Hitwise Search Intelligence Tool: Data on Steroids - The Process of Discovery
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On the Hitwise blog, Heather Hopkins ran a series of three posts showing what kind of data you can discover with Search Intelligence 4.0 and highlighted new features in this version of the suite. “It is the ability to report the paid and organic split that is new,” she explained. “For each term, we can also see the rate at which consumers reached the site from a paid or organic link and rank the search terms sending visits to the site from either paid and organic traffic.”
She then took a look at the MoneySupermarket site. She determined easily that more than nine percent of the site’s traffic came from the search term “car insurance” and that more than 80 percent of the traffic arrived at the site as a result of clicking on a paid listing. This might be because MoneySupermarket appears at the top of second page or the bottom of the first page for organic results for “car insurance” in Google UK, but it consistently appears within the top four paid listings. This is a way to show that a paid search advertising campaign is paying off.
In the third part of Hopkins’ series covering the use of Search Intelligence 4.0, she showed that The Sun (a UK newspaper) received 20 percent of its traffic over a period of four weeks from paid listings. Compared to its competitors, that’s very high. By looking at the top 20 paid search terms sending traffic to The Sun over those four weeks, you can see that many of them were sports-, news-, or celebrity-related terms, like “steve irwin,” “football scores,” etc. What was the take-home lesson here? “It can take time to move up in the organic search results and paid listings can be an effective way for content owners (such as tabloids and broadsheets) to respond to current events and to appear among the top of the search engine results,” notes Hopkins.
This looks like an excellent suite of tools. As I noted at the beginning of this article, though, it is very expensive. Hitwise has a variety of other tools on its site, however, that may be less pricey. If you want the ultimate online marketing intelligence tool, however, and can afford to pay for it, this is the most feature-rich and easy to use suite that I’ve come across.
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