It's important to note your competitor's actions over time. For example, if one of your competitors is consistent with pricing, product features, promotion, and their market share it may mean that they're not exploring or exploiting additional market opportunities. Or, if one of your competitors has a decline in sales volume it may mean they will be employing new marketing strategies in the near future and should be monitored closely. Identify the Competitions Strengths and Weaknesses In order to develop effective competitive strategies, you need to make a realistic assessment of your competitors' strengths and weaknesses, as viewed by the market. You need to ask yourself what each of your competitors do very well, better than your own company? Then, ask yourself in what areas are each of your competitors weak. Construct a simple chart. The copier company's might appear like this: Strengths and Weaknesses of Competitors Competitor: Strengths Weaknesses A. Superior customer service 3-year warranty Higher price B. Quick innovator Unique features Higher price Limited distribution channels C. Large market share Lower price Comprehensive ad campaign Viewed as market leader by market segment Slower product No direct access to parts Other Factors to Consider
Estimated Costs: Creating content to adequately target specific keywords will require varying amounts of time, money, and effort. In some situations, you might find that targeting a certain keyword also allows you to SEO your landing page at the same time. So be on the lookout for shortcuts that might make ranking for a keyword more cost-efficient than it would otherwise be. That’s how you can find real money-makers!
Need some keyword strategy help while actually creating your posts? If you use WordPress to manage your site content, the Yoast SEO plugin analyzes each post and offers suggestions for improving page content as you prepare your post for publishing. While it’s not a silver bullet that will guarantee good results, it does offer helpful tips for improving your post once it’s in WordPress.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
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?
Michiel wrote about Homepage SEO, telling people not to try and rank their homepage for a specific keyword. In the comments there were clearly some misconceptions about how branding relates to your keyword strategy. We’ve been writing a lot about keyword research lately but we’ve not talked about keyword strategy much, so this post elaborates on what these are and how they connect to each other.
Export the weighted list back to your spreadsheet and combine it with the others in Excel. Then use the data tools to sort the list by ‘Priority’ – this is a score based on the difficulty, traffic, opportunity and your score. This tells you which keywords you should be targeting in descending order of attractiveness. Suddenly, you’ve turned more than 1,000 keywords into a usable list of a few dozen. Using the same example for wines:
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.
Finally, since the competitive environment is dynamic, the competitor's ability to react swiftly to change should be evaluated. Some firms have heavy momentum and may continue for many years in the same direction before adapting. Others are able to mobilize and adapt very quickly. Factors that slow a company down include low cash reserves, large investments in fixed assets, and an organizational structure that hinders quick action.
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.
Pick your battles. Sometimes a keyword is so competitive, it's best to let it go. Focus on keywords where you have the most opportunity to move up in the ranks. Moving up from a ranking of 60 to 50 won't have much of an impact, but moving from a ranking of 15 to 8 pushes you from Page 2 to Page 1 of Google's search results, where you'll have a much better chance of being found.
Benchmarking is the important key factor for any marketing campaign. You should always keep an eye on your competitors. How their ads are appearing, what keywords they are using and plan your strategy accordingly. Never create ads, which looks similar to your competitor’s ads. You should smartly design your ad copy, which should look better than your competitor’s ad.
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.
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.
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.