The effectiveness of geo-targeting is only going to further improve as mobile use grows and location data becomes more accurate and available. The Local Search Association (LSA) just released data that found that, for the first time, mobile devices surpassed PC use in search for local businesses and services. As I reported last month, the majority of searches (52%) for local information on mobile devices occur either in the car or away from home or work.
I mentioned earlier that I recently performed a competitive analysis for a collaborative meeting note-taking feature, to be introduced in the app that I was developing for a client. The goals for my research were very general because innumerable apps all provide this type of functionality, and the product I was working on was in the very early stages of development.
Many marketers experience this issue during PPC campaigns: They’re attracting the attention of their audience and driving traffic with their ads, yes—but those website and landing page visits aren’t resulting in the amount of conversions they would have expected. If you are also experiencing this, your ads may be targeting consumers who aren’t quite in the decision stage of their buyer’s journey through the use of too many top-of-the-funnel (TOFU) keywords in your ad copy.
Keyword competitiveness lets you know which keywords often show up on other websites. This usually means that your keyword strategy concept exists on other sites. For B2B marketing and SEO, keyword competitiveness is a little different. Since keywords and themes are more specific, there’s a lower chance of other sites using the same keywords. Of course, remember that most B2B companies write about similar issues and concepts.
Lastly, if you have the opportunity, maintain the competitor review and analysis every 6 months. It provides you with an external perspective. Competitive analysis needs to be integrated with other product management and marketing activities. Overly concentrating on what competitors are doing can distract you from remaining focused on your customers.
In the figure below, you can see I have set up a keyword rating spreadsheet. I first gathered keyword data from a keyword tool to populate the orange columns. In this example, I used the Google AdWords Keyword Tool. From there I began looking at each keyword and gave each one a score from one to 10. For some I built a formula to automate the process, which comes in handy with larger keyword lists.
Remember that you are the jockey, the driver and the visionary. The best horse cannot win the race without the jockey – it is important to believe in your business and live by example through the core values of your business. An entrepreneur should show commitment, determination, leadership, tolerance of risk, creativity, self-reliance and the ability to adapt to excel.
HubSpot's marketing automation software has several tools just for this purpose. The first is the HubSpot keyword tool, which allows you to keep track of keywords you're targeting. Once you've done your research and know which keywords are most likely to perform well, you can import those keywords into the tool. The tool will show you how you're currently ranking for those terms and whether your ranking is moving up or down over time.
Your keyword strategy should make clear which “keyword groups” you focus on. It doesn’t have to be a long list of keywords (though it doesn’t hurt to have one). Your keyword strategy should be a definition of a group of keywords that you’re tackling. Every time you’re writing new content you can have a quick look at those groups and pick a new keyword that falls in line with the strategy.
“The sales cycle is an average of 9-12 months. When a qualified lead enters the funnel, the revenue generated from that lead is an unknown variable that will not be fully identified until several months into the cycle. In order to increase the probability of a PPC lead turning into a viable source of revenue we need to generate leads at a ratio of high ratio of sales quality leads to conversions (roughly 65%). We will continue to test new targeting in order to reach our 20% YoY growth goal at a reasonable average CPA in order to continually grow the account and keep the sales funnel full every month.”
This is the paid search strategy that is deployed most often by search marketers and for good reason: it focuses purely on maximizing the profitability of campaigns. For most of us, that is the reason why we continue to spend money with search engines, and why the industry keeps on growing year over year. We manage campaigns to maximize profitability and we don’t have to worry about budgets as long as it’s profitable. Or at least that’s what we hope will happen.
Once you know your target audience, you can easily aim your advertisements towards areas where your target audience would be. Bonobos, an online male clothing store, did a great job of this when they were launching their Guide Shops pop-ups. The “store” would serve purely as a try on and styling area. Once you ordered clothes, they’d be sent to your house directly.
Comparative user testing to the rescue: you ask the participants to evaluate your website as well as the websites of your top 2 competitors. To avoid biased feedback, try not to disclose which company you are with, and mix up the order in which you show the websites to the participants. Not to overwhelm the participants, limit the number of websites to 3 per person.
Another method that you may consider is following Google’s Webmaster guidelines for country segmentations and either using subdomains or subfolders for specific countries and languages. This assumes that you have a generic TLD (.com, .org, etc). For example, es.example.com or www.example.com/es/ for Spain/Spanish. This might be the better local SEO solution because it also means that the subdomains or subfolders you specify will be shown in local searches on Google, based on TLD. The downside is that it requires a fair amount of work to setup, and might not coincide with your branding efforts internationally. An important note about this method is that it does not solve the problem of language, but only the country location. So if your service or product is available internationally, you probably shouldn’t limit the geographic location for which Google serves results. Nonetheless, this approach serves as a good platform to initiate conversion optimization on those segmented pages or sites.
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.
By looking at them from a customer’s point of view, you are looking at their major strengths and flaws. In other words, you are doing the first part of the SWOT analysis. You think like a customer would. Why would a customer go for their services? Is it because they do things differently or their quality is top notch? Either way these things are like strengths for the competitors. You put yourself in the customer’s shoes and wonder why you would go for them instead of coming to your own company.
It’s not easy to find information on market share. Large companies invest millions of dollars to investigate market share but most SaaS companies don’t have such resources. The best shortcut is to conduct a survey with a sample size of 200-300 respondents, asking them what tools and solutions they are using. That’s usually just enough to get a ballpark estimate of market share in the SaaS industry.
