A look at some key tools for analyzing searcher interest and behavior, and the competitive environment.
You should always do your research before you start developing a search marketing strategy. And I'm not talking about keyword research. Before you even get there, you need to understand the landscape or environment that you're working in.
With a strong understanding of the search marketplace and competitive environment, you can develop a plan that capitalizes on key opportunities and minimizes any potential threats. Intelligence research can also help demonstrate a business case – internally or externally – on the importance of undertaking search marketing in the first place.
Before developing your search plan, you should understand the following:
Searcher Interest and Behavior
The Competitive Environment
Let's look at some online tools – many of which are free – that can help you answer these key questions about your search marketing landscape.
A quick overview of each tool is provided below. You should test out each of these to understand how they work and find out which are most useful for your planning efforts.
Key Tools for Analyzing Searcher Interest and Behavior
Google Trends (free)
Google Insights for Search (free)
Google AdWords Keyword Tool (free)
Key Tools for Analyzing the Competitive Environment
Google AdWords Keyword Tool (free) (Although this tool is also already included in the Searcher Interest and Behavior section, it also has specific aspects to help measure and understand your competition.)
Compete.com Search Analytics (basic – free; advanced – subscription required)
comScore Marketer (subscription required)
Spyfu (basic – free; advanced – subscription required)
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Julie is a member of the senior strategy team at Klick Health, focused on online media and digital. Julie initially established and led the media practice at Klick for several years, relinquishing leadership to expand beyond media into additional digital tactics. She brings a wealth of experience in search marketing, digital media, and all facets of digital strategy to bear, helping Klick's clients develop innovative digital solutions. As her role has evolved, so have her contributions to ClickZ, which she has been writing for since 2007.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014