A quality ad account in 2018, according to Google, is an “autopiloted” account; the more options that are delegated to Google Ads, the better. However, even if Google is now able to decide on its own which banner size will fit best on a particular website, it is still your responsibility to provide catchy text, relevant images, and the right keywords.
Nick's Keyword Strategy Implementation Guide is a MUST read. All too often you will see an eBook make wild promises about how it can teach you XYZ. When you finally get it the book is filled with fluff that you have seen on a thousand other sites. What set's Nick's guide apart is the STRATEGY. You cannot hope to use keyword effectively on your site in the current state of the internet without a strategy. Nick has put a ton of information on a few pages, folks this book is dense. If you are in B2B, B2C, SaaS, or eCommerce you can benefit from the strategies outlined in this book.
Having initiated a Geo Targeting conversion experiment, you are faced with an inherent problem: how can you verify that your Geo Targeting works? One option is to ask people that are located worldwide to browse your targeted pages and inform you of the results. Another, far more convenient method, is to use a “global geo proxy network” that allows you to browse the web from different global locations.
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.
In this example, competitor #1 is rated higher than competitor #2 on product innovation ability (7 out of 10, compared to 4 out of 10) and distribution networks (6 out of 10), but competitor #2 is rated higher on customer focus (5 out of 10). Overall, competitor #1 is rated slightly higher than competitor #2 (20 out of 40 compared to 15 out of 40). When the success factors are weighted according to their importance, competitor #1 gets a far better rating (4.9 compared to 3.7).

The final and most important metric is conversion. Make sure that you set up your conversion goals within your analytics. That way you can see which keywords are not only driving traffic but out of that traffic what percentage is converting. That is how you can measure keyword success. If you’re not doing this, then it becomes more difficult to identify your highest performing keywords.

Some super awesome points here no doubt. What I like about this approach is it is hands on and not just ran via a site being scanned by a third party. Also when a new client comes to you and has these thoughts of ranking the highest in their particular industry you need to know that baseline of who is at the top. Many times when I have conducted a much lesser analysis than what is above I see some items right off the bat that can make that strong competition not so strong after some minor changes.

When I was working on my own startup, Complete Seating, we did this for OpenTable. I spent at least a night a week working as a host. What was most interesting was all of the other tools that they needed to get their job done: hardwired phone, discussions with waiters, discussions with the kitchen, POS access, and more. We saw some key differentiation with automating the communication through SMS and phone before a guest got to the restaurant. They were really powerful in showing how OpenTable was just a digitization of the maitre d book.
CTAs match user intent inferred from content. Here is where you’ll evaluate whether the CTAs match the user intent from the content as well as the CTA language. For instance, if a CTA prompts a user to click “for more information,” and takes them to a subscription page, the visitor will most likely be confused or irritated (and, in reality, will probably leave the site).

Twitter is also a great place to get guidance about what's popular as it relates to your search terms. Just type a word or phrase into the search bar and see what trending topics come up. You can also use social media monitoring tools like Hootsuite, which allows you to create a stream based on a particular phrase and monitor mentions of it, or TweetReach, which gives you a similar quick analysis. 
After years of working with relatively inexpensive homes in rural areas, we’re looking to break into the competitive and high-flying Manhattan real estate market. Referrals and word of mouth have been powerful drivers of growth up to this point, but they won’t cut it anymore. We need to get in front of people who are trying to sell their homes in Manhattan, and we decide to run Facebook ads to do it.
"Cloaking" via IP delivery works differently from cloaking via "user agent". While IP address spoofing is harder than user-agent spoofing and more reliable, it is also harder to keep the list of IP addresses used by search engines for their crawlers up-to-date. An outdated list with active crawler IP addresses missing enables the search engines to detect the cloaking and may result in a removal of the site from the search engine's index.

