marketing research for preparing internet strategies

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)