Advanced Marketing Lab

Keyword Research and Online Analysis tools

Serena Pasqualetto

serena.pasqualetto@unipd.it

LESSON #2

The Product(s)

MEEPLE

Web Portal Gamification

App for Tourists

Themed Tours

Purposes of this lab

LISTEN

ANALYZE

DRAW INSIGHTS

The Lab

Main activities we will work on: - Keywords & trend research - Audience Discovery - Competitor Analysis - Audience Personas definition

The Lab

The goals of this Lab: - Mapping out direct and non-direct competitors; - Analyzing competitor strategy via benchmarking - Identifying where potential customers are online - Identifying potential communities and influencers - Defining audience personas - Laying the foundations of a future content and community management strategy

The Lab

You will work in groups. Each group will work on a specific area. The final output will be a presentation of the analysis carried out. Attendance is highly recommended* due to the nature of contents and topics taught. *Non-attendees should contact Serena Pasqualetto (serena.pasqualetto@unipd.it) to arrange an alternative study plan.

Now. Let’s delve into some Analytics!

But before then…

Ask yourself the right questions. What would someone interested in my products type on a search engine like Google?

Example: what is it?

Geelli.com

Example: what is it?

It’s a polyurethane

gel vase

It’s a silicon / rubber vase

YOU

First Step: Keyword Research

Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. [Source: https://moz.com/beginners-guide-to-seo/keyword-research]

First Step: Keyword Research

“It's not always about getting visitors to your site, but about getting the right kind of visitors.”

First Step: Keyword Research

Brainstorming time

MEEPLE

Web Portal Gamification

App for Tourists

Themed Tours

What keywords would you use?

What keywords would you use?

Work in groups. Each group needs to come up with at least 15 keyword ideas identifying the Meeple products. Think about the products and the (hypothetical) final customers and/or users. We will then collect all keywords and group them.

Expanding with more keyword ideas

Find new keywords

https://ubersuggest.io/ This free tool provides additional keyword ideas.

Analyzing search volumes

Analyze Search Volumes

https://searchvolume.io/ - Type your keyword ideas and view search volume for specific countries

Analyzing Global Trends

Analyze Trends

Google Trends https://trends.google.com/trends/ - Analyze trends for specific topics and queries - Analyze trends across time - Analyze geographic distribution

Analyze Markets

Google Market Finder https://marketfinder.thinkwithgoogle.com - Find potential markets for your business - Analyze advertising costs in each market - Access industry-related case studies

Analyze Markets

Google Consumer Barometer https://www.consumerbarometer.com - Explore the role of online sources in the consumer journey—from

consideration to purchase—across more than 45 countries and 10 product categories.

The approach

The approach Brainstorming

Keyword Analysis

What keywords identify my business?

Market & Trend Analysis

What are potential markets? What is user behaviour like?

Further Online Analysis and Discovery

Existing data & research

References

https://moz.com/beginners-guide-to-seo/keyword-research