The errors in technical SEO are often not obvious, and therefore one of the most popular. Mistakes in robots.txt and 404 pages, pagination and canonical URLs, hreflang tags and 301 redirects, http vs https and www vs non www versions: each of them can seriously spoil all efforts to promote the site. One quality SEO website analysis is enough to solve all the main problems in this part forever.
John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and the number 698 fastest growing company in the USA in the 2017 Inc. 5000. As a digital marketing expert and in-demand public speaker, Lincoln is consistently named one of the top influencers in the industry. In 2017, he was the recipient of the Search Engine Land "Search Marketer of the Year" award. Ignite Visibility crafts custom digital marketing strategies for clients, including services in SEO, social media, paid media, email marketing, Amazon and more.
People are no longer shocked to find elements of personalization embedded into various aspects of advertising, and in fact, have even come to expect it. Think about it this way: When it comes to marketing emails, which are you more likely to open and read—the one addressed to “Dear Customer” featuring generic copy on topics that aren’t relevant to you? Or are you more likely to engage with the email addressed to your name that includes links to blog posts relevant to the industry you work in, as well as items you might like based on your previous purchases? That’s right—you’re going to open and read the email that’s tailored to you.
In this article, I will introduce the subject of competitive analysis, which is basically a method to determine how well your competitors are performing. My aim is to introduce the subject to those of you who are new to the concept. It should be useful if you are new to product design, UX, interaction or digital design, or if you have experience in these fields but have not performed a competitive analysis before.
You can use multiple different exclusion zones if you have an extremely particular region that you’re looking to target. The only caveat here is that you have to make sure you’re not being too narrow with your behavioral and demographic targeting. When you focus on too small a region, the size of your audience can get so small that it becomes practically impossible for Facebook to actually deliver your advertisements.
Bluetooth technology is less expensive than GPS and WiFi. However, while bluetooth makes beacons great, it’s also their downside, as many folks keep bluetooth turned off when they’re moving around in the world. To understand the tech in greater detail, Estimote, a beacon vendor, does a good job of explaining the physics and math of how beacons work.
When an ad mentions the target customer’s region or city, such as Chicago, this approach has proven to deliver a much better response rate than running a national campaign that doesn’t include a location. “It goes back to the messaging aspect,” Fritz explains. “Your geolocation ad targeting is much more effective. That’s because it connects more deeply with prospective customers than a generic advertisement. You are running a social advertisement that is very specific to someone in a particular place. This could be Cleveland, New York City, Miami, Dallas, Los Angeles, or whatever area you have targeted.”
Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can restrict its reach to consumers only located in a defined geographic area such as a state or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.
Part of designing your keyword strategy is making sure you target keywords that will bring in enough traffic to be worth the effort. There’s no minimum number of searches for a keyword - that depends on your niche and your ability to convert visitors into sales. If you’ve got a Pro or Premium WooRank account, use SERP Checker’s new search volume feature to track estimated monthly searches for your keywords, as well as historical ranking data. If you’re already using SERP Checker, the search volume will appear for your keywords automatically. If you haven’t used it yet, just enter your keywords in the tool and you’ll see your data within 24 hours.
Protecting your company with one of the core barriers is smart. Nailing down two barriers is even better. Slack is a great example of a company that has a network effect, having successfully created widespread demand through word-of-mouth referrals and a highly engaging product. It has also invested in building strong relationships with developers. Slack’s developer platform roadmap and its commitment to transparency for developers has helped the company build a strong ecosystem around its product.
Increase Clicks: If you have a niche site that has high quality scores and impression shares, but not enough volume to spend your budget, you will want to increase the traffic sent to your site while maintaining control over click costs. This can be done by increasing bids, expanding your keyword list, improving click through rates and refining ad copy. All of these items can be adjusted/improved upon to help reach your budgeted spend.
“We’re seeing a lot of attention on our Promote product, a solution for small business owners, that few people realize is powered by automation and machine learning behind the scenes. We’ve partnered with large banks, small business service providers, and more to bring this machine learning martech to small business owners. And we’re not alone. There are many examples of increasingly accessible machine learning tools for small businesses.”
Thanks for sharing your template file. It will help focussing on the right things right from the beginning. I checked out SEMrush to get a comparison of the keywords our competition is using. The results are poor basically. Its about sites in Switzerland for keywords and competitors we know since years. The data these tools show you is not at all reflecting the actual situtation here. I guess they perform well in the US/Canada, by far less good in rest of the world...
On the positive side, you can have personalized ads appear for every search query, and improve account performance by increasing CTR and quality scores. On the other hand, if not set up correctly DKI ads can hurt your account if you don’t take into account plurals, misspellings or any other grammatical errors that can occur. Like any strategy, DKI ads require time, testing and good organization to be most effective.
According to Nielsen Norman Group’s “User Experience Careers” survey report, 61% of UX professionals prefer to do the competitive analysis for their projects. But what exactly is competitive analysis? In simple language, competitive analysis is nothing but a method to determine how your competitors are performing, what they are offering and how well they are doing it.
