Tracking keywords and themes
Finding the topics that come up repeatedly, and telling a real pattern from noise.
The Keywords view under Insights shows what customers mention repeatedly across reviews and survey responses.
Why this is the most useful screen
Individual feedback is anecdote. The same word appearing forty times is a fact about your business.
More importantly, it surfaces things you’re structurally unable to notice yourself. Everyone who works there knows where the entrance is, knows the wifi password, knows which member of staff to ask. Customers don’t — and they’ll say so, one at a time, across months, in a way no one reading feedback individually would ever assemble.
Reading it well
Look at what changed, not just what’s biggest. Your most-mentioned keyword is probably your core product, and it’ll be top of the list forever. The interesting entry is the one that wasn’t there last month.
Separate praise from complaint. The same keyword can be either. “Parking” appearing a lot means nothing until you know whether people are grateful it’s easy or furious it’s impossible.
Check the volume behind a keyword before acting. Three mentions is not a trend, even if all three are vivid.
Read the actual feedback behind a keyword before spending money on it. Keywords tell you where to look, not what to do.
Turning a keyword into action
The test for whether a keyword matters: would you do something differently if it doubled? If not, it’s noise you’re monitoring out of habit.
For the ones that pass, the useful next step is usually narrowing — is this keyword concentrated in one location, one service, one time of day? A complaint that’s evenly spread is a business problem; one that’s concentrated is an operational problem with a specific address.
Watching a specific issue
If you’ve just changed something — a menu, a booking system, a supplier — the relevant keywords are the fastest read on whether it landed. Check weekly for the first month after any significant change.
You can route feedback mentioning particular terms straight to the right person using a condition in an automation. → Conditions and branching
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