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Month: August 2009

3 Quick Steps for a Big Mac Index of Website Keywords using Google AdPlanner and Google Adwords

I find Google statistics a little bit like the Zimbabwean currency. It doesn’t take long before I am confused by the zeros.

In short, I need a Big Mac Index to give me a sense of  what is a lot, or a little, of internet traffic.

My Big Mac of Internet traffic in UK in July 2009

Big Mac of Keywords
Big Mac of Keywords

You see here that about 3.5K optimistic users searched for “barbecue” in July 2009 – about 0.01% of UK’s 40M internet users.

About 7K searched for “summer” and “psychology” respectively – each accounting for about 0.02% of internet users (2 in 10 000).

Cricket against Australia this summer (the Ashes) has been exciting and 40K, or 1 out of 1000       of us turned to the internet for information. That is 0.1% of UK internet users.

But compare that to 400K searches for the “weather” (1 in 100 of us or 1%). And to 112K of us who searched for “jobs”. That is 1 in 360 of us or 0.3% of UK internet users.

About half of the “Unique Visitors” searching for “jobs” accessed the government website, BTW.

Google AdPlanner vs Google Keywords Tool

I found all the figures on Google AdPlanner by setting Geographical Location to UK and putting in the Keywords into Keywords Searched.

What is the difference between Google AdPlanner and Google Keyword Tools?

The number of people searching for “jobs” with Google Adwords – with “narrow match” and location as UK – was just under 3 000 000 searches in June. The slight mismatch of dates doesn’t really matter for our current purposes. That averages about 30 searches a month for each UV (unique visitor as calculated by Google AdPlanner), or 1 search for each day of the month.

The “broad match” for “jobs” was much higher at 124M.  To keep it to round figures, that is about 1000 searches for each UV, unique visitor, or about 3 a day, or 5 searches per person per business day.

So that is my Big Mac for Keywords!

1. Choose five marker words to put into Google AdPlanner with geographical location set at UK.

2.   Calculate Unique Views or users for each Keyword by picking a website (any one) and dividing the UV by the % reach and multiplying by 100.

3.  Then double check against Google Adwords, using UK and both “broad match” and “narrow match”, to get a sense of the intensity of search by each unique user.

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17 facts about Twitter and Facebook graph in UK for your PEST analysis

Facebook is “who knows who” in London?

If you want to find someone in the UK, go to Facebook.  1/3 of the country is there and more than 1/2 of our internet users are there.   3/4 of Londoners are there.

Because so many Londoners are on Facebook, it is also London party.  Just over a quarter people in the UK live in or close to London, but nearly half of Facebook members are Londoners

Almost everyone who uses Twitter is on Facebook.  Its easier to say that 1 out of 7 Twitter users do not use Facebook.

But as 6 out of 7 of their Twitter friends will be on Facebook, they are well connected!

The question is whether you can find the other 2/3 of UK residents through your Facebook network.  It would be work a try, wouldn’t it?  Can you find and meet anyone of the 61 million people beginning with your Facebook network?

The picture

Twitter & Facebook Users in UK
Twitter & Facebook Users in Users

The numbers

I made the diagram using the online chart maker, Chartle, using the numbers below, some of which I got from Google Adplanner on 2 August 2009 and some of which I got from Wolfram Alpha.

1.  People in the UK : 60.8 million
2.  Internet users in UK : 40 million (66%) (2006 – probably higher now)
3.  People in the work force before the credit crunch:  29 million (almost 50%)
4.  Young people 13-16, 16-18 and 18-24 who are not in the workforce but who are active internet users: Unknown (do you know?)
5.  Retired people who are not in the workforce but who are active internet users : Unknown (do you know?)
6.  People in the London : 7 million  (about 13.5% of  UK residents)
7.  People in the wider London metropolitan area : 13 million (about 27% of UK residents)
8.  People who use Facebook in UK : 22 million ( about 35% of UK residents and 55% of UK internet users)
9.  People who use Facebook in the wider London metropolitan area: 10 million (77% of residents, 25% of UK internet users, 17% of UK residents, 45% of Facebook users)
10.  People who use Twitter in UK: 3.5 million (6% of UK residents and 8% of UK internet users)
11.  People who use Twitter and Facebook in UK: 2.9 million (7 % of UK internet users, 13% of Facebook users and 83% of Twitter users)
12.  People who use Twitter and not Facebook in UK:  0.6 million (17% of Twitter users and 1.5% of UK internet users)
13.  People who use Twitter in the wider London metropolitan area:  1.8 million (18% of London internet users)
14.  People who use Twitter and Facebook in the wider London metropolitan area : 1.5 million (15% of London Facebook users)
15.  People who use Twitter and not Facebook in the London metropolitan area : 0.3 million (3% of London internet users)
16.  People from outside London who use Twitter and Facebook: 1.4 million (12% of Facebook users)
17.  People from outside London who use Twitter and not Facebook: 0.3 million (difficult to know the percentages)
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