queries are being excluded in the research phase of the marketing process.
This is unfortunate, since specific long-tail keywords provide more insight into the customer’s intent and are also generally more qualified prospects.
In-depth and accurate keyword data gives marketers the ability to construct their campaigns to connect with customers at specific stages of the buying process.
It also creates an opportunity to develop relationships by offering solutions to relevant customer questions and problems.
What tools do you use to gain insight into the customer search and buying experience?