digital marketing lab...sep 02, 2014 · gamification app for tourists themed tours . purposes of...
TRANSCRIPT
Advanced Marketing Lab
Keyword Research and Online Analysis tools
Serena Pasqualetto
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 ([email protected]) 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