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What Do Your Customers Really Want?: Google Market IntelligenceMary Ellen BatesReluctant-Entrepreneur.comAugust 16, 2017
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BEFORE you just Google it…
STOP AND THINK!
What are you really looking for?Ideas? Facts? Trends?
What will the answer look like?Report? Discussion? Web page?
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BEFORE you just Google it…
How would your customers talk about their concerns?
What words, phrases, #hashtags do they use?
How will you focus your search?Location? Date? Source?
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Strategic search secrets
Enclose search phrases in quotes“garden center”
Use OR to combine similar terms
Use () to group concepts(rewards OR loyalty)
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Strategic search secrets
Use – carefullySucculent –cactus will miss a lot!
Use words that indicate content(trend OR forecast OR benchmark)
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Strategic search secrets
Look for ideas from other GCs(tutorial OR howto OR tips)
* is a placeholder for any word“largest * in the world”
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Strategic search secrets
Limit to a specific site or type of sitesite:gov site:extension.* site:youtube.com
Search for a range of numbers$45..$89.99
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Try multiple versions
what is home depot’s market strategy17,200,000 results
home depot market strategy1,890,000 results
“market strategy” “home depot” 89,900 results
“home depot” “market strategy”70,800 results
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Go deeper!
Look past the first page of results!Change default to 100 hits/page
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Changing your settings
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Use the Tools
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Use the Tools
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Use the Tools
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Look for hidden signals
Google Search Trends google.com/trendsWhen are consumers thinking about a product?What words do they use?
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It’s academic…
Google Scholarscholar.google.comLimit to recent articlesMost articles are free or available from your public library
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Anonymous search engines
Duckduckgo.com – quick answers
Peekier.com – previews of pages
(And try Google when logged out)
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Get insights from Google
ThinkWithGoogle.com Articles, reports, linksMobile searches for “best” are way upSmartphone users expect to buy immediately on their phone
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Google’s Consumer Barometer
consumerbarometer.comHow do people shop locally?What do they want?
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Slide deck is at
Reluctant–Entrepreneur.com/extras(or just text me)
Mary Ellen Bates
+1 303 772 7095
Twitter: @mebs
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