Taomee Holdings Ltd.

NYSE: TAOM

Analysis of one of China’s leading children’s entertainment and media companies from a search engine marketing perspective.

Strengths

• Links from some of the most popular websites in China, such as Baidu’s children directory and Sina’s game directory.
• BBS for community bonding, customer support, and, in turn, to capture long tail keywords related to their games.

Risks

• Search volume of game titles have peaked. Newer titles have not achieved the same popularity as Mole’s World and Seer.

  Taomee search volume on Baidu

  Taomee search volume on Google

• Competitors have surpassed Taomee’s titles in search volume on both Baidu and Google.

  Google search volume of Taomee's competitors

  Baidu search volume of Taomee's competitors (blue is Taomee's Mole's World)

• Decentralized location of game titles on the web. The games are hosted across multiple domains and therefore the inbound links are not concentrated on any one URL. For example, for Seer do you link to 51seer.com, 51seer.com.tw, seer.61.com, or 4399.com/flash/seer.htm?
• Continued negative online reputation. For example, this story about how the game’s too much about money now or this story about how kids are getting addicted.

Competitors

• Roco Kingdom
• Aobidao
• Club Penguin, if it gets a Chinese version

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