Taiwan Organic Egg Company
SEO Analytics & Market Insight
About My Client
YOUR SUN EGG
Has more than 25 years of experience in chicken raising and established its own brand YOUR SUN in 2017.
Emphasize humane breeding and friendly environment, fight against food safety problems in recent years, and give customers the most healthy and safe high-quality eggs!
Project Goals
The client used to sell eggs offline and wanted to set up an e-commerce platform to sell eggs. And my responsibility is to use SEO tools to find Market Insight &
Design Information Architecture for the website.
The primary purpose is to increase the traffic of to C website first, explore the preferences of potential customers, and then increase to B Customers
My Proposal Content
My Role
Market Research, Design Information Architecture, Presentation Production and Proposal
Tool
– Data: Google Analytics, Google Trend, Facebook Fan page Data
– Design: Adobe XD, WordPress
Time Line
JULY — NOVEMBER 2020
Project Result
The client accepted my proposal and also invited me to take over the management of social media. However, after carrying on 3 months, the client decided to suspend the egg business due to personal factors.
Step 1. SEO Analytics
Eggs Keywords Trend
Looking for the motive to search for eggs in the Taiwan market.
*In Mandarin we always use ”蛋” or ”雞蛋” to search for eggs.
What people care most is about how to eat and how to cook?
– In e-commerce platform, Shopee ranks 3 without any buy ADs
– People concern a lot about eggs’ benefits, effects, and brands
– Although the search volume of egg brands is low, but they are all potential customers
– E-commerce and significant distributors (Carrefour, PX Mart) are almost occupying the page
Google Trend “Popular” Related Searches – Egg 蛋
– “Eating related” is a popular search
– People search for EGG related to eating, most of them want to “do it yourself,” thus they are our TA
-“Taiwan Omelet” is the most popular egg dish for dining out
💡 Buy eggs for the self-cooking: can provide how to cook eggs series (Articles or Videos)
💡 Increase exposure: cooperate with the restaurant and recommend using the YOUR SUN eggs
Google Trend “Popular” Related Searches – Egg 雞蛋
– Tofu and pudding are words associated with eggs
– For health-related queries, search for “雞蛋” higher than “蛋”
– Food safety issues, after a large-scale concern in 2017, there have been only scattered concerns in recent years
– Eggs in retail, some competitors have noticed this keyword
– Egg price can be added to the keywords
– “Hong Kong Egg waffle” is the most popular egg food for dining out
Step 2. Competitors Keyword AD
Which keyword ads are used by competitors
– Health and Reassuring
– Add specific nutrients or home delivery method
Step 3. Potential Customers
Google Trend keyword comparison
– Speculate people who search the benefits and effects of eating “eggs,” they care about health, nutrition, and weight loss
-Found similar search fluctuations, possibly from the same group of people who care about their health
-Compared with nutrition, the motivation for searching for “weight loss” and “fitness” is clearer
Focus on beauty and fitness categories
From June to August, summer is the peak season for weight loss
People who search for healthy meals are rarely cooked by themselves.
💡 Can roll out vacuum packaged edible eggs
Focus on Organic
Organic is a big search term, but the search volume of derived keywords is relatively low. But there are still competitors who focus on organic
Focus on Nutrients
– Can use keywords with more specific effects to make people think of the benefits of eggs
– Lutein is a relatively popular word in egg nutrient
Step 4. Conclusion
How to increase to C traffic
-Website articles should include the egg issues that everyone is concerned about, which can increase the organic traffic of the website
-For To C, people who want to eat healthily choose to eat out. Provide them convenient and practical products, ex. Vacuum packaging will attract these customers.
-Generally, to C consumers buy eggs through convenient channels (PX Mart, Carrefour, and traditional market), unless the incentives for online shopping are tremendous and the demand is high, e.g., make dishes, make desserts, fitness purpose
-To increase customers’ awareness of the brand, it is recommended to cooperate with well-known stores and use YOUR SUN eggs
Step 5. Information Architecture
