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Visibilidad en buscadores Perú 2014

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Estudio de Posicionamiento en Buscadores en Perú donde se analiza como se encuentran las categorías de Finanzas, Telecomunicaciones, Automotriz, Retail - Tecnología, Viajes y Educación.

Contiene información acerca de como se encuentra las principales marcas de cada rubro y qué es lo que más busca la gente en términos Brand y No Brand.

Publicado en: Empresariales
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Visibilidad en buscadores Perú 2014

  1. 1. KEYWORDS Los keywords o palabras clave son aquellas palabras que emplean los usuarios para buscar contenido en Internet a través de los motores de búsqueda.
  2. 2. ANTECEDENTES En Attachmedia nos planteamos las preguntas: ¿Qué buscan los peruanos de las principales categorías de negocios en el Perú?
  3. 3. ANTECEDENTES ¿Cómo se encuentran las marcas top frente a la demanda de búsquedas en sus categorías?
  4. 4. METODOLOGÍA DE INVESTIGACIÓN
  5. 5. En la investigación de keywords realizada se consideraron las siguientes categorías: IDENTIFICAMOS CATEGORÍAS TOP Automotriz Finanzas AFP Bancos Viajes Telecomunicaciones Retail Tecnología Educación
  6. 6. IDENTIFICAMOS LAS MARCAS TOP DE CADA CATEGORÍA AFP Habitat Prima, etc USIL UPC ULIMA PUCP, etc Toyota KIA, etc Educación Automotriz
  7. 7. ENTRAMOS AL SITE DE CADA MARCA E IDENTIFICAMOS LAS KEYWORDS Se realizó la investigación de las keywords en base a los Sitios Web de cada marca.
  8. 8. EXPANDIMOS LA LISTA DE KEYWORDS Se expandió la lista de keywords identificadas de los Sitios Web a través de Ubbersuggest, una herramienta que sugiere nuevas keywords en base a la función autocompletar de Google.
  9. 9. CLASIFICAMOS LAS KEYWORDS
  10. 10. Luego de tener el listado de keywords, se pasó a volcar la información en Google Adwords Keyword Planner y obtener el volumen de búsquedas de las keywords. IDENTIFICAMOS EL VOLUMEN DE CADA KEYWORD
  11. 11. Solo consideramos búsquedas Arriba de 100 por mes. Ej: Si keyword X = 90 búsquedas no se considera. Consideramos Todas las keywords Ej: Si keyword Marca X = 90 búsquedas sí se considera. FILTRAMOS EN BASE AL VOLUMEN DE BÚSQUEDAS
  12. 12. Se excluyeron aquellas keywords cuyo significado era muy amplio. Ej: “Chile”, “cuenta”, “ahorros”. FILTRAMOS TÉRMINOS MUY ABIERTOS
  13. 13. RESULTADOS DEL ESTUDIO
  14. 14. Volumen de búsquedas a nivel nacional en Junio 2014, según los distintos tipos de categorías. SEGMENTOS ANALIZADOS: VOLUMEN DE BÚSQUEDAS FINANZAS 30% TELECOMUNICA CIONES 27% EDUCACIÓN 19% VIAJES 12% TECNOLOGÍA 7% AUTOMOTRIZ 5%
  15. 15. INVESTIGACIÓN SECTOR: AUTOMOTRIZ
  16. 16. AUTOMOTRIZ MARCAS
