It’s a no-brainer that product positioning is a key to successful market entry. If you have a product you know the hassle of choosing the right way to present your product to the market.

As a result, a lot of questions might come to your mind:

  • What’s the most user-familiar way of my product’s category?
    Pet fountain, water dispenser or pet waterer?
  • What’s the most demanded feature of my product?
    Should I emphasize more that it’s a laptop SSD, portable SSD or Macbook SSD?

These and a lot more questions on product positioning can easily be answered using Google Search data of 3.5 billion daily searches.

Some information about the market volatility, the seasonality of the demand, predictions for the upcoming year will come as a bonus.

So, stay tuned to explore an easy and effective product positioning strategy with me.

Note: I’m going to use Google Keyword Planner to showcase the process. But you don’t need to worry as I’m going to teach you how to use it from scratch.

The 3 main steps of finding the best product positioning

There are a lot of strategies you can find on the Internet to come up with the best positioning strategy and I must say that combining several techniques will bring the best results.

In this article, I’m going to share one of the best working strategies of my experience concentrating mainly on the third step which will guide you through the whole process of validating your ideas with Google Search data.

Step 1: Brainstorm for the positioning ideas

First of all, sit down and list all the important features your product or service has. Then invite your team, friends, or family to brainstorm the problems your potential customers usually face.

Once you’ve defined the problems, ask your team to suggest 5-10 words your customers might use to name their problems or find solutions with.

Check out this article to learn more about brainstorming.

Step 2: Match the ideas with any previously acquired data if there are any

If the business runs for some time or you’re launching your second product you most probably have some customer data collected beforehand.

For example, best-performing keywords from Google Search Console or Internal site search data from Google Analytics can give useful information about your product and customers.

Combine this data with the results of the brainstormed ideas then choose 2 to 3 ideas to move forward with.

Step 3: Use Keyword Planner tool to validate the ideas and choose the most demanded one

In the last step, we’re going to find the best formulations of the previously defined ideas, explore the search to understand which ones reflect our product the best, and combine some numeric monthly search data and fluctuations to find the most relevant and demanded keywords for the product positioning.

The actual learning starts from here.

Without further ado, let’s move to the practical part of the product positioning strategy.

Creating a winning product positioning startegy with Google Keywords Planner

For demonstrative purposes, let’s take an actual product — a self-sterilizing toothbrush with a toothpaste dispenser.

The positioning ideas to be tested:

  1. UV sterilizer toothbrush
  2. Toothpaste dispensing toothbrush

Countries of interest: US, Canada, UK, and Australia

So, I’m going to take the first idea and implement the technique step by step. When you implement the strategy you’ll need to do the same for all the variants and compare the results to make the best decision.

Okay, let’s take the phrase as suggested — UV sterilizer toothbrush.

We don’t know how people search for this product yet. Or whether they’re even looking for it.

Therefore, the first step is trying to find what queries people usually put in the search box to find their desired results.

The easiest way is to do some niche research.

Adjusting the keyword ideas with Google Search data

Just google the phrase “UV sterilizer toothbrush”

Google Search for adjusting the keywords

Note that Google suggests using sanitizer instead of sterilizer which already gives an insight that the term is more popular in that phrasing.

Even if Google doesn’t suggest another version you can find it in the titles of the results on the search result page.

As both the signals suggest that sanitizer is a more popular variant we’ll move forward with “UV sanitizer toothbrush“.

Now, let’s explore the search results more. Go and check the Pictures section:

Google image search to check the relevancy of the keyword

As a result, you can clearly see that Google identifies the query as a separate device that sterilizes the toothbrush. Pretty much what we are suggesting.

Since Google always adjusts its results based on user behavior we can assume that this is what people look for when referring to the searched term.

Now that I am sure about the relevancy of the term let’s rephrase it a little to get closer to our product which self-sanitizes its head without a separate device: “self-sanitizing toothbrush”.

Google image search for checking the relevancy to your product positioning

In the next step, I’m going to go to search for both phrases separately, and from the results page select the first 2-3 webpages for further analysis.

These pages that are ranked with the keyword I’ve searched for are probably ranked with many other relevant keywords, that can give us more relevant options to choose from.

So, let’s check them out.

Google Keyword Planner for keyword genaration

Go to Google Ads. Register an account if you don’t have one.

