Example
Initial Market Analysis

Current Site
Keyword Density Analysis for http://www.examplesite.com/insurance.html
Total Words: 16 2 Word Phrases: 14 3 Word Phrases: 1
Word Count Density Phrase Count Density Phrase Count Density
insurance 20 16.95% insurance help 3 2.54% online best deal 2 1.69%
best 8 6.78% insurance quote 3 2.54%
quote 7 5.93% protection insurance 3 2.54%
protection 5 4.24% best deal 3 2.54%
money 5 4.24% life insurance 2 1.69%
cover 4 3.39% mortgage protection 2 1.69%
mortgage 3 2.54% best deals 2 1.69%
helper 3 2.54% insurance travel 2 1.69%
online 3 2.54% insurance mortgage 2 1.69%
deal 3 2.54% insurance quotes 2 1.69%
call 2 1.69% online best 2 1.69%
travel 2 1.69% insurance cover 2 1.69%
quotes 2 1.69% best insurance 2 1.69%
life 2 1.69% travel insurance 2 1.69%
deals 2 1.69%
today 2 1.69%

Theme Market Analysis based on the following 9
keywords / key phrases targeted on www.examplesite.com
Total Search Market Value: £1,777,006,556
Organic Market Value: £1,725,050,168
Organic Rank Valuemax: £959,453,367
PPC Market Value: £51,956,388
Total Search Market Value: £ 1,777,006,556
This is the Total Search Market Value and represents the value of owning all the search traffic, both
organic and paid, for a keyword. It is the combined value for all the organic ranked positions and the
number one paid position.
Organic Market Value: £ 1,725,050,168
(OMV) represents the entire organic search market value for the 9 keywords/ phrases analysed. This
would be the combined value of all the positions (predominately 1 through 10.
Organic Rank Valuemax: £ 959,453,367
(ORV) is the Organic Rank Value for a keyword or a set of keywords. The organic rank value is the
estimated value of holding the #1 position for a keyword on both the Google and Yahoo search
engines. This value is representative of what you would have to pay for that kind of traffic if it could be
bought through advertising networks on those search engines
PPC Market Value: £ 51,956,388
(PPCMV) represents the total spend for paid advertising, guaranteed in the top position, for a keyword

This graphic displays all the important keywords in the theme (This will change with full analysis). In
the very centre of this graphic in the dark blue bubble is the parent theme used for this analysis.
Keywords in light blue bubbles are theme defining synonyms. Encircled around the parent theme, with
arrows pointing to connect it to the parent theme, are depicted the important keywords most closely
associated with the parent theme. In the level at the top (not always present) are the vertical markets
for this theme.
The encircled keywords can have up to three tiers or rows. The tier above the parent theme represents
keywords which are a market magnitude larger than the parent theme. The tier below the parent
theme represents keywords which are a market magnitude smaller than the parent theme and the
keywords which are on the same row as the parent theme are in the same magnitude.
These magnitudes are determined by the numbers of competing pages. You will see arrows from left to
right within each row with indicate that the keyword to the left has a larger number of competing
pages than the one to the right. In this way there is a flow of numbers of competing pages from the
upper left to the bottom right.
This pie chart shows the “top ranking domains” across the 9 keyword / key phrase themes. The top
ranking domains are calculated based on the domain’s cumulative ORV (organic rank value) for the
theme.

This spread of dots suggests that whilst
your competitors are doing a reasonable
job of ranking, not all are using a deep
linking strategy too aggressively to
further their rankings, leaving an
opportunity to step into this market
The best way to read this Market Strategy Summary is to break it down into 4 quadrants.
Quadrant 1, the lower left are the least of your competitors. Their inbound link campaign
predominantly targets their home page (x-axis across the bottom in percentage of deep links; fewest
deep links to the left, most deep links to the right). They do rank for a number of the keywords in
question (y-axis, from bottom to top; least rankings at the bottom, highest percentage at the top). The
size of the dot has to do with their yearly Organic Rank Value. The larger the dot the higher the ORV.
Quadrant 2, in the upper left is next. They have better rankings, but still not too aggressive on their
deep linking strategy.
Quadrant 3, is in the bottom right. They have an aggressive linking strategy which means they will be
more difficult to out rank, but they don’t rank for so many of the terms you are interested in.
Quadrant 4, in the upper right hand corner is the most difficult, having both an aggressive linking
strategy and being ranked for the terms you will be targeting