The first step in this process is determining who are the top four competitors that we want to use for this analysis. I like to use a mixture of direct business competitors (typically provided by my clients) and online search competitors, which can differ from whom a business identifies as their main competitors. Usually, this discrepancy is due to local business competitors versus those who are paying for online search ads. While your client may be concerned about the similar business down the street, their actual online competitor may be a business from a neighboring town or another state.
So how is geo-targeting different? Geo-targeting refers to delivering ads to people meeting a specific targeting criteria and who enter inside of a defined radius using the same geo-fencing location technology. The key difference is geo-targeting hones in on specific consumer targeting criteria like demographics, behaviors, interests, as well as where the person is located.  You often need bigger geos to do this since you are not showing the ads to EVERYONE inside the geo-fence, they must also meet the targeting criteria.

WooRank is a freemium tool that provides an “instant website review.” Without a premium account, you are only allowed to generate a limited number of free reports, but you are able to view previously generated reports. Also, the tool currently offers a 7-day unlimited free trial, which gives you access to unlimited reviews. If you’re interested in purchasing a plan, the cheapest one is $49/month.
To determine your company's market share on a percentage basis, the following formula should be used: Current Market Share = Company sales Industry salesYou should then compute each of your competitors' market shares. It will give you a clear idea of how your sales volume compares to your competition's. If you don't have total industry sales figures you won't be able to figure out your market share, but you can still get a good idea of your competitive position by comparing the sales volume figures. For example, say last year Company A sold $3 million dollars worth of copiers, Company B sold $5 million, and you sold $4 million. It's obvious that Company B has the largest share of your market and is your greatest competitor. Competitive Objectives and Strategies For each competitor in your analysis, you should try to identify what their market objectives are and determine what types of strategies they are using to achieve them. Are your competitors trying:
The risk to this approach is that it isn’t always terribly accurate beyond the city to ‎zip code level.  If, for example, you were to use MaxMind’s demo service to locate ‎your own IP, it will likely show you perhaps a mile away from your actual address, ‎likely at the nearest network node, the point at which your computer connects to ‎your ISP’s network infrastructure.   ‎
Geography can also be used to predict desirable demographics and information about users in that area. Neighborhoods can often be delineated by residents’ income bracket, age, ethnicity, education, and many other demographics or interests. Politicians often draw district boundaries into areas of common political constituencies that also predict demographics or common values.
It’s also best to look for those businesses that are of a similar size as yours. For example, if you’re a solo entrepreneur selling handmade potholders online, big chain grocery stores usually aren’t your direct competitors, even if they might carry handmade potholders in their inventory. Instead, look for other small to medium scale producers of handmade potholders and similar kitchen accessories.
"My favorite part about voice search is just how clear the intent is in the query. For example, if I typed in 'hotels in the Bahamas', you’d have no idea whether I was looking for a romantic getaway, a singles trip or a family vacation. Chances are the results would be different for each. But if I asked Cortana, 'which are the best family-friendly hotels in the Bahamas,' then a far more targeted result could be served.
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.
Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market.[10] Changes in a competitor's advertising message can reveal new product offerings, new production processes, a new branding strategy, a new positioning strategy, a new segmentation strategy, line extensions and contractions, problems with previous positions, insights from recent marketing or product research, a new strategic direction, a new source of sustainable competitive advantage, or value migrations within the industry. It might also indicate a new pricing strategy such as penetration, price discrimination, price skimming, product bundling, joint product pricing, discounts, or loss leaders. It may also indicate a new promotion strategy such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new unique selling proposition, new creative concepts, appeals, tone, and themes, or a new advertising agency. It might also indicate a new distribution strategy, new distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution. Similar techniques can be used by observing a competitor's search engine optimization targets and practices.[11] For example, by conducting keyword research, one may be able to determine a competitor's target market, keywords, or products. Other metrics allow for detection of a competitor's success.[12] Little of this intelligence is definitive: additional information is needed before conclusions should be drawn.

