MediaPost: 3 Ways to use Emotional Indicators in Keyword Research

October 7, 2020
Emotion-based keyword research, an emerging approach, provides insight into the “feel” portion of the consumer’s journey. It takes marketers from considering thinking to feeling to doing. With this insight, marketers are able to better understand their audiences, leading to content creation that is increasingly relevant and effective by directly addressing emotions.

3 Ways to use Emotional Indicators in Keyword Research

By Bailey Chancellor / Performance Content + SEO Manager 

MediaPost / October 7, 2020

Do you really know how your target audience feels about your products or about topics related to your brand?

It’s easy to understand how consumers search for various topics and the words they use to describe them. Social listening tools also help to gain insight into sentiment. But what about how your audience feels as they search?

Emotion-based keyword research, an emerging approach, provides insight into the “feel” portion of the consumer’s journey. It takes marketers from considering thinking to feeling to doing. With this insight, marketers are able to better understand their audiences, leading to content creation that is increasingly relevant and effective by directly addressing emotions.

Imagine that you are developing a content strategy around the theme of sustainability and are tasked with gathering in-depth information about the needs and interests of your target audience.

Based on search volume data, standard keyword research helps you conclude that people search the most for subtopics like deforestation and food issues (food security, food waste, etc.), indicating strong points of interest for consumers. It’s a correct assessment, but not the full story.

Read the full story on MediaPost

Related News