The domains listed below are currently being ranked for some or all of the
9 keywords extracted from www.examplesite.com

Keyword Rank Analysis For: http://www.confused.com
Cumulative Organic Rank Value: £534,355,052

Keyword Rank Analysis For: http://www.theaa.com
Cumulative Organic Rank Value: £173,407,789

Keyword Rank Analysis For: http://www.directline.com
Cumulative Organic Rank Value: £173,406,709

Keyword Rank Analysis For: http://www.moneysupermarket.com
Cumulative Organic Rank Value: £169,473,817

Keyword Rank Analysis For: http://www.aviva.co.uk
Cumulative Organic Rank Value: £74,312,211

Rank Analysis For: http://www.examplesite.com
Cumulative Organic Rank Value: £0
Percentage of Potential Unrealized Pie Chart
This pie chart demonstrates the degree of success the current domain has achieved in effectively
ranking for all of the important and interesting keywords for this theme (the 9 keywords/phrases
extracted from the current www.examplesite.com website.
The dark blue slice (when included) indicates the percentage of organic traffic which the domain is
currently in a position to capture, and the light blue slice demonstrates the percentage of traffic being
given away to your competitors. (see top 5 above based on market share)
Above the pie chart this percentage is represented in £ pounds by valuing this traffic with the
equivalent paid (PPC) value.

Conclusion
Understanding your business proposition and how that translates through to your unique selling
proposition will be key to your future positioning on the web. Without question the financial services
market, and in particular the insurance and mortgage markets are amongst the most highly optimized
and competitive on the web.
That said, from the initial analysis contained in this report, it is heartening to see that there is still
great potential to capture a share of the insurance market. As noted previously, the market strategy
summary that includes some of the most competitive key phrases in the insurance market, clearly
shows that companies such as Aviva, Elephant.co.uk, Admiral.com, British Insurance, Lloyds and Quinn
Insurance are competing with sites that are not highly optimized.
It is this part of the traffic stream that you will be able to step into initially building over time to
compete with the more highly optimized sites.
So What Now?
Hopefully the power of the tools used to produce this initial market analysis is clear, as it is these tools
that set Jigsaw SEO apart from other Search Engine Optimization companies, and provide the edge to
our clients. Market analysis is the fundamental backbone for any online business, but it is how this
analysis is then taken and translated into a complete online campaign that will attract the level of
traffic and conversions you require.
Below is a breakdown of the service provided by Jigsaw. We look forward to hearing from you if we can
be of assistance to your online business success.

