• http://steveplunkett.com @steveplunkett

    thanks for the reminder.. too often we get focused on the client’s customer funnel and neglect the unbranded vs competition metrics.. possibly because we spend time working on the mistakes of others (competitor’s) instead of – going to direct to the customer need state and focusing on the brand in search and social.

    Can see where “grocery stores” and trends for “grocery stores in [insert city, state, zip or GPS for mobile devices] would be important for someone to focus on and being in the top 3 for “sporting goods stores” if the top 3 existed, or maybe “electronic stores” but those are people grazing… the conversion is for the product, price and location. So.. if the above is to be truly relevant then you must account for location?

    I liked…”
    Clicks on each ranking, regardless of whose site is ranking, in your phrase group ”
    hmm.. maybe an equation??
    (frequency / # of total possible search results X competitor mentions / actual number of visits for term X Google API for PPC Local Monthly Search Volume X actual # of conversions based on term/visit [new vs returning models must provide separate results due to behavioral retargeting visit measurements unless those are specifically accounted for.. ] ) – nah.. still inconclusive.. only possible estimation.. thanks for spawning the thought tho. =)

  • http://twitter.com/portentint Ian Lurie

    Yup, it’s pretty complex when you start slicing and dicing the formula. And I doubt there’s one answer. But it’s definitely worth the exercise.

  • http://twitter.com/sharithurow sharithurow

    My favorite quote: “We talk about rankings, but we know rankings mean diddley squat.” Well said!

    Wow, if only the general public would genuinely understand rankings in the proper context.

    How many of you have found that word-of-mouth PR seems to work better than many other forms of marketing, so that words and abbreviations become a part of our vocabulary?

    BTW, text-based navigation must also be understood in the proper context. There are many, many times that my firm favors image-based navigation with properly selected and implemented text links. Works like a charm, and the click-thru rate is considerably higher.

    Context is incredibly important. My 2 cents.

  • http://www.facebook.com/brett.shearing Brett Shearing

    SyCara can actually break share of voice down to the zip code and also provides rankings at the zip code.