If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
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.

Another way to do this is to analyze the keywords that are driving traffic to your site and match the user intent to the right page of your site. In the figure below, you can see a typical buy cycle for a new searcher. They will start off using broad keywords to get a general idea of what content is out there. Searchers who use these broad terms would infer that they’re in the information gathering stage of their search. So ask yourself, which page on your site is best suited to help them gather the information they’re seeking? Do you have an article, how-to, or comparison page you can lead them to that helps them get the information they need?


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).
Now, to figure out state and postal code involves a more complex process. At the ‎core though, the geolocation services build up a network of servers from which ‎they can send out pings, or connection requests, and known physical locations of ‎public entities like universities and government office IPs.  Eventually, with enough ‎data, the geolocation company has the capability to triangulate any IP on the web.   ‎
Example 2: If your goal is B2B marketing and relations, your keyword(s) should have a revenue spin. For example, if your business sells software for eCommerce, your keywords would focus on that. Your concept might sound something like this: “the best software for B2B marketing and eCommerce.” You would then create a keyword theme around this concept, leading to use of the keyword or phrase for B2B SEO. This specific keyword concept is more likely to attract your target audience of B2B marketers and companies.
SpyFu displays side-by-side data on your competitors' paid and organic search results, so you can easily see where it's more cost-effective to bid on a particular keyword as opposed to trying to rank for  it organically. That way you can use your time more efficiently by writing content around those keywords that drive a lot of traffic but are more expensive to bid on.
If you want to become a better UX, interaction, visual (UI) or product designer, there are a lot of sources from which you can learn — articles, books, online courses. I often check the following few: Smashing Magazine, InVision blog, Interaction Design Foundation, NN Group and UX Mastery. These websites have a very good collection of articles on the topics of UI and UX design and UX research.

Think about what else is around you. Don’t just think about where you are; think about what’s around you. Are you a restaurant near a stadium or an airport? Encourage people to stop by after the big game, before that Ed Sheeran concert, or for a graduation celebration in your ad copy. If you’re a boutique fitness studio, advertise to people who are health-conscious and attending the farmer’s market nearby. Put these suggestions into your copy to increase in-store events.
SEMrush isn't free, but it will give you the comprehensive data you need to make smart decisions about what keywords to target. It's also easy to use. Let's say your company wants to be the first name to show up when someone searches for "solar panel installation." Type that keyword into the Phrase Match tool within SEMrush, and you'll be able to see that term along with other related terms. 

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.
Hi Ines! Was just going to come up with a reply for you and came across a new article on SELand: https://searchengineland.com/how-to-use-if-functions-to-speak-to-different-audiences-304836 explaining a useful technique for testing mobile-specific ad copy. I hope you'll find it useful! The only thing I would add is that you should have a decent amount of traffic to your landing page in order to get meaningful results. Good luck :)
Device targeting is important nowadays since most of the users are using mobile devices to browse the web. Use device targeting to reach your best customers on any device. With device targeting, you can customize your ads for different mobile devices and operating systems. This way you can target people who are online on mobile devices or using different operating systems.
A competitor's capabilities can be analyzed according to its strengths and weaknesses in various functional areas, as is done in a SWOT analysis. The competitor's strengths define its capabilities. The analysis can be taken further to evaluate the competitor's ability to increase its capabilities in certain areas. A financial analysis can be performed to reveal its sustainable growth rate.

The use of semantic search has completely changed the way we perform modern search queries today. A decade ago, people stuck with what was short and simple. If they wanted to find the best pizza places in New York City, they would type in “Pizza New York.” However, with Google’s Hummingbird update and the algorithmic improvements to semantic searches, people now are more inclined to type in “Where is the best pizza place in New York City.”

If you want to become a better UX, interaction, visual (UI) or product designer, there are a lot of sources from which you can learn — articles, books, online courses. I often check the following few: Smashing Magazine, InVision blog, Interaction Design Foundation, NN Group and UX Mastery. These websites have a very good collection of articles on the topics of UI and UX design and UX research.


The Java program is fairly intuitive, with easy-to-navigate tabs. Additionally, you can export any or all of the data into Excel for further analysis. So say you're using Optify, Moz, or RavenSEO to monitor your links or rankings for specific keywords -- you could simply create a .csv file from your spreadsheet, make a few adjustments for the proper formatting, and upload it to those tools.
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