Sometimes even the most savvy among us can feel like a confused great-granny on a MacBook Pro running Linux when it comes to the newest, latest tech, and how it actually works. Location-based marketing is already happening. All of the available tools provide opportunities to serve highly localized, highly relevant communications to your customers, based on where they are right now. But what exactly are those options, and how do they work?
Features/commentsIn this column, I put all of my comments, some ”star” features I needed to focus on, and the pros and cons of the competitor. I color-coded the cells so that later I (or anyone viewing the matrix) could easily identify the difference between them. For example, I used light yellow for features, light purple for comments, green for pros and red for cons.
"Cloaking" via IP delivery works differently from cloaking via "user agent". While IP address spoofing is harder than user-agent spoofing and more reliable, it is also harder to keep the list of IP addresses used by search engines for their crawlers up-to-date. An outdated list with active crawler IP addresses missing enables the search engines to detect the cloaking and may result in a removal of the site from the search engine's index.
More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.
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.
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.
A company rarely competes against just one competitor. In fact, in many cases, the biggest competition in the SaaS and tech industries is coming from indirect competitors. These competitors hold a commanding position in their core market, allowing them to expand into different industries and verticals. Who would have thought that Uber and Google would become die-hard competitors in the autonomous car market? As I wrote previously in my analysis of sales enablement and acceleration industry, it is almost impossible to distinguish direct and indirect competitors. In many SaaS verticals everyone competes with everyone.
A competitor's capabilities can be analyzed according to its strengths and weaknesses in various functional areas, as is done in a SWOT analysis. The competitor's strengths define its capabilities. The analysis can be taken further to evaluate the competitor's ability to increase its capabilities in certain areas. A financial analysis can be performed to reveal its sustainable growth rate.
Geo-Targeting allows you to run different campaigns in different locations. Your ads might be served all over the world and vary in their marketing message according to the segment and audience that you approach. Is the marketing message on your site the same as the geo-targeted ad? Experiment with sending traffic from a geo-targeted banner to a geo-targeted landing page (in language, currency, offer, etc) and to a generic page – what converts better?
Instead, SEO now takes a multi-faceted approach where you’re involving different disciplines (i.e. content, email, advertising, social), building a brand (i.e. investing in intangibles, not just conversions), and competing on multiple fronts (i.e. paid search positions, review & aggregation sites like Yelp, TripAdvisor, beefing up your local listings, and more) – all at the same time.
Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can restrict its reach to consumers only located in a defined geographic area such as a state or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.
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.
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.
Stadiums, airports, universities, and malls are examples of specific venues that can be targeted in order to reach specific interest groups. Stadiums provide a great opportunity to focus on specific short engagement events with an audience defined by that event. They often host fans from two specific cities or schools or fans of a specific music genre that is heavy in one demographic. A band like One Direction, for example, is likely to attract school-age female fans.
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).
To keep things simple, you may try IP based redirects on your server. You can setup simple redirects based on geolocation, using .htaccess or httpd.conf on your Apache server (mod_geoip). The GeoIP API (MaxMind) will enable you to quickly configure your server to divert traffic according to the originating IP. Your web analytics and optimization should do the rest. All you need to make sure it that you have a couple of landing pages to test your assumptions on.
The benefit of clearly describing a strategy for your PPC campaign is that it can inform the creative, particularly when it comes to building PPC adverts with our various elements: header, ad copy, ad extensions – where does everything go? Great advertising is built on great creative, so spend as much time crafting solid messages as you do on the strategic elements of the campaign. This chapter looks at how you can craft the best ad creative to communicate your message.
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.
Now, to figure out state and postal code involves a more complex process. At the core though, the geolocation services build up a network of servers from which they can send out pings, or connection requests, and known physical locations of public entities like universities and government office IPs. Eventually, with enough data, the geolocation company has the capability to triangulate any IP on the web.
We at Moz custom-built the Keyword Explorer tool from the ground up to help streamline and improve how you discover and prioritize keywords. Keyword Explorer provides accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rate, and a score representing your potential to rank. It also suggests related keywords for you to research. Because it cuts out a great deal of manual work and is free to try, we recommend starting there.
Title tags appear optimized (editorially). Here is where we can add more context to the overall quality of the sample pages’ titles. Even if they are technically optimized, the titles may not be optimized for distinctiveness or written quality. Note that we are not evaluating keyword targeting, but rather a holistic (and broad) evaluation of how each competitor’s site approaches SEO factors. You should evaluate each page’s titles based on the following:
It’s all about repeated exposure—while your previous site visitors browse other websites, your retargeting provider will show them ads for your services and products. Using retargeting, you can entice visitors back to your website and effectively convert these digital window shoppers into customers for your business. In fact, potential customers who are retargeted with display ads are 70 percent more likely to convert. Now, doesn’t that sound nice?
In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated. A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor’s location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address.
Because someone who is looking for something that specific is probably a much more qualified searcher for your product or service (presuming you're in the blogging space) than someone looking for something really generic. And because long-tail keywords tend to be more specific, it's usually easier to tell what people who search for those keywords are really looking for. Someone searching for the head term "blogging," on the other hand, could be searching it for a whole host of reasons unrelated to your business.
Even national marketing campaigns can benefit from geo-targeting, as regional differences create opportunities to test multiple messages and refine them as a campaign continues. Geo-targeted experiments has been used successfully by businesses, charities and even political campaigns. Factoring out cultural and ethnic variations, there are still subtle regional differences in something as universal as language. A campaign for donations might be better served by using a “donate” button in one area and a “support” button in another. Similarly, customers might respond differently to the phrase “book your trip” than they do to “buy your ticket” or “schedule your trip.” The same goes for the look and feel of the advertising copy and other content.
CTAs match user intent inferred from content. Here is where you’ll evaluate whether the CTAs match the user intent from the content as well as the CTA language. For instance, if a CTA prompts a user to click “for more information,” and takes them to a subscription page, the visitor will most likely be confused or irritated (and, in reality, will probably leave the site).
Local plumbers can’t provide their services even three counties over (let alone three states over), and a juicy burger wouldn’t exactly hold up well in express shipping. Some businesses rely only on local customers. As a result, they’ll want their PPC campaigns only to appear in the feeds and searches of users who are within a set distance from their home b3ase.
Great question. You could adjust the formulas but I find it easier to highlight the full report (after it is populated with your data) then copy it and paste "values only" this way none of the formulas break. Then go into the navigation of google sheets and select "Data" then "Filter". You will now have filtering options on all of the headings. Then you can simple select your website and uncheck "Yes" so you only see the domains that do not link to you. Give that a shot and let me know if it works for you.