"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 An outdated list with active crawler IP addresses missing enables the search engines to detect the cloaking and may result in a removal of the site from the search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.

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.
You can set a bid adjustment based on a user’s previous behavior on your site, so if they’ve bought one item, you could increase your bids in your other campaign to promote related accessories or products that they are most likely to be interested when they search on Google. This can also work even if they haven’t made a purchase, but simply browsed for your products.
When they started to open these “stores”, it didn’t make sense to advertise to everyone because not everyone would be near the pop-up stores. So instead, they only advertised within a small radius of their shop. By using geo-targeting to drive traffic to their shops, they were able to save money and resources while still achieving success in their pop-up shops.
As I consult and train people on Internet marketing, I typically ask whether keyword research is a strategic function or a tactical one. Often people think it’s tactical because of the tedious nature of the work. I submit it is not only strategic but also foundational to all marketing channels you will use. If you take the time up front to outline a killer keyword strategy, you will find your campaigns will be higher performing and more successful. In this column, I will outline seven tips for developing a killer keyword strategy you can use to take your campaigns to a higher level.
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. 
Wir zeigen Ihnen, welche Sichtbarkeit Ihre Website hat und welche Sichtbarkeit in den Suchmaschinen erreicht werden kann bzw. erreicht werden sollte. Hierzu nutzen wir Sichtbarkeits-Werte von Searchmetrics und Sistrix. Viele Felder lassen sich leider nicht mehr losgelöst voneinander betrachten. SEO ist viel, viel komplexer geworden, und dem tragen wir mit unserer SEO-Analyse und dem Seitenreport voll und ganz Rechnung. Die SEO Analyse hat je nach Größe Ihres Internetauftritts einen Umfang von mindestens 20 Seiten mit massenhaft Fakten und Tipps für mehr Erfolg im Internet.
It’s easy to get blindsided by our own opinion on “high-quality” content. You might be thinking you have an awesome idea that everyone wants to read about, but how do you know with absolute certainty that it’s really that great? And even if your hunch is spot on and you’ve discovered something truly worth sharing, how do you quantify its value? How do you find the right content marketing keywords?

36. 36 @peakaceag pa.ag Wer ist eure Zielgruppe? Buyer-Personas helfen! Buyer-Persona: Die konsequente Weiterentwicklung der Zielgruppenanalyse! Lesenswert: http://pa.ag/2mrRfzN  Zielführende Buyer-Personas basieren auf Informationen über Bestandskunden oder aus der Marktforschung  In den Daten finden sich Übereinstimmungen/Gemeinsamkeiten, die dabei helfen, die Persona zu konkretisieren  Mit einer Buyer-Persona vor Augen kann u.a. leichter ermittelt werden, was der ideale Käufer tun würde, gleichermaßen findet sich die bessere bzw. spezifischere Ansprache Ein Beispiel für eine vereinfachte Zielgruppe könnte wie folgt lauten: Geschlecht: weiblich Familienstand: verheiratet Alter: 45 bis 50 Jahre Einkommen: 2.500 € bis 3.000 € brutto Bildungsniveau: Master of Arts Arbeitsverhältnis: fest angestellt Interessen: Yoga Dieser Auszug aus einem Buyer-Persona-Beispiel veranschaulicht das Konzept: Persona-Name: Beate Beispiel Hintergrund: Leiterin der Personalabteilung Demografische Daten: weiblich, 30 bis 45, doppeltes Einkommen 125.000 € Identifikatoren: ruhiges Auftreten, bittet um Infomaterial per E-Mail/Post Ziele: möchte, dass ihre Mitarbeiter glücklich sind und die Fluktuation unter den Beschäftigten niedrig ist Herausforderungen: alle Aufgaben müssen von wenigen Mitarbeitern erledigt werden


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.
"We've been experimenting with Quora Ads in a few client accounts and have been intrigued by the (limited) results thus far. One of our clients, Dataquest, is an online platform for learning data science. Their marketing director approached us about Quora Ads a few months ago, and we decided to give it a shot. To be fair, we are still in the middle of the trial run, so the traffic is fairly low, but what we have seen come through is enough to get us excited about it as a new channel. 
Impacts click-through rate. When someone searches for your keyword, they’re not just going to find your video—they’re going to get a list of similar results. You want your title to be clear, descriptive, and most of all, engaging to win their attention and their click. If more people are clicking on your title than on others, it’s going to be a signal to YouTube that your video is a good match for this keyword.
Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals.
If you are fortunate enough to have access to lead revenue data within AdWords, either by Salesforce linking or some other conversion import means, there are even more options available to you. You may not yet have discovered, or may not yet have taken advantage of the “All conv value / cost” column in AdWords. Available at the campaign, ad group, keyword, and search term level, this metric serves as a close substitute for ROAS, easily accessible within the interface.
Die Wettbewerbsanalyse zeigt uns auch, warum Kunden bei unseren Mitbewerbern kaufen und wo wir den Hebel ansetzen können, den Verbraucher an uns zu binden und eventuell verloren gegangene Potenziale zurückzuholen. Um uns der eigenen Wettbewerbsfähigkeit zuverlässig bewusst zu werden, müssen wir natürlich auch wissen, was die Konkurrenz in Zukunft vorhat.
It sounds like if your listing is not in the buy box that you are not a private label seller? Or not the only seller making sales from your product listing? If you are selling wholesale as a reseller, and sharing a product listing with other sellers, then there is no effective way to market your product using PPC. Even if you used other ad platforms, you would risk sending sales to other sellers.
Angenommen, der fiktive Supermarkt A möchte wissen, wie sein Markt im Vergleich zu anderen ankommt. Zuerst einmal muss Supermarkt A herausfinden, mit welchen anderen Märkten er sich vergleichen möchte, welche also direkt mit ihm konkurrieren. In einen