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Analysis of buying patterns and keyword analysis to identify your Keyword Markets
Vertical Keyword Markets
A Keyword Market is the total unique searches via search engines that are relevant
to your Internet Property. A Keyword Market is defined by the
top-level keyword that is most elevant
to your business. If you own a clothing boutique, "clothes" could be the top-level keyword for your market. "Clothes"
of course is very general since there are many different styles: men, women, children, big, petite, western, hip-hop, etc.
These different styles could be considered vertical keyword markets under your Top-level keyword market. Top-level keywords may
contain thousands of vertical keyword markets, including not only variations in style or category, but variations in spellings, plural and singular forms, synonyms and slang, and other variations as determined during our process.
Lateral Keyword Markets
A lateral analysis queries hundreds of other websites
that deal with the vertical markets we have discovered, and extracts those lateral
keywords from the title tags, META tags and body text of the found sites.
The most frequent keywords end up at the top of a prospective lateral keyword market list.
Example of Vertical and Lateral Keyword Markets
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Vertical |
real estate
real estate listings
moutain real estate
real estate
broker
real estate agent
looking for real estate
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| Lateral |
open house
land for sale
century 21
title insurance
mortgage
re-location service |
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Research Qualifying Keyword Markets and Planning Revenue Opportunities
Qualifying
Expert subjectivity along with a little artistic inspiration is applied to qualify keywords for further investigation. From our research, we know that there are several phases of the purchase process with corresponding patterns of search online.
For example, in the B2B space, the process of purchase follows a pattern of 1) Awareness of a problem, 2) Research into a Solution, 3) Qualification of Vendors, 4) Negotiation of Price, and 5) Purchase. We want to select keyword markets that are most likely to lead searchers to find our client's Web Property during phases 2 and 3.
However, we will also want to understand search patterns for the other phases and make sure our clients are properly placed as well there. For example, very often during phase 4, searchers will look for competive pricing comparison sites. If this exists for our client's industry, then we will want to make sure of appropriate placement. If it doesn't exist for our client's industry, we determine if this might be a valuable Internet property to create.
Popularity, KEI, and ROI
It is important to make an evaluation of how popular
a keyword is (i.e. how many times is a keyword predicted
to be searched in a 24 hour period) and how it's popularity
compares with the total number of competing URLs (other
sites that are returned by the search engines for
the same keyword searches). This relationship is often specified as a metric called the Keyword Effectiveness Index (KEI). An analysis of this relationship
will tell us whether optimization will produce a positive return on investment (ROI). However, we do not just stop there. We also analize the top competitors in the keywork-market space and determine how effective their marketing is and how easily they might be beat.
Customer Initiated Marketing Plan
Once we have comprehensive keyword-market analysis, we can determine the Web Properties to build, the Search Engine Optimization strategy, the Link Building Strategy, any needed Pay-Per-Click advertising, other online marketing strategies (social networking, podcasting, etc), and perhaps even some offline strategies (guerilla marketing, promotions, focus groups, etc). All these comprise a Customer Initiated Marketing plan, where we focus on indentifying the point a potential customer is making a buying decision and make it our quest to influence those prospects to buy from our clients.
Partnership, Sponsorship, Affiliate development.
During our analysis or at the request of clients, we will discover opportunities to benfit our clients with outside parties. These include partnerships on joint web ventures, sponsorships and advertising on client-owned Web Properties, or attractive marketing opportunties with affiliate networks or network marketing groups. We have experience in negotiating and setting up such relationships and provide these strategic services to our clients.
Lateral Keyword Markets 
Search Engine Optimization 
Strageic Web Services 
Strategic Keyword Marketing 
Vertical Keyword Markets 
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Research is proving what you can intuitively understand to be true. When prospective clients view your ads, whether on TV, Newspapers, Magazines, or Banners Online - nearly 50% of the prospects will do a search in a search engine rather than clicking or calling.
