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From Market to Insights to Strategy. How SEO & Content Really Impact Businesses

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Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.

In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.

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From Market to Insights to Strategy. How SEO & Content Really Impact Businesses

  1. 1. From Market to Insightsto StrategyHow SEO & Content Really Impact Businesses
  2. 2. Björn Darko Director Digital Strategies Group EMEA : @bjoerndarko : bjoern_darko
  3. 3. All of us are very familiar with…
  4. 4. CPC Rankings Search VolumeKeywords
  5. 5. Wouldn`t it be great to use it to influence your companies marketing campaigns?
  6. 6. Wouldn`t it be great to influence your companies advertising strategy?
  7. 7. Wouldn`t it be great to tell your category manager which products to focus on?
  8. 8. Wouldn`t it be great to know exactly which technical adaptions you need, to beat competition?
  9. 9. What if I tell you that you can use keyword data to do all of this?
  10. 10. All you have to do is assembling the data in a way that you get a view on…
  11. 11. Market size Share of voice Seasonality Trends User Intent Competition
  12. 12. You are then stepping into the field of Market Research!
  13. 13. And access to the whole iceberg The market research industry is worth $46 billion…but their research only shows us the tip of the iceberg
  14. 14. Because they do market research based on a very small sample of people
  15. 15. Why use search queries? Because they are actually the market demand structure
  16. 16. Here is what we did for a big sports brand
  17. 17. 1,000,000 Keywords 500,000 Clustered Keywords 70Categories 250,000 Products The foundation
  18. 18. Running Glove Yoga Pants Ski Snowboards Swimsuit Swimming Ski Mask Ski helmet Running Shoes Running Shirt Running Shorts Yoga mats Swim Goggles Running Snowboarding Yoga Skiing Snowboard Shoes
  19. 19. Running Glove Yoga Pants Ski Snowboards Swimsuit Swimming Ski Mask Ski helmet Running Shoes Running Shirt Running Shorts Yoga mats Swim Goggles Running Yoga Skiing Snowboard Shoes Snowboarding
  20. 20. Running Glove Yoga Pants Ski Snowboards Swimsuit Swimming Ski Mask Ski helmet Running Shoes Running Shirt Running Shorts Yoga mats Swim Goggles Running Yoga Skiing Snowboard Shoes Snowboarding
  21. 21. Running Glove Running Shoes Running Shirt Running Shorts Running Keywords CPC in € Competition 219.715.900 93.568.900 3.646.160 3.200.870 11.156.550 1,01€ 1,29€ 1,17€ 0,53€ 1,06€ 75% 74% 91% 85% 82% Search volume Added market demand metrics …
  22. 22. Running Glove Running Shoes Running Shirt Running Shorts Running Keywords Search Volume Q1 Search Volume Q2 Search Volume Q3 Search Volume Q4 62.453.489 24.946.880 1.082.760 775.320 2.387.40 52.284.412 24.139.390 581.900 187.930 3.570.540 49.581.368 23.967.590 566.180 207.920 3.638.470 55.396.631 20.515.040 1.415.320 2.029.700 1.908.800 Including seasonality …
  23. 23. Running Glove Running Shoes Running Shirt Running Shorts Running Keywords Transactional Navigational 60,89% 43,85% 91,72% 90,42% 80,08% 39,01% 56,15% 8,28% 9,58% 19,92% Informational 0,09% 0,01% 0,00% 0,00% 0,00% Search intent …
  24. 24. Share of voice www.runnersworld.com store.nike.com www.underarmour.com Running Apparel Competitors Traffic Index Share of Voice 648,826 148,892 319,308 26% 6% 13% Shopping Cart Running Footwear store.nike.com www.adidas.com www.asics.com 2,814,088 6,825,421 3,936,513 yes yes no yes yes yes17% 18% 17%
  25. 25. 0 500000 1000000 1500000 2000000 2500000 3000000 3500000 4000000 4500000 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Trends & total market development Total search volume running 2010 2011 2012 2013 2014 2015 2016 2017 2019
  26. 26. What Strategic Insights do you get out of it?
  27. 27. 1. Technical SEO Have a strong engine to beat the competition
  28. 28. 40% higher number of interactive elements 70% more internal links 30% larger file size 99.9% of all pages have country domain cltd
  29. 29. Create your own ranking factors study based on your direct competition Ranking Factor Your Brand Benchmark Top 10 Interactive Elements More internal links File size in Byte .com (co.uk**) 300 274* yes 299,381 291 219 99,9% 198,211
