2. Top Keywords and Downstream Sites for IndustryBusiness & Finance – Accountancy 2 turbotax turbo tax taxact h&r block turbotax.com taxact.com h and r block tax act turbotax 2010 hrblock hr block www.turbotax.com jacksonhewitt h & r block irs.gov TurboTax H&R Block TaxAct Free Tax USA Jacksonhewitt.com TaxACT Online TurboTax Online H&R Block – TaxCut Online Facebook Yahoo! Jackson Hewitt Online Tax Service Google Maps Internal Revenue Service ReviewsTaxSoftware.com MSN Keywords Websites Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented. Note: Websites receiving traffic from top search terms are 12 rolling weeks ending March 26, 2011.
3. Website VisitorsJackson Hewitt 3 Comparing February 2010 and February 2011: A 17% increase in total visitors and 27% increase in total unique visitors occurred in February 2011 Total Visitors & Total Unique Visitors January 2010 – February 2011 Total Unique Visitors Total Visitors Source: comScore MyMetrix Media Trend 2011
4. Top Keywords Driving TrafficJackson Hewitt 4 9 10 OUT OF of the top keywords driving traffic to Jackson Hewitt are branded Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented. Note: Websites receiving traffic from top search terms are 12 rolling weeks ending March 26, 2011.
5. Paid vs Organic Search ClicksJackson Hewitt 5 Comparing February 2010 and February 2011: A 11% increase in organic search clicks and 99% decrease in paid search clicks occurred in January 2011 Paid & Organic Search Clicks January 2010 – February 2011 Paid Organic Source: comScore Marketer 2011
6. Upstream SitesJackson Hewitt 6 Takeaway The majority of site visitors frequent search engines and social networking sites immediately before coming to Jacksonhewitt.com H&R Block Google IRS Bing Yahoo! Mail Yahoo! Yahoo! Search Windows Live Mail! Facebook Jackson Hewitt Online Tax Service Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented.
7. Downstream SitesJackson Hewitt 7 Takeaway About 20% of visitors to JacksonHewitt.com stay within JH’s site, while a larger portion may continue on to social networks, search engines, or competitor websites. IRS Google Yahoo! Facebook H&R Block Yahoo! Mail Jackson Hewitt Online Tax Service www.jhfile.com secure.jacksonhewitt.com jacksonhewitt.custhelp.com Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented.
8. Non-Search Paid AdvertisementsJackson Hewitt – Top 10 Display Sites 8 Publisher: CBS Interactive WorldNow Sites Inergize Digital Media Sites Media General sites Interactive One n/a n/a n/a Impressions: 609 121 21 17 5 - - - Publisher: CotterWeb Sites Belo WorldNow Sites Bankrate.com sites Bloomberg CBS Interactive Turner Digital Legacy.com Microsoft Sites Moguldom Digital Network Impressions: 3,040 588 392 378 302 272 162 134 125 87 Feb. 2011 Feb. 2010 878- Total February 2010 Impressions 7,729 - Total February 2011 Impressions Sample of Websites Source: comScore AdMetrix Advertiser 2011
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10. Despite search engines and social networking sites being the top upstream sites, the percentage share is so small that 15miles can suggest most searchers are going directly to Jackson Hewitt’s website directly.
11. Based on downstream site data, people are generally not finding all the content they are looking for within Jackson Hewitt’s website.
12. An increase in display ad impressions around tax season could mean they spending more in display media and targeting specific demographics based on the change of publishers from February 2010 to February 2011.
13. In February 2010, all the sites in which Jackson Hewitt had impressions were specific to local tv stations. (ie: WJZ.com, KXXV.com and FOX16.com)
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Editor's Notes
The top 15 search terms are on the left for the accountancy subcategory. On the right are the top 15 downstream websites visited after using the terms on the left in search.
Top 10 keywords (paid and organic)jacksonhewittwww.jacksonhewitt.comjacksonhewitt tax serivcejacksonhewitt.comjacksonhewitt taxesjacksonhewitt locationsjacksonhewitttax preparationhewittjacksonjackson and hewitt
It appears that Jackson Hewitt has decided to almost completely drop their SEM efforts in 2011 based on the large decrease in SEM YOY.
It is important to point out that since there are competitors appearing in the downstream data, users are not finding all the content they need within the site.Jackson Hewitt Sites: 12.97%+2.98%+2.45%+1.57%=19.97%
Jackson Hewitt has increased it display impressions 780% YOY.Jackson Hewitt had only 7 publisher websites in Feb. 2010.
CotterWeb’s sites are InboxDollars.com and SendEarnings.com – According to ComScore MyMetrix both these websites’ highest users are 45-65 years old.