The Jigsaw Service
So What Now?
Hopefully the power of the tools used to produce this initial market analysis is clear, as it is these tools
that set Jigsaw SEO apart from other Search Engine Optimization companies, and provide the edge to
our clients. Market analysis is the fundamental backbone for any online business, but it is how this
analysis is then taken and translated into a complete online campaign that will attract the level of
traffic and conversions you require.
Below is a breakdown of the service provided by Jigsaw
Step 1
Learn your business
This means Jigsaw needs to understand your business, where it is now, where you want it to be in 6
months, a year, 2 years and further. Understand what your unique selling proposition is. This
understanding is gained through discussion, but more importantly by observing how your business
operates in real-time, so that an understanding of the ‘essence’ of what makes www.examplesite.com
work can be incorporated into the online campaign.
Agree timescales, expectations and how they will be monitored and assessed.
Step 2
Keyword, theme and synonymic analysis of your target market based on your business
USP
The purpose of this research and analysis is not to bring back every single keyword associated with the
insurance market, but rather to identify the relationship between keywords and key market phrases for
your proposition, showing you the market segments that are both relevant and important for your USP.
This provides a birds-eye view of the market, from which alternate vantage points become obvious,
allowing you to map out a strategy by which all the appropriate segments of your market can be
captured in your website and online marketing strategy. Although the majority of SEO/SEM companies
still concentrate on just keyword/Key phrase optimization the search engines have moved on. To have
a website succeed in today’s market, it is no longer just about selecting the right keywords and
keyword phrases, but needs to analyze which terms are meaningful for your market, and also the most
appropriate location in your website for those terms in relation to your customers buying cycle.
This now requires the application of ‘Latent Semantic Analysis’ a technique in ‘natural language
processing’ which can determine the semantic relationships between documents (websites) and the
terms they contain. When this technique is applied to the analysis of your market as a whole, as well
as those competitors controlling the flow of money within your market, keywords and key phrases can
be viewed in relation to the consumer buying cycle, their value to the business and where their specific
location should be within a correctly structured website. The end benefit being that search engines will
view your site as authoritative, returning your pages based on a broad range of consumer searches,
purely because of the Symantec relationship of each page with all others in the website.

Sep 3
Site Design and Implementation
Create a Silo structured website which will rank for the most competitive search phrases with far fewer
inbound links over time, based on the Blueprint created from Step 2. In addition to Site design the
following is also included in step 2.
• Content – the production and implementation of site content and calls to action
Content can either be provided by you, or by Jigsaw through our copy writers at additional cost.
• Optimization – On page optimization in tune with the silo structure and internal linking
strategies.
Step 4
Monitor
When it comes to monitoring, the keyword is proactively. The site will be monitored and any
adjustments suggested and implemented as required on an ongoing basis.
Off-page Optimization and Link Building
This is an extremely important element of search engine optimization – often overlooked, incredibly
time consuming and accounts for at least 70% of the weight when looking at ranking factors.
Here's a list of possible link opportunities that will be explored as part of the link building aspect of an
SEO campaign:
Profile Sites - New style "Web 2.0" sites often allow for the creation of profiles with links, from
Frappr and Newsvine to MySpace and Yahoo! 360 to Digg, Del.icio.us and StumbleUpon are
potential goldmines for links.
Blogsphere - Identify the leading movers and bloggers in your market place. Link to them
from your blog (would need to be developed) but let them know you've done so. If your site has
quality it's probable that many will reciprocate.
University sites - .edu or .ac sites carry great weight.
Government sites - again .gov sites carry great weight.
Your own blog - Interesting, specific information is often of interest to potential visitors. A
blog can be a very useful starting point from which to generate interest in your site.
Directories - Yahoo, yell.com, DMOZ etc there are numerous paid for and free directory
submission opportunities. This is the easiest and fastest method of link building. There are
numerous good quality (human-edited) directories whose permanent directory listings show up
as valid back links within Google, Yahoo and/or Bing (MSN).
Jigsaw will manually submit to quality directories that have relevant sub-categories. (An
allowance for paid directory inclusion should be considered)
Link baiting – News, Video, RSS

High quality exclusive content - Content is king. High quality, exclusive content reigns
supreme. Offering high quality content, useful tools, or other helpful services can be a powerful
way to attract one way links.
Article submission, syndication and article exchange - Unique content written around the
key words and phrases relevant to your site. These articles will contain relevant contextual links
that will be directed at the different internal pages on your site (deep links). These links when
combined with correct site silo architecture will cause the page rank to flow up into the main
landing page. These articles will be submitted to the different article directories.
Widgets - screen savers and wallpapers, feed displays, viral applications, niche applications
that site owners can include on their own sites are a great way to build one way inbound links.
Example: www.conduit.com
Link requests - Identify sites/pages that you want to be linked from. If you don't ask (politely)
you don't get.
Why settle for Search Engine Optimization when you can
invest in search engine marketing instead?
If you’re going to do it, for once it makes sense to take the easy route.