Market segmentation identifies sets of business or consumer groups with distinct characteristics. Enter competitor's domain on SimilarWeb.com to see where their visitors are coming from, which social networks they use and see what's interesting for that audience. If you are using some paid services to get links to your site, you are likely going to be penalized by Google Penguin's algo. This may lead to greater use of standardized global brands. Although the early results are impressive, marketers should remember that search engine optimization represents a long-term investment.