Using Search Data To Better Understand Audiences
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
21 min
2 speakers
4 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey, what's going on? My name is Tyson from previsible.io. And joining me today is Daniel Moreno, who is the senior digital marketing strategist at VML. With a focus on creative and technology, VML creates impactful experiences that drive results. Yesterday, Daniel and I talked about effective strategies for TikTok and Instagram SEO. And today we're keeping the conversation going by discussing using search data to better understand audiences. With that, here's my conversation with Daniel Moreno, Senior Digital Marketing Strategist at VML. Daniel, welcome back. Thanks for having me. Excited to be back. No, yesterday we were kind of going down the rabbit hole on you know the social side of things. Found it a super interesting conversation.
So if anyone didn't check it out, be sure to go back and check out that episode. Cause I feel like it's something that we're gonna see more and more where we have this growing verticalization uh we touched on yesterday, kind of the hospitality sector and social, obviously ecosystem. e commerce, you have Amazon and other kind of players that are also their own search engines. But today we're kind of shifting gears, but it's also I think a different way that search is beyond just the standard kind of Google or search engine optimization. But today we want to talk about kind of like using some of that data for understanding audiences. So to set things up, can you kind of Just level set with the audience of
How this data within search can be used for kind of audience research.
It's really fascinating the different ways in which search data can be used 'cause if we think about it, it's a bunch of consumer data that we have at our fingertips from so many search engines 'cause if we think about it, it's not just Google, but also you can get data from Amazon, which is also a search engine, or from YouTube or like recently we've started to see some data come through from platforms like TikTok. So the power of that data is on how we apply it. Of course you need to analyze it as well, which do take some time. But I see so much potential from the work that we've done at at our agency. And we almost approach it as like you will think of social listening. But we try to call it search listening.
And it's like using traditional keyword research in a way that's meant to inform things outside of just SEO or search engine marketing, but applying it to understand the challenges that people are having with a specific product. The seasonality, when so when do they search for a specific thing in a given week, you know, so we can look at the day-by-day uh comparison or also on a monthly basis so over the past 12 months. Uh how are they searching? When are the spikes? There's so many applications of it that I feel that most of the time SEOs are like always in the weeds and and focus on driving traffic and increasing increased visibility, but we forget about the the value of the data that we manage on a daily basis.
And I think that's that's a massive on top opportunity, if you ask me.
I couldn't agree with you more on that. And I feel like it is, you know, something that is so often overlooked. And it's like also if you look at more of the traditional ways that people would go about consumer research, it's very expensive. It's very slow. And it's I mean, in my mind it's kind of very outdated because we do have access to so many different ways to understand users, which is relatively inexpensive and can be so much quicker from it.
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Chapters
4 chapters
1
What is the main topic discussed in this episode?
0:00–8:17
2
What is search listening and how does it differ from traditional SEO?
8:17–14:30
3
How can marketers use search data from Google, Amazon, TikTok, and YouTube together?
14:30–21:23
4
Why is search data considered a low‑cost alternative to traditional consumer research?
21:23–21:26