  17. 17. AUTOMOTRIZ CATEGORÍAS 1. HYUNDAI 49,500 2. TOYOTA 40,500 3. KIA 40,500 4. CHEVROLET 33,100 5. HYUNDAI PERU 27,100 6. NISSAN 27,100 7. TOYOTA PERU 27,100 8. KIA PERU 22,200 9. CHEVROLET PERU 22,200 10. NISSAN PERU 14,800 1. CARROS 22,200 2. AUTOS 18,100 3. AUTOS USADOS 14,800 4. VENTA DE AUTOS 9,900 5. AUTOS USADOS PERU 6,600 6. VENTA DE AUTOS EN LIMA 5,400 7. AUTO 4,400 8. CARROS EN VENTA 4,400 9. AUTOS USADOS EN LIMA 3,600 10. MINIVAN 3,600 TOP 10 KEYWORDS BRAND VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOP 10 KEYWORDS NO BRAND TOTAL DE KEYWORDS 9,047 902,270 TOTAL DE KEYWORDS 159 184,170 *Google Adwords Keyword Planner: Junio 2014
  18. 18. AUTOMOTRIZ VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14
  19. 19. Hyundai 26% Toyota 24%Kia 19% Nissan 13% Chevrolet 11% Suzuki 7% AUTOMOTRIZ PORCENTAJE DE BÚSQUEDAS BRAND
  20. 20. Autos 61% Autos Usados 21% Camionetas 8% Otros 10% AUTOMOTRIZ PORCENTAJE DE BÚSQUEDAS NO BRAND
  21. 21. 62.85% 34.23% 1.22% 0.70% 0.17% 0.03% 0.03% 0.10% 37.06% 65.77% 98.78% 99.30% 99.83% 99.97% 99.97% 99.90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AUTOMOTRIZ VISIBILIDAD TOTAL – KEYWORDS NO BRAND
  22. 22. INVESTIGACIÓN SECTOR: FINANZAS
  23. 23. FINANZAS: AFP MARCAS
  24. 24. FINANZAS: AFP CATEGORÍAS 1. AFP PRIMA 33,100 2. AFP INTEGRA 33,100 3. PRIMA AFP 14,800 4. AFP PROFUTURO 12,100 5. AFP HABITAT 9,900 6. INTEGRA AFP 2,400 7. PROFUTURO AFP 2,400 8. AFP HABITAT PERU 1,600 9. AFP PRIMA COMISIONES 880 10. AFPHABITAT 590 1. AFP 22,200 2. COMISIONES AFP 6,600 3. AFILIACION AFP 1,900 4. AFP COMISIONES 1,000 5. AFP AFILIADOS 880 6. CUSPP 720 7. EN QUE AFP ESTOY 720 8. JUBILACION ANTICIPADA 720 9. QUE ES AFP 720 10. AFP PERU 590 VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOTAL DE KEYWORDS 484 123,970 TOTAL DE KEYWORDS 52 46,830 TOP 10 KEYWORDS BRAND TOP 10 KEYWORDS NO BRAND *Google Adwords Keyword Planner: Junio 2014
  25. 25. FINANZAS: AFP VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14
  26. 26. FINANZAS: AFP PORCENTAJE DE BÚSQUEDAS BRAND AFP Habitat 34% AFP Prima 34% AFP Integra 23% AFP Profuturo 9%
  27. 27. 59% 55% 39% 38% 41% 45% 61% 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% afphabitat.com.pe/ prima.com.pe/ profuturo.com.pe/ integra.com.pe/ Visibilidad Posibilidad de crecimiento FINANZAS: AFP VISIBILIDAD TOTAL – KEYWORDS NO BRAND
  28. 28. FINANZAS: BANCOS MARCAS
  29. 29. FINANZAS: BANCOS CATEGORÍAS 1. BCP 1,830,000 2. INTERBANK 450,000 3. SCOTIABANK 450,000 4. VIABCP 450,000 5. BBVA 450,000 6. BANCO CONTINENTAL 368,000 7. BANCO DE CREDITO 246,000 8. TELECREDITO 165,000 9. VIA BCP 165,000 10. BCP EN LINEA 90,500 1. CTS 18,100 2. BANCA POR INTERNET 8,100 3. LEASING 6,600 4. CAPITAL DE TRABAJO 3,600 5. FIDEICOMISO 3,600 6. CREDITO 2,900 7. CREDITO MI VIVIENDA 2,900 8. FONDOS MUTUOS 2,900 9. PRESTAMOS DE DINERO 2,900 10. CREDITO VEHICULAR 2,400 VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOTAL DE KEYWORDS 1,768 6,372,180 TOTAL DE KEYWORDS 95 99,410 TOP 10 KEYWORDS BRAND TOP 10 KEYWORDS NO BRAND *Google Adwords Keyword Planner: Junio 2014