  30. 30. 2. Content Strategy Have the right content for the right purpose
  31. 31. Source: Penn State Of the User Journey takes place in the Awareness & Consideration-Phase 80% 20% in the sales & retention phase
  32. 32. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Detect what your users intention is, when searching for a product in your market clothes leggings
  33. 33. Focus on top of funnel Content & make them convert at the bottom
  34. 34. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Inspiration for seekers Best running gear for beginners? Which running shoe fits best to flat feet? Running in Winter, which gear?
  35. 35. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. ... decision making aid for the wanters Cheap running jackets 25% discount on waterproof running jackets Buy 1 get 1 for Running Jacket for free
  36. 36. Focus on SERP Integrations
  37. 37. But pay attention on keyword level
  38. 38. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Combine transactional content with informational for upsell potential Here are the Top Rated Ski Masks fitting to your Helmet… Full Face Ski Mask which perfectly fit to your helmet… Which Ski Mask to combine… clothes
  39. 39. 3. Inventory & Category Management Break outdated patterns
  40. 40. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Manage your inventory, based on seasonality clothes
  41. 41. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Prioritize your entire marketing campaigns, based on intent clothes
  42. 42. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. But don`t just look at short term seasonality 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 Search Volume Skiing Footwear Q1 Q2 Q3 Q4
  43. 43. Google Trends just displays abnormalites in search behavior
  44. 44. Make sure you update your warehouse based on real demand!
  45. 45. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Definitely update your skiing stock 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 2013 2014 2015 2016 2017 2018 Total Search Volume Total Search Volume +42% CAGR
  46. 46. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. But get rid of your zumba apparel 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 2013 2014 2015 2016 2017 2018 Total Search Volume Total Search Volume -4% CAGR ZUMBA SALE
  47. 47. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Concentrate on running apparel & footwear 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 0 5000000 10000000 15000000 20000000 25000000 30000000 35000000 40000000 2013 2014 2015 2016 2017 2018 Total Search Volume Running Footwear Running Apparel +48% CAGR +28% CAGR
  48. 48. 4. Media Strategy Choose your partners wisely
  49. 49. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Know who your competitors are Competitors Retailer
  50. 50. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. and where is still potential to partner Uncovered retailer Informational Websites
  51. 51. Use magazines for brand awareness… clothes leggings
  52. 52. And the strongest shops to sell clothes leggings
  53. 53. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Go social with the biggest impact
  54. 54. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Start advertising for Yoga - as the market is growing 13%... 0 0,2 0,4 0,6 0,8 1 1,2 1,4 1,6 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2010 2011 2012 2013 2014 2015 2016 2017 2018 Total Search Volume CPC
  55. 55. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. ...by decreasing CPC 0 0,2 0,4 0,6 0,8 1 1,2 1,4 1,6 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2010 2011 2012 2013 2014 2015 2016 2017 2018 Total Search Volume CPC
  56. 56. How does it impact your business?
  57. 57. Search demand data creates a larger sample
  58. 58. Direct Sales impact Influence on production roadmap Executive Attention Manage warehouse stock
  59. 59. But you need to get out of your silo & engage with…
  60. 60. Strategic Marketing Business Leader Executives Portfolio Manager
  61. 61. And access to the whole iceberg
  62. 62. QUESTIONS
  63. 63. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. THANK YOU
  64. 64. searchmetrics.com/axcd-2019 : @bjoerndarko : bjoern_darko

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