Fischer-Bargoin: Benchmarking Search Marketing Traffic with Semrush and measuring Brand Traffic via Google Search Console
Référence :
KEDGE-MA-079(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
KEDGE Business School
Campus
Auteur(s)
Résumé
Based in Thiers, in the Auvergne-Rhône-Alpes region (France), Fischer-Bargoin is a company specialized in manufacturing knives and sharpening steels. The brand's expertise has earned recognition among professional users.
Fischer-Bargoin exemplifies those French SMEs with strong industrial know-how and solid reputations that nevertheless must progressively engage in digital transformation to remain competitive.
Despite limited investment in digital presence, the company has a corporate website, and had launched a secondary site, Fischer-Store, for B2C sales, but the project was deprioritized and remains on hold.
Aware of the stakes of natural search visibility (SEO), the management team seeks to analyze its competitors' Search Marketing activities to evaluate its positioning and determine what portion of its traffic is driven by brand awareness.
Fischer-Bargoin exemplifies those French SMEs with strong industrial know-how and solid reputations that nevertheless must progressively engage in digital transformation to remain competitive.
Despite limited investment in digital presence, the company has a corporate website, and had launched a secondary site, Fischer-Store, for B2C sales, but the project was deprioritized and remains on hold.
Aware of the stakes of natural search visibility (SEO), the management team seeks to analyze its competitors' Search Marketing activities to evaluate its positioning and determine what portion of its traffic is driven by brand awareness.
Objectifs pédagogiques
o Raise students' awareness of the challenges related to organic digital visibility on search engines.
o Develop the ability to identify online competitors operating within an equivalent semantic scope.
o Learn how to collect competitive data and create comparative charts.
o Identify one or more competitors to challenge in order to define realistic SEO growth objectives.
o Develop a strategy by building a coherent link between analysis and action plan.
o Analyze search queries by distinguishing between branded and non-branded categories.
o Organize strategic recommendations in a well-justified manner aligned with the business context.
o Develop the ability to identify online competitors operating within an equivalent semantic scope.
o Learn how to collect competitive data and create comparative charts.
o Identify one or more competitors to challenge in order to define realistic SEO growth objectives.
o Develop a strategy by building a coherent link between analysis and action plan.
o Analyze search queries by distinguishing between branded and non-branded categories.
o Organize strategic recommendations in a well-justified manner aligned with the business context.
Mots-clés
Digital strategy
Organic traffic
SEO analysis
Competitive positioning analysis
SEO (Search Engine Optimization)
Semrush
Google Search Console
Digital analytics
Branded traffic
Organic traffic
SEO analysis
Competitive positioning analysis
SEO (Search Engine Optimization)
Semrush
Google Search Console
Digital analytics
Branded traffic
Public
Business school programs, universities, executive education.
Secteur d'activité
Manufacture of cutlery
Caractéristiques particulières
Duration: 3 heures. ; case presentation slideshow, case presentation slideshow with commentary, 2 Excel data files, 1 Excel file with debriefing results
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Année de la problématique :
2025
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
12
Note pédagogique :
Oui (14 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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