With global recognition achieved, Brewdog’s marketing team wanted to dig into the detail of their international visibility across major search engines.
Specifically, they wanted to know:
This information would allow them to:
Brewdog enlisted the help of Impression’s specialist SEO and Analytics teams to help them uncover global search trends data in a manner that would be easy to understand, manipulate and communicate.
We understood our client’s goal to be about better understanding search visibility and trends, so we started by gathering a full list of their target markets – these included:
We also gathered from them their seed keywords, which included branded terms, drinks terms and bar terms.
Of course, Google and Bing might be the most common search engines in the UK and other parts of the world, but search behaviours differ across countries so our analysis also covered:
Our next step was to utilise the search volume tools available at our disposal. Armed with a range of tools – including Google and Bing’s own tools as well as third-party solutions – we were able to pull comprehensive search volume data which we then aggregated to get the best-estimated search volumes using averages from the tools available. This way, we were able to get the most accurate data possible.
We knew that search volume data could only give us a picture of what was happening today. To help our client better understand the changing search landscape, we also pulled in data from Google Trends as well as other third-party tools, allowing us to surface historical information where possible that would incorporate seasonality and other influences affecting visibility throughout the year.
Because this project was all about helping our client to take insights from the data – and not simply about gathering the data itself – we knew that the way we communicated the data would be important.
Knowing that the information would be utilised by marketers but also shared with key stakeholders in Brewdog’s wider team, we decided to make use of bespoke Google Data Studio dashboards to pull the data together in a way that could easily be manipulated using filters to show appropriate data, as well as separate report tabs to extract the data at a country level.
The final report was customised from the ground up, including:
The team at Impression were great to work with, answering any queries we had quickly and taking the time to explain the research thoroughly.
They listened to our request and provided an extensive data page that enabled us to track how our top brands were trending in key countries, as well as what keywords were used the most when searching for BrewDog. They also configured this data so we could compare several countries at once and see where the brand has peaked and dipped over time.
Impression was friendly, fast and efficient. I would recommend them for similar projects.
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