More people begin their purchase journeys online than ever before. Because of this, the digital space is crowded, challenging brands to engage consumers online. Consumers need relevant information, and brands need to win clicks and attention.
The secret to both a positive customer experience and positive impact on ROI is understanding what’s top of mind to your target audience.
In order to uncover this information, it’s crucial to monitor consumer keyword searches and understand how to effectively report on this information.
With the Compete PRO Search Referrals report, you can expose real consumer search queries driving traffic to any website.
For example, let’s take a look at the Search Referrals report for cosmetics retailer beauty.com. This site carries a diverse set of brands and product offerings. Narrowing in on top-of-mind searches can help position content accordingly.
First, it’s important for a brand to get a baseline understanding of search volumes to their site to create effective benchmarks and determine the impact, positive or negative, of changes in search strategy. For beauty.com, both Total and Paid Search Referrals have increased since the previous month.
Because beauty.com carries so many different products, it’s not enough to simply uncover that search volumes for the site overall have increased. In order to implement effective changes, you need to hone in on which specific keywords contribute to the increased search volume.
The Search Referrals report for beauty.com shows the keywords consumers searched at the highest rates over a 90 day period. Some of the top product searches include all-natural cosmetic brands and products.
Terms like “all natural eye cream,” “IT cosmetics cc cream,” “rose day cream light,” and “Orland B21” can all be found within the top 10 terms driving traffic to beauty.com. The commonality among all of these terms is that they are face and eye creams, and are likely being purchased in preparation for months of extended sun and outdoor exposure.
For research and development purposes, you’ll want to understand the demographic makeup of the consumers performing these searches in order to effectively target them. It’s also important to uncover some of the other brands competing for the same keyword terms and ultimately, the same audience.
For that, we’ll take a look at the Compete PRO Search Share feature. Based on the information I found in the Search Referrals report, I might decide that I want to run a campaign specifically focused on skincare items. Using my keyword planning tool, I pull a list that includes terms like “top skin care products,” “organic skin care products,” “natural skin products,” and more.
Using this list in Search Share you can uncover the audience composition for who exactly is searching for specific keyword terms. You can also discover brands competing for the same paid and natural clicks.
For the Skincare keyword list, the results show the demographic breakdown. This will be important information for campaign targeting. Searchers of our keywords of interest are predominantly females that fall between the 45-64 age range, and over 40% fall into the 30k-60k income range.
Search Share will also uncover the top brands in your space. In this example we see that sites like Allure.com, Ulta.com, Paulaschoice.com, and Sephora.com are all receiving a significant portion of natural clicks from skincare-related search terms.
This information can help you uncover brands you may not know you were competing with for attention. Take a look at website design and layout, special promotions, and how product offerings are being positioned.
A good understanding of current competitor strategy can give you the insight you need to emerge as the brand of choice for consumers.
For more information about using keyword data and to learn more about the Compete PRO Search Referral Share feature, contact our team today!
Sarah is a member of the Syndicated Products Customer Success team at Millward Brown Digital. Sarah attended Northeastern University. Prior to Millward Brown Digital, Sarah worked in Advertising and Public Relations. Connect with her on Google+ or LinkedIn