Sunday, 16 March 2014
SEO & Marketing
research, identifying our audience
Because this
commissioned piece of work is going to be for Canterbury Cathedrals website /
Youtube channel, I’ve researched what social media outlet sources the cathedral
has got, and the number of followers each of there platforms have subscribed to
them; also how interactive the users are with these platforms.
I’ve also done some
SEO (search engine optimization) research to help identify whom the target
market audience of this documentary would be, but also whom potential audiences
could be, as where this production is for the internet, when searching for
specific keywords on the search engines, similar recommendations tend to appear
in connection with what you’ve searched for at that moment i.e. if you was to
search for Dogs, the keyword associations that could be connected with this
subject is dog food, dog house, vets and so forth. I've also carried out some back-link searches to see how people access the cathedrals pages, which is helpful to see where they get most of their traffic from.
In order to
identify our audience, and possibly target a new market audience, I’ve referred
to some SEO tools available to use on the internet to help me extract
information, which would be helpful and very effective if the Cathedral, or us
as produces wanted to use this information to help carry out an effective
marketing campaign, but also in general to help direct people towards our video
as we can use the key-words, and also suggested key-words, in the videos meta
tag data, which would associate the video with any of the keywords chosen, when
showing search results on search engine platforms such as Google, Youtube,
yahoo ect…
The tools that I’ve
used to help me carry out my SEO research is:
Google Ad words keyword tool: to find out how many searches specific
keywords are getting (as this is a free
entry level keyword based marketing strategy software, I would take the
information from this and construct a more thorough investigation using such
software as word stream)
Trafficestimate: To get a rough idea of how many view counts
the website is getting per 30days
Open site explorer: This tool is a back-link checker. It allows me to see how people have accessed a website page i.e. if on YouTube, were they referred to 'our' YouTube video by the recommended/suggested video's in the side bar, if so, this tells us that the content that they're watching is similar to the content that we've produced, which would help us to better optimize future uploaded content, so that it will feature more in the suggested videos section.
Another thing the back-link checker allows me to see is, what websites have posted the link to my content, and sometimes, how many visit i've received from that website that has posted the link. This website could be a forum, blog, Facebook page, twitter post ect. The good thing with this is, if it's a website that keeps posting my content, i could establish an affiliate marketing scheme with them, offering them either a PPC (pay per click) or RPM (Revenue per thousand clicks/views).
Another thing the back-link checker allows me to see is, what websites have posted the link to my content, and sometimes, how many visit i've received from that website that has posted the link. This website could be a forum, blog, Facebook page, twitter post ect. The good thing with this is, if it's a website that keeps posting my content, i could establish an affiliate marketing scheme with them, offering them either a PPC (pay per click) or RPM (Revenue per thousand clicks/views).
Here are the results that I’ve gotten
back from these tools:
Google Ad words
Initial keyword ideas
 |
| typing the keywords into the software |
 |
| The search results |
Seed keyword: initial keywords inputted
Keyword ideas: associated keywords
Trafficestimate
We can see that there is averagely 226 visitors a day on the Cathedral website
Social media presence
The Canterbury Cathedral official Twitter page
Their Twitter account
has 725followers and the page is very active, receiving on average 10-twitter
post/ re-tweets a day from either themselves or followers
Their Facebook info
page has 5600 likes, and 79,000 people have visited the location; with tourists
posting frequently on the reviews section at the bottom of the page.
The Cathedral YouTube
channel has 44 subscribers, unfortunately due to YouTube's updates mid 2013, I'm not able to check their back-links to see where their views are coming in from, whether if it's directed from there website, Google, or via YouTube itself. However I've managed to use a third party back-link checker website which tells me where the views from the video are coming from, but not how many people accessed the videos via the back-link. With this back-link checker it will only provide me information for the video url that I'm inquiring about at that moment in time.
 |
| Where I was only allowed 3 searches, i was not able to back-link check the cathedral website :( |
Who are our audience?
From this research, we
can see that we have our subscribed audience such as those whom are subscribed
to the social media platforms that the cathedral uses, but also, we have
potential for further audiences such as tourist, historians; stonemasons and stone
craftsmen, plus any other association from the SEO research; if we choose to
apply that marketing strategic model to our produced content.
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