Web Search Traffic Analysis: This was done by integrating a text mining analysis with Google keywords analysis tool. The results were used to determine which search terms are most used in relation to topics relevant to the business. Demographic data was also extrapolated to understand the type of individuals behind the search terms.

Content Analysis: By taking top competitors' web page content and running it through a text mining algorithm to determine the most frequently searched words. Additionally, an analysis of each competitor's website structure was done to see how to create the best in class website.