By Greg Bem
Since we now know the average modern car-shopper shops at least eight dealer websites, it’s more important than ever to make sure your website shows up early in their search and doesn’t get lost in the shuffle.
If you’re fresh out of ideas, turn to one overlooked goldmine of optimization inspiration – related searches, the common, similar queries real people (and thus potential referrals) have been entering.
If you’re doing a very broad search in Google (a common keyword phrase of two-three words) you’ll find the related searches as links at the bottom of the SERP.
Long tail phrases (more than three words) often require you to manually pull up the tool. You can access it by filtering the search results by “Related searches” within Google’s taxonomy on the left-hand side of the interface.
And of course we shouldn’t leave out Bing’s related searches section, showing up both for broad keyword phrases and long-tail below the ads on the right hand-side of the SERP. Bing is actually quite brilliant in semantically connecting the keyword phrase to the organic results, showing searches queries that do and do not include the keywords in your initial search phrase.
One of the most important qualities of the related search is that it helps you to think like a consumer. It’s normal now for users to shape their search based on the terms they come across in the search bar and on the SERP.
Using the related searches information as a tool offers little in terms of quantitative metrics, but it does allow for quick insights. When you’re investigating your real-time, organic rankings, make the effort to look into common similar searches and notice any mutations that might be relevant to your strategy. Maybe you’ll find an idea you hadn’t thought of before.
Greg Bem, SEO Specialist at , can be reached at [email protected].