However, all these are for your own company. Marketing competitor analysis is done with relation to your competitors. That is to say, you do the analysis of your competitor’s firm. In marketing competitor analysis, you assess the strengths and weaknesses of your rivals.  You try to figure out what situations may provide an opportunity for them. Find situations which are likely to become a threat for them as well.
With the constant stream of new betas, introduction of format changes (hello Expanded Text Ads!) and a multitude of new targeting methods such as tablet bid modifiers and demographic bidding for search, paid search marketing continues to become more and more complex. Gone are the days when running ad copy tests, adding negative keywords, performing bid adjustments, and launching more targeted ad groups was sufficient to drive account growth. Today’s paid search advertiser must choose from hundreds of available account optimization strategies.
Another method is to track your competitors’ links. Content marketing is often done in unison with link building. Your competitors most likely create content on blogging sites. Within the articles they submit, there are external backlinks that point back to their own websites. Those links can be followed like a trail of breadcrumbs to track what they’ve been up to. Moz and Majestic are tools that are great for doing this. Here’s a look at what Moz found when I looked up Easel.ly, an infographics company.
As you consider new ideas for your next project or business, give extra credence to the things you believe to be true that others doubt. The most exciting products are created by people with tons of conviction for something that strikes most others as odd. I’ve heard from Joe Gebbia, co-founder of Airbnb, that when he and his co-founder Brian Chesky pitched the idea of having strangers sleeping in your home when you weren’t there, many investors shifted uncomfortably in their seats.

CTAs match user intent inferred from content. Here is where you’ll evaluate whether the CTAs match the user intent from the content as well as the CTA language. For instance, if a CTA prompts a user to click “for more information,” and takes them to a subscription page, the visitor will most likely be confused or irritated (and, in reality, will probably leave the site).
Effective PPC campaign is the process of continuous research and refinement. Never follow “Set it and forget it” approach for PPC campaigns. You must do research to understand searcher’s behavior. You must also research on your profitable keywords and best suitable days and hours for your campaign. Now that you know what is PPC campaign, plan your daily budget and invest wisely.
If you’re feeling overwhelmed, I’ve got some good news for you: you don’t have to spend countless hours manually creating custom landing pages for every ad group. Instead, use dynamic text replacement. Dynamic text replacement allows you to replace certain areas of text with with specific keywords. For example, you could use dynamic text replacement to change the heading and CTA of a landing page to the specific keyword that a user searched for. That way, when they visit your landing page, it appears to be a completely personalized experience.
This is really helpful, i just find out the list of top 3 competitors and follow the same backlinks process for my site as well. But here i found some new tips of keyword gap analysis for competitive analysis. Thank you so much for sharing i will follow all your step to do new competitive analysis for my client and try to improve my ranking on most competitive keyword top realtor for Fastexpert.com. Thank you once again.
A company rarely competes against just one competitor. In fact, in many cases, the biggest competition in the SaaS and tech industries is coming from indirect competitors. These competitors hold a commanding position in their core market, allowing them to expand into different industries and verticals. Who would have thought that Uber and Google would become die-hard competitors in the autonomous car market? As I wrote previously in my analysis of sales enablement and acceleration industry, it is almost impossible to distinguish direct and indirect competitors. In many SaaS verticals everyone competes with everyone.
WooRank is a freemium tool that provides an “instant website review.” Without a premium account, you are only allowed to generate a limited number of free reports, but you are able to view previously generated reports. Also, the tool currently offers a 7-day unlimited free trial, which gives you access to unlimited reviews. If you’re interested in purchasing a plan, the cheapest one is $49/month.

