With the start of the new year we’ve got a big new feature available at Quantcast: keyword profiles. Keyword profiles capture searcher behavior at all of the major search engines.
If you’re familiar with our audience profiles for sites, then you’ll quickly get a feel for the keyword profiles. Enter the keyword(s) that you’re interested in with surrounding double quotes, for example “nascar” and you’ll see a profile of the searchers who use that keyword.
You can see the trend in usage of the keyword (clicking on Compare will take you to a large view format), the demographic profile of the searchers, and the Siteographic affinities (in this case nascar.com for sports and TNT for television – they screen Nascar).
Additionally you will find a new feature: ‘Audience Keywords’. This provides information on the other keywords that searchers for any given keyword also search for. Here you can see the results for “nascar”. Just like with the Common Audience feature that describes the most differentiated audience affinities, the higher the score the more differentiated the use of the keyword from the general internet population.
You can see that searchers who enter “nascar” were considerably more likely than the average searcher to also search for “dirt racing”, “2007 nascar schedule” and “dale earnhart jr”. Clicking on the keyword/phrase will take you straight to its own profile.
Another powerful feature is the ability to utilize the common audience feature for keywords and phrases. Here we can see the Common Audience for “nascar”. These are the sites that searchers for “nascar” are more likely to visit than the average internet visitor. This doesn’t necessarily mean that “nascar” was the term used to find the site, though this is of course more likely.
The reverse analysis is also possible. For any given website you can see the most differentiated Audience Keywords. For an example check out harvard.edu. The keyword list makes interesting reading. Does Harvard have a bed bug problem? Maybe, but we suspect that the reason that searchers for “bed bug bites” also visit harvard.edu is that the Harvard School of Public Health provides lots of useful information on bed bugs. To see for yourself, simply click the new window icon next to the search term and the Google search results will be pulled straight up.
Give it a go and let us know what you think.