In order to create a successful SEO campaign, you need to have a good understanding of the way that people search, predict what keywords they will use for a given query and have a good knowledge of the market and of the industry.
Modeling the way that people search can be considered as the holy grail of many SEO and Search Engine experts, because if this was possible, we would be able to predict the user behavior while searching. Even if modeling human behavior is almost impossible, by analyzing the search data we can get useful insights and trends.
1. Google Analytics
Google Analytics is a great source of information because it allows you to see how users interact with your website, which sources drive the most of your traffic and which keywords are used by users on search engines. A closer look on the Keyword Report can give you an idea of what people look for and how targeted your SEO strategy is.
2. Google Webmaster Tools
The new features of Google Webmaster Tools console provide lots of really useful info on the search queries that are relevant to your website. In this platform you will be able to see all the keywords for which your website appeared in SERPs, the total impressions, the total clicks, the click through rate, the average position of your website and more. By analyzing all these data you can get a good overview of your current SEO campaign, find out which are the most popular terms and target on them.
3. Google Trends
The Google Trends tool displays the total search volume for a specific term or a comparison for a set of terms globally. The results also contain some news entries that may give a hint for possible spikes. Using this tool can help you spot the trends for specific topics and predict the increase on the demand for specific products or services.
4. Google Insights
The Google Insights is a tool similar to Google Trends, but it gives more weight on the visualization of the interest on specific countries and cities by using a heat map. It also generates a set of top 10 related searches and top 10 rising searches.
5. Google Adwords Keyword Tool & Search Terms Report
There have been some drastic changes on the Google Adwords Keyword tool lately that have been criticized by many Online Marketing Professionals. Nevertheless Google Adwords keyword tool can still be a good source of information that can help you evaluate the popularity of a term, estimate the monthly incoming traffic and get some extra ideas on what people search.