step away from your dashboard - sem/seo competitive and keyword analysis
DESCRIPTION
Looking for keywords in all the right places. Competitive Analysis and Keyword Discovery for search engine marketing is discussed - in a whimsical way - but with some excellent tactics that can be executed immediately. Emetrics New York 2011TRANSCRIPT
Where are you Looking for Data?
Step off your dashboard and take a
look around!Barbara C. Coll
CEO, WebMama.com Inc.
AIRPORT
LearnIngs
MessagingCompetitionKeywordsTarget AudienceBudget
Why Do Analytics People Care about Competition?
○ Because Analytics is about Business Intelligence
○ Helps you gauge how well your company is doing in web visibility (eyeballs leads to clicks)
○ Steal ideas for metrics
– What else are other people
measuring?
Question: Who in the company is thinking about competition?
Where Do You Find More Competitive Information
that Isn't on Your Dashboard○ Newspaper Ads
○ Magazines Ads ○ Store Fronts
Google Does Provide..
Search Volume Insights
Lipstick Example
Search Volume Insights
Lipstick Example
Keyword DensityCompetitive Insights
What Have You Just Accomplished?
“Keyword Research”Inform web content team about keywords being used by competition
Inform PR group about keywords they might want to consider
Inform Product Marketing about competitions wording
Other Online Sources for Competitive Information
○ Quantcast
○ Compete
○ Alexa – NOT
Other People Tell You Who the Competition Is. Check
it Out.
Is the Competition Who Your Company/Clients
Thinks it is?
#1 makeupalley.com#2 Sephora.com#3 Beautyaddict.com#4 maccosmetics.com#5 taaz.com
Do you think Revlon knows that their competition online is NOT all of the major brands like covergirl but sites that sell multiple brands?
WebMama Summary
Heads up when you are driving
Look at the ads in print (yes, paper)
Lurk in online communities
Who is the competition online really?
What keywords are the competition using?
What is the search volume?