[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-sophie-coley-search-listening-how-and-why-we-should-be-using-google-data-way-beyond-traditional-keyword-research":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":363,"breadcrumbs":364,"reading_minutes":91,"category":371,"head":373},"2019-06-21T12:07:19",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400\">Sophie is talking about how and why we should be using Google data, way beyond traditional keyword research.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sophie is the Director of answerthepublic.com, a search query data visualisation tool, which maps out keyword predictions that you see when users make a Google search, allowing us to start answering our public\u002Faudience a lot better.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">She starts by discussing the art of using search data to uncover motivations, attitudes and truths about audiences that are typically lacking in standard research methods. By ignoring these attitudes and behaviours that consumers display when they search, businesses are missing out on a wealth of incredibly valuable insights which come for free.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Jokingly, Sophie makes a Spice Girls reference in telling us that \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">“consumers don’t tell marketers what they want, but they do tell google what they want, what they really really want”. \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">But it’s completely true, users treat Google as a confessional box, inputting some of their deepest darkest thoughts, giving us, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">the marketers, \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">so much valuable insight on what goes on in a users mind when they turn to Google for a solution.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\n\u003Ch4 id=\"google-searches-are-the-most-important-dataset-ever-collected-on-the-human-psyche\">\u003Cstrong>\u003Ci>“Google searches are the most important dataset ever collected on the human psyche”\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fh4>\n\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">She makes the point on how long-tail searches are grossly undervalued, and how there is a huge amount of potential when looking into these deeper through different methods of keyword research.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Traditionally, keyword research has been performed to better understand what phrases searchers are using to find content. And as marketers, the Google data set that we can access is huge, with users talking to Google as though talking to a friend, we can delve into a huge amount of data, discovering users personalities and needs, with \u003C\u002Fspan>\u003Cb>\u003Ci>zero \u003C\u002Fi>\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\">research bias.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sophie then goes on to get the audience to think of all of the things we’ve told Google in the past? Would you share these thoughts with your close friends, family, or partner?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">We really do turn to Google for absolutely anything, and in most cases users will act as though they are directly talking to the search engine – sharing their deepest secrets, catastrophic life events or even desperately trying to resolve a kitchen nightmare.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">She then begins to share more insight around Answer The Public and what their tool actually does for marketers. But essentially, it’s a clever insight tool that combines the suggested searches from Bing and Google and extracts them in to a “\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">keyword wheel”\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">, doing the job of auto complete suggestions for you.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"\">\u003C\u002Fh3>\n\u003Ch3 style=\"text-align: center\" style=\"text-align: center\" id=\"search-listening-tip-use-spaces-within-google-autosuggest-as-wildcards-to-uncover-rich-attitudinal-and-behavioural-insights\">\u003Cb>\u003Ci>Search listening tip – use spaces within Google autosuggest as wildcards to uncover rich attitudinal and behavioural insights.\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fh3>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">S\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400\">ophie then goes into search listening a little deeper, and how you can use it to explore tribalism in your audiences world. She then uses the example of looking into searches for queries around \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">“dresses like” \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">and how by doing this, you could get valuable insight on key personalities that are influencing particular products, e.g \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">“dresses like Megan Markle’s”. \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">This would also be extremely useful for looking into your competitor sets.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Using another example around hairstyles, you can start to understand who the influencers are in the social world, e.g “hairstyles like Kris Jenner’s”. Allowing you to gain insight on what real women in the world want, and what they are telling Google.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If you’re working with a new client or a business that doesn’t have any personas to work with, this is a great starting point. You can look at users, and how they relate themselves to your products and why they are looking for them, building personas from this.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">By doing this, you can uncover labels, both literal and inferred, that your audience gives itself and then focus on these.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sophie then explains, that you can really get a snapshot in time by using search listening, and understand the most pertinent questions and sentiment around important topics being searched for recently – societal or commercial.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">To be a better marketer, you need to understand your audience, and to do this, you need to understand their intent and what they need. If not, they’ll only go to a competitor who better understands them and relates to their needs a lot more.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">At the end of the day, as marketers, we are the gatekeepers to a massive source of insight, so we need to really think about how we can make use of this search data.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">To summarise, Sophie shares the key learnings from today’s talk:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Think about the entire purchase journey\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Make use of wildcards and look out for tribalism\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Look at searches to understand the most influential brands and personalities\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Understand shifts in audience sentiment by comparing search content over time\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],126,[19,20,21,22,23,24,25,26],"post-4501","post","type-post","status-publish","format-standard","hentry","category-ppc","collections-search-leeds",{"page_content_modules":28,"hero":87},[29,34],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"Search Leeds: Sophie Coley – Search Listening: How and why we should be using Google data way beyond traditional keyword research",[],{"acf_fc_layout":35,"reduced":31,"top_overlap":36,"bottom_underlap":36,"disable_observer":-1,"heading":37,"cta_text":38,"cta_link":39,"items":40},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[41,61,76],{"type_key":20,"title":42,"excerpt":43,"to":44,"postedAt":45,"readingTime":46,"image":47,"authors":48,"category":58},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",0,[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[106,108,111,114,117,120,123,125,127,129,132,135,138,141,144,147],{"property":107,"content":104},"title",{"property":109,"content":110},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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