Remember that martech landscape map with over 5,000 companies? Almost every product category is made up of over a dozen different players. You can’t reasonably expect to analyze all of them. You don’t need to either. An ideal competitor analysis includes three to five companies that represent the biggest threat to your business. (Go with five if you’re operating in a crowded market.)

Geolocation technology can also be used for planning virtual events or experiences that combine physical and virtual or augmented reality. For example, the Pokémon GO game was able to parlay geolocation into a great success. Advertisers can use the same strategy to develop virtual experiences around a brand or product. This can involve using geolocation at events to track attendees and deliver specific information that enhances their overall experience.


Getting your site to rank on Google is not as simple as plugging a keyword into a website and hoping for the best. In short, placing them into an intentional keyword strategy is just the beginning. By definition, keywords are words or phrases that describe and sum up a central idea pertinent to your business and marketing strategy. Keyword strategy means using keywords in your business and ad campaigns to attract your target market audience. When it comes to B2B marketing, keyword strategy is necessary to draw in your target audience. As B2B marketing is not the typical Buyer-to-customer setup, your keyword strategy needs a B2B marketing and relations spin. For example, if your business were looking to bring in ordinary customers, your keyword strategy might look like this:
In the print days, taking out an ad in the Detroit Free Press allowed businesses to know that primarily Detroit area residents who could actually visit the business would see the ad in question. Not so in the era of mobile ads which, if delivered indiscriminately and without location context, can be less successful because they aren’t relevant or personal. Ad creative targeted at — and customized for — an Oklahoma consumer versus a New York City one is likely to be more effective in driving a physical sale.

1. Branding or converting strategy. One of the first things to consider in developing a keyword strategy is what you want to accomplish when you reach your target audience. Do you just want to generate an impression for branding purposes or do you want to invite them to your place where you get them to make a purchase? Here are three types of strategies to consider:
A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also extend to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
Although more and more keywords are getting encrypted by Google every day, another smart way to come up with keyword ideas is to figure out which keywords your website is already getting found for. To do this, you'll need website analytics software like Google Analytics or HubSpot's Sources tool. Drill down into your website's traffic sources, and sift through you organic search traffic bucket to identify the keywords people are using to arrive at your site.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
Customer preference of products is only part of the analysis. There are internal operational factors which can provide a competitive edge as well. Your competitors' products may not have the high quality of yours, but they might offer free delivery; or their employees might be extremely motivated and committed to gaining market share. You need to learn how they are doing on the inside. Some factors to consider:

After setting your campaign goal and choosing the right platform for your ad, the next step is to plan your ad targeting for your most relevant audience. There are two types of targeting. You can target audience for a specific geographic location and you can also optimize your campaign for a specific device type, operating systems and wireless networks.
The strategic rationale of competitor profiling is simple. Superior knowledge of rivals offers a legitimate source of competitive advantage[7]. The raw material of competitive advantage consists of offering superior customer value in the firm’s chosen market. The definitive characteristic of customer value is the adjective, superior. Customer value is defined relative to rival offerings making competitor knowledge an intrinsic component of corporate strategy. Profiling facilitates this strategic objective in three important ways.[8] First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firm’s planned strategies, the strategies of other competing firms, and changes in the environment. Third, this proactive knowledge will give the firms strategic agility. Offensive strategy can be implemented more quickly in order to exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more deftly in order to counter the threat of rival firms from exploiting the firm’s own weaknesses.[5]
Steve Webb is an SEO audit specialist at Web Gnomes. He received his Ph.D. from Georgia Tech, where he published dozens of articles on Internet-related topics. Professionally, Steve has worked for Google and various other Internet startups, and he's passionate about sharing his knowledge and experiences with others. You can find him on Twitter, Google+, and LinkedIn.
- Hi, I'm Matt Bailey. Welcome to keyword strategy in depth. Keyword research is the fundamental building block, for all of your on-line marketing efforts. It goes beyond optimizing your website, to enabling a better connection when marketing to your audience, as you are using their language. We'll begin by finding sources for keywords, seeing how search engines deliver different results based on the types of keywords, and building your keyword lists. Next, I'll demonstrate how to effectively sift through the keyword data, in ways that maximize your ability to understand the searcher, and derive their intent. We'll see how to implement your keywords throughout the content of your website. Then, I'll demonstrate how to setup an initial Google AdWords campaign, utilizing your keywords, and avoiding the top five mistakes that companies make in AdWords. I've been marketing online for nearly 20 years, and I love to teach people how to be successful in their own businesses with the tools, tips, and experience I've learned along the way. Now, let's get started.