Bonus Trick: Try typing in your basic keyword phrase, followed by every letter of the alphabet, and making a list of those phrases. If your product or service is specific to locations, try typing in those locations to see what kind of search volume exists. (Are alternative energy tax credits more commonly searched in Austin compared with Cleveland?)
It can be easy to go down a deep rabbit hole with this process. There are thousands of blog posts with helpful hints (you’re reading one right now), and hundreds of tools that can potentially improve or otherwise streamline the process of researching keywords and devising a smart keyword strategy. That’s why we advise you keep things simple for starters. You can always layer on complexity as you gain experience. More than anything, good SEO efforts revolve around creating content experiments, measuring them, then doing more of what works and less of what doesn’t. Simpler is often better, especially if you are resource constrained. A good content governance strategy should dictate that you take on only as much as your resources allow.
For example, “Austin gyms” or “coffee shops near Dupont Circle” or “uptown restaurants” provide location intent that you can target. Include location terms such as area code, ZIP code, neighborhood, community name, nearby landmarks, popular venues, tourist destinations, well known street names, local jargon and other keywords that will help you get found when a consumer is searching for businesses around you.
Information from an analysis of the competitor's objectives, assumptions, strategy, and capabilities can be compiled into a response profile of possible moves that might be made by the competitor. This profile includes both potential offensive and defensive moves. The specific moves and their expected strength can be estimated using information gleaned from the analysis.
Geotargeting is a practice frequently deployed by such restaurants and brick-and-mortar businesses looking to drive local foot traffic, but it isn’t exclusively the province of these verticals. Even sports teams have gotten in on the action, targeting fans that are at (or have been to) a particular stadium or event in order to drive ticket sales, app downloads, and more.
In particular, strategy is how the team aligns so that decisions made at any level are likely to be better for the longer term goals of the organization. If you don’t have that alignment, you will be constantly struggling to move the organization ahead, together. A well-executed competitive analysis provides the framing for how your group is the best one to take on the challenges and opportunities ahead.
For small businesses, PPC can be competitive and expensive, which is why many struggle to break through. Especially when they are competing with bigger companies with sophisticated digital marketing departments and huge budgets. The good news is it IS possible for small businesses to compete with larger, established companies for clicks. Being a little bit smarter and nimble will make all the difference.
If you aren’t aware of buzzwords in your industry or the terms your potential audience will search to try to find you, you need to do some more research or you will definitely be losing people. In Jerry’s case, he has office space for rent as individual desks in a common room. He needs to realize that the term his potential audience will use to search for that is ‘coworking’. A five-minute keywords change would provide Jerry with a clearer vision of his website’s performance and a greater likelihood of being found through search. Check out the revised keywords below:
4. Choose keywords based on more than just high search traffic. Depending on which strategy you’re using, branding or conversion, you should not fall into the trap of just looking at search volume when judging which keywords to use. Just because one keyword has a whole lot more searches than another doesn’t necessarily mean it will be a better performing search term. Take the time to analyze other factors that provide more granularity. Here is an example of other factors you may want to look at:
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
Once you've done your research, you want to make sure you're incorporating it into your content marketing strategy every step of the way. One of the best ways to keep yourself and your team on track is to use a tool that's already integrated with your marketing automation platform. This will give everyone visibility into what keywords your team is using, how they're using them and how your content is performing.
Features/commentsIn this column, I put all of my comments, some ”star” features I needed to focus on, and the pros and cons of the competitor. I color-coded the cells so that later I (or anyone viewing the matrix) could easily identify the difference between them. For example, I used light yellow for features, light purple for comments, green for pros and red for cons.
From my experience, you don’t need complex algorithms to save money with paid search. You don’t need a crazy PPC management tool to trim down costs for campaigns. You need only employ one of 3 core paid search strategies in order to succeed in your PPC campaigns: 1) Maximize your budget, 2) Improve Branding by showing up in a top position and 3) Maximize your profit potential.
Another easy, yet possibly expensive, way of testing geo-location is using a PPC platform such as AdWords. You can set your campaign targeting to very specific locations and languages, as well as set the destination URLs of your individual ads. Similarly, this will require a set of landing pages for each campaign, but delivers results very quickly. You may be able to run a fast, data rich, and location-based conversion analysis with little more.
Getting your site to rank on Google is not as simple as plugging a keyword into a website and hoping for the best. In short, placing them into an intentional keyword strategy is just the beginning. By definition, keywords are words or phrases that describe and sum up a central idea pertinent to your business and marketing strategy. Keyword strategy means using keywords in your business and ad campaigns to attract your target market audience. When it comes to B2B marketing, keyword strategy is necessary to draw in your target audience. As B2B marketing is not the typical Buyer-to-customer setup, your keyword strategy needs a B2B marketing and relations spin. For example, if your business were looking to bring in ordinary customers, your keyword strategy might look like this:
Hi Shashixx, there are some free or semi free tools out there. Some only free trial some free with some kind of limitation. smallseotools.com is one like that. You get maximum of 100 backlinks (but then again its free). You should also remember though that you get what you pay for. All these paid tools have lots of additional information or features that are valuable for improving on your seo. At the end i´d say they are worth their investment.