What Your Customers’ Searches Can Tell You? Are You Paying Attention?

“Know your customers” is the first commandment and central mission of any (successful) company.

Do you know your customers well? Who are they? What do they need? How / when / where do they need it?

When searching (website, mobile, or voice) it is essential to listen to “customers” – their research interactions, which is their way of saying what they want.


  • Do you listen and can you respond?
  • How do you develop a solid strategy for the customer’s search experience?
  • How can you act as a personal search agent to guide users about the content, products, or services they are looking for?

To really get to know your customers and what they want, you need to consider yourself a reporter.

Good journalists know 5W (and 1H) journalism: who, what, when, where, why, and how. They know that if you ask the right questions, you will be closer to the right answers. If you are listening to customers (through your recordings), ask the following six questions.

  1. Who are your customers?

Before providing effective customer search experiences, you need to know who your customers are. There is no need to develop a clear and imaginary “client” such as “a 45-year-old woman, a lawyer, two children, residing in San Francisco”. This can really be limiting. What you really want to know is: what is important to your customers: what do they like?

If you run a wellness company and your customers are looking for “meditation tips”, “how to relax” or “calorie counters”, you know that they value physical and mental health and want to combine it with products or services that seek.

  1. What are your customers looking for?

As customers ‘speak’ through research (and some can literally speak through voice research), listen to the problem or problem they are trying to solve. What do your specific searches ask for? If your company offers legal services, you can “listen” to these recordings: “How do I open a business?” or “What are the power of attorney documents?” You will then know that your customers are going through personal or business situations that change their lives and seek help from your company.

Are you looking for suitable forms and documents or a summary of court proceedings? Do they ask for the names of local lawyers? Keep listening to learn the keywords or keywords that they use most to describe their problems (related to your product or service).

Also: what services or products do they choose? And which search terms lead to action or purchase?

  1. When are you looking for customers?

Continuing the example of legal services, do your clients seek information in the middle of the day, perhaps during lunch? In that case, you should make access to the modules as easy as possible. Or perhaps they write “speak to the lawyer” at night. If so, consider making legal experts available for calls or chats outside business hours. If customers are looking for legal documents during the day, they can complete and print the documents before going to court that day. In that case, you can include links to websites of national and municipal courts that, in turn, provide location and time information.

  1. Where are you looking for customers?

How much experience do your customers have with technology? Do they search mostly on their laptops or phones? Current research indicates that 70% of mobile searches lead to action in an hour, so it’s important to think of a strong mobile strategy. According to Google, 75% of smartphone owners first seek a search to resolve their immediate questions or problems. You want to find customers where they are.

Also, listen to the type of content customers are looking for on their phones and laptops. If a customer is looking for yoga products on their phone, you can provide typing tolerance, autocomplete, and synonym management features to speed up your search. You can also “show” her the latest and greatest yoga mats and clothing, as well as significant discounts. You want to be discoverable and create a seamless experience on any device, wherever customers search.

  1. Why are they looking for?

We already know that customers want to answer a question or solve a problem. But why are they doing a specific investigation? A customer can use voice search to ask, “What are the best eggplant recipes?” Notice that he is asking a complete question as if he is talking to someone else. Perhaps he is at home doing voice searches while preparing to prepare dinner. In this case, research in natural languages is better; and, since no scrolling or navigation is required, customization and easy-to-understand results are essential. You can better guide the customer to the best result if you understand the intention.

  1. How do they search?

The last “W” is an “H”: Like. How do your customers look for specific information? For example, how do consumers search for information about Amazon Echo compared to their computer? How do they look for specific items during voice searches compared to text-based searches? Do they use a full sentence or a two-word sentence when speaking to a device? Does your text search for fewer words? Understanding how to search can help you work to meet customer needs, including creating new content, offering new services, or adding (and delivering) new product features.


Analysis can help you capture a lot of the “who, what, when, where, why, and how” of customer research. This captured information, including bounce rates, time on site, and cart delivery speed, may even reveal what services or content are missing from a company’s website, mobile site, or application.