Semantic Data influence on content creativity
Google provides two priceless* tools :
-Google trends-Google Keywords planner (*They are free)
Google adwords : Keyword planner Google trends
Provides :
-Liste of keywords grouped by topics-Weight and width of each topic-Users level of Interests Provides :
-Keyword / Topic trends-Geolcalized view on trends-Keywords ideas
http://index.baidu.com/
Provides :
-Provides Keywords trends-Ideas of new keywords-Weight and width-Geolocalized view on trends-Related topic searched by users.-Demographic data (Gender, age).
Index.Baidu is free for some keywords
Keywords tools are deeply involved in SEO strategy
• To get a list of strategic keywords• To find long tail• To find trending keywords• To check the right keywords
But it is not only a SEO matter Semantic analysis has a real impact
on Marketing
It provides a real interesting picture of our clients expectations and behaviourIt provides a real interesting picture of our clients expectations and behaviour
It provides a real interesting picture of our clients expectations and behaviour
It provides a real market survey based on thousands of internet users searches
A survey to analyse a growing market like « Running »
A steady growth since 2013
1M searches / month
Top brand related to running1) New Balance : 730k s/m2) Asics : 100k s/m3) Salomon : 4k s/m4) Mizuno : 1K s/m
And a Benchmark of the « real » competitors
Thanks to Searchmetrics
Drilling into the main topic
Ultra marathon is the new trend
Ultra marathon means specialized equipment, shoes, clothes… a whole new business.
In the UK, Marathon is still very high and ultra marathon very low
… but interest for ultra marathon is rising in the UK, will it reach french popularity ?
Semantic analysis provide surprising data about customer behaviour
Running
DiscountIn shop
Annual communication plan for sports retailers doesn’t always fit with internet users expectations
Cycling
Discount in shop
For cycling it fits
Fitness
DiscountIn shop
Not for fitness
Semantic analysis helps Instant Marketing strategy
Newspapers follow the trends to promote new articles
Catching visibility from one event to the next
Giving more or less pression on topics in regards with their popularity
Of course, some topics are more popular than others…
They help to get the right word for the right product
How do they call that ?
Veste de ski ?Blouson de ski ?Anorak ?Parka de ski ?
Bouson and Anorak could be used as « long tail » keywords
Answer : « Veste de ski » is the best
It is even possible to take regional habits into account
Veste de ski Blouson de ski Anorak de ski Parka de ski
Semantic data measure the impact of branding and product education
It helps to measure the impact of OFFLINE campaign to ONLINE activities
Semantic data provides geolocalized knowledge
But who is the first ? The trend or the ads ?
Before 2007, nobody knew « Iphone »
Ads vs Trends1 0
Launch nov 2009Google trends in July 2008
Geolocalized searches help retailers
Ads vs Trends0 1
This is « alkaline water »
The search for alkaline water is raising since the market is promoting this water
Mineral water brand : 28%Alkaline Water : 22%Water purification : 18%Bottle of water : 6%
In Turckey : Alkaline Water is the second topic related to water
Alkaline Water
Semantic data may be a great help for marketers.
But it provides only a part of the view
Semantic data provides only informations on internet users searches.
We don’t know what they think or what they feel !
The complete solution must add
Social listening and Semantic data
What they think/feel What they want
Thank you !
Raphaël FREMONTDirecteur Pôle Performance – Analytics
[email protected] : 06 71 16 17 66
https://www.linkedin.com/in/raphaelfremont