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

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.

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Lateral Keyword Markets  Search Engine Optimization  Strageic Web Services  Strategic Keyword Marketing  Vertical Keyword Markets 

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