review · Feedback · 60–120 min · 2-5 people · low energy

Search Term Analysis

This method involves analyzing search data to understand the terms users are using to find services similar to yours. By identifying common search queries, you can optimize your service name and content to improve its visibility in search results.

When to use Search Term Analysis

Use this method to ensure your service name aligns with the language users are using when searching online. It helps improve organic search traffic and ensures users can easily find your service.

What it solves

Low organic search traffic due to a service name that doesn't match user search queries.

How to run Search Term Analysis, step by step

  1. (30 min) Gather search data. Use tools like Google Search Console, Google Analytics, or internal search logs to collect data on search queries related to your service.
  2. (30 min) Analyze the data. Identify the most common search terms, their search volume, and their relevance to your service.
  3. (30 min) Identify gaps. Determine if there are any relevant search terms that users are using but that your service is not currently targeting.
  4. (30 min) Refine the service name and content. Use the search term analysis to inform your service name and optimize your content to target the most relevant search queries.

Materials needed

  • Google Search Console or Google Analytics access
  • Spreadsheet software (e.g., Excel, Google Sheets)
  • List of existing search terms

Facilitator tips

  • Focus on search terms that are relevant to your service and have a high search volume.
  • Consider both short-tail and long-tail keywords.
  • Use the search term analysis to inform your content strategy and improve your website's SEO.

Common pitfalls

  • Focusing on vanity keywords that are not relevant to your service. Ensure the search terms are aligned with user needs and the service's purpose.
  • Ignoring long-tail keywords. Long-tail keywords can be a valuable source of traffic and can help you target a more specific audience.

Variations

  • Conduct keyword research using tools like Google Keyword Planner or SEMrush.
  • Analyze competitor websites to identify their target keywords.

Running it online or hybrid

Share search data and analysis documents via screen sharing. Use a collaborative document or whiteboard to brainstorm alternative search terms.

What it produces

A list of relevant search terms, categorized by volume and relevance, used to inform service naming and content optimization.

Origin

Adapted from GOV.UK Service Manual — source

Build a session around Search Term Analysis

METODIC places Search Term Analysis inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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