marketing research for preparing internet strategies
TRANSCRIPT
MARKET RESEARCHPLANNING AN ONLINE PRESENCE
INTRO TO SEARCH
How search works: http://goo.gl/RU4yEj
How updates are made: http://goo.gl/qz1zMH
GETTING STARTED WITH RESEARCH
Private Browsing – Bing and Google filter by search history
Define your metrics for evaluation
Have a plan for determining value
• Low cost per click
• High cost per click – organic strategy
• Low competition
• High ticket item
• High conversion rate
ASSUMPTIONS FOR MARKET RESEARCH
When we talk about the Internet we are talking about the known Internet; Google’s Internet
Metrics are never 100% accurate. Why?
Due to inaccuracies in data, metrics will differ by tool.
RESEARCH TOOLS
There are many viable tools. Some are free and some are paid accounts. The following list is not comprehensive:
Keyword Planner keyword research
Moz – OpenSiteExplorer backlinks / social
SEMRush keyword rank, traffic
WooRank analyze competitors
Majestic SEO backlink data / quality
Google Trends comparison in trends
DomainTools data on dns and status
INTERMISSION
Back in 15 mins
WHAT QUESTIONS DO YOU NEED TO ANSWER?
Demographics
Search Volume - Popularity
URLs that are available (EMD)
Competition – Organic and Paid
Social Media Viability – Is it interesting for social media?
Transaction Value – can it be profitable?
What is the projected growth rate over time?
URLS
The exact match domain – Google has publicly denounced this in favor of the branded domains
Google can’t really decipher between keywords in the domain vs. the directory
Lets see an example
SERP FOR “SALT LAKE MORTGAGE”
RESULT #1
RESULT #2
RESULT #3
BUILD A MODEL AROUND THE DATA
Impressions
Click Through Rate
Cost Per Click
Bounce Rate
Landing Page Conversion
Transaction Value
Margin and Marketing Costs
Life time value of customer (assume 1 year of transactions)