Keyword strategies are essential to developing winning search engine marketing campaigns. Your keyword strategy should involve selecting high-performing keywords that drive relevant traffic to your business. Choosing the right keywords for advertising can make all the difference in your campaigns, determining how well your advertisements rank on Google and other search engine platforms.
In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated.[3] 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.[4]
Analyze Competitive Information Once you've gathered all of the competitive data you have been able to locate, it's analysis time. You should analyze to determine product information, market share, marketing strategies, and to identify your competition's strengths and weaknesses. Product Evaluation You should know from your sales staff and customer feedback what product features and benefits are most important to your customers and potential customers. A product's or service's competitive position is largely determined by how well it is differentiated from its competition and by its price.

Trade AssociationsMost professional trade associations compile and publish industry statistics and report on industry news and leaders through trade association magazines and newsletters. Most trade associations also sponsor trade shows and other professional meetings. This is an opportunity to see first-hand what your competition is producing. It also provides the opportunity to discover new players who may soon become your competition.  
The final and most important metric is conversion. Make sure that you set up your conversion goals within your analytics. That way you can see which keywords are not only driving traffic but out of that traffic what percentage is converting. That is how you can measure keyword success. If you’re not doing this, then it becomes more difficult to identify your highest performing keywords.
However, if “cheap renters insurance” doesn’t match your brand, then don’t use a phrase with higher search volume just to get more traffic. You want to attract more qualified leads not just more traffic. If your page more accurately matches a searcher’s intent, lower search volume could actually provide a higher number of qualified leads even though it may not generate as much overall traffic. In other words, if a keyword or search term doesn’t match your brand standards, don’t optimize for it, no matter how much traffic it could potentially drive.
Website. What’s the first thing visitors see in your competitor’s website? Is there much text on the website, and if there is, what does it emphasize about your competitor’s business? Do they have customer reviews and testimonials? Make note of the design as well. Is their website static and minimalist, or does it have animation and other interactive features? Apart from judging the copy, design, and features of the site itself, does the site rank well for relevant search terms that you think your potential customers could use? If you’re selling handmade leather wallets, try doing a Google search for “handmade leather tool wallets” and see if any of your competitors are in the first few pages.
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.
Add in geolocation, and you get geotargeting, a technique that has proved highly beneficial to local small businesses, especially restaurants, retail shops, and service providers. While that’s great, what happens if you’re a large corporation running national campaigns? As a CMO, you can still use geotargeting to increase the return on your marketing investments.

"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.


You can, for instance, target multiple areas specifically by their zip codes. Let’s say our real estate business explodes and goes nationwide and we want to look for the cheapest places to buy homes in America. We can look up a list of the zip codes with the cheapest homes and enter them as our targeting criteria, giving us a “geo-fence” that spans different communities and states:
Once you've done your research, you want to make sure you're incorporating it into your content marketing strategy every step of the way. One of the best ways to keep yourself and your team on track is to use  a tool that's already integrated with your marketing automation platform. This will give everyone visibility into what keywords your team is using, how they're using them and how your content is performing. 
Entrepreneur and marketing guru Peter Yang is the co-founder of ResumeGo, a firm offering resume and CV writing services to people aspiring to advance in their professional careers. As the head of the company’s marketing operations and a content marketing manager for IBM in the past, he wants to share his experience with other marketers looking to make it big.
Once you’ve established some broad categories you should now look at direct competitors to your product. These include any company that sells a very similar or identical product or service in the same footprint as your organisation. For example; if your company sells Cable TV service, you would only list your competitors as those offering a similar service that your customers can also purchase. If the competitor’s service does not extend to your company’s geographical footprint, there may be no point including this competitor in your analysis. Their product offering however may be interesting and you may include it in a Product Comparison paper.
However, if “cheap renters insurance” doesn’t match your brand, then don’t use a phrase with higher search volume just to get more traffic. You want to attract more qualified leads not just more traffic. If your page more accurately matches a searcher’s intent, lower search volume could actually provide a higher number of qualified leads even though it may not generate as much overall traffic. In other words, if a keyword or search term doesn’t match your brand standards, don’t optimize for it, no matter how much traffic it could potentially drive.
For example, it’s important to look at the response based on urban, suburban or rural locations. Someone living in northern Indiana may consider driving 25 miles to your store to be no big deal. Most customers or prospects could make the drive in less than half an hour and, therefore, they will visit your store. However, if the prospects live in the River North neighborhood of Chicago, they aren’t going to want to go to your store in Wrigleyville because that’s going to take 50 minutes.
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.
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.

Geofencing mostly uses GPS technology (which communicates with the tiny chip in your phone) to cordon off an area with a virtual fence. When a device moves into (or out of) the space defined by the fence, triggers are sent, and the user will receive a notification, for example a text or push notification (provided they are opted into those channels).

That said, if you’ve never had to come up with a keyword strategy before, it might seem a bit daunting to generate a list of terms that will drive qualified search traffic to your website. Not to worry. Creating an effective keyword strategy—figuring out which terms you should create content for—isn’t hard. It just involves a little bit of reverse engineering and some research.

But switching costs, or the cost that a customer incurs as a result of switching products, still exist. Technology can be a driver of higher switching costs. When a product is integrated with multiple systems and APIs, switching to another product becomes increasingly difficult. Such a switch usually results in business interruption and the need to retrain staff, among other unwelcome effects.
For branding campaigns, your budget is often not an issue. You may have a fixed budget or your budget may be seemingly limitless. It doesn’t matter, because with this strategy the focus is on position; and in most cases only position #1 will do. This is often the easiest strategy to execute for paid search, but it’s also inefficient. The reality is that bidding into the top position in search results is often a waste of money. Google has gone on the record as saying that conversion rates don’t vary much by position, so in many cases all that the first position buys you in paid search is brand awareness (and vanity).
Internal linking allows indexation of content. Observe the internal outlinks on your sample pages, apart from the sites’ navigation and footer links. This line item serves to check that the domains are consolidating their crawl budgets by linking to discoverable, indexable content on their websites. Here is an easy-to-use Chrome plugin from fellow Distiller Dom Woodman to see whether the pages are indexable.

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.
Between 2016 and 2017, Amazon was mentioned almost 3 times more frequently by senior executives on earning calls than any other company. It’s no wonder executives at public companies are obsessed with the retail giant. Even the threat of an Amazon entrance could result in a seismic shift in the market and put them out of business overnight. In other words, the SaaS world moves fast —  and the only way to keep up is to be one step ahead.
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.
×