"Since consumers know what they are looking for, you can optimize your content around the core needs and problems your target audience experiences. It is your job to build an SEO strategy by knowing what your customers are looking for. This will allow you to create relevant content that your customers want to read, and as a result, your content will rank higher in Google."
Remember that you are the jockey, the driver and the visionary. The best horse cannot win the race without the jockey – it is important to believe in your business and live by example through the core values of your business. An entrepreneur should show commitment, determination, leadership, tolerance of risk, creativity, self-reliance and the ability to adapt to excel.
First, start with a simple online search for your business type and location. For example, if you’re starting a retail business in Los Angeles, you’ll want to think about how a customer might search for your business (or one like yours). They might search for “los angeles retail store,” “clothing store in LA,” and “LA apparel store.” Create a list of businesses that appear in the search results (and take note of those that frequent the top three results).
SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis across 100 website data points, and provide clear and actionable recommendations for steps you can take to improve your online presence and ultimately rank better in Search Engine Results. SEOptimer is ideal for website owners, website designers and digital agencies who want to improve their own sites or theirs of their clients.
Unfortunately, whilst digital marketing provides these tools, most advertisers still find themselves in a situation where they don’t know what is working. The ubiquity of search engines in our modern lives has led advertisers to skip straight past considerations for strategy, planning, and measurement and dive straight into tactical marketing efforts like Pay-Per-Click and SEO, where they are as equally unsure if their efforts are delivering a meaningful return for their business.
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.
Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service. For example, a ticket broker might want to advertise NCAA basketball tickets in the state of Kentucky and might think of using Kentucky basketball in its messaging. However, Louisville basketball would be preferable for any advertising within 50 miles of the city on the Kentucky side of the border and 70 miles into Indiana due to the strength of Louisville’s fan base in those areas.
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.
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.
In the figure below, you can see I have set up a keyword rating spreadsheet. I first gathered keyword data from a keyword tool to populate the orange columns. In this example, I used the Google AdWords Keyword Tool. From there I began looking at each keyword and gave each one a score from one to 10. For some I built a formula to automate the process, which comes in handy with larger keyword lists.
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.
Of course, many small businesses don’t have the time or expertise to run tests on the successes and failures of their PPC campaigns. This is why simplified tools that use complex machine learning to do the testing for you are so helpful to manage PPC for small businesses. If you’re a small business owner and want to take it on yourself though, follow the winning strategies above to get started on the right track!
This can mean simply using pictures from the surrounding area or structuring the landing page around a theme that is relevant. A great example of this is Grubhub. If you access their site from Boston, you get completely different suggestions and images than you do if you access it from San Francisco. Not only does this engage the user on a personal level, it also draws them in to the page, keeping them clicking for longer.
Knowledge of a competitor's objectives facilitates a better prediction of the competitor's reaction to different competitive moves. For example, a competitor that is focused on reaching short-term financial goals might not be willing to spend much money responding to a competitive attack. Rather, such a competitor might favor focusing on the products that hold positions that better can be defended. On the other hand, a company that has no short term profitability objectives might be willing to participate in destructive price competition in which neither firm earns a profit.
Reliable lifts come from knowing your customer and tailoring the value proposition to match that customer’s motivations in a way that no other website will. You can enhance it with a bunch of human behavior principles (liking, scarcity, reciprocity, social proof, consistency etc.). But you have to have the foundation of what makes you unique, in order to get people return to you after they browse around.”
6. Use social media to help provide context for user intent. Another important keyword strategy is to align your social media efforts, especially the “listening” part, to help provide context to your targeted keywords. I have outlined a few ways in this column to infer user intent by keyword but to see the search term used in a tweet or blog will provide a much better context to user intent and usage. You can gauge user wants, needs, and sentiment that will help you as you construct your landing pages with keyword-relevant content.
Conducting PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:
What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising (specifically Google AdWords PPC, which we’ll talk about below).
In the Google Sheets Template, I've provided you with the data points that we'll be collecting, the tools you'll need to do so, and then bucketed the metrics based on similar themes. The data we're trying to collect relates to SEO metrics like domain authority, how much traffic the competition is getting, which keywords are driving that traffic, and the depth of competitors’ backlink profiles. I have built in a few heatmaps for key metrics to help you visualize who's the strongest at a glance.