Set priorities. Once goals are established, it’s important to determine key priorities. For instance, if the primary goal is revenue growth, the priority should be executing initiatives that drive conversions, such as keyword or audience expansion. On the other hand, if the primary goal is driving profit, then the priority should be focused on initiatives such as search query report (SQR) mining for negative keywords and other forms of optimization.
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.

Some very general words such as “marketing” or “business” are very competitive, making it harder to rank well for them in search engine results. If you are a small- or medium-sized business, you probably want to choose less competitive keywords, more specifically related to your business (these are commonly referred to as long tail keywords). The greater the volume of searches on a keyword, the more competitive it is. There are a number of different tools you can use to determine thecompetitiveness of a specific keyword as well as suggest and help you brainstorm new keyword ideas.
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.
Annual ReportsIf your competitor is a publicly-held company, many of its reports to the U.S. Securities and Exchange Commission are available on the SEC-Edgar Web site. Annual reports provide financial information, including sales volume, revenue increases, and their total market share. 10-K reports provide still more detail, and are supplemented by the quarterly 10-Qs. 8-Ks show significant events such as acquisitions and board membership changes when they occur between 10-K and 10-Q filings. Annual reports from privately-held corporations are sometimes available through friends, relatives, and business acquaintances who own stock in a competitor's company.  

Using geo-targeting, you use smart marketing tactics. A great example of a successful use of area segmenting is evo, an e-commerce sporting goods store. When they took the leap to open up three brick and mortar stores. Their first step was to send out an email blast for a $200 shopping trip to users in the area. Though the campaign had a 58% conversion on mobile users, the campaign wasn’t as effective at driving traffic to their store fronts.
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.
It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.
Advanced seo analyzer tool to give webmasters or bloggers an seo analysis on a page-by-page basis. This tool analyse the website social media ranking, site usability, online reputation, meta tags, keywords, and site speed. Examine your webpage and get your analysis report together with your rankings from this seo tool. Improve your web pages and increase your search engine ranking.
Based on your competitor’s marketing message, what kind of customer does the viewer have to be for these messages to appeal to him or her? What is their age range? Where do they have to be located? What's their profession, if any? What other customer demographics can you infer? You're essentially trying to come up with a "buyer persona", a character who best represents the person your competition is trying to reach.
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.
It is a common misconception that sprinkling your chosen keyword randomly throughout your site is enough to improve SEO for B2B marketing. Unfortunately, doing so can actually result in a serious loss of business. Creating a strong keyword strategy is one of the most important things you can do to improve SEO. It is equally important to know how to do it right, as well as understand why it’s so necessary. This post will explain why a keyword strategy is important for SEO and B2B marketing, as well as explain how to create one that will draw in business.
It has also become remarkably difficult to distinguish direct competitors from indirect threats - and when you do, you find competition often comes from surprising places. In fact, competition in the SaaS and tech industries is increasingly coming from indirect competitors, whose core technology enables them to invade adjacent verticals and industries.
Images: Even though search engines don’t really see images, you can still use them as part of your keyword strategy. First, make sure they are relevant to your page content, and add to the overall user experience. For search engines, use the alt attribute to help crawlers "see" what an image is about. The alt attribute is a part of the image HTML tag that is used by search engines, text-only browsers and screen readers to “see” an image. Use your keywords in the alt text, but be sure to do so naturally. Stuffing alt attributes full of keywords and synonyms will make your page look like spam and do more harm than good.

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.
Avoid industry research. Industry analysts aren’t good at predicting disruptive companies and cutting-edge trends because such changes occur at the bottom of the market, which is generally not on their radar. Research giants like Forrester and Gartner provide industry consensus after major shifts have already occurred. Plus, they derive their research by analyzing large organizations, so startups won’t find what they’re looking for here.

Thanks for sharing your template file. It will help focussing on the right things right from the beginning. I checked out SEMrush to get a comparison of the keywords our competition is using. The results are poor basically. Its about sites in Switzerland for keywords and competitors we know since years. The data these tools show you is not at all reflecting the actual situtation here. I guess they perform well in the US/Canada, by far less good in rest of the world...
You should always track and monitor the effectiveness of your PPC campaign. You should know what things are working for you in a better way. If you are publishing your ads on the Google search platform using the Google Adwords tool, use Google Analytics to get better insights into searcher’s behavior. You should measure the bounce rate of your website. Bounce rate will tell you how many searchers visited your site but did not perform any action. You should also track CTR and conversion rate of your campaign. This will help you to optimize your PPC campaign and your landing page.
From my experience, you don’t need complex algorithms to save money with paid search. You don’t need a crazy PPC management tool to trim down costs for campaigns. You need only employ one of 3 core paid search strategies in order to succeed in your PPC campaigns: 1) Maximize your budget, 2) Improve Branding by showing up in a top position and 3) Maximize your profit potential.
The distinctions here can become quite urgent depending on the kind of product you’re selling or the kind of customer you’re looking to find. If you’re trying to find people who are interested in selling their homes in the East Village, then you don’t want to target people who are just in the East Village on their spring break or while visiting family. If you’re trying to target high net worth individuals on vacation in Montauk, New York because you believe they’re ripe targets for ads about buying beachfront houses in Montauk, then you don’t want to waste your ad spend showing ads to locals.
Ad scheduling is important for optimizing your ad strategy. You can show your ad whenever a customer searches online or you can show your ad on certain days, or during business hours when you’re there to handle customer inquiries. Your ads give different performance result on different days of the week and different hours of a day. Therefore, have a look at which online days and hours are most suitable for your business and then schedule your ad during these times to increase your exposure. You can also adjust your bid for less performing hours and days.
Your Sales ForceYour sales staff probably has more access to competitive information than anyone else in your organization. Customers often show salespeople sales literature, contracts, price quotes, and other information from competitors. Part of a salesperson's job is to get customers to discuss problems they have with a competitor's product. Customers will also reveal your competition's product benefits, strengths, and customer service programs. Instruct your sales force to ask for copies of any competitive literature if and when that's possible. Your entire sales staff should keep a record of all competitive information they discover — even if it's just a rumor or gossip. Devote a regular portion of each sales meeting to a discussion of the competition.  
You should also take time to ensure that your landing page is designed well, but not just in appearance. Be sure to focus on loading speed and usability as well. Together, all of these elements are crucial to the success of your campaigns. Afterall, you don’t want to spend all your time designing PPC ads only to have your leads bounce right off as soon as they reach your boring or unsightly landing page design—or worse, leave before it even has a chance to load.
Use voice search to your advantage by skewing your ad strategy toward answering questions customers need to know (intent), rather than just including keywords. Search engine AI for voice and mobile search is getting more sophisticated and better at serving results that meet the user’s intent, therefore PPC best practices will be continually refined.

As the content manager, Annie manages a team of brand journalists and is the driving force behind the content strategy for companies in a wide range of industries, including healthcare, technology and professional services. Relying on interviewing skills she developed in her seven years as a journalist, she uncovers insights about what motivates buyers in these industries and uses that knowledge to shape client websites and editorial calendars.
Privacy and security concerns are, by many accounts, the one thing holding location based services back from exploding. One of the first backlashes came from Nordstrom customers, when that retailer tracked customers through its physical locations for market research purposes. The word “creepy” was applied at the time, and it’s still a word commonly found in discussions of how location-based marketing can tend to make people feel.
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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