Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Curtis Dueck

261 views

Published on

  • Be the first to comment

  • Be the first to like this

Curtis Dueck

  1. 1. Putting Search Into The Marketing Mix Search Engine Strategies – Conference and Expo December 4 - December 7, 2006, Chicago On and Offline Implications of Search Frequency Research Curtis Dueck – Epiar Inc. www.epiar.com
  2. 2. Just For Fun! – Funny Searches <ul><li>Real Searches Entered by Real People: </li></ul><ul><li>What is a search engine (276 daily searches) </li></ul><ul><li>How to build a catapult (230) </li></ul><ul><li>What is history (205) </li></ul><ul><li>Open a beer bottle (22) </li></ul><ul><li>Box full of sharp objects (185) </li></ul><ul><li>Bear vs shark (72) </li></ul><ul><li>Atomic wedgie (298) </li></ul><ul><li>Self injury tricks (27) </li></ul>
  3. 3. Search Frequency Research <ul><li>What is Search Frequency Research? </li></ul><ul><li>People entering phrases into search engines </li></ul><ul><li>Gathering search information around a selected topic </li></ul><ul><li>Analyzing large volumes of phrases and their search frequencies </li></ul><ul><li>Looking for trends, patterns, oddities, and ultimately: </li></ul><ul><ul><li>Meaning! </li></ul></ul>
  4. 4. Search Frequency Research <ul><li>Business Market Research: </li></ul><ul><li>Product Segmentation, Brand Equity, New Product Ideas, Consumer Feedback, Geo-Specific Insight </li></ul><ul><li>Social Trends & Issue-Based Research: </li></ul><ul><li>Current Affairs, Political Research, Public Issues, Educational Resources </li></ul><ul><li>Just For Fun: </li></ul><ul><li>Celebrities, Entertainment & Humour </li></ul>
  5. 5. Business Research – Product Segmentation gg Top 15 Topics in Online Searches Surrounding: Guitars
  6. 6. Business Research – Brand Equity gg Top 15 Topics in Online Searches Surrounding: Guitar Brands
  7. 7. Business Research – Product Segmentation gg Top 15 Topics in Online Searches Surrounding: Televisions
  8. 8. Business Research – Brand Equity gg Top 15 Topics in Online Searches Surrounding: Television Brands
  9. 9. Business Research – New Product Ideas gg Top 15 Topics in Online Searches Surrounding: Organic Baby Products
  10. 10. Business Research – New Product Ideas gg Top 15 Topics in Online Searches Surrounding: Wholesale Jewelry
  11. 11. Business Research – Consumer Feedback gg Top 15 Topics in Online Searches Surrounding: Auto Brands: EGR & PCV Valves
  12. 12. Business Research – Consumer Feedback gg Top 15 Topics in Online Searches Surrounding: Ford: EGR & PCV Valves
  13. 13. Business Research – Geo-Specific Insight <ul><li>Canadian Real Estate Searches: </li></ul><ul><li>Calgary real estate (314 daily searches) </li></ul><ul><li>Nova Scotia real estate (299) </li></ul><ul><li>Calgary real estate agent (174) </li></ul><ul><li>Ontario real estate (172) </li></ul><ul><li>Homes for sale in Alberta (124) </li></ul><ul><li>Ontario property for sale (112) </li></ul><ul><li>Real estate Vancouver BC (111) </li></ul><ul><li>Saskatchewan real estate (102) </li></ul><ul><li>Calgary real estate listings (98) </li></ul>
  14. 14. Business Research – Geo-Specific Insight gg Top 15 Topics in Online Searches Surrounding: Canadian Real Estate
  15. 15. Business Research – Geo-Specific Insight gg Top 15 Topics in Online Searches Surrounding: Chicago Top 15 Topics in Online Searches Surrounding: Chicago
  16. 16. Social Research – Current Trends & News gg Top 15 Topics in Online Searches Surrounding: Downloads
  17. 17. Social Research – Competitive Intelligence gg Top 15 Topics in Online Searches Surrounding: Microsoft Downloads
  18. 18. Social Research – Political: Foreign Affairs gg Top 15 Topics in Online Searches Surrounding: Iraq