We at SEMrush continuously monitor Google’s updates, as the search engine rarely stands still. While testing the updates that are most likely to impact advertisers, we have come to the conclusion that Google is moving in the direction of “autopiloted” campaigns. The message is clear, the more you delegate to Google Ads’ artificial mind - bids, placements, banner sizes, etc. - the more benefit you and your customers will get from the campaign.
Future Competition. In your competitive analysis, you need to make a few predictions about what the competition is going to look like in the future. Competitors are constantly coming and going in the marketplace. Ask yourself: Who are my competitors likely to be? If you are introducing a new widget, how long before the competition catches on? Forecasting future competition will give your potential investors the confidence in the long term viability of your business.Barriers to Entry. Companies whose competitive edge depends on new technology, new manufacturing techniques or access to new markets need to be aware of the common barriers new competition faces when trying to gain entry into the marketplace. They include:
More specifically, who gets to appear on the page is based on and 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). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
Examples like the above support metrics that find geotargeting doubles the performance of all kinds of marketing methods, from email campaigns to paid search. Per data from the Local Search Association’s LSA Insights database, it also doesn’t matter what vertical your business is in.  The click-through rate for geotargeted mobile display ads was higher than the industry benchmark for all verticals.
This report also helps drive our editorial calendar, since we often find keywords and topics where we need to create new content to compete with our competitors. We take this a step further during our content planning process, analyzing the content the competitors have created that is already ranking well and using that as a base to figure out how we can do it better. We try to take some of the best ideas from all of the competitors ranking well to then make a more complete resource on the topic.

As you consider new ideas for your next project or business, give extra credence to the things you believe to be true that others doubt. The most exciting products are created by people with tons of conviction for something that strikes most others as odd. I’ve heard from Joe Gebbia, co-founder of Airbnb, that when he and his co-founder Brian Chesky pitched the idea of having strangers sleeping in your home when you weren’t there, many investors shifted uncomfortably in their seats.

If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
Finding the right competitors for my research wasn’t a hard task because I already knew many apps that provided similar features, but I still did a quick search on Google, and the results were a bit surprising — surprising because most of the apps I knew turned out to be more like indirect competitors to the app I was working on; and later, after a bit more searching, I also found the apps that were our direct competitors.
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.
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.

Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
Effective PPC campaign is the process of continuous research and refinement. Never follow “Set it and forget it” approach for PPC campaigns. You must do research to understand searcher’s behavior. You must also research on your profitable keywords and best suitable days and hours for your campaign. Now that you know what is PPC campaign, plan your daily budget and invest wisely.
The strategic rationale of competitor profiling is simple. Superior knowledge of rivals offers a legitimate source of competitive advantage[7]. The raw material of competitive advantage consists of offering superior customer value in the firm’s chosen market. The definitive characteristic of customer value is the adjective, superior. Customer value is defined relative to rival offerings making competitor knowledge an intrinsic component of corporate strategy. Profiling facilitates this strategic objective in three important ways.[8] First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firm’s planned strategies, the strategies of other competing firms, and changes in the environment. Third, this proactive knowledge will give the firms strategic agility. Offensive strategy can be implemented more quickly in order to exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more deftly in order to counter the threat of rival firms from exploiting the firm’s own weaknesses.[5]

Geofencing hinges on the use of a “fence”—a designated area that a marketer sets. Where geo-targeting allows you to get more granular and include or exclude certain users in the target area (based on demographic, for instance), geofencing is a bit more of a blunt object in that you’ll capture all users who move into a certain area. The purpose of creating a geofence is to target communications in a given zone, in a given context—just like geo-targeting, but with greater accuracy. Retail operators who want to catch the attention of shoppers as they pass by a store, for example, might use geofencing.
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.
Your competitor analysis framework should give your stakeholders an overview of how the playing field looks. A side-by-side comparison with top competitors helps teams strategize better, plan business growth and provide a clearer vision for the organization. When creating a competitive analysis, you should first consider defining the criteria for the comparison. Common high-level pieces are company information, description, products or services, strengths and weaknesses and market-fit.

