Discover the questions your customers are asking
The questions users ask in search engines can help you understand your customers and their pain points. Learning what these questions are is a great strategy to introduce your brand as a trusted resource for consumers who may not be familiar with you or your expertise.
This workflow covers how to use Conductor to research what questions your customers might be asking relevant to your products and services. This can help you to meet potential customers at the earliest stage of their buyers’ journey, to build brand affinity, and to put you in a great position to win customer loyalty.
- Start your keyword research in Explorer as described in the Find out what your audience is searching for and what words they use workflow in this article.
- At the top of the Related Keywords tab, click the Questions quick filter to show question-based keywords related to your topic.
- Take note of the questions you think are relevant to your business.
- Go to Result Types↗️.
- If you want, choose a keyword group to focus on from the Select Keyword Groups filter.
- Scroll to the Result Types by Keyword table and select Answer Box and People Also Ask from the Result Type filter on the left. Doing this shows the keywords associated with questions that Google is answering in the search results with specialized result types.
- Select the blue arrow to the left of the keyword to see the top People Also Ask questions and answer box results.
- Take note the results that appear for these keywords. This research shows you what questions Google is actually presenting in the SERP results. You can use this phrasing in your own content to try and gain ownership of these result types which have a high clickthrough rate.
- Go to Content Guidance↗️, where we can find the exact questions that top-ranking pages already address with their content.
- Enter the keyword you want to research into the search bar. If you have an existing page you are optimizing for the keyword, you can also add the URL.
- Click Get Guidance.
- In the top-left, select Content Insights from the filter and scroll to the Questions to Answer section. This will show you the questions being answered on the top-ranking pages.
- Click the arrow in the top-right corner of the widget to see what competitors are answering what questions.
- Take note of the questions that appear on these pages. Use this information to see exactly what kind of questions top-ranking pages are already targeting. We can add the most relevant questions into our own content to better compete with the pages that Google already recognizes as answers to the questions with its top-ranking search results.
What's next?
- Use this workflow to build content that answers your audience's questions—whether it be a new piece of content or an optimization to an existing page.
- Once you’ve determined which of the questions you’ve decided to address with your content, be sure to add these as keywords to your Conductor account so you can continue to keep a close eye on your progress in search results.