Assessing and researching what people want and need is one of the most important SEO tasks.
However, traditional SEO tools can’t always capture the diversity of a query.
Often, keywords, questions and phrases can be asked differently and SEO tools can all report them as “zero volume” keywords.
In reality, these keywords have high engagements on other platforms such as Quora, in the form of likes, reshares and upvotes.
For example, the query “How do I promote my gigs on Fiverr” has a search volume of 20 in the U.S. and 50 globally, according to Semrush:
Based on this data, the logical conclusion is that this keyword is not worth pursuing for SEO.
Instead, on Quora the question has a different type of engagement. There are hundreds of related questions:
Plus, over 1,000 people follow the topic and thousands of upvotes for many answers people give.
We all want these keywords, questions and variations.
Why use Quora?
Are these terms really zero-volume keywords?
Probably not.
When people engage and discuss a topic, that topic is certainly important to them. If we pass on this opportunity, we will miss important insights.
Quora is also a platform for industry professionals and experts to share knowledge and insights.
By actively participating in relevant discussions and questions on Quora, you can gain valuable insights into industry trends and stay updated on your competitors’ activities.
This information allows you to refine your content strategies and tailor your offerings to a targeted audience.
Another benefit in addition to the previous ones is the formal market research methods. Participating in Quora also allows businesses to conduct informal market research.
Observing users’ questions gives you insight into potential customer pain points and needs.
Assessing quality and credibility on Quora
When it comes to finding reliable and accurate information online, Quora generally stands out as a trustworthy platform.
With millions of users and contributors, maintaining quality and credibility is extremely important to Quora.
Here’s how Quora ensures the reliability of information on the platform:
Reliability of information
Quora has implemented several measures to ensure the accuracy and reliability of answers provided by its users.
First and foremost, Quora has a robust community moderation system. Trusted users with expertise in various fields help maintain the quality of content by reviewing and flagging inappropriate or misleading answers.
Also, Quora encourages the use of citations and references by allowing users to provide links and sources in their answers.
This helps authenticate the information provided and enhances the credibility of the answers.
Verification Process
Quora takes the verification process seriously to ensure that experts and knowledgeable individuals contribute to the platform.
Quora verifies the identities of notable individuals (e.g., renowned professionals, industry experts, public figures) to ensure their credibility.
Quora also allows users to showcase their expertise through their profile credentials.
Users can mention their educational background, work experience, and any other relevant qualifications to establish their credibility in specific topics or industries.
All these efforts combined make Quora a reliable source of information, where users can assess the quality of answers and credibility of contributors before relying on the information provided.
How to use Quora as a resource for learning and research?
Here are a few tasks we can all use when researching a topic on Quora.
Utilizing Quora for research
Quora serves as a valuable research tool, offering a wide range of information and expertise on countless topics. By leveraging the collective knowledge of its users, this platform allows you to tap into a vast pool of insights and experiences.
You can check the section about related questions, read the comments and replies and pick those that people upvote the most.
The platform encourages detailed explanations, personal anecdotes, and thoughtful discussions, making it a goldmine for researchers seeking diverse perspectives.
Gathering information
By simply searching for a topic of interest, you’ll find numerous questions and answers related to that subject.
For instance, going back to the topic of “how to find Fiverr customers”, Quora can provide you with firsthand accounts and valuable opinions. The platform allows you to interact directly with experts and gain insights that may not be readily available through traditional research channels.
You’ll find experienced Fiverr sellers sharing golden nuggets and sharing their experiences and tips on how to promote your gigs. Something that would take a very long time on the traditional search engines like Google or Bing.
Quora also allows you to follow topics and individuals, ensuring that you receive updates on the latest trends and discussions pertaining to your research interests. This feature provides a curated stream of relevant information, saving you time and effort.
In addition, the ability to upvote or downvote answers on Quora ensures that the most helpful and accurate information is prominently displayed. This voting system promotes quality and credibility, empowering you to trust the information you gather from the platform.
How Quora compares to other platforms
Quora vs. Reddit
When it comes to Q&A platforms, Quora and Reddit are two popular choices among internet users. However, there are several key differences that set them apart.