  19. 19. Social Research – Political: Specific Politicians gg Top 15 Topics in Online Searches Surrounding: President George W. Bush
  20. 20. Social Research – Political: Specific Politicians Top 15 Topics in Online Searches Surrounding: President George W. Bush (continued)
  21. 21. Social Research – Public Issues: Healthcare gg Top 15 Topics in Online Searches Surrounding: Medical Problems & Disorders
  22. 22. Social Research – Public Issues: Zooming In gg Top 15 Topics in Online Searches Surrounding: Spasms
  23. 23. Social Research – Educational Resources <ul><li>Computer Technology Searches: </li></ul><ul><li>Definition of software (482 daily searches) </li></ul><ul><li>Blog definition (416) </li></ul><ul><li>Definition of html (286) </li></ul><ul><li>Definition of operating system (232) </li></ul><ul><li>Definition of cache (230) </li></ul><ul><li>Definition of Windows xp (186) </li></ul>
  24. 24. Social Research – Educational Resources <ul><li>Searches Relating to Business and Money: </li></ul><ul><li>Define money market account (268 daily searches) </li></ul><ul><li>Definition of public relations (226) </li></ul><ul><li>Definition of management (220) </li></ul><ul><li>Definition of marketing (220) </li></ul><ul><li>Financial definitions (184) </li></ul><ul><li>Definition of investment (164) </li></ul>
  25. 25. Social Research – Educational Resources <ul><li>Searches Relating to Physical Health: </li></ul><ul><li>Medical definitions (454 daily searches) </li></ul><ul><li>Definition of physical education (236) </li></ul><ul><li>Define aerobic activity (198) </li></ul><ul><li>Definition of obesity (166) </li></ul><ul><li>Definition of physical fitness (160) </li></ul><ul><li>Definition of holistic (142) </li></ul>
  26. 26. Social Research – Educational Resources <ul><li>Fun Searches: </li></ul><ul><li>Definition of recreation (362 daily searches) </li></ul><ul><li>Definition of love (262) </li></ul><ul><li>Definition of play (258) </li></ul><ul><li>A definition of entertainment (248) </li></ul><ul><li>Definition of leisure (232) </li></ul><ul><li>Definition of art (214) </li></ul>
  27. 27. Pop Culture – Celebrity Brand Research gg Top 15 Topics in Online Searches Surrounding: Tiger Woods
  28. 28. Pop Culture – Media Organization Research gg Top 15 Topics in Online Searches Surrounding: NFL
  29. 29. Pop Culture – Celebrity Brand Power Research gg Top 15 Topics in Online Searches Surrounding: NHL Hockey Player Names
  30. 30. Search Frequency Research <ul><li>Who Can Use Search Frequency Research? </li></ul><ul><li>Long Tail PPC Campaign Managers </li></ul><ul><li>Advanced SEO/SEM Account Managers </li></ul><ul><li>Offline Business Strategists </li></ul><ul><li>Government & Political Strategists </li></ul><ul><li>Journalists & Academics </li></ul><ul><li>Consumer Review Organizations </li></ul><ul><li>Advertising Agencies </li></ul><ul><li>Basically, Anyone Who Wants The Most Comprehensive Information Available! </li></ul>
  31. 31. Search Frequency Research <ul><li>A Compliment to Traditional Forms of Market Research: </li></ul><ul><li>Focus Surveys Search </li></ul><ul><li>Groups & Polls Research </li></ul><ul><li>Sample Size 10’s 1000’s Billions </li></ul><ul><li>Data Source Push Push Pull </li></ul><ul><li>Respondents Focused Focused Broad </li></ul><ul><li>Human Hours High Medium Low </li></ul>
  32. 32. Just For Fun! – Funny Searches <ul><li>The Search Continues… </li></ul><ul><li>Loch ness monster (2044 daily searches) </li></ul><ul><li>Real ghosts (337) </li></ul><ul><li>Meaning of life (460) </li></ul><ul><li>Pirate treasure maps (275) </li></ul><ul><li>UFO sightings (705) </li></ul><ul><li>Proof that Elvis is alive (18) </li></ul>
  33. 33. Curtis Dueck Epiar Inc. [email_address] Much More Info: www.epiar.com/market-research-blog Presentation Slides: www.epiar.com/ses Thank You!

×