  30. 30. 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 FINANZAS: BANCOS VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14
  31. 31. BCP 57% BBVA 15% Scotiabank 14% Interbank 12% Banco Financiero 1% BIF 1% FINANZAS: BANCOS PORCENTAJE DE BÚSQUEDAS BRAND
  32. 32. FINANZAS: BANCOS PORCENTAJE DE BÚSQUEDAS NO BRAND Servicios 34% Créditos/Présta mos 32% Generales 17% Tarjetas 7% Pagos 4% Cuentas 4% Seguros 2%
  33. 33. 48% 21% 16% 11% 10% 4% 52% 79% 84% 89% 90% 96% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visibilidad Posibilidad de Crecimiento FINANZAS: BANCOS VISIBILIDAD TOTAL – KEYWORDS NO BRAND
  34. 34. INVESTIGACIÓN SECTOR: EDUCACIÓN
  35. 35. EDUCACIÓN MARCAS
  36. 36. EDUCACIÓN CATEGORÍAS 1. PUCP 246,000 2. UCV 201,000 3. INTRANET USMP 201,000 4. UPC 165,000 5. UTP 165,000 6. USMP 135,000 7. USMP INTRANET 110,000 8. UAP 90,500 9. UIGV 90,500 10. USIL 74,000 1. AULA VIRTUAL 60,500 2. MARKETING 18,100 3. PSICOLOGIA 14,800 4. ARQUITECTURA 12,100 5. CONTABILIDAD 12,100 6. ECONOMIA 12,100 7. ADMINISTRACION 9,900 8. BIOLOGIA 9,900 9. COMUNICACION 9,900 10. NUTRICION 9,900 VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOTAL DE KEYWORDS 2,621 3,131,250 TOTAL DE KEYWORDS 304 463,400 TOP 10 KEYWORDS BRAND TOP 10 KEYWORDS NO BRAND *Google Adwords Keyword Planner: Junio 2014
  37. 37. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 EDUCACIÓN VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14
  38. 38. PUCP 25% UPC 22% SAN MARTIN DE PORRES 20% ESAN 11% U LIMA 8% USIL 7% RICARDO PALMA 4% PACIFICO 2% PIURA 1% EDUCACIÓN PORCENTAJE DE BÚSQUEDAS BRAND *TOP 20 MEJORES UNIVERSIDADES - América Economía
  39. 39. PREGRADO 62% GENERALES 28% POSTGRADO 10% EDUCACIÓN PORCENTAJE DE BÚSQUEDAS NO BRAND
  40. 40. EDUCACIÓN VISIBILIDAD – NO BRAND TOP 20 PREGRADO *TOP 20 MEJORES UNIVERSIDADES - América Economía 16% 13% 11% 8% 6% 6% 6% 2% 1% 84% 87% 89% 92% 94% 94% 94% 98% 99% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visibilidad PREGRADO Posibilidad de Crecimiento
  41. 41. EDUCACIÓN VISIBILIDAD – NO BRAND TOP 20 POSTGRADO *TOP 20 MEJORES UNIVERSIDADES - América Economía 40% 35% 31% 23% 19% 15% 10% 4% 4% 3% 60% 65% 69% 77% 81% 85% 90% 96% 96% 97% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visibilidad POSTGRADO Posibilidad de Crecimiento
  42. 42. EDUCACIÓN VISIBILIDAD – NO BRAND TOP 20 GENERALES *TOP 20 MEJORES UNIVERSIDADES - América Economía 55% 8% 8% 6% 3% 3% 2% 1% 1% 0% 0% 45% 92% 92% 94% 97% 97% 98% 99% 99% 100% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visibilidad GENERALES Posibilidad de Crecimiento
  43. 43. CESAR VALLEJO 37% ALAS PERUANAS 33% UTP 17% INCA GARCILASO DE LA VEGA 13% EDUCACIÓN PORCENTAJE DE BÚSQUEDAS BRAND *TOP 21-40 MEJORES UNIVERSIDADES - América Economía