Important: If there are no running ads currently with the account, the monthly search volumes will be shown with average rages. In my example, I took a Google Ad account with active ads.

Then go to the Keyword Planner in Google Ads and click on “Discover new keywords”.

Google Keywords Planner positioning research

Select the “Start with a website” section and paste the webpage you copied in the previous step.

Google Keywords Planner: Start with a website

Fill in the target language and the countries and press “GET RESULTS”.

Google Keywords Planner for product positioning

Here you have a list of keywords and some stats about them.

At this stage, we’re interested only in “Avg. monthly searches”. It shows how many times a keyword is searched in Google within a month. In addition, you can find more data on competitiveness and bid strategy if needed.

Now go one by one and choose the relevant keywords, change the URLs and keep looking.

Here’s my selection:

KeywordMonthly Search Volume
self-cleaning toothbrush480
self-cleaning electric toothbrush140
toothbrush sanitizer3600
UV toothbrush sanitizer1900
electric toothbrush with UV sanitizer590
electric toothbrush with sanitizer360
self-cleaning electric toothbrush140
sterilizing toothbrush1000
UV light toothbrush480
UV toothbrush holder590

Once you’re done, copy all your findings, go to “Discover new keywords” again and this time paste the keywords in the first tab — “START WITH KEYWORDS’ — to generate new keywords from them.

Google Keywords Planner: Start with keywords

Here we have 5 new ideas:

KeywordMonthly Search Volume
toothbrush cleaner1900
toothbrush sanitizer holder880
UV toothbrush sterilizer210
disinfecting toothbrush880
UV toothbrush sterilizer210

So, we have separated 15 keywords with the highest search volume in the niche which all together have 13.3K search volume a month.

We’ll later compare this to the other option’s sum f search volume for the top 15 keywords to measure the market capacity for both positioning variants.

Forecasting the performance of the selected keywords

Now let’s see what else we can know about these keywords.

Select all the 15 keywords from where you left the Keyword Planner and press “Add keywords”. Then go to the “Forecast” tab.

Here we have:

Google Keywords Planner for product positioning

The forecast shows the possible changes in the search volumes, aka the demand for the product for the upcoming year.

Google Keywords Planner for product positioning

And the distribution of the location shows what countries of your included locations have the highest search volumes.

This is not yet all.

You can also estimate the Click-Through Rates (CTR) for the keywords for the next year. The CTR metric shows how relevant the results are to the queries. In other words, if the CTRs are high for some keywords (in relation to the others in the list) they are the most relevant to what the user was looking for.

Google Keywords Planner for product positioning

The lowest one here is “electric toothbrush with uv sanitizer”. Let’s explore why.

CTR showing the search result relevancy

This can probably give some insights that people actually want something different. Think about whether your product can provide it or not.

Bonus tip: How to check the seasonality of the interest.

Switch back to the Keyword plan tab, change the timeline for as long as you want, and here we go — 4 years of fluctuations:

Google Keywords Planner for product positioning

This is the search graph of the “self-cleaning toothbrush” keyword which shows important information:

  1. The trend is upwards in general for the last 4 years
  2. The trend starts to go up in November and slows down at the end of fall.

Pretty useful, huh?

Let’s sum up the results.

The results of the product positioning research

  1. Sterilizer should be replaced with sanitizer, as people more usually refer to it that way.
  2. The main country of interest is the US (although we haven’t tried all the countries)
  3. The impressions are forecasted to increase soon
  4. The results for the niche searches are not very satisfying
  5. We have upwards trend in the niche in general
  6. The interest has seasonal behaviour — it increases in November and decreases before summer.

Later these results will be compared to that of the other variant to select the best product positioning strategy.

Extra tip: Pay attention to the “People Also Ask” section to explore some more specific needs in the niche.

Conclusion

I know you’re interested to get the results for the other positioning variant. So, I got them for you.

The research has shown that only the “toothpaste dispenser” keyword has over 15K monthly search volume which is more than the sum of the top 10 in the previous one. Meanwhile, the seasonality is almost the opposite. Hypes in the Summers.

I hope the research can add a lot of relevant information to your product positioning strategy.

Even if you’re not going to implement them right now, bookmark the article and visit back anytime you need a guide to brainstorm for keyword research or have anything to do with Google Keywords Planner.

Thanks.

Have a great day!