7 Customer Search Behaviour Tools Which Are Not Keyword Tools
Keyword research is a thumbrule when it comes to creating a SEO content, isn’t it? That, and then packing your content with the suitable keywords. Well, it seems Google is smarter than us. If we over do this keyword stuffing, then Google makes sure that it does more harm to us than good. Even though keyword research is still a very important step if you want your article to rank better, gone are the days when you can just depend on that. Then what else can you depend on? The modern algorithms to study consumer search behaviour are more customer-centric than keyword-centric. Therefore, even your tools should be able to analyse features and patterns in the search behaviour which goes beyond just keyword research. Before we look at some of these tools, let us understand what do we actually mean by “customer search behaviour”.
What Is Customer Search Behaviour?
Consumer search behaviour, as the name itself suggests, is the study of psychology, motivations, and behaviour of individuals and organizations while searching on the internet. The vastness of this definition is hardly covered by just keyword research as it contains a lot more aspects of the way customers go about their searching routines, like:
• Post-Click Behaviour
• Voice Search
• Competitor search
• Bulk searching trends
• Personalized searching trends
So, is it really worth taking care of all these aspects to boost your business?
Why Beyond Keywords?
Looking at customer search behaviour beyond the frequently used keywords is not just for the sake of curiosity of the analysts. Keyword research hardly meets the needs of modern day marketing when it comes to promoting their brand.
To start with, every keyword has immense amount of competition. Not only does the search for a non-competitive keyword may take excessive time, it may not even exist.
Google has stopped putting emphasis on keywords to rank pages. Keyword research as a criteria to rank the pages is languishing way back in the list among all the other factors. Quality of content and user intent has become the king now and the relevance of a page is not merely judged by keyword density anymore. So, even if you do spend enough time to find a suitable keyword, your efforts may go in vain anyway.
Keywords have never been the darling of writers as it often makes them write outside their comfort zone. This ends up killing the context at times and the content does not seem genuine anymore.
Therefore, it has become increasingly important for companies to take care of all aspects of user search behaviour to increase their reach. Let us take a look at 7 such tools, which analyses customer search behaviour beyond just keywords.
Tools Beyond Keyword Research
1. Google Analytics (Intent Based)
When it comes to understanding the psyche of the user, there are few services which are as updated as Google. Google Analytics has evolved to take into consideration user intent. It has done so by ceasing to look at keywords as mere statistics and instead tried to understand the nature of each keyword. It classifies them as navigational, informational or transactional and shows pages likewisely.
2. Google Site Search Tracking (Clickstream Analysis)
The path any visitor takes while searching through a website is called clickstream. Clickstream analytics concerns itself with trying to understand that how users are searching within your website. This information helps you understand whether there are any pages or content which are missing or are difficult to find. Google again, through their feature of Site Search addresses this aspect of customer search behaviour.
3. Searchmetrics (Competitor Analysis)
The search behaviour we talked about in last section was about that in your own site. This does not tell how your competitors are faring for the same requirement of the user. Users, while going about their search, may not be going through just your website. Searchmetrics is a paid tool to address this issue and provides you with ranking position and URL for the site and helps you analyse online and paid visibility for any site.
4. Google Trends (Trend Based)
While Google Trends does use keywords but it does not use it in the conventional way. You can dig deeper into any keyword by looking how its usage has varied over time and place. And this you can do for various time frames and various locations. You can also search for the keywords of your competitors using Google Trends. It is different from the traditional keyword research because the fine tuning of location, category and search history tells you the cause of the rise or descent in the usage of a certain keyword. This also tells what people find more interesting and what are they preoccupied with most of the time and what is it that they love.
5. Rank Tracker (Personalization Based)
While trends is more of a macro-analysis, personalization tools thrive on micro-analysis. This also takes care of the trends in searching pattern and other activities, but for an individual. Rank Tracker tool takes care of all the aspects of personalization. It can help you track target locations for your business and helps you track them. You can also de-personalize it if you want to analyse search history.
6. Google Now (Personalization Based)
Another personalization tool is Google Now. It answers your questions, anticipates your activities based on previous trends and can participate in a conversation with you. It can give drive times for your frequent paths and alerts for traffic congestion and accidents. You can use it to plan your whole trips. It keeps tracks of your search and keeps you updated about your favourite sports teams and news. Wonderful, isn’t it? There’s more. It does all this with respect to the voice search behaviour of the user as well, whose analytics we will address in the next section.
7. Answer The Public (Voice Search Analytics)
Voice search is an entirely different ball game. So much so that even the keyword search varies for voice search and all the above factors that we talked about previously has to be separately analysed for voice search. Voice search queries are longer, has more question phrases, and reveals intent more clearly. Answer The Public is a non-keyword based tool for voice search and gives you the possible questions instead, for a given keyword.