  44. 44. 15% 13% 6% 1% 85% 87% 94% 99% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% utp.edu.pe/ ucv.edu.pe/ uap.edu.pe/ uigv.edu.pe/ Visibilidad PREGRADO Posibilidad de Crecimiento EDUCACIÓN VISIBILIDAD TOP 21-40 PREGRADO *TOP 21-40 MEJORES UNIVERSIDADES - América Economía
  45. 45. 5% 3% 1% 0% 95% 97% 99% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% uap.edu.pe/ utp.edu.pe/ uigv.edu.pe/ ucv.edu.pe/ Visibilidad POSTGRADO Posibilidad de Crecimiento EDUCACIÓN VISIBILIDAD TOP 21-40 POSTGRADO *TOP 21-40 MEJORES UNIVERSIDADES - América Economía
  46. 46. 12% 8% 7% 3% 88% 92% 93% 97% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% uap.edu.pe/ utp.edu.pe/ uigv.edu.pe/ ucv.edu.pe/ Visibilidad GENERALES Posibilidad de Crecimiento EDUCACIÓN VISIBILIDAD TOP 21-40 GENERALES *TOP 21-40 MEJORES UNIVERSIDADES - América Economía
  47. 47. INVESTIGACIÓN SECTOR: VIAJES
  48. 48. VIAJES MARCAS
  49. 49. VIAJES CATEGORÍAS 1. LAN 550,000 2. LAN PERU 301,000 3. AVIANCA 135,000 4. DESPEGAR 74,000 5. TACA 60,500 6. STAR PERU 60,500 7. LAN.COM 49,500 8. TACA PERU 33,100 9. DESPEGAR PERU 33,100 10. LAN CHECK IN 27,100 1. MACHU PICCHU 60,500 2. LIMA 49,500 3. AREQUIPA 33,100 4. CUSCO 27,100 5. CAJAMARCA 22,200 6. AYACUCHO 14,800 7. PIURA 14,800 8. PUNO 14,800 9. TRUJILLO 14,800 10. CHICLAYO 12,100 VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOTAL DE KEYWORDS 1,072 1,548,470 TOTAL DE KEYWORDS 369 629,990 TOP 10 KEYWORDS BRAND TOP 10 KEYWORDS NO BRAND *Google Adwords Keyword Planner: Junio 2014
  50. 50. 1,850,000 1,900,000 1,950,000 2,000,000 2,050,000 2,100,000 2,150,000 2,200,000 2,250,000 2,300,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 VIAJES VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14
  51. 51. LAN 71% TACA/AVIANCA 17% DESPEGAR 7% STAR PERU 5% VIAJES PORCENTAJE DE BÚSQUEDAS BRAND
  52. 52. VIAJES PORCENTAJE DE BÚSQUEDAS NO BRAND DESTINOS NACIONALES 81% GENERAL 12% DESTINOS INTERNACIONALES 7%
  53. 53. VIAJES VISIBILIDAD TOTAL – KEYWORDS NO BRAND 16% 10% 5% 0% 84% 90% 95% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% despegar.com lan.com starperu.com avianca.com Visibilidad Posibilidad de crecimiento
  54. 54. INVESTIGACIÓN SECTOR: TELECOMUNICACIONES
  55. 55. TELECOMUNICACIONES MARCAS
  56. 56. TELECOMUNICACIONES CATEGORÍAS 1. MOVISTAR 450,000 2. MENSAJES MOVISTAR 450,000 3. CLARO 368,000 4. MI CLARO 201,000 5. MENSAJES CLARO 165,000 6. MOVISTAR PERU 135,000 7. MOVISTAR EN LINEA 110,000 8. DIRECTORIO RPM 110,000 9. CLARO MENSAJES 90,500 10. CLARO PERU 90,500 1. MENSAJES GRATIS 90,500 2. IPHONE 6 40,500 3. MENSAJES DE TEXTO 40,500 4. MENSAJE DE TEXTO 33,100 5. SAMSUMG GALAXY S5 27,100 6. ANDROID 18,100 7. BLACKBERRY 18,100 8. ENVIAR MENSAJES GRATIS 18,100 9. SAMSUNG GALAXY S4 18,100 10. SMS GRATIS 18,100 VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOTAL DE KEYWORDS 3,699 4,105,520 TOTAL DE KEYWORDS 795 1,013,500 TOP 10 KEYWORDS BRAND TOP 10 KEYWORDS NO BRAND *Google Adwords Keyword Planner: Junio 2014