These days, organic SEO is all about creating the highest quality content that is actionable and informative around a specific topic. While your content will no doubt contain keywords referencing said topic in places like heading tags and body copy, search engines are well-versed at filling in gaps about content topics without needing to be bludgeoned by keywords. Keyword research can never—and should never—be used as a crutch for poor content quality. However, exercises like those described below, can play very important roles in helping you define and measure your content strategy as well as mapping your content topics to real users’ needs. Words matter. 
WebSite Auditor scans pages for code errors, duplicate content and other structure-related issues they may have. Other than that, there is this on-page optimization module, which allows determining the ideal keyword placement and researches page elements that can be optimized. In WebSite Auditor you can also analyze competitor’s pages to compare of to improve own on-page strategy. There are actually more features, I just won’t be listing all of them here. But this is the best solution with regard to on-page optimization I found so far.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
Your conclusion should be presented to other business stakeholders especially when you’ve decided the next steps. For example, you may alter your Product Roadmap as a result of the competitor analysis. Sales and marketing teams may benefit from summaries that contrast your product with key competitors and emphasise your product’s strengths so that they can take this message to market.
So there you have it, Xtensio’s Competitive Analysis Template. Remember this document is super flexible — you’re not bound to use any category the way we have it. Click inside text modules and type away, add new modules, graphs, charts, images, etc, drag & drop to reformat — whatever the case is, make something great. And if you’re working on a team, add your colleagues to join in the editing process with Xtensio’s collaboration feature.
But switching costs, or the cost that a customer incurs as a result of switching products, still exist. Technology can be a driver of higher switching costs. When a product is integrated with multiple systems and APIs, switching to another product becomes increasingly difficult. Such a switch usually results in business interruption and the need to retrain staff, among other unwelcome effects.
Ad text plays an important role in the success of your ads. It is the form of marketing communication that advertisers can use to promote their product or service on search platforms. An effective ad text consists at least one of your core keyword, attractive discounts and promotion and a call to action. The quality score of your ad depends on multiple factors and your ad text is one of them. Your ad text should be unique and appealing. Include discount amount in your ad copy and also add a strong call to action that can compel searchers to click on your ads. Use action words like buy now, order now, resister today or sign up here. Include one of your keyword in your ad text and match your ad to your landing page.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer's dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor's business. Answer questions such as:
Unfortunately, I can’t answer all of these questions for you. But I will offer up one solution, and that’s the valuable question of where to begin. Segmenting out an audience is often one of the most important and daunting tasks for a marketer. But the work is worth it. Segmenting visitors into audiences is going to make conversion marketing campaigns more relevant and effective. An easier way to segment is by using something called geo-targeting.
The primary goal of a competitive analysis is to understand the marketplace and how you can differentiate from other players. At the end of a competitive analysis, you should create a battlecard for each competitor. A competitive battlecard is essentially a quick visual reference for your sales and marketing team, guiding them as they position your organization against competitors.
When I was working with BLADE, an Uber-like helicopter service, we wanted to know why people would pay $600 for a 5-minute long helicopter ride from Manhattan to the airport, but not the other way. In this particular case, our competitor was sitting alone in a black car in traffic back to the city. The benefit was that they weren’t really in a rush and they could catch up on things. It was the only time they could be alone with their thoughts.
Keywords are the crucial foundation for online marketing efforts, and in this course, author Matt Bailey shows how you best structure search engine optimization and pay-per-click plans around the insights you glean from keyword research. He helps you explore the sources for keywords and build a keyword list with research and management tools like Raven Tools, Moz, SEMrush, and Wordtracker. He shows you how to filter and interpret keyword data, observe trends, and better understand the intent of the searcher, and how to develop an informed strategy and implement keywords throughout your site for maximum searchability. Matt also covers how to apply your keyword insights to Google AdWords campaigns and measure the results of your SEO and AdWords efforts.
Take advantage of location extensions and call extensions to make it as easy as possible for local prospects to contact and reach you. When location extensions are enabled for your search ads, prospects in your specified, targeted areas will see your street address. A call extension, alternatively, provides either your phone number or a direct link to a phone line. Landing pages are often referred to as the leakiest part of the marketing funnel, and extensions such as these help cut out the middle ground and prevent the lead leakage.
Geo-targeting is virtually a necessity for businesses advertising online, since they cannot assume – as one can with traditional media, like newspapers or radio – where their audience is located. Luckily, this powerful tool is not hard to implement. For example, a small outfit like a pizza parlor with a finite delivery range can purchase online ads that only appear in the browsers of people with an IP address within the neighborhood. Geo-targeting also increases the opportunities for A/B testing. For example, a Japanese-speaking immigration lawyer in the U.S. may choose to run two separately geo-targeted campaigns: one locally for people looking to bring family over or maintain status in the country, and another one in Japan targeting people looking to emigrate.
To do this, you want to analyze your analytics frequently by keyword and observe visitors’ behavior when they come to your website or landing page. Don’t fixate on just traffic alone. How much time are they spending on your site? What is the average number of pages they are viewing? What is the bounce rate? A high bounce rate like 80 percent will tell you that most of your visitors leave your site immediately upon landing on your site. They’re not engaged and see no content clues they arrived at their desired destination. This can be fixed by making changes to your landing pages as long as they are relevant to the keywords that brought them there.
After years of working with relatively inexpensive homes in rural areas, we’re looking to break into the competitive and high-flying Manhattan real estate market. Referrals and word of mouth have been powerful drivers of growth up to this point, but they won’t cut it anymore. We need to get in front of people who are trying to sell their homes in Manhattan, and we decide to run Facebook ads to do it.
Once your campaign is established you must review the analytics data and look for ways to optimise the campaign. Setting clear goals and measurements are absolutely critical to allow the campaign to be reviewed against each stated goal, in which you will consider ad performance, keyword performance, ad placement performance, campaign structure, and campaign targeting. This chapter highlights how to analyse and optimise your PPC campaign for success.

