Imagine doing user testing and customer research to understand how customers search for information and products online. On Google and on your website. You can do phone calls, video interviews, online surveys.
What do you get? Deep, experiential insights in every submission. High in quality!
What’s the problem? your number of submissions are only a fraction of a percent of your total addressable market.
Now, imagine doing keyword research with Google Search Console. The only tool enterprise SEO teams should do keyword research with 🙂
What do you get? Broad site-level and industry-level insights from millions of searchers. Reveals some information about the customer and their intentions, but not much information about their experience.
The data covers a large share of your total addressable market.
So how do SEO and UX teams get the best of both quantity of market and quality of insights? Without misleading themselves in the process with faulty data interpretation…
One really good answer: The People Also Ask Q&As in Google Search.
Get gem insights about any topic that’s important to your company, customer, and industry.
Google’s RankBrain technology uses machine learning to learn what people are specifically wanting to know when they’re searching for broader keywords and topics. You can learn about their curiosity, their frustrations, their misconceptions.
Read just 10 of these questions, and see if it doesn’t get your mind running with new ideas and way to present information, create relevant content, optimize the shopping experience and assortment.
How do SEO and UX teams partner on this?
SEO team:
Install SEO Minion Chrome Extension, and Google a keyword or topic.
Trigger 200 PAA clicks to get meta data (question, answer, origin URL) on 200 clicks.
In minutes, SEO Minion will drop a CSV file in your browser containing 200+ highly contextual questions or considerations about product, category, or company information.
Run these all in Ahrefs Keyword Explorer to get monthly search volume.
Sort by highest volume. Don’t discard those with 0 search volume. It just means Ahrefs doesn’t have those numbers.
Share with UX / Research team. Help them understand what you’re looking at. Show them what pages of ours currently show up in Google Search for the topic or for the specific questions.
UX / Research team:
Go through the list. Within seconds, you’ll find highly resonating questions and insight.
Q&As that align with or challenge your previous research.
Think about the answer to the best questions. How can you serve up better or richer answers with those searchers in mind?
Both teams:
How can you get the answer across when customers are searching on the SERP and on the website?
