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MARKET RESEARCHPLANNING AN ONLINE PRESENCE
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INTRO TO SEARCH
How search works: http://goo.gl/RU4yEj
How updates are made: http://goo.gl/qz1zMH
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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
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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.
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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
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INTERMISSION
Back in 15 mins
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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?
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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
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SERP FOR “SALT LAKE MORTGAGE”
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RESULT #1
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RESULT #2
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RESULT #3
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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)