6 tips for using Google Insight

Search-Engine-MarketingImage by Danard Vincente via Flickr Google Insights for search has just been released, offering a whole wealth of data that previously was not available. For your SEO and PPC campaigns there are a lot of words that can be targeted based on this. However if you are looking at this from an industry perspective and want to gauge yourself and how you rank it is also extremely valuable. Having played around with it a little recently these are some skews I would advise;
1) Look at your category
It may be difficult to find the exact niche that you inhabit, but drill down to as close to it as you can. What is the trend in terms of searches, is it seasonal, is their growth in the category, what are the top keywords. Then look how much share you get proportionally of the big terms, this is illuminating because it gives you an idea of the size of the opportunity, can you optimize your page better, should you bid more on this area.

2) look at your brand
how have the searches for your brand been performing (as marketing person you hope that your brand becomes even better known). Can you tie in bigger peaks in spend with promotions that you undertook. Can you see what is working to get your name out, and what isn’t. Are there cycles on how people look (time of the year/month/week), is there some way that you can optimize based on this (this ties into how you manage your campaigns and the information you have about customer behaviour- day/week parting, bidding more round payday etc)

3) Look at different geographies
Start off on worldwide for all your searches and then split them into different countries. Look at these and see if you have some large market share in an unknown geo (that’s the joy of having an online business, no borders). Is your site big in Norway, why is your site big in Norway, should you start adding localized payment systems and structures? This can isolate areas where you should focus, similarly it may outline areas that you’re underperforming.(as this is based on IP address I wouldn’t take the extremely local/city perspective too seriously)

4) major searches
look at what the core search terms are around your brand and in your category. Are you bidding on them, maybe if you drill further into this they will give you some interesting phenomena. E.g. marketing in other languages you may not know what the up-to-date slang terms are and these may be reflected in the upcoming terms.

5) segment over time
this I think is one of the more interesting functions. You can find out how things developed with your brand/category/search term. How the geographic makeup changes over time, and what happens with related terms. If you have made specific promotions around a time, how did people react to it, did they search for you for terms related to it. Where do you experience the most organic growth, also look at your share of the search, how does this change over time. Looking at the matrix of marketing spend, competition and time and try to figure out how it fits together.

6) competitors popular search terms
are a mine of information. What is their positioning, what are the major terms that people are searching for around their brand, what should you be bidding on, what are the major traffic drivers from a seo perspective. See what share they have of the top terms. In most industries/categories there are a few key terms which drive the majority of the traffic (good old 80/20 rule). We call these the k10 (for our top 10 keywords). Who owns the largest share of these and how does it change.

These are a couple of things that you can do with Google Insight that should give some more beef to understanding your market and where you sit within itRelated articles by Zemanta

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