You’ll often find your hottest leads among people who have already encountered your business once. Depending on your industry, it may be unlikely for people to purchase your product the first time they visit. If you’re an e-commerce operation selling lower-ticket items, you may be able to send people directly to a sales page with excellent results. But if you’re like the dishwasher store we invented above, visiting your PPC landing page may be one step in a larger research process for your customers.
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.
2. Define how will you measure success. This is probably one of the most important questions to answer before you begin any campaign. As a consultant, this is one of the first questions I ask a potential client. The answer as you might expect is page one ranking. If your objective is branding only, then this is fine, however, if like most organizations yours is a conversion strategy, then I would caution you to not be so short-sighted. Your objective should be how many conversions you want to achieve for each keyword. Top ranking will help you with visibility, which is a good thing, but if you bring in traffic from that keyword and those visitors do not engage and convert, then why bother? You must set your sights on keywords that convert.
To do this, you want to analyze your analytics frequently by keyword and observe visitors’ behavior when they come to your website or landing page. Don’t fixate on just traffic alone. How much time are they spending on your site? What is the average number of pages they are viewing? What is the bounce rate? A high bounce rate like 80 percent will tell you that most of your visitors leave your site immediately upon landing on your site. They’re not engaged and see no content clues they arrived at their desired destination. This can be fixed by making changes to your landing pages as long as they are relevant to the keywords that brought them there.
Dmitry single-handedly grew a startup from zero to 40 million page views through PR & SEO and got acquired by Google. He has translated his know-how into an SEO and PR coaching program PRThatConverts and a 'PR on a shoestring' pitching service and software JustReachOut which is used by 4,000+ professionals and entrepreneurs to pitch relevant influencers and bloggers to get featured in press every single day. In his spare time he writes about SEO and PR on his blog CriminallyProlific.
People are no longer shocked to find elements of personalization embedded into various aspects of advertising, and in fact, have even come to expect it. Think about it this way: When it comes to marketing emails, which are you more likely to open and read—the one addressed to “Dear Customer” featuring generic copy on topics that aren’t relevant to you? Or are you more likely to engage with the email addressed to your name that includes links to blog posts relevant to the industry you work in, as well as items you might like based on your previous purchases? That’s right—you’re going to open and read the email that’s tailored to you.
No matter how marketing-savvy your company may be, you can always learn more about your customers, especially when it comes to personalizing your advertising. That’s where geotargeting can again be beneficial. The information received from geolocation can help a brand determine where a consumer is looking so it can better tailor events, products, and services to those consumer interests in the near future.
3. Mapping keywords to the right landing pages. One way to insure you get the best results from your keyword campaigns is to make sure there is very high relevance between the keywords you use and the associated landing pages. This is a very important principle. What happens when you click on an organic listing or a PPC add from a SERP (search engine results page) and the content has little to zero keywords on that page that you used to search on? Right, you bolt and head back and click on another link. Make sure your landing pages are optimized to handle your keyword traffic to make them relevant.
The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.
As a start-up, you likely have a lot of competition in your industry. This means that you need to stay organised in order to keep ahead of the curve. By being more organised, you will be able to meet client briefs on time and keep to your schedule. Organisation is important for your start-up because it saves you time, stops you from procrastinating and keeps your employees on track. With improved customer service due to your efficiency, you will soon find your business growing in leaps and bounds.
"My favorite part about voice search is just how clear the intent is in the query. For example, if I typed in 'hotels in the Bahamas', you’d have no idea whether I was looking for a romantic getaway, a singles trip or a family vacation. Chances are the results would be different for each. But if I asked Cortana, 'which are the best family-friendly hotels in the Bahamas,' then a far more targeted result could be served.
Also, click on the “CTR” checkbox at the top of the graph. That will display a line graph overlay that displays your click-through rate for search. If you see that it’s dropped recently, it might be a good idea to check your meta description tags to make sure that they haven’t changed. It’s possible that people aren’t as “tempted’ to click on your link in search results because there’s not a very good description of the page contents.
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.
Geo-targeting refers to the ability for advertisers to place their marketing materials in a specific region or locale. In digital advertising specifically, geo-targeting is just one of many tweaks that an advertiser can make to ensure that its messages and ad campaigns reach a particular customer in a particular market. In addition to geo-targeting, online ads can be targeted by additional demographic information like age, gender, hobbies and so on.
Next up, it’s time to analyze your competition by doing some competitor research. If you want to do a complete competitive analysis, you’ll need to do a deep dive into the background, location, products or services, marketing, sales, and personnel for each competitor you identified. (You can also break out one of these areas and do a real deep dive into it.)
If you’re feeling overwhelmed, I’ve got some good news for you: you don’t have to spend countless hours manually creating custom landing pages for every ad group. Instead, use dynamic text replacement. Dynamic text replacement allows you to replace certain areas of text with with specific keywords. For example, you could use dynamic text replacement to change the heading and CTA of a landing page to the specific keyword that a user searched for. That way, when they visit your landing page, it appears to be a completely personalized experience.
Use these consumer characteristics to time and target your marketing. For example, airports on weekdays are a great source of business travelers looking for high-end restaurants, while weekends and Spring Break bring more leisure visitors and families looking for more casual dining options. Likewise, dance clubs and bars can benefit by promoting 18 and over events targeted at universities whose student bodies are largely between the ages of 18-21. These are just a few examples of how venues define audiences that can be effectively targeted.
As a manager, this may take the form of believing that people with less experience but lots of initiative tend to outperform experts. It may mean looking past the traditional resume. As an entrepreneur, this may be a conviction that some social stigma, like sleeping in someone else’s home (Airbnb), wearing someone else’s dress (Rent the Runway) or persistently sharing your location with all your friends (FourSquare), will lessen over time and eventually disappear.
Indirect competitors are the ones who offers a similar set of features but to a different customer segment; or, they target your exact customer base without offering the exact same set of features, which means indirect competitors are solving the same problem but for a different customer base, or are solving the same problem but offer a different solution.
GREAT suggestions, Nicholas! I've definitely customized this checklist for clients' various needs too (some care about having an "email signup form" as something to check, while others are international and we'd need to make sure their href lang tags were correct). Please keep the recs coming–this checklist will only get better as we make it work for different scenarios :)
“We’re seeing a lot of attention on our Promote product, a solution for small business owners, that few people realize is powered by automation and machine learning behind the scenes. We’ve partnered with large banks, small business service providers, and more to bring this machine learning martech to small business owners. And we’re not alone. There are many examples of increasingly accessible machine learning tools for small businesses.”
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.
Tertiary Competition: This category includes businesses that are tangentially related to yours, and really comes in handy when you’re looking to expand your product catalog. These could be related products and services that are trending, as well as businesses that may be beneficial to partner with further down the line. For instance, if you sell jewelry, a tertiary competitor may sell gems and stones.
Let’s take the example of a guy, we’ll call him Jerry, who runs a coworking space in the city of Bristol, UK. He’s concerned about his keyword rankings, as seen in WooRank’s SERPs tool. Even his main keywords are only providing ‘+100’ rankings. (If you have used our SERPs tool, you know that this is the number we give to search engine results that rank out of the first ten pages in Google and Bing for a certain query.)
Competitive analyses for SEO are not something that should be overlooked when planning a digital marketing strategy. This process can help you strategically build unique and complex SEO campaigns based on readily available data and the demand of your market. This analysis will instantly put you ahead of competitors who are following cookie-cutter SEO programs and not diving deep into their industry. Start implementing this process as soon as you can and adjust it based on what is important to your own business or client’s business.