Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik

Author:Avinash Kaushik
Language: eng
Format: mobi
Publisher: Wiley
Published: 2009-12-29T14:00:00+00:00

In this case, you can see states where brand interest improved and states where brand interest declined. The next step is understanding why.

Related and Fast-Rising Searches

A critical strategy in any effective search marketing program is to understand the complete ecosystem of the space and focus like a hawk on the customer’s evolving interests. You can do both by focusing on two key tactics: constantly identifying related search terms and looking beyond the top 10 terms to find the fastest-rising search terms. The former helps you expand your view of the world, while the latter ensures you are plugged into your customers’ fickle interests.

Figure 8-14 shows these two delightful pieces of information for our diaper category.

Figure 8-14: Top related and fastest-rising searches, using Google Insights for Search

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