НОВЫЙ МИНИ КУРС ИМ УРОК 2
Understanding Client Search Behavior in Marketing
Introduction to Semantic Core
- The session aims to teach how to discover what clients search for online, providing practical insights without complex terminology.
- In marketing, the semantic core represents all queries made by individuals related to a specific topic, essentially translating client voice into numerical data.
Importance of Semantic Analysis
- For business owners and freelancers alike, understanding search volume is crucial for tailoring services and offerings.
- The speaker emphasizes using Yandex Wordstat as a tool for gathering relevant search data, particularly useful in Belarus and Russia.
Practical Steps to Gather Search Data
Using Yandex Wordstat
- Users are guided on how to input niche-related keywords into Yandex Wordstat to gather monthly search volumes.
- An example is provided where "protein" generates 200,000 searches monthly, illustrating the power of broad terms versus specific queries.
Interpreting Search Volume
- The speaker reassures that variations in numbers are normal; lower figures can indicate more targeted interest from potential clients.
- Key features of Wordstat include being free, subscription-free, and having minimal usage limits; an account is required for access.
Structuring Your Findings
Creating a Semantic Table
- Participants are instructed to create a new tab labeled "Semantic" in their existing Google document for organizing findings.
- Frequency of keyword searches is explained: higher frequency indicates broader interest while lower frequency suggests specificity in intent.
Understanding User Intent
- The concept of user intent (or "intтent") is introduced—understanding why users perform certain searches helps tailor marketing strategies effectively.
Types of User Intent
Commercial vs. Informational Queries
- Two main types of user intent are identified: commercial (e.g., “buy protein”) indicating readiness to purchase and informational (e.g., “what is protein?”), showing users seeking knowledge.
Filling Out the Semantic Table
Example Queries and Their Intent
- A practical exercise involves filling out a table with five selected queries based on their search volume and intent type:
- Protein: 200,000 searches/month - Mixed intent (informational).
- Buy Protein: 12,000 searches/month - Commercial intent with high competition.
- Buy Protein in Minsk: 500 searches/month - Commercial intent with low competition.
Applying Insights Across Niches
Adapting Strategies for Different Industries
- The methodology applies across various niches such as car evacuation or dental services; participants encouraged to adapt the same logic when analyzing their fields.
Importance of Niche Focus
- Emphasizing narrow niches can yield better results as clients often pay more for specialized services despite market saturation from AI tools like neural networks.
Building Your Business Foundation
Organizing Data Effectively
- Establishing order within business operations is highlighted as essential; many small businesses struggle due to disorganization.
Leveraging Collected Data
Utilizing Findings Strategically
- With gathered data on client queries, businesses can engage contractors more effectively by discussing specific search frequencies. This empowers them with actionable insights moving forward.
Real-Life Application Example
Case Study: Artem's Success Story
Artem’s experience illustrates how he utilized semantic analysis not just for clients but also personally; after refining his approach based on keyword research, he significantly increased his client base without additional advertising costs.