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

Where are you Looking for Data?

Step off your dashboard and take a

look around!Barbara C. Coll

CEO, WebMama.com Inc.

AIRPORT

LearnIngs

MessagingCompetitionKeywordsTarget AudienceBudget

Why Do Analytics People Care about Competition?

○ Because Analytics is about Business Intelligence

○ Helps you gauge how well your company is doing in web visibility (eyeballs leads to clicks)

○ Steal ideas for metrics

– What else are other people

measuring?

Question: Who in the company is thinking about competition?

Where Do You Find More Competitive Information

that Isn't on Your Dashboard○ Newspaper Ads

○ Magazines Ads ○ Store Fronts

Google Does Provide..

Search Volume Insights

Lipstick Example

Search Volume Insights

Lipstick Example

Keyword DensityCompetitive Insights

What Have You Just Accomplished?

“Keyword Research”Inform web content team about keywords being used by competition

Inform PR group about keywords they might want to consider

Inform Product Marketing about competitions wording

Other Online Sources for Competitive Information

○ Quantcast

○ Compete

○ Alexa – NOT

Other People Tell You Who the Competition Is. Check

it Out.

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?

WebMama Summary

Heads up when you are driving

Look at the ads in print (yes, paper)

Lurk in online communities

Who is the competition online really?

What keywords are the competition using?

What is the search volume?