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:
1. More Powerful Personalization, Targeting and Campaign Analysis Capabilities: The capability for ever-more-specific PPC ad personalization and targeting (plus re-targeting) is available, but underused. You can, of course, target demographics and persona characteristics like age or income, customer type or purchase history/level (existing, repeat, prospect), sales funnel position, company role (for B2B ads) and more. Beyond these basics, you can now map the customer journey, learn how the visitor came to you and/or see much of the path taken to buy. This “attribution” insight can significantly improve the ROI of your 2018 campaigns; you’ll see what’s working and what isn’t, for better PPC strategies.
Then, within your campaigns, you will have your ad groups. Ad groups should be formed based on themes of keywords. For example, all keywords that relate to dark chocolate could go into one ad group (ie. Dark chocolate bars, dark chocolate for sale online, best dark chocolate shops, where to buy dark chocolate, dark chocolate with almonds etc.). Again, keep your ad groups to a minimum when you are starting. You don’t need more than 6-8 ads within each campaign. Try to limit the amount of keywords per ad group to 10 to 20 per ad group. The keywords will be the trigger for the PPC ads that will appear in searches containing those words.
For this reason, some companies have taken a more direct measurement approach to IP geolocation vs. trying to infer it through ping triangulation. It’s far more straightforward, but requires a lot more manual effort. Basically, these companies send cars out to drive up and down every street in the country and log WiFi IP addresses as well as their physical location to populate the same table that more traditional geolocation companies build through technical means. Google and Skyhook both use this approach.
AdWords may suggest keywords based on your website content. Feel free to use them for inspiration, but also consider the many different ways you and your customers talk about your business and be sure those turns of phrase are reflected in your keywords. Start by creating a list of about 10 “head terms”—the concepts from which everything else you do follows.
Try to match the offer you make on your pages (product, service, message, etc) to the visitor’s specific location. This sounds simple but requires careful thought and planning. Measure funnel performance for visitors that are geo-targeted versus a control group – are people finding this “filtration” helpful or confining in a way? Statistically, do visitors that are directly served with local offers differ in behavior than those that are asked to “choose your location”? Test it!
In order to run a business smoothly, you need to do a lot of things. These things include doing a certain analysis. You forecast your profitability, decide what combination of resources to use, assign the work order to different employees and so on. The business does a SWOT analysis which is basically finding out the strengths and weaknesses of the company. It also manages to identify possible threats and opportunities the business might face due to external factors. Doing such things will help you to form a marketing strategy. With this strategy, you will look to run your business.
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.)
City advertising by advertising on web sites with extensive content related to particular cities. Such web sites can connect large city audiences with products/services for sale in those cities. Surfers searching for information about particular cities find adverts at such web sites as a result of city name related searches rather than product/service keyword searches. In this way businesses, e.g. shops, restaurants, can advertise and reach out to consumers located in the real-world localities of their product/service offerings.
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?
6. Use social media to help provide context for user intent. Another important keyword strategy is to align your social media efforts, especially the “listening” part, to help provide context to your targeted keywords. I have outlined a few ways in this column to infer user intent by keyword but to see the search term used in a tweet or blog will provide a much better context to user intent and usage. You can gauge user wants, needs, and sentiment that will help you as you construct your landing pages with keyword-relevant content.
Another way to do this is to analyze the keywords that are driving traffic to your site and match the user intent to the right page of your site. In the figure below, you can see a typical buy cycle for a new searcher. They will start off using broad keywords to get a general idea of what content is out there. Searchers who use these broad terms would infer that they’re in the information gathering stage of their search. So ask yourself, which page on your site is best suited to help them gather the information they’re seeking? Do you have an article, how-to, or comparison page you can lead them to that helps them get the information they need?
The purpose of this guide is to provide a simple, actionable approach to building strategic PPC campaigns. Much of this is common sense and our goal with this guide is to lay out a strategic and procedural process allowing you to research and implement PPC campaigns that deliver the goods. In this chapter we teach you everything you need to know about putting your PPC strategy into action to begin converting browsers into buyers.
Choosing landing pages for your keywords is an important element of your keyword strategy, and can be critical for both your SEO and your user experience. Look at it this way: When you click through to a site that really isn’t relevant to your search, what do you do? You most likely leave that page after a few seconds and likely won’t consider it in the future. So having poorly optimized landing pages can cost you sales. But they’ll also damage your SEO efforts, making it hard to rank.
Megan Malone is a Founding Partner with Vici, and leads our Operations division. Megan has both a radio and digital marketing background working for the Philadelphia Eagles, Beasley Broadcast Group, and Cox Media Group. In her career she has helped plan and implement thousands of digital media campaigns. She holds a certification from Disney Institute’s People Management, and was awarded the top 10 advertisers in Louisville from the American Advertisers Federation.
Ad copy is the actual text that you’ll write for your AdWords, Bing or Facebook ads that will attract people to click on your ad. Search engines like Google are looking to show high quality ads, whose text says something closely related to the actual search in the search engine. So if you own a plant nursery in Montreal and your keyword is “Where to buy shrubs in Montreal,” a good headline for your ad could be: “Are You Looking to Buy Shrubs in Montreal?” Because the headline is relevant to the keyword and the query, it will be considered a more high-quality ad result in the eyes of search engines like Google.
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.
What is the main messaging of their marketing materials? What common customer problems or goals do they often refer to? Let’s say you’re a pet sitter going through a rival business’ brochure. There is a huge difference between a brochure emphasizing frequent real-time online updates, and another brochure emphasizing pet pampering and grooming. The group of clients who are attracted by frequent real-time online updates are often focused on the safety and welfare of their pets, while those looking for more pampering and grooming services are focused on comfort and appearance.
Funny thing is we’re not seeing users click on the extension itself very often – slightly more often than we’d see for sitelinks, but not by much – maybe 15 percent of total clicks, albeit not necessarily on the extension itself. It may be the way that we’ve set it up (we say chat with a live expert rather than text us), so that may have skewed the behavior.
How exciting. You do a good job with the whole page thing by leaving a sort of information. You are gathering the information with a nice research and it works well in marketing and with your blog post! Actually, I am trying to ﬁnd new strategies for work towards Adwords for PPC Services in Hyderabad definitely this article with good stuff helps me alot.
If you want to become a better UX, interaction, visual (UI) or product designer, there are a lot of sources from which you can learn — articles, books, online courses. I often check the following few: Smashing Magazine, InVision blog, Interaction Design Foundation, NN Group and UX Mastery. These websites have a very good collection of articles on the topics of UI and UX design and UX research.
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.
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.
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.
SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis across 100 website data points, and provide clear and actionable recommendations for steps you can take to improve your online presence and ultimately rank better in Search Engine Results. SEOptimer is ideal for website owners, website designers and digital agencies who want to improve their own sites or theirs of their clients.