Cogeme Nuove Energie is a company engaged in the field of energy efficiency, district heating and geothermal energy that is part of the Cogeme Group, one of the first joint stock companies of Italian municipalities, founded in 1970 as COmpagnia GEnerale MEtano. The company has developed an innovative technology that concerns the launch of a first project dedicated to the so-called cold district heating. This is based on the reuse of waste water from some industries in the Brescia area which, in the first implementation phase, is used to heat or cool some public buildings in the surrounding neighborhoods, in the municipalities of Ospitaletto, Castegnato, Sale Marasino, Rodengo Saiano, Palazzolo sull’Oglio and Rudiano. THE PROJECT The Communications Department of Cogeme involved us because, once the implementation phase of this large system was completed, there was the desire to produce communication material to promote this technology to other potential large users. After an initial briefing to evaluate the best and most immediate method for presenting this project to the public, we decided to create a promotional video with 3D animations superimposed on films and aerial shots of the sites involved. The project required 4 days of work, during which we collaborated both with the Communications Management working group, regarding the development of the message to be communicated, and with the Technical Management, regarding the inspections, the detailed images and a better understanding of how to narrate the technology. Subsequently, the video, of which 2 versions were made, was presented at the press conference that Cogeme held for the launch in Italy of its highly environmentally sustainable proposal. In addition to the press presentations, the video was also published on the Cogeme Nuove Energie website and on the company’s social channels.The SMAT Group (Società Metropolitana Acque Torino), founded in 2001, is a leader in the field of integrated water services where it operates through the design, construction and management of integrated water services, cogeneration plants and energy recovery. SMAT has been entrusted with the management of the water cycle of the province of Turin. In fact, the group currently manages a catchment area that has reached 292 municipalities and over 2 million inhabitants served. SMAT participated in an international cooperation project to help the community of Bethlehem in water management. As part of this work, it was responsible for the design, management and testing of an intelligent remote control system for the water network of the Palestinian city in collaboration with the IDEA company. IDEA is an engineering company founded in 1996 that deals with remote control and remote management of water and gas networks, automation and information processing. IDEA supports the major multi-utilities and water and gas network management bodies, working among others on the largest remote control system in Italy. STORYBOARDING AND SHOOTING PROJECT The two companies wanted to tell the story of this charity project developed in Palestine. With meetings before departure we decided that we would make a video case study . We then identified the people useful for the narrative and the places that needed to be filmed to show how the project was carried out. With little notice we obtained permission to leave equipped with video equipment. The project required two days of work: one day dedicated to field shooting and interviews while the second day we were busy filming and creating an extract of the inauguration event of the remote control system of the water network. The video was then uploaded to YouTube and picked up via LinkedIn posts .We provided our digital marketing consultancy to the Dgusto project, the first pastry design exhibition-event involving 20 important designers and the pastry chefs of Martesana Milano. Cosmopolitan places it at number 16 of the 50 unmissable events of the Fuori Salone, for GQ it is one of the 6 must-visit exhibitions, according to Vanity Fair it is one of the 15 events not to be missed, Corriere della Sera recommends it among the 10 food happenings to taste, Gambero Rosso dedicates the cover of the article on the Salone del Mobile in Milan to it. The creations will be exhibited in the three shops of Martesana Milano during the Fuori Salone of the Milan Design Week.Competitive analysis for SEO is the process of identifying your and your competitors’ SEO strengths and weaknesses. Just like a typical competitor analysis, you try to uncover the gap between you and your competitors. But instead of focusing on marketing strategy, you focus on SEO strategy. Competitor analysis helps you: Evaluate your current SEO performance based on some benchmarks Identify areas for improvement in your SEO strategy Uncover competition gaps or weaknesses Discover your competitors’ winning strategies Why Competitor Analysis is Important for SEO Conducting a competitor analysis allows you to check the market as a whole, your competitors, and how current search platforms are performing for certain important keywords. Even if you are already ranking high in the results for the most important keywords, you need to keep monitoring your SEO performance to make sure you are not losing ground in terms of rankings compared to your competitors. How to do competitor analysis for SEO There are no hard and fast rules or shortcuts to competitor analysis for SEO, but here are a few steps to incorporate into your process: Find out who your competitors are Start by making a list of who you consider to be competitors. (If you’re working with a client, ask their marketing team or stakeholder to contribute.) Try to focus on websites that rank highly, or frequently, for your main keywords and other significant keywords. If you’re working on a new site, you may not know who your competitors are yet. You can try building your own list with the Market Explorer tool. Select “Find Competitors” on the landing page of the tool, then enter your domain. The tool will automatically display in the Growth Quadrant a list of significant players present in that specific market: Screenshot of the Market Explorer Tool The Growth Quadrant chart classifies your business and that of your competitors into four basic categories: Niche Players: New or small companies with a small audience and a low growth rate. Disruptive Players: Emerging companies with relatively small audiences that are growing rapidly. Leaders: Companies with a large audience and a fast growth rate. Established Players: Companies with large, established audiences. Hover over each entry to see direct traffic, search traffic, and more. You can view this information in the All Domains tab. If you already know who your competitors are, you can use the Market Explorer tool to monitor them by creating a list. Select “Create List” on the tool’s landing page, enter your domain and that of your competitors, then give the list a name: create competitor list with Market explorer tool When analyzing competitors for SEO, it is important to remember that your main competitor may not always be the one consistently at the top of the rankings. You also compete with other sites with long tail or branded keywords, so don’t be afraid to incorporate those keywords into your review as well. If you only focus on general keywords, you may misrepresent or render your keyword analysis useless. You should also consider competitors for a specific segment of the overall market. For example, in the Organic Competitors report in the Organic Research tool, you can see that Home Depot’s organic competitors include other hardware stores like Lowe’s, as well as other businesses that sell tools like Sears or Amazon: Finding unknown competitors in competitive analysis. Limiting Home Depot’s analysis to other hardware stores could leave important gaps in its results. That is, Home Depot must also consider stores that offer similar products or services, even if those stores are outside its niche. Deciding who not to compete with Not all competitors above you in the SERPs are real competitors. Likewise, it may not be essential or practical to try to knock certain sites off the top spot. To understand which sites are not your competitors, consider factors such as current ranking, resources, and time investment. Sometimes it might not make sense to try to outrank sites like Wikipedia or Pinterest for certain keywords. Or it might require a lot more effort to outrank much larger or more established sites, which could impact your overall strategy. Instead, focus primarily on competitors that can impact your traffic.
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