[Brand]Strategy

Date, 2015

[Brand] Goals and Objectives

Increase leads Increase downloads Increase time spent on site

Build awareness Increase site traffic PR engagement

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[Brand] Audience (by Title)

Primary audiences: Facility managers (e.g., for doctor’s offices) Building owners Property managers Building service professionals Office managers

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[Brand] Audience (by Vertical)

Primary Verticals: Medical/Healthcare Education Senior living (assisted living facilities) Health clubs Janitorial/Sanitation

Secondary audiences: Hospitality Corporate communities with wellness initiatives

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Competitive Insights

Competitor Analysis (Domain Authority)

www.iqair.comDA: 48

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us.blueair.com DA: 40

Domain Authority: Indicator of SEO health (0-100) vs competitors

SEO/SEM Competitive Review

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Blueair IQair9.2K 5.7K377 222$22.5K $15.6K340 1.9K 15 2.6K$791 $5.3K3.5K 6.1K341 674

Organic Traffic

Keywords

Traffic Value

Paid Traffic

Keywords

Traffic Cost

Backlinks

Referring Domains

source:

Social SEO Competitive Review

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Blueair IQair

70 172

44 52

17 63

29 20

2,313 ??

1,082 ??

1,276 ??

Domain Shares FB

FB Likes

Domain Tweets

Domain Google +1’s

Facebook Likes

Twitter Followers

Tweets

source:

Competitive SEO Practices

Both IQAir and Blueair both do a poor job of on-site SEO Unfocused Header Tags, Meta descriptions and Titles

Strengths comes from Amount of topics covered on their sites Quality inbound links derived from PR and/or Social Media efforts

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us.blueair.com Competitive Keyword Phrase Positions

Top Relevant Competitive Keywords “smoke filtration” #9 “air purifier for asthma” #11 “silent air purifier” #11 “air purifier for large area” #11 “does air purifier remove dust” #11 “how to clean air purifier filters” #12 “air purifier for allergies” #13 “cadr ratings” #13 “energy efficient air purifier” #13 “air filters for mold” #19

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iqair.com Competitive Keyword Phrase Positions

Top Relevant Competitive Keywords “professional air purifier” #6 “commercial air purifier” #7 “how to choose air purifier” #7 “chemical air purifier” #10 “hospital grade air purifier” #11 “commercial hepa air purifier” #14 “air purifier for room” #17 “commercial air filtration” #18 “hepa air filtration system” #19 “where to buy air purifier” #1911

Potential Target Keywords

Keyword Use at Different Stages of the Customer Journey

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Powered by Google Analytics Models

Acts more as an ASSIST INTERACTION

Acts more as aLAST INTERACTION

Awareness

DecisionResearchThe searcher is

conscious of a desire to address a need with a product or service.

The searcher seeks information to address a need and identifies potential solutions based on relevant factors.

The searcher gathers additional information to further refine their choice. Keyword searches are more specific and may now include more technical terms or brand/service/product names.

Potential [Brand] Focus Topics

Brand Related xxxxxx, xxxxxx, xxxxxx

Product related Replacement filtration practical applications Store locations

Intent Related (e.g., awareness, research) related topics

ease of use / low maintenance (feature) sleek/modern look and feel airborne flu odor elimination filter sick building syndrome Efficient buildings/smart buildings

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Potential [Brand] Target Keywords (Stage: Awareness)

Potential target keywords “odor elimination system” “commercial air purifier” “hospital air purifier” “air purification system” “professional air purifier” “bathroom air purifier” “smoke filtration” “air purifier for large area” “where to buy air purifier” “how to choose air purifier”

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Potential [Brand] Target Keywords (Stage: Research)

Potential target keywords “cadr rating” “air purifier for allergies” “air purifier for asthma” “air purifier for bacteria” “air purifier for mold” “silent air purifier” “energy efficient air purifier” “intelligent air purifier” “automatic air filtration” “air purifier for micro-organisms”

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Potential [Brand] Target Keywords (Stage: Decision)

Target brand specific keywords: “xxxxx” “xxxxx” “xxxxx” “xxxxx” “xxxxx”

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