  57. 57. 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 TELECOMUNICACIONES VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14
  58. 58. Movistar 57% Claro 39% Nextel 4% . TELECOMUNICACIONES PORCENTAJE DE BÚSQUEDAS BRAND
  59. 59. Marcas de Smartphones 69% Servicios 22% General 7% Tablet 2% TELECOMUNICACIONES PORCENTAJE DE BÚSQUEDAS NO BRAND
  60. 60. Nokia 20% Samsung 19% Apple 14% Blackberry 12% Sony 12% Motorola 11% LG 7% Otros 5% . TELECOMUNICACIONES PORCENTAJE DE BÚSQUEDAS BRAND SMARTPHONES
  61. 61. 29% 3% 1% 71% 97% 99% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% movistar.com.pe/ claro.com.pe/ nextel.com.pe/ Visibilidad Posibilidad de crecimiento TELECOMUNICACIONES VISIBILIDAD TOTAL – KEYWORDS NO BRAND
  62. 62. INVESTIGACIÓN SECTOR: TECNOLOGÍA RETAIL
  63. 63. TECNOLOGÍA RETAIL: MARCAS
  64. 64. TECNOLOGÍA CATEGORÍAS 1. SAGA FALABELLA 450,000 2. RIPLEY 246,000 3. LINIO 165,000 4. SAGA 74,000 5. RIPLEY PERU 74,000 6. LINIO PERU 60,500 7. SAGA FALABELLA PERU 12,100 8. SAGA FALABELLA AREQUIPA 4,400 9. SAGA FALABELLA CATALOGO 6,600 10. RIPLEY CATALOGO 8,100 1. MAC 14,800 2. COMPUTADORA 9,900 3. LAPTOP 9,900 4. TECLADO 8,100 5. COMPUTADORAS 6,600 6. CPU 5,400 7. IPOD 5,400 8. BLU RAY 4,400 9. CAMARA 4,400 10. AUDIFONOS 3,600 VOLUMEN DE BÚSQUEDAS VOLUMEN DE BÚSQUEDAS TOTAL DE KEYWORDS 589 1,055,190 TOTAL DE KEYWORDS 347 335,810 TOP 10 KEYWORDS BRAND TOP 10 KEYWORDS NO BRAND *Google Adwords Keyword Planner: Junio 2014
  65. 65. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 ago-13 sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 TECNOLOGÍA VOLUMEN DE BÚSQUEDAS Ago 13 – Jun 14
  66. 66. Saga Falabella 50% Ripley 30% Linio 20% . TECNOLOGÍA PORCENTAJE DE BÚSQUEDAS POR BRAND
  67. 67. TECNOLOGÍA PORCENTAJE DE BÚSQUEDAS POR NO BRAND Cómputo 52% TV /Video 20% Audio 19% Cámaras 9%
  68. 68. 12% 11% 9% 88% 89% 91% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ripley.com.pe/ linio.com.pe/ falabella.com.pe/ Visibilidad Posibilidad de Crecimiento TECNOLOGÍA VISIBILIDAD TOTAL – KEYWORDS NO BRAND
  69. 69. CONCLUSIONES
  70. 70. CONCLUSIONES Las categorías con mayor volumen de búsquedas son las de Finanzas, Telecomunicaciones y Educación.
  71. 71. CONCLUSIONES Los Brand keywords predominan dentro de las categorías, en las cuales se buscan principalmente productos y servicios derivados.
  72. 72. CONCLUSIONES Las categorías con mayor visibilidad pertenecen a AFP, Banca y Telecomunicaciones.
  73. 73. CONCLUSIONES Tal como se muestra en la categoría Autos, es probable que competidores no directos se posicionen mejor.
  74. 74. ANEXO
  75. 75. KEYWORD VOLUMEN POSICIÓN VISIBILIDAD NÚMERO KEYWORD VOLUMEN POSICIÓN VISIBILIDAD NÚMERO KEYWORD 1 KEYWORD 2 100 1000 1 10 100% 10% 1000 10 KEYWORD 1 KEYWORD 2 100 1000 1 10 100% 10% 1000 10 TOTAL 1100 101092% TOTAL 1100 20018% VISIBILIDAD

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