LARI and Market Share

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Here is more detailed information about LARI and Market Share. All Network Empire students should have a basic understanding of the principles laid down by Theme Zoom Architect Sue Bell in the following article. 

Note: If you have not read LARI (Local Aggregate Relevance Index) you can read more about it here

Common Student Question:

What would be the best way to check co-occurrence between 2 different markets? Do I search for both keywords or themes simultaneously in TLKT (The Last Keyword Tool) Research Software? For example, if I am searching for the keyword “Major Depression” or just the vertical theme "depression" does TLKT show  “Chronic Pain” as a co-occurring keyword if appropriate? I

Sue Bell Answer: In short, yes.

TLKT is the easiest thing to use because you can import keywords right into the project within Domain Web Studio or Domain Web Studio Light – so you can drill one keyword and then add the others.

The co-occurrence is, obviously, between the parent term you drilled into and the other keywords in question. Let’s say you have 3 keywords a, b and c.

You drill into a and then import b and c. Then you can see LARI between (a and b) and (a and c).

If you want to see the relationship between (b and c) you had to drill into b and import c.

The downer is that you can see LARI in TLKT, but not Market Share. It might be easier to calculate market share by hand. (*Note: We do provide market share values in Krakken, our Vertical Market Research tool).

Again, if we have A and B keywords, you want to do a google search for “A” and “B” and then another one for +”A” +”B” – this means all the searches are phrase match and you put a + sign in front of each keyword for the last query to make sure that both terms are included on the pages.

Note the competing pages that comes back for each query. Substitute the competing pages for each query into the equations below

(+”A” +”B”) / “A” = market share of B in A

(+”A” +”B”) / “B” = market share of A in B

If you want to graph this then one circle is going to be “A”, the other circle is going to be “B” and the intersection between the two is +”A” +”B”

Occasionally google will give you really creative numbers, such as +”A” +”B” being larger than either A or B – but I don’t think this happens too much any more. When it does, I round that down to mean 100%


Also See LARI Story on Storify. 

Also See The Network Empire Membership Area

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