Unfortunately, I can’t answer all of these questions for you. But I will offer up one solution, and that’s the valuable question of where to begin. Segmenting out an audience is often one of the most important and daunting tasks for a marketer. But the work is worth it. Segmenting visitors into audiences is going to make conversion marketing campaigns more relevant and effective. An easier way to segment is by using something called geo-targeting.
Remember that martech landscape map with over 5,000 companies? Almost every product category is made up of over a dozen different players. You can’t reasonably expect to analyze all of them. You don’t need to either. An ideal competitor analysis includes three to five companies that represent the biggest threat to your business. (Go with five if you’re operating in a crowded market.)
It’s important to classify your keywords. You should distinguish your most important high level keywords, the ones that have sufficient traffic for your business and connect the best to your business. These are usually more “head” than “tail”. You should only have a few of these keywords for your business. The rest of it are bound to be more down the tail. If you don’t know what I’m talking about, go read up on long tail keywords.
A quick and easy way to compare your product or service with similar ones on the market is to make a competition grid. Down the left side of a piece of paper, write the names of four or five products or services that compete with yours. To help you generate this list, think of what your customers would buy if they didn't buy your product or service.
We at Moz custom-built the Keyword Explorer tool from the ground up to help streamline and improve how you discover and prioritize keywords. Keyword Explorer provides accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rate, and a score representing your potential to rank. It also suggests related keywords for you to research. Because it cuts out a great deal of manual work and is free to try, we recommend starting there.
It is important to set the objective of your campaign. Ad objective will help you to drive your campaign effectively. Identify your ad objective and keep it in mind while planning your campaign strategy. Your ad objective or marketing objective can be brand awareness, lead generation, to increase your website traffic and to increase the sale of your website. For each objective, you need to plan your ad strategy, which helps to fulfill your goals.
If you want more traffic from the search engines, follow the steps from the SEO analysis report. The SEO Analyzer point out all of the problem you may have on you website and supply with tips how to fix them. Use wisely and remember not to over-optimize the page, as it may look that the page is created for search engines. Our SEO Analyzer is the most advanced and fastest analyzer on the web.
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