Creating content that your target audience wants to see is pivotal for growing your website traffic and generating more leads and conversions.
But to do this, you need to know what your audience wants to see.
After all, there is no point in answering a question that no one is asking. You need to create engaging and relevant content that attracts your target audience to your website and entices them to take action.
If you want to know how to target the right people and grow your website traffic, then Answer the Public is the tool for you.
What is Answer The Public?
Answer the Public is an online keyword tool, available as a free or paid model.
Offering a goldmine of content ideas, it gives users an insight into the questions, thoughts, and concerns running through their customers' minds.
Another way to describe this tool is as an automated autocomplete tool that turns Google search term predictions into a visual database of keyword suggestions, known as “search clouds.”
These search cloud visualizations are split into five categories:
You can use these visualizations to better understand what people are searching for in your niche. This gives you a unique opportunity to create search engine optimized content that taps into audience needs, queries and challenges.
Let's say you are a chocolatier selling chocolates online. Upon typing "chocolate" into the search bar, you see several search clouds containing valuable search information for this term.
The "questions" search cloud includes results such as "why chocolate is good for you" and "how chocolate is made." You could then create blog posts that are tailored to these specific search queries.
Essentially, you will be able to answer the exact questions that your target audience is asking.
Why is it Useful for SEO?
You need to be strategic in your approach if you want to leverage the SEO benefits of Answer the Public.
You can use this tool to conduct keyword research, topic ideation, identify key content opportunities, and optimize existing web pages for the "people also ask" featured snippet on Google.
At the research stage, Answer the Public helps you recognize which search terms are most relevant for your target audience.
Write down the topics that relate to your target audience and your brand. Then, use this search tool to analyze the results and pull out the most valuable terms for your strategy.
Answer the Public can be a powerful way to add more creativity to your content topics. Type your chosen queries into the search bar and comb through the results to find interesting topics and angles.
You can then take the presented data and find ways to get creative with the topic — use a catchy title, source eye-catching imagery or write in a style that resonates with your audience.
Identify Key Content Opportunities
Conducting keyword research is just one part of the content marketing process. You also need to find the best content opportunities for your target audience.
Search volume is a metric that shows how many people are searching for a specific query each month — it shows you how popular a search term is.
Answer the Public helps you identify key opportunities by darkening the tone of the green dot next to each search result. The darker the green dot, the higher the search volume for that term.
With that said, content marketing isn't just about chasing queries with a high search volume. Low search volume queries can be hidden gems within your content strategy.
Queries with a low search volume tend to be longer or more specific phrases that can be used to target niche customer queries. So, make sure you find key opportunities across a mix of high and low volumes.
Optimize Web Pages for the “People Also Ask” Box
In search engine result pages (SERPs), the "People Also Ask" box is a featured snippet that appears near the top of search results and is designed to share articles that best answer popular queries surrounding the search term.
Getting your web pages to appear in the "People Also Ask" box can be a tremendous SEO win for your website.
To do this, look at which questions appear in the "Question" search cloud for your chosen search query. Then, using incognito mode, type your query into the Google search results and see what questions appear in the People Also Ask box.
Analyze the results for these questions and consider how you could offer better answers to those questions.
How to Use Answer the Public for Keyword Research
Keyword research is a valuable skill for both organic and paid marketing.
You can incorporate Answer the Public into your keyword research strategy by:
- Inputting your chosen topics
- Analyzing search query relevance and potential
- Creating relevant Paid and Organic content
Input Your Chosen Topics
Devise a list of topics based on audience needs, interests, and pain points. Make sure these topics are relevant to your brand too.
Once you have your list of topics, research them in Answer the Public to find related search queries.
Jot down any results that could be of interest to your target audience.
Analyze Search Query Relevance and Potential
Once you have your revised list of search queries, further analyze these terms using an SEO research tool such as Ahrefs, Ubersuggest or Semrush.
If you are doing research for organic search, look at keyword metrics such as search volume, intent, related search terms, and top-ranking pages.
Monthly search volume lets you see how popular the query is, while intent will help you determine the purpose of the search term. You can use the related search terms and top-ranking page information to guide your strategy.
If doing research for Paid marketing channels such as Google ads, be sure to look at the CPC and competition score for each query. Determine whether the cost-per-click (CPC) aligns with your Paid marketing budget and anticipated return on ad spend (ROAS.)
Create Relevant Paid and Organic Content
Armed with your succinct list of search terms, you're ready to create high-quality Paid and Organic content.
For paid marketing, create compelling ad copy targeted towards your chosen search terms. Be sure to create highly-relevant landing pages that encourage visitors to take action.
When conducting research for organic marketing, your focal search queries should inform your upcoming marketing strategy and the types of content you produce.
How to Use Answer the Public to Increase Organic Traffic
The more eyes you have on your website, the better your chances of increasing conversions.
To use Answer the Public to drive organic traffic to your site, you need to:
- Define your topics
- Input topics into Answer the Public
- Research relevant search terms
- Analyze SERPs
- Write engaging articles
Let's dive into each of these steps in more detail.
Define Your Topics
First, define your topics.
To do this, take your brand niche and your target audience. Think about what your audience is most interested in and whether these interests relate to your brand.
You could also tap into your Google Search Console and Google Analytics data to identify topics based on your audience's current interaction with your website.
Don't worry if you have an extensive list of topics. Answer the Public will help you narrow this list down by showing whether or not these search queries are relevant to your business.
Input Topics into Answer the Public
Once you have your list of topics, type them into the search bar to get keyword ideas.
Note down any results that look to be of interest to your brand — you can then further research these search terms to decide whether or not they're worth pursuing.
Sticking with our "chocolate" example, the "types of chocolate" result could be highly relevant for a chocolatier selling a variety of chocolates.
Make a note of all of the displayed search queries that you think you could turn into compelling blog posts for your target audience.
Research Relevant search terms
Now that you have compiled a list of potential search terms, it's time to research their relevance.
Use an SEO tool such as Ahrefs, Ubersuggest or Semrush to analyze your search terms. These SEO tools allow you to gain deeper insights such as monthly search volume, difficulty, SERP features, pages that currently rank for that query, and related keywords.
Use these insights to decide which keywords you want to pursue.
Remember, you'll want to have a mix of high and low search volume keywords. Low search volume terms are a type of long tail keyword that can be great for tapping into highly relevant traffic, leading to increased conversions.
Now that you have narrowed down your keyword list, analyze Google search results for these search queries.
Turn on incognito mode and search for your chosen terms in Google. Review the results that appear in the SERPs and remember to consider any rich snippets, including the "People Also Ask" box.
Using SERPs, you can decide whether the keyword is relevant to your brand or not.
Don't forget to check what content types are ranking to know what format you should focus on — e.g., is it a blog post or a category page?
Write Engaging Articles
Now, you're ready to put all of these learnings into action by writing engaging articles aimed at satisfying these search queries. When writing, focus on adding value to the broader conversion.
Enhance article performance by using captivating headlines, eye-catching imagery, and making it easy to read with skimmable formatting. Don't forget to follow current best practices for SEO writing.
The power of Answer the Public is unmistakable. It can be a great addition to your existing research strategy for organic and paid search marketing.
Whether you're stuck in a creative rut or you're looking for innovative ways to grow your traffic, this tool lets you find the right words to craft content that attracts your audience and grows your traffic.
What other tools do you use to enhance SEO research and attract high-quality traffic? Share your thoughts in the comments?