Hitwise Search Intelligence Tool: Data on Steroids - More Tools
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If you’re concerned about the performance of your keywords, you’ll want to check out the search term intelligence tool. It shows you which keywords web surfers use when searching across different search engines, and what sites get traffic from which keywords. As for many of the tools in this suite, you can track a particular website (yours or a competitor’s) to see which keywords attract the most traffic to that site. Clicking a particular keyword will show you which sites receive traffic for those terms. You can also use this tool for keyword gap analysis (see what keywords your competitor is drawing traffic for that you aren’t), expanding your own keyword list with the search term suggestion tool, and examining the ubiquitous “long tail” of overlooked keywords that could lead to conversions.
The demographics and lifestyles tools let you see what kinds of web surfers visit thousands of sites. You get breakdowns based on gender, age, location, income, and more. Hitwise teamed with Claritas and Experian to bring you this information. Web site audiences are also divided by “lifestyle,” giving you a picture of what a web site’s audience does off line as well. Check out this information for you and your competitors, and you can see what kinds of people you’re reaching – and, importantly, what kinds of web surfers you aren’t reaching, which might represent untapped opportunities for your company.
The conversions tool provides custom reports that let you know how customers interact with particular portions of competitive web sites. These reports can tell you which tactics work best to for selling (converting) customers, such as making use of affiliates or particular keywords.
Finally, Hitwise Answers can guide you to seeing opportunities you might otherwise overlook. It prompts you with preset questions in particular areas and topics to consider what you can do to grow your business. The video explained that the questions are organized by particular marketing objectives: benchmarking, search marketing, affiliate marketing, advertising and content partnerships, and business development. One example question has you considering which web sites your competitor receives traffic from that you do not. The answer is shown on the next page of the tool. The suggestion here is that these are web sites you might want to consider for some kind of affiliate or partnership arrangement.
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