Community: Quora boasts a large and diverse community of experts, professionals, and enthusiasts. On the other hand, Reddit is known for its extensive range of topic-specific communities called subreddits.
Format: Quora emphasizes longer, more detailed answers that come from personal experiences or expertise. Reddit, on the other hand, encourages shorter, more conversational responses and often relies on upvoting and downvoting to determine the visibility of each post.
Content Discovery: Quora uses algorithms to show users relevant content based on their interests and preferences. Reddit, on the other hand, allows users to customise their homepage by subscribing to their preferred subreddits.
Anonymity: Quora encourages users to use their real identities and build their reputation through their contributions. Reddit, however, offers more anonymity options, allowing users to participate without revealing their identity.
Quora vs. Stack Exchange
While both Quora and Stack Exchange serve as knowledge-sharing platforms, they cater to different audiences and have distinct features.
Focus: Quora covers a wide range of topics and encourages users to share personal insights and experiences. Stack Exchange, on the other hand, primarily focuses on specific fields such as programming, science, or math, providing a platform for experts to ask and answer questions within their respective domains.
Structure: Quora relies on a more open-ended Q&A format, allowing users to provide subjective answers and engage in discussions. Stack Exchange, however, follows a strict question-and-answer format to maintain a concise and factual database of knowledge.
Reputation system: Quora’s reputation is built based on the quality and engagement of a user’s contributions. In contrast, Stack Exchange assigns reputation points based on the accuracy and helpfulness of answers, aiming to recognize the expertise of its users.
Community moderation: Quora relies on its user base to report and moderate content, whereas Stack Exchange has a dedicated group of moderators who oversee the platform and ensure the quality of the content.
What results can you generate on Quora?
Quora isn’t just a platform for individuals seeking knowledge and inspiration; it can also be a valuable resource for businesses and marketers.
Here’s how businesses can leverage Quora for marketing and lead generation, plus some strategies for you to make the most out of Quora as a social platform.
Quora as a platform for businesses
By creating a business profile on Quora, companies can engage in conversations related to their products or services and provide valuable insights, ultimately building trust and credibility with potential customers.
Generate leads: Businesses can actively participate in relevant Quora discussions and subtly promote their offerings as a solution to users’ inquiries. By providing helpful and informative answers, businesses can attract potential leads who are already interested in their niche.
Establish thought leadership: Quora allows businesses to showcase their industry expertise by answering questions and sharing valuable insights. By consistently providing high-quality answers, businesses can position themselves as thought leaders in their domain, attracting attention from both customers and industry peers.
Build brand awareness: By actively engaging with users on Quora, businesses can increase their visibility and reach a broader audience. By including their brand name and relevant keywords in their answers, businesses can effectively create brand awareness and recognition.
Quora strategies for SEOs
For SEOs, Quora can be a goldmine for finding potential customers and promoting their products or services.
In addition to the “zero-volume” keywords considerations I made in the introduction, I’ll share here some useful tips for improving your presence on Quora and driving targeted traffic back to your websites:
Create a compelling profile: You should optimize your Quora profile by providing a clear and concise description of your expertise and the value you offer. Including relevant keywords and links to your website or social media profiles can enhance your visibility and credibility.
Identify targeted topics: You should identify the topics that are relevant to your target audience and regularly monitor those topics for new questions and discussions. By keeping a pulse on industry trends and actively engaging with users, you can position yourself as a valuable resource and attract potential customers.
Provide value through answers: You should focus on providing valuable and informative answers to users’ questions. By demonstrating your expertise and offering helpful solutions, you can establish yourself as a trusted authority and increase the likelihood of users seeking more information from them.
Promote content strategically: SEOs can leverage Quora’s platform to strategically promote your content, such as blog posts, articles, or videos, that provide further insights or solutions to users’ inquiries. By including relevant links within your answers, you can drive targeted traffic to your websites or landing pages.
Conclusion
Quora is a powerful platform that offers immense potential for improving your SEO and research efforts.
Quora can help you explore keywords from a different perspective, gather useful insights about the target audience and discuss directly with content creators and topical experts.
It’s important to note that all types of marketers can benefit from Quora, not just SEO professionals. SEO can change (think the introduction of AI into search results) but knowing your audience will always be a valuable and pivotal part of marketing strategy.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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