The,USA,remains,the,strongest, business, insurance The USA remains the strongest gluten free market in the worl

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Previouslymost of Gluten Free Pages research into the gluten free market has concentratedon the online gluten free market as data is regularly reliable and recent.However all previous research and analysis has centred on Google Broad searchdata. Toexplain the difference in the data (broad, phrase, exact match), Google provides theability to see data for anything in terms of Broad match, phrase match andexact match. It also uses these terms to set up adwords (pay per click onlineadvertising) campaigns. You can also either personally search for things intheir search engine using broad/ phrase/ exact match characteristics by usingappropriate quotes and brackets. Matchtype Significance to gluten free market data Broadmatch search data was used for GFP gluten free analysis because it included thefull set of terms that people search for. In particular it was noticed in smallmarkets (all countries below the top ten on a per capita basis), that usingGoogle exact match would severely limit the data and knowledge that could begained from the data sets. Forinstances, China is an up and comingmarket. While this race may not be necessarily genetically pre disposed toceliac disease, the country has 1.3 billion people and potentially will eitherbecome a major importer or exporter of gluten free products. Inbroad match terms China regularly has 32 terms counted and a volume of 9,638searches per month.  In Exact phrase matches, China records only fivegluten free associated terms and only 812 searches. As you can see the volumedecreases by a factor of ten. Also the only terms included in Nov 2010 data aregluten (320), celiac disease (140); gluten free (110); celiac (46) and celiacdisease (28). Thismeans that the analysis misses out on understanding (using broad matchanalysis) that China also searches for gluten free associated terms such as:gluten free rolls; gluten free recipes; gluten diet etc. Itwould appear that the reason is that Google only displays data that reliably isin excess of ten searches a month. If Broad match to Exact match is typically afactor of ten, that means any terms under 100 searches a month in Broad phrasematch, would not be displayed for exact match data– and for many countries,this removes many long tail terms. The table below shows that the differencebetween broad and exact search volumes is approximately a factor of ten.  Tableof Search Volume and Term number for Gluten Free Broad and Exact Match searchqueries  .………………VOLUMES…………………………………………TERMNo………………………Vol/Term………….  ……Broad Vol ……Exact Vol………   V Ratio…Broad…Exact…. T Ratio….V/TUK………….…1,203,082……124,278……….    9.7……….600……..313…..  1.9……..5.1USA………….9,199,229…….796,432……….    11.6…….793………768…..  1.0…….. 11.2Australia….1,228,333……..85,632…………    14.3……..657…….263……  2.5…….. 5.7Canada….…1,155,348………97,599…………  11.8…….606………266…..  2.3…….. 5.2Ireland………110,972………6,529…………..     17.0…… .209…….28……..  7.5…….. 2.3China………..9,638……………812……………..    11.9…… 32……….5………..  6.4…….. 1.9India………...70,804…………7,153…………..9.9……….   101……..24……..  4.2…….. 2.4Brazil…………65,367………….9,710  ………...6.7………. 32……….5………..  6.4…….. 1.1Germany……98,191…………13,923………..    7.1…….. 103……..15……..  6.9…….. 1.0France………151,135…………10,065…………15.0…..    82………  10………  8.2…….. 1.8Italy…………47,405……………1,412  …………33.6……..  63………  8……….. 7.9…….. 4.3 HIGHVOLUME COUNTRY Match Discussion Thetop five gluten free countries analysed are America, Australia,Canada, Ireland and UK. America is the only country interms of Broad match terms that comes close to recording a full 800 terms forgluten free associated terms. The reason that it doesn’t is that Googleincludes terms that it thinks are associated with gluten free (because of itsanalysis of search pattern algorithms) but they are too disparate to beincluded in this analysis. These terms are ones such as: quinoa, ‘ezekielbread’ and ‘what is gout’. Forthe top four countries, the ratio between broad and exact match volumes isclose to TEN. This is both a factor of broad match ‘multiple counting’ forterms as well as in exact mode many of the phrases not having a large enough orconsistent volume to be counted. Anexample for the USA is that ‘gluten’ has a broad match volume of 2.24 millionout of 9.9 million ‘gluten free associated’ searches for Oct 2010.  