Again, keyword strategy does not mean randomly sprinkling certain words throughout your website. In actuality, B2B marketing and SEO need a focused strategy to make a difference. The first step is identifying your optimization intent and tailoring it for B2B marketing and SEO.  Next, create a keyword theme with specified long tail keywords and research them. 


Geographically targeted ads can increase returns significantly over "blind advertising." On the Internet, clickthrough rates are improved compared with advertisements not targeted by location. The results in a given situation depend on the geographical distribution of potential customers, a variable that requires intensive research to accurately determine.
Geo-Targeting content is simple and beneficial to most websites, advertisers and publishers, as well anyone using PPC campaigns or SEO. Not only does it enable you to match the most relevant content to your visitor, Geo Targeting also serves as an excellent basis for experimenting with traffic to optimize your funnels. Some ideas were presented here that may be tested, but the options are virtually limitless.
IT is more cost-effective to target already existing demand to increase your market share for more qualified leads. For more tips on how to prioritize your keyword strategy and your comprehensive search campaigns, check out Directive’s Complete Guide to B2B Marketing and Demand Generation. And be sure to subscribe to our blog for weekly updates on the most innovative industry-leading tactics!
It’s good for search engines – PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.

Device targeting is important nowadays since most of the users are using mobile devices to browse the web. Use device targeting to reach your best customers on any device. With device targeting, you can customize your ads for different mobile devices and operating systems. This way you can target people who are online on mobile devices or using different operating systems.


Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
It’s also best to look for those businesses that are of a similar size as yours. For example, if you’re a solo entrepreneur selling handmade potholders online, big chain grocery stores usually aren’t your direct competitors, even if they might carry handmade potholders in their inventory. Instead, look for other small to medium scale producers of handmade potholders and similar kitchen accessories.
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.
A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
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.
2. Voice Search Comes into Its Own: It’s time to start optimizing your ads for voice search: The ease of use and prevalence of virtual assistants like Siri and Alexa, as well as Google’s Voice Search (“OK Google…”) make using vocal search utterly quick and convenient. Voice search accounted for 20 percent of mobile searches in 2016, according to a Kleiner Perkins study quoted by CNN. Amazon’s Echo and Google’s Home are on many Christmas Wish Lists this year. Grab the voice searcher’s attention by using the first person question format in your ads and content. Most voice searches are geographically specific, so use correct and popular names for your local neighborhood(s), city, county, and region in your PPC ads.
More and more consumers are finding businesses online through search engines. How do they find them? By using keywords! Fortunately, you can take advantage of this consumer habit by optimizing your website around the keywords that are relevant to your business and which keywords consumers are using to find you online. This will increase your chances of getting found by people searching with those keywords, which will drive more and better quality traffic to your business’ website.
Conversion: This strategy is what most of us are after. We want our keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something. In this case, long-tail or more specific keywords will likely work best for you.
Surprisingly, you can mine a lot of useful intelligence from employee reviews on Glassdoor. Because employees leave anonymous feedback, they don’t hold back on what they love (and don’t love) about their employer. You can often uncover cultural aspects of the organization by reading how employees perceive senior leadership and whether or not they enjoy working there.
In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
You need to develop tactics to recognise and double down on the deep conviction you have in your gut that nobody else understands. Stop looking for consensus or opportunities that seem obvious and compelling at first glance. Great opportunities never have “great opportunity” in the subject line. Honing your gut instincts and acting upon conviction is a theme of every successful journey.

There are some general negative keywords that should be added to almost any campaign, such as “free”, “jobs” “training”, as people searching for these terms are not likely to be looking to buy your product. Keywords like “review” and “opinions” can also be useful, as they will reduce the number of window shoppers who aren’t necessarily looking to buy now. But you’ll also want to research negative keywords specific to your business or audience. For example, if you are an optometrist, you’ll want to use words like “wine”, as you aren’t looking for customers in search of “wine glasses.
SEO competitive analysis is critical because it gives data about which tactics are working in the industry we are in and what we will need to do to start improving our keyword rankings. The insights gained from this analysis help us understand which tasks we should prioritize and it shapes the way we build out our campaigns. By seeing where our competitors are strongest and weakest, we can determine how difficult it will be to outperform them and the amount of resources that it will take to do so.
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