Audience Insights
Explore estimated audience characteristics for a keyword to help shape questions about your readers.
The tool opens in your Kwordia account. Dotted links explain terms in the glossary.
Before you begin
Audience Insights provides demographic estimates associated with a search topic. It can help you think about who might be interested in a subject, particularly when you are beginning your research. It does not identify individual people or describe the actual visitors to your own website.
Open Trends & Audience and choose Audience Insights. Prepare one keyword that clearly describes the topic you want to investigate.
Using this page, step by step
- Enter your keyword and review the settings offered by the form. A specific topic is easier to interpret than a word with several unrelated meanings.
- Review the usage estimate and submit the request.
- Read the available age and gender information together. Check which categories have data before drawing conclusions.
- Use the findings to form questions for further research, such as whether an introductory explanation would help your intended readers. Compare these ideas with what you know about your actual customers.
A worked example
You might investigate beginner hiking to inform a new advice section. The report can offer clues about the estimated audience, but you should still make the guide welcoming to anyone who needs it. A demographic category does not tell you a person’s experience, ability, or preferences.
Understanding what you see
Demographics describe groups using characteristics such as age. These are estimates for the topic, not a customer list or a count of visitors to your site.
Small differences between categories may not justify a change in strategy. Use the report alongside other evidence.
Common questions and problems
If information is missing, try a clearer or broader phrase. Some subjects have limited available coverage.
For performance information about your own website in Google Search, use My Site Insights instead.