Build Your Customer’s Persona With This Little Known Google Tool

Ian Google Correlate Leave a Comment

Have you ever wanted to use a crystal ball to determine exactly who your audience is?

Wouldn’t it be so much easier to figure out what your audience wants to hear and how they want to hear it?

Even better than that, wouldn’t it be nice to have insight into the persona of the buyer you’re trying to sell to or the reader you’re trying to promote your blog to?

Of course it would!  This insight would allow you to market your efforts more directly to those people actually looking to consume what you’ve got.

Well, with a little imagination and this little known Google tool you can get yourself a little crystal ball of your own!

Google Correlate is a readily available tool that allows you to see what Google searches correlate most closely with your own data set (or in our case our query).

Here is what Google says about this tool:

“Google Correlate is like Google Trends in reverse. With Google Trends, you type in a query and get back a data series of activity (over time or in each US state). With Google Correlate, you enter a data series (the target) and get back a list of queries whose data series follows a similar pattern.”

So essentially if you type in a query such as ‘Search Engine Optimization’ you are able to return queries that follow the same search patterns (i.e. in a loose sense you learn which searches are most closely related to one another).

This is extremely helpful because searches that are related to one another often come from the same subset of individuals.

Why is this important?

Well, it is because you can form an idea of who these people are (with a little creativity of course).

Take for example my use of the search term ‘Search Engine Optimization.’

Correlate Image For Blog

You’ll note that the search results return correlated search terms that most closely match my input term.  You’ll also note that while many of the terms such as web design, xml, meta tags etc. are closely related to my input term you will see that there are apparent outliers as well such as free templates, samples and distance learning.

If you consider for a second that perhaps these closely correlated results aren’t outliers and in-fact help to define your target market then you might come up with something like this;

Target Market – Likely to contain a high proportion of inexperienced individuals looking to learn SEO (as noted through the basic terminology like web design, xml and meta tags).  They like easier methods of learning using samples of work and templates and they likely have 9-5 jobs already (as they are looking for distance education).

So, with a little creativity you are able to create a picture and target an audience that now has a face and a persona.  MUCH easier than trying to target an unspecified group and or consumer.

In this case, writing on SEO you learn that while you can speak in purely technical terms that you should consider a more educational approach so that you can appeal to a larger group of individuals.

The same approach can be considered for the buyers of SEO.  How many of them have any technical understanding of what we do?

Very few from my experience, which is why I chose to take a more educational approach when selling my services to SEO buyers (believe me, it works).

For those of you in the USA you get the added advantage with this tool of clicking the button Compare US States.

With this function you are able to form an even better market as you’ll be able to see the density of searches by state which can help you further develop the persona (such as political association, available activities being engaged in etc…).

All of this is extremely helpful when defining your target market.  The more information you have about them the better.

I hope you see how useful this tool can be.

Check out our latest guide on how to use Google Trends To Define Your Target Market here.

Ian Wilson

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