4. Search term research is key to understanding a user’s problems
To promote an understanding of how content needed to be improved, it was necessary to understand which search terms the target groups used to search for cancer-related information on Google.
Further, we needed to understand the intentions behind the searches, which were not always obvious. Once we had those things in place, we could adapt the contents to get better, clearer answers to the users’ questions.
An important part of this process has also been creating reports to show the positions of important search terms for various parts of the website. By regularly following the positions of individual search questions, we were able to identify areas where the contents did not live up to the requirements and quickly fix this.
“Thanks to the search term reports, we can quickly see if a search term plateaus or is stuck at a low position, which enables us to take action where it is needed best.”
Often, these have been quite simple adjustments. For instance, this can involve answering a frequently asked question in a clearer way or adding images and illustrations when this can provide clearer answers than text.