InEXACT MATCH mode, ‘gluten’ records  only 49,500 searches out of 672,000‘gluten free associated’ searches. You can see in broad match mode that‘gluten’ accounts for about 25% of all searches, while in exact mode ‘gluten’accounts for only about 7% of searches. This is because gluten is in broadmatch mode is counted multiple times for terms such as: gluten. gluten free,gluten free diets. However,the ratio of broad to exact match volumes provide more information about thenature of the long tail keywords (multiple term, small volume). Notice thatAustralia has the highest ratio of Broad to Exact match volumes. This mostlikely means that the long tail search phrases make up a significant volume inthe market, and that people have a more refined search habit.  ComparingUK, Canada and Australia they all have a similar volume of broad match termshowever Australia has a significantly lower exact match volume (causing thehigher broad to exact match volume ratio). While this may seem to indicate thatthe ‘real’ or exact searches in Canada and the UK make them a stronger market,later in this report it will be seen that Australia, even for exact matchanalysis, still records the highest ‘celiac search’ value per month – a measure of ‘per capita’ comparisons. LOWVOLUME Match discussion Whilethe majority of countries have a broad to exact match volumes are typicallyaround TEN some countries are substantially above or below this ratio. Forinstance in Europe, France (15) and Italy (34) are well above theratio. Europe is a unique case for the online gluten free market because havinga high population of Europeans (who are most susceptible to celiac disease)they would be expected to have a high per capita search value. This is why itremains a mystery that European countries generally have a relatively low‘celiac search’ value.  Onthe graph below the leading northern European countries to be well above theceliac search curve (under performing). The table above also shows that Francehas a relatively high ratio of broad to exact TERM numbers of 8.2 (not itsvolume ratio). This suggests that while France has a low ‘per capita’ searchvalue (especially compared to other high ‘per capita wealth’ countries) it hasa relatively long tail of broad match keywords, showing that the market whilerelatively small, is still quite diverse.  Theratio of the broad to exact match ‘Volume ratio’ to the broad to exact ‘Termratio’ for each country is a VERY good indicator of how the country isperforming on a per capita or ‘celiac search’ basis. You can see that theleading ‘celiac search’ countries (UK, USA, Australia and Canada) tend to havethe highest ‘Volume ratio’ to ‘term ratio’ ratio value.  All of the fourcountries (except America) have a ratio of around 5.  The reason thatthe US doesn’t fit this pattern is that because of the sheer size of the market(has nearly 80% of the global search volumes for gluten free associated terms)its broad and exact term numbers are both near the maximum value of 800 causingthis ratio to be near 1.0. The other leading countries have broad to exact‘TERM NUMBER’ ratios that are closer to 2.0. Ofthe countries that have under 2,000 exact searches per month, the ratio of thevolume ratio to the Term ratio provides insight into their markets. Forinstance all the leading gf countries have a ratio of near five, while thelower countries usually record a ratio of between 1 and 2. Any anomalies tothis ‘rule’ suggests a market behaving different to its like peers.  Forinstance Italy’s Volume ratio to TERM ration4.3 is very high for one of the most underperforming European gluten freemarkets. Italy also has one of the lowest ‘celiac search’ values of Europeancountries and a broad to exact search  Volume ratio of a very high 33.This is the largest ratio of all countries under analysis and along with a highratio of 7.9 for the TERM ratio (63 broad terms to 8 exact terms). While thismay suggest that the market may have diversity, the fact that it only has 8exact search terms is because the other tail words have too low a volume to berecorded.  Israel is in a similar‘anomaly’ position as Italy. While its Volume ratio to term ratios is 3.2 its‘celiac search’ value (per capita) is on par with what is expected for a countywith its per capita wealth. The 3.2 value is mainly high because it only has 6recorded exact search terms, causing a high TERM Number broad to exact ratio of9.0. The relatively high broad match volume 22,158 however does suggest thatthis market has considerably diversity (long tail broad match search terms).  