Market Research – White VOMA
Until recently most Internet market research conducted by Web Design or SEO firms has consisted primarily of keyword research obtained by one keyword at a time fishing expeditions based upon whatever Yahoo or Google provides with their limited keyword tools. However, with more sophisticated tools that incorporate natural language processing and other techniques, it is possible to produce a much more holistic or theme-centric view of an online market.
We believe that only by truly understanding a market, its players, and its relationship to other markets can the full potential of a website presence be achieved. WCR has both the software tools and the necessary experience to use them well to achieve this goal for most businesses.
Identifying keyword relationships
WCR uses market leading software tools integrated with a thorough proprietary methodology we call White VOMA. Our vertical online market analysis (VOMA) identifies the relationship between keywords and key market phrases, outlining the market segments that are both relevant and important for our client’s Unique Selling Proposition (USP) and helps us quantify search market opportunity and cost of market entry.
This analysis enables our clients to gain a bird’s eye view of their market, from which alternate vantage points become obvious, allowing us to map out a strategy for them by which all the appropriate segments of a market can be captured in their online marketing strategy.
Establishing your website Blueprint
The Blueprinting of a website is the natural result of an Online Vertical Market Analysis (VOMA). Blueprinting, in the final analysis, allows us to structure a site’s content into logical/semantic themed silos of information favoured by the search engines because it is much easier for them to establish relevance to search queries made by searchers. It also allows a systematic way of controlling the addition of content, and their included keyword phrases, such as to maximize the keyword rankings/priorities per a unit of content and SEO effort.
For new websites or sites being redeveloped, WCR can generate an entire silo structured website blueprint that can be passed to any web developer.
White VOMA delivers:
- A list of prioritised keywords and an analysis of where they would be best used
- A matrix of missed opportunity keywords and how they measure with competitors
- An analysis of desirable site structure (silo architecture)
- Unique Selling Proposition (USP) or Unique Value Proposition (UVP) keywords
- Average cost per click for keywords suitable for PPC campaigns
- Theme keywords suitable for ad group or market segmented ad campaigns.