The business value that search engines can bring you and how you can get insights about your target audience by analyzing the keywords that they use to search for your products / services.
10. Your Market is…
“Any group of people who are actively
researching a product you offer”
Wunderman Report – “How to Think Digital”
11. Why Keywords?
People search alone usually
Search is a voluntary act
Search is not a selection between
alternatives it’s an expression of
desire
12. User Intent
Consider the following keywords:
Camera
Digital camera
Digital camera models
Digital camera price comparison
Canon powershot sx20 best deals
17. Segments of ‘Games’
Category Queries %
Generic 16,600,000 35.5%
Browser 9,163,000 19.6%
Addicting 5,000,000 10.7%
Computer 4,370,000 9.4%
Free 3,800,000 8.1%
Fun 3,563,000 7.6%
Video 2,740,000 5.9%
Action 1,496,000 3.2%
Total: 46,732,000 100.0%
Generic
Browser
Addicting
Computer
Free
Fun
Video
Action
18. Summary
• Search can position your brand / site
exactly when your target audience is
“looking for you”
• Huge awareness and revenue potential
• Extreme precision and insights on
target audience
• Market segmentation based on users’
interest