That said, if you’ve never had to come up with a keyword strategy before, it might seem a bit daunting to generate a list of terms that will drive qualified search traffic to your website. Not to worry. Creating an effective keyword strategy—figuring out which terms you should create content for—isn’t hard. It just involves a little bit of reverse engineering and some research.
The first part of your competitive analysis only requires basic research. You’ll just be looking up and making note of easy-to-find facts about your competitor’s business. For this part, you’ll need to have some idea about who your small business competitors are, where to find their website and social media pages, and perhaps have access to their offline marketing materials such as brochures, ads, and posters.
I have often gone on the record with my skepticism toward paid search campaign management software, and I have several reasons for being skeptical. My main concern has been that these tools over promise on features and under deliver on performance. They claim to replace the analyst by using algorithms to optimize campaigns, but in reality they replace the fun piece of the analysts job (improving results) and replace it with the tedious task of managing to get their campaigns to work properly in the software. I have been burned by this sales pitch twice and have written about this in a previous post called “Paid Search Bid Management Tools: Great Investment or Save Your Money?” – so feel free to read that post for more details.

Without machine learning reducing the cost of PPC for small businesses, it’s true that they typically aren’t willing to spend the necessary budget to see results. Traditionally (are you sitting down?), —anything under $500 a month is not worth it. In fact (take a deep breath), you probably won’t see great results with a budget of less than $1000 a month.

If you want to see what people are talking about at any given moment, there's no better way than to check in with your social media channels. Most of us already do this throughout the day, but if you haven't tapped into your channels for keyword research, you're missing out on valuable insights. Here are just a few things you can uncover by typing a word or phrase into the Facebook search bar:

Truly awesome stuff Zee! For those involved in doing competitive analysis for Local SEO, I would also add GMB Completion/Optimization, and NAP Profile Quantitiy/Quality (which can be checked via MozLocal and Majestic SEO). The conversion part of your analysis that you laid out is especially important in my opinion. Thank you for writing and sharing your insight!


A transactional sales approach to customer acquisition is best for products with a higher average selling price (ASP) then self-service solutions. Customers expect to see a demo, or even try the product. In fact, when customers are paying more, they expect more hand-holding throughout the process. While this can drive up organizational costs and complexity for a SaaS vendor, it can yield significant revenues and long-term customer loyalty. For this approach, companies need to optimize their sales, marketing, and support in a way that allows them to build a relationship with the customer over the customer lifetime. Most SaaS companies fall under this category.
All sorts of companies in all sorts of industries can make use of geo-targeting.  By refining the ad copy to include the city name and a reference to the current weather – for example, including the words “start sleeping cooler” in an ad during periods of hot weather – Purple Mattress, an ecommerce bedding brand has been able to generate higher click-through rates by online shoppers. In an effort to update its aging "Let's Go Places" campaign,  Toyota incorporated city-specific information into each of its Google ads, encouraging consumers to go to places and attractions near them.  Whole Foods targeted ads to the smartphones of consumers visiting nearby supermarkets, encouraging them to come to a nearby Whole Foods nearby exchange for better deals.
I have often gone on the record with my skepticism toward paid search campaign management software, and I have several reasons for being skeptical. My main concern has been that these tools over promise on features and under deliver on performance. They claim to replace the analyst by using algorithms to optimize campaigns, but in reality they replace the fun piece of the analysts job (improving results) and replace it with the tedious task of managing to get their campaigns to work properly in the software. I have been burned by this sales pitch twice and have written about this in a previous post called “Paid Search Bid Management Tools: Great Investment or Save Your Money?” – so feel free to read that post for more details.
For example, say you run your own B2B marketing agency. If you’re advertising high-level digital marketing services, you want to make sure that the traffic you get from PPC campaigns only includes quality leads. Using negative keywords like “free” and “cheap” will help you avoid people who are not looking to pay for marketing services. If you only work with clients in the United States, you could also use location-based negative keywords. For example, to avoid keywords like “B2B marketing services in Russia” you could add “Russia” as a negative keyword.
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.
It’s actually ideal to use just one keyword per ad group. This is known as a single keyword ad group (SKAG). Try using this strategy, even for large accounts, with 80 percent of keywords that get or you expect to get the most traffic. You should most definitely employ this strategy for keywords that are getting the dreaded “Rarely shown due to low quality score” warning.

As you can see, we not only changed which keywords to track (the core of the SERPs tool) but also the location setting of the search engine. As a local business, most of Jerry’s customers will come from the UK. Using this setting rather than the general Google setting will give him much more accurate results on how his keywords rank in his location.
It simplified the ways that an organization can compete into four: cost leadership, differentiation, the focus on cost, and the focus on differentiation. Since the inception of Five Forces there has been a lot of discussion about how helpful the categories are, but it seems to be part of everyone’s strategy and competitive toolbox, especially for MBAs.
Then how can someone afford to pay $54.20 per click if it does not generate profit? The answer is simple: they are spending that money to build a brand and they are not focused on the profitability on that individual click; they are focused on profitability over time and they most likely have a budget assigned to building that brand. Not having to focus on achieving profit for individual click puts a company at a tremendous advantage for displaying their brand prominently in search results. It also makes it harder for profitability based marketers to compete.

In summary, these are but a few of the examples of how geography plays such an important part in creating customized and targeted marketing campaigns. Consumers respond better to relevant marketing which means that ROI of targeted campaigns will increase. Mobile consumers make geography one of the best ways to target while technology and data make doing so a real advantage to those who use it. Sometimes it takes a little creativity, but it is worth the effort. Especially for the business of local.
Once you have determined which keywords you should focus on, use them repeatedly in your content. Use an Excel sheet to keep an organized eye on your usage by tracking how many times you use each of your selected terms in your content. Why? The latest Google algorithm update is penalizing pages whose anchor text is over-optimized, and having an updated list of the terms you have already used will help you to vary them smartly.
Do you have any PPC best practices that you’re using thisyear to share? Let us know in the comment section below! And, if you’re looking for assistance creating an effective PPC strategy or executing an optimized campaign, look no further. Contact the expert PPC advertising team at SevenAtoms today for a free consultation and find out how we can help you maximize your marketing efforts.

Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.
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