Marketing Research for Preparing Internet Strategies
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This presentation covers the basics of discovering competitive strategies for SEO and Internet Marketing. It lists a set of tools/websites that we use for discovering keyword research, looking at competition and formulating strategies to drive online traffic and engagement. You can get an in-depth view of developing a full strategy for online marketing but reviewing the slide show here: http://goo.gl/PjO5ul
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Marketing Research for Preparing Internet Strategies
- 1. MARKET RESEARCH PLANNING AN ONLINE PRESENCE
- 2. INTRO TO SEARCH How search works: http://goo.gl/RU4yEj How updates are made: http://goo.gl/qz1zMH
- 3. GETTING STARTED WITH RESEARCH Private Browsing – Bing and Google filter by search history Define your metrics for evaluation Have a plan for determining value • Low cost per click • High cost per click – organic strategy • Low competition • High ticket item • High conversion rate
- 4. ASSUMPTIONS FOR MARKET RESEARCH When we talk about the Internet we are talking about the known Internet; Google’s Internet Metrics are never 100% accurate. Why? Due to inaccuracies in data, metrics will differ by tool.
- 5. RESEARCH TOOLS There are many viable tools. Some are free and some are paid accounts. The following list is not comprehensive: Keyword Planner keyword research Moz – OpenSiteExplorer backlinks / social SEMRush keyword rank, traffic WooRank analyze competitors Majestic SEO backlink data / quality Google Trends comparison in trends DomainTools data on dns and status
- 6. INTERMISSION Back in 15 mins
- 7. WHAT QUESTIONS DO YOU NEED TO ANSWER? Demographics Search Volume - Popularity URLs that are available (EMD) Competition – Organic and Paid Social Media Viability – Is it interesting for social media? Transaction Value – can it be profitable? What is the projected growth rate over time?
- 8. URLS The exact match domain – Google has publicly denounced this in favor of the branded domains Google can’t really decipher between keywords in the domain vs. the directory Lets see an example
- 9. SERP FOR “SALT LAKE MORTGAGE”
- 10. RESULT #1
- 11. RESULT #2
- 12. RESULT #3
- 13. BUILD A MODEL AROUND THE DATA Impressions Click Through Rate Cost Per Click Bounce Rate Landing Page Conversion Transaction Value Margin and Marketing Costs Life time value of customer (assume 1 year of transactions)