When creating and implementing a digital marketing campaign, you first need to design your keyword strategy. This strategy is more than just finding keywords that will bring you the highest number of visitors. It’s a top-to-bottom concept that will influence how you design your site, select keywords, optimize your pages and measure the success of your campaign.
Yes, that sounds like it would be awesome. Another great update would be to add a script that populates the spreadsheet automatically from a file structure containing the downloads (organic KWs and Links) to save copying and pasting everything. I’m going to have a chat with a friend in the Analytics space to see if he can help. Will share any successful output.
Not every keyword is worth ranking for. This may seem obvious, but it’s an important lesson for search marketers to learn. Often times we can get caught falling down the rabbit hole or chasing the long tail dragon to boost our rankings without thinking of the time and resources it takes to rank for these terms. Especially for highly competitive, high-volume keywords – it simply isn’t worth the time and effort it might take to get onto page one.
An effective GTM strategy requires a deep understanding of your ideal customer, market and competition, product offering and pricing, and channels necessary to reach your customers. Competitive analysis helps you understand market dynamics so you can find an optimal way to reach your target customers. Analyzing your market and competition also helps you determine how your company and your product fits in the current environment.
HubSpot also has a campaign tool that allows you to associate keyword phrases, related blog posts, emails and landing pages with a particular campaign so you can get a better idea of the overall performance. If a particular set of keywords doesn't seem to be bringing in new site visits or converting leads to customers, it might be time to search for alternatives.
You and your competitors are competing for the attention of potential customers. That’s why it's useful to know how your competitors use social media channels and paid acquisition channels to reach their target audience. While digital channels are key in today’s marketplace, you also need to pay attention to offline channels like events, meetups, conferences, and direct mail. This is where the face-to-face interactions occur that are often the key to establishing connections and sealing deals. You can usually find out information about offline events by visiting the “Events” section of your competitors’ websites and also searching for their names in relation to conferences and events on the wider web.
Using the same keyword phrase over and over within a web page or blog post can actually hurt your ranking score in Google, which can perceive it as spammy. That wasn't your intention, but maybe you just couldn't think of a better word to use in its place. The Latent Semantic Indexing (LSI) Keyword Generator is like a thesaurus for SEO-minded content marketers. It offers keyword suggestions that are semantically linked to your main keyword, meaning they would naturally come up in conversation. Incorporating these keywords into your post allows you to add variety while still retaining SEO power.
Reason: This metric can help you to know if you have well-organized content. Traffic generated from certain keywords can provide good insight into which pages a visitor typically sees as a result of that keyword query. In case you are using Google Analytics for measuring your visits, you can do it within the following path: Traffic sources > Search > Organic > Landing Pages as 1st dimension & 2nd dimension: Keyword.
You may be thinking... Google can index my site and learn what my site is about without keywords now... keywords aren't as important as they used to be... I'm doing fine I don't need any keyword help I have been doing this for years... I said all of those things (and more). The truth of the matter is: as long as we use the written word on line to match intent keywords will be valuable. If you are going to treat yourself to one bit of continuing education this year, this needs to be the one.
Geographic targeting allows your ads to appear in the locations that you choose: country, city, areas within a country or city, a radius around a location, or location groups. Geo targeting helps you focus your ad campaign on the locations where you’ll find the right customers, and restrict it in locations where you don’t, which could help increase your ROI. Right geographic region can significantly help you optimize your campaign for better results. Identify countries, states, regions, or areas where your ad campaign can perform well.
This analysis should help you holistically identify areas of opportunity available in your search landscape, without having to guess which “best practice” you should test next. Once you’ve started this competitive analysis, trends among the competition will emerge, and expose niches where your site can improve and potentially outpace your competition.
Some publishers and networks have even developed performance-based marketing plans based on geo-targeted ads. Ads and marketing are only placed and paid for when there have been proven results to show that this venture is worth it. It has always been very effective to target a certain demographic based off of their age, gender, or career. This can be taken even further by taking a look at certain locations and what demographics reside there. Website data can be used to determine what geographic locations are most frequently perusing a site and that area can be targeted as well.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
With a clear understanding of our objectives and audience, we can now determine how we want to target our prospects across the AdWords network. There are multiple targeting options available, from location to demographics and display ads to video ads. The trick is to tailor your adverts to deliver the best results based on how your users browse the web. This chapter provides you with the primary elements required to accurately target your campaign.
Many people believe that a competitive analysis is unnecessary because they feel that they have a good handle on who their competition is and what they offer. But a competitive analysis can also be used when trying to break into a new market. By conducting a competitive analysis for an environment you are unfamiliar with, you are able to model a new business that included many features that your competitors are likely to offer as well as some unique ones that may drive customers away from their typical company.
IP delivery for search engine optimization (SEO) is the method of delivering different content to search engine spiders (also known as robots and crawlers) than to human visitors. The determination if the visitor is a known search engine spider is done based on the IP address. SEOs compare the visitor's IP address with their list of IP addresses, which are known to be servers that are owned by a search engine and used to run their crawler applications (spiders). The delivery of different content to search engine spiders than to human visitors is called cloaking and is against most search engines' webmaster guidelines.
Some examples of typical insights from this document would be the average number of referring domains that our competitors have and how that relates to our own backlink profile. If we are ahead of our competitors regarding backlinks, content creation might be the focal point of the campaign. If we are behind our competitors in regards to backlinks, we know that we need to start a link building campaign as soon as possible.