Step Away from your Dashboard - SEM/SEO Competitive and Keyword Analysis

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Looking for keywords in all the right places. Competitive Analysis and Keyword Discovery for search engine marketing is discussed - in a whimsical way - but with some excellent tactics that can be executed immediately. Emetrics New York 2011

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Step Away from your Dashboard - SEM/SEO Competitive and Keyword Analysis

  1. 1. Where are you Looking for Data? Step off your dashboard and take a look around! Barbara C. Coll CEO, WebMama.com Inc.
  2. 3. A I R P O R T L e a r n I n g s <ul><li>Messaging </li></ul><ul><li>Competition </li></ul><ul><li>Keywords </li></ul><ul><li>Target Audience </li></ul><ul><li>Budget </li></ul>
  3. 5. Why Do Analytics People Care about Competition? <ul><li>Because Analytics is about Business Intelligence </li></ul><ul><li>Helps you gauge how well your company is doing in web visibility (eyeballs leads to clicks) </li></ul><ul><li>Steal ideas for metrics </li></ul><ul><ul><li>What else are other people measuring? </li></ul></ul><ul><li>Question: Who in the company is thinking about competition? </li></ul>
  4. 6. Where Do You Find More Competitive Information that Isn't on Your Dashboard <ul><li>Newspaper Ads </li></ul><ul><li>Magazines Ads </li></ul><ul><li>Store Fronts </li></ul>
  5. 7. Google Does Provide.. <ul><li>Search Volume Insights </li></ul><ul><ul><li>Lipstick Example </li></ul></ul>
  6. 8. Keyword Density Competitive Insights
  7. 9. What Have You Just Accomplished? “Keyword Research” <ul><li>Inform web content team about keywords being used by competition </li></ul><ul><li>Inform PR group about keywords they might want to consider </li></ul><ul><li>Inform Product Marketing about competitions wording </li></ul>
  8. 10. Other Online Sources for Competitive Information <ul><li>Quantcast </li></ul><ul><li>Compete </li></ul><ul><li>Alexa – NOT </li></ul>
  9. 11. Other People Tell You Who the Competition Is. Check it Out.
  10. 12. Is the Competition Who Your Company/Clients Thinks it is? #1 makeupalley.com #2 Sephora.com #3 Beautyaddict.com #4 maccosmetics.com #5 taaz.com Do you think Revlon knows that their competition online is NOT all of the major brands like covergirl but sites that sell multiple brands?
  11. 13. WebMama Summary <ul><li>Heads up when you are driving </li></ul><ul><li>Look at the ads in print (yes, paper) </li></ul><ul><li>Lurk in online communities </li></ul><ul><li>Who is the competition online really? </li></ul><ul><li>What keywords are the competition using? </li></ul><ul><li>What is the search volume? </li></ul>

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