SearchVolume comparison Gluten and Gluten free, exact and broad match Notethat while ‘gluten’ or ‘gluten free’ are not always the top searched keywords,for example the highest volume exact match term in Canada for gluten freeassociated terms is celiac disease. They typilcally are two of the top threevolume terms across most countries. The table below shows the  broad andexact volumes for these two terms, and their ratio for ten countries.  ………….”Gluten”………………………………………………”     Gluten Free”       …………. Broad Vol……….  ExactVol….Ratio……….Broad Vol….Exact Vol….RatioUK…….. 301,000………….  6,600………46…………….201,000…….3,600   ……….56.USA……  2,240,000……….  49,500…….45……………1,500,000…..27,100…….55Austral…201,000…………   5,400………37…………….165,000………4,400……..38Canada..301,000…………  6,600………46…………….201,000………2,400………84China…. 2,400……………..  320…………8………………880…………….110…………..8India….. 9,900……………..  1,300………8………………4,400…………170…………..26Italy…… 9,900……………..  480…………21…………….6,600…………210…………..31Spain…. 74,000……………. 3,600………21…………….2,900…………170…………..17 Notethere is no discernable relationship between ‘per capita’ search values and the‘Gluten to Gluten free’ Exact match search volume ratio.  Youcan see that the four leading countries (UK, USA, Australia, Canada)  havea gluten (broad to exact volume ratio) or around 40 and a gluten free (broad toexact volume ratio) that varies between 38 and 84. This shows in largevolume gluten free markets, that the single term ‘gluten’ has a characteristicratio and is typically much larger than most other countries. Thehigh population, lowest gluten broad to exact match ratio countries of China and India have the lowest glutenratios of 8.0(compared to USA 45). Germany is one of the mostunderperforming online gluten free markets in Europe and is shown here to haveone of the lowest gluten broad to exact ratios of 4.0. It also has the lowest‘Volume ratio to Term ratio’ value of 1.0 from the previous table. It wouldappear that the characteristics of very underperforming countries is to have alow ‘gluten’ to ‘gluten free’ ratio.   CONCLUSION Thisarticle has explored the relationship between broad match and exact match termsin the global gluten free online market. Whenall countries were compared it was seen that the leading countries allhave a broad to exact match gluten free associated volume ratio of near ten. Other countries varybetween 3.3 and 33. In regards to the term numbers that make up thesevolumes the top four countries again had similar ratios between broad and exact matchesVolume to Term number ratio of between 1 and 2.5. In this case all othercountries tend to have a much higher term number ratio (mostly because thelower tail terms have too low or inconsistent volumes to be recorded in exactmatch data.  Thefinal conclusions to be drawn from this table is that when the two ratios (broad to exact volumeratio compared to broad to exact term number ratio) are compared three of the topcountries have a value of near five, while the USA has a value of 11.2(because it has nearly 800 terms in both broad and exact match data). It isvery noticeable that most other countries have a ratio to ratio value much lessthan the standard 5. Whenthe ratio of the term ‘gluten’ broad to exact match volumes arecompared, the leading countries ratio all fit between 37 and 46. All other countrieshave a lower value. The more under- performing the market, the lower the value– China and India have a value of 8.0. Similarly, but not as pronounced, is thedifference between the leading ‘per capital’ gluten free market countries‘gluten free’ broad to exact volume ratios. The leading countries have valuesof 38 to 84 while the lesser markets typically have ratios of 30 or less. HigherCeliac search values (gluten free online demand) are likely to lead to moremanufacturers producing gluten free goods which will decrease prices.  Whenthe ratio of the term ‘gluten’ broad to exact match volumes arecompared, the leading countries ratio all fit between 37 and 46. All other countrieshave a lower value. The more under- performing the market, the lower the value– China and India have a value of 8.0. Similarly, but not as pronounced, is thedifference between the leading ‘per capital’ gluten free market countries‘gluten free’ broad to exact volume ratios. The leading countries have valuesof 38 to 84 while the lesser markets typically have ratios of 30 or less. HigherCeliac search values (gluten free online demand) are likely to lead to moremanufacturers producing gluten free goods which will decrease prices.