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Refining Search Phrases to Get Accurate Data Why? What does that all mean? If we were to just search for “hilton”, we would have search volume numbers from people searching for “paris hilton”, “perez hilton”, “hilton head”, etc… “ -” means “exclude” Use the minus sign in your keyword searches to exclude that word from the search results. The results below show this in action: The search phrase we used to understand the search volume for the hotel chain Hilton was: hilton -prez -perez -paris -hannah -hanna -head
Jeff finds Competitors with the Most/Least Search Volume
Most Search Vol.
Least Search Vol.
Jeff Learns How Consumers are Searching For his Competitors Use these to identify how people are searching for the competition and what search phrases are soon becoming popular.
Jeff Finds Geographical Locations where His Company is Strong and his Competitors are Not Crowne Plaza Hyatt Sheraton Hilton Marriott
Jeff Identifies Competitor Paid Search Efforts 8,606 Keywords are used by all three top competitors 4,253 Keywords overlap between Hilton and Hyatt 20,915 Keywords overlap between Hilton and Marriott 6,726 Keywords overlap between Hyatt and Marriott By Targeting these keywords, Jeff could help keep costs down by only competing with the #3 competitor instead of all.
Jeff Identifies Competitor Paid Search Efforts (cont.) This is a good indicator that Paid Search is working for this industry. Estimated Spends: Hilton.com $59,650 - $77,570 / day Marriott.com $37,350 / day Hyatt.com $32,350 - $51,000 / day
Jeff Identifies Competitor Organic Search Efforts Hilton may be spending more in paid search, because Marriott is generating more results organically Jeff is able to pick and choose the organic words from the overlap chart that only competes with one of the competitors instead of all three.