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Google Analytics is a great tool – especially for individuals and smaller companies. But it shouldn’t be the only thing you use, as there are a number of other tools that can help you better understand what you need to do to grow your brand.
Google Analytics is a great tool – especially for individuals and smaller companies. But it shouldn’t be the only thing you use, as there are a number of other tools that can help you better understand what you need to do to grow your brand.
Last week parents were horrified to learn about a recall on Maclaren umbrella strollers due to multiple cases of children’s fingers being amputated. The volume of traffic to the Maclaren website jumped 9x in volume on Monday, Nov. 9, 2009 as the recall hit the news and initially overloaded the website.
While the recall was only for products within the US, concerns also caused the volume of visits to surge 12x in the UK for the British stroller company.
Search was the top driver of traffic to the Maclaren website on Nov. 9th and referred 42% of the visits that day, 97% which were new visitors that had not been to the website in the past 30 days. The Maclaren website received the highest share of clicks from a portfolio of search terms related to the recall last week, which allowed the manufacturer to communicate directly with the owners of the strollers and help control the message. The top news websites to receive traffic from Maclaren recall searches were MSNBC and Google News.
Despite the bad situation, the upside for Maclaren is that only one law firm appeared in the downstream search results at #33 last week, but quick queries on the search engines show display more than one starting to pop up. Several law firms have started to buy the recall-related search terms, which may start to attract visitors looking to file a case.
In a video interview for Web Pro News Matt Cutts has given a clear hint that page load speed will be a part of Googles algorithm next year. Page speed is already part of the AdWords quality score algorithm but until now it’s not directly been part of the main search algorithm.
We’ve always seen the [...]
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Google has announced this morning that for certain queries they will be showing site hierarchies in the search results rather than URL’s string. On first inspection I don’t like the system because in all the examples Google has provided the keyword rich product URL is removed and replaced with a more generic category level keyword.
For [...]
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Google replaces URLs with breadcrumb links in search results
Despite the IIS SEO Toolkit product being launched months ago it’s not really got the attention it deserves, I wasn’t even aware of it until the A4u forum last month.
The toolkit was developed by Microsoft and runs in a very similar way to the automated tools that the MSN team uses to continually audit their [...]
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We already know that Rupert Murdoch is planning to launch a paid content strategy sometime next year but in a recent Sky News interview he went one step further and said that they would be blocking Google from indexing content from their websites.
Some papers might do well by charging for content but surely charging for [...]
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In my last post I looked at search terms by 18-24 year old Australian users, and indicated how they were more likely to search for bricks and mortar brands than online players; with an overall tendency to search by brands compared to products.
As expected, some of the retail categories that these brand and product search terms fell into conformed to some gender stereotypes. For example, ‘Apparel’ related terms attracted the highest percentage of search traffic by 18-24 year old female users (25%), while ‘Electronics’ terms were heavily represented by 18-24 year old male users (28%).
· 18-24 year old females, compared to males, were more likely to search in these retail categories: Apparel, Grocery, House and Garden, Ticketing, Sports (e.g. ‘Nike’), Rewards, Books, Health and Beauty, Mall (e.g. ‘Chadstone shopping centre’), Comparison Shopping (e.g. ‘Shopbot’), Toys, Video and Discount (e.g. ‘Best and Less’).
· 18-24 year old males, compared to females, were more likely to search for brands and products in Electronics, Department Stores, Music, Classifieds, Auctions, Automotive, Mobile, Games, Computers, Hardware, Household, Stationery and Notebooks.
·Apparel brands searched on by 18-24 year old females included, ‘forever new’, ‘supre’, ‘valley girl’, ‘dotti’ and ‘sportsgirl’. Product terms included, ‘engagement rings’, ‘sunglasses’ and ‘dresses’.
· Electronics brands searched on by 18-24 year old males included, ‘apple’, ‘jb hifi’, ‘hp’ and ‘dell’. Product terms included, ‘iphone’, ‘nokia n97’, ‘laptops’, ‘mac’ and ‘tomtom’. Brand names on notebooks included, ‘dell laptops’, ‘toshiba laptops’, ‘hp laptops’ and ‘sony vaio’.
Greater price-sensitivity by female shoppers
It was also interesting to observe that 18-24 year old females had a stronger tendency than males to search on terms related to Comparison Shopping, Rewards and Discount categories. This means that retailers should ensure they are well-represented on comparison shopping websites and reward schemes for products targeted at females.
Retailers can use search behaviour on retail categories to help prioritise which products they market to different age and gender groups across all of their marketing activities. Keyword lists can also be fine-tuned by delving further into the search tail by each segment.
This post and the previous one are based on Experian Hitwise Custom data. To find out more, email csm@hitwise.com.
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