Using Keyword Research Software to Assist in the Search for High-Demand, Low-Supply Online Niches: An Overview

Wilson, Ralph F.; Pettijohn, James B.

doi:10.1300/j179v06n01_06

Cited by 4 publications

(4 citation statements)

References 2 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Moreover, it is important to underline how e-marketplaces have changed how shoppers buy all kinds of products, since, in a highly competitive environment where the net margins are narrow, the implementation of several kinds of marketing strategies by e-marketplaces becomes critical. Some of the most common strategies put in place by those e-businesses are customer satisfaction [2,3], brand equity [4], brand loyalty [5], and trust [2]. Furthermore, a common marketing strategy used by online businesses is micro-segmentation.…”

Section: Discussionmentioning

confidence: 99%

“…Micro-segmentation allows e-retailers to find profitable niche markets [5], communicate almost individually to each customer [6], and adapt offers and promotions to each customer according to their needs and personal interests. Nevertheless, studies of microsegmentation in marketing remain scarce, and this study has the objective of contributing to the increase in knowledge surrounding the construct.…”

Section: Discussionmentioning

confidence: 99%

See 1 more Smart Citation

C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

Castillo-Sotomayor

Guimet-Cornejo

Lodeiros-Zubiria

2023

Data

View full text Add to dashboard Cite

The purpose of this study is to contribute to the literature, understanding how the micro-segmentation strategies developed by the C2C e-marketplaces influence customer satisfaction, brand loyalty, trust, and brand equity by proposing a PLS-SEM model with seven hypotheses. An online questionnaire was answered by a sample of 403 people. The results were edited, coded, transformed, and finally analysed with the software Smart- PLS 3.3.7. The results confirm that the reflective model shows good reliability and validity and that six of the seven were accepted. Furthermore, micro-segmentation mostly influences customer satisfaction, followed by brand equity and trust. On the other hand, the results confirm that, apparently, customer satisfaction does not impact brand loyalty, and micro-segmentation is the more significant construct in reaching brand loyalty in the C2C e-marketplaces. It is worth noting that this research contributes to knowledge about two issues unexplored by the academia, micro-segmentation and the C2C e-marketplaces.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

Castillo-Sotomayor

Guimet-Cornejo

Lodeiros-Zubiria

2023

Data

View full text Add to dashboard Cite

show abstract

“…One widely employed method is based on the keyword effectiveness index (KE-index). There are several ways to calculate the KE-index (Wilson and Pettijohn, 2008); we chose to use Wylie’s (2012) definition (p. 258). The KE-index is computed by obtaining “the number of monthly searches of the keyword” and squaring it; then dividing this result by “the number of results obtained when introducing the keyword in the search engine”.…”

Section: Empirical Studymentioning

confidence: 99%

What municipal websites supply and citizens demand: a search engine optimisation approach

Serrano‐Cinca

Muñoz-Soro

2019

OIR

View full text Add to dashboard Cite

Purpose The purpose of this paper is to analyse if citizens’ searches on the internet coincide with the services that municipal websites offer. In addition, the authors examine municipal webpage rankings in search engines and the factors explaining them. Design/methodology/approach The empirical study, conducted through a sample of Spanish city councils, contrasted if the information that can be found on a municipal website fits with citizens’ demands. This has been done by comparing the most-searched keywords with the contents of municipal websites. Findings A positive relationship between the supply and demand of municipal information on the internet has been found, but much can still be improved. Analysed administrations rank the basic data of the organisation, as well as some of the fundamental competences thereof, at the top in search engines, but the results are not entirely effective with some keywords still highly demanded by citizens, such as those related to employment or tourism. Factors explaining internet ranking include the number of pages of the municipal website, its presence in social networks and an indicator designed to measure the difficulty of ranking the municipal place-name. Originality/value The results obtained from this study provide valuable information for municipal managers. Municipal websites should not only include information in which citizens are interested, but achieve accessibility standards, have a responsive web design, and follow the rules of web usability. Additionally, they should be findable, which also requires improvement in terms of the design of the municipal website thinking in search engines, particularly in terms of certain technical characteristics that improve findability. A municipal website that wants to have a good positioning should increase its contents and attain the maximum degree possible of visibility in social networks.

show abstract

“…An analysis of the contexts and frequencies of keywords can provide strategic marketing insights. An in-depth investigation of keywords used online can help to identify a market niche, find trends, and indicate future research directions [17]. Although many long-tail keywords can have complex links to a topic, their analysis and the use of copywriting consistent with analytical conclusions can improve target conversion [18].…”

Section: Introductionmentioning

confidence: 99%

Cultural Heritage Topics in Online Queries: A Comparison between English- and Polish-Speaking Internet Users

Król

Zdonek

2023

Sustainability

View full text Add to dashboard Cite

New communication channels and methods for retrieving information can provide increasingly precise data describing how cultural heritage is perceived, protected, promoted, and shared. Many internet users search for cultural-heritage-related topics using online search engines and databases. The purpose of this study was to identify the context and frequency of cultural heritage topics in Google search engine queries. The primary hypothesis was that keywords used in Google searches related to cultural heritage would be much more diversified in English than in Polish, perhaps because Polish has many fewer internet users than English. The keywords were selected because of their frequent use in the research literature, popular science publications, and central and local government strategy documents. The research employed selected online applications. A total of 3690 keywords were collected, with 1634 (44.3%) in Polish and 2056 (55.7%) in English. The numbers of retrieved keywords were similar for all research tools, but an in-depth analysis identified certain differences in the functions of the tools. The “cultural heritage” keyword in Polish (“dziedzictwo kulturowe”) was found mostly in national, regional, and local contexts. English queries included topics related to cultural heritage protection, conservation, restoration, and management and the financial value of cultural heritage. Some queries focused on world cultural heritage. The research shows that Polish-speaking users and English-speaking ones were interested in similar phrases. Therefore, the thought processes of internet users may be independent of their language.

show abstract

Using Keyword Research Software to Assist in the Search for High-Demand, Low-Supply Online Niches: An Overview

Cited by 4 publications

References 2 publications

C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

What municipal websites supply and citizens demand: a search engine optimisation approach

Cultural Heritage Topics in Online Queries: A Comparison between English- and Polish-Speaking Internet Users

Contact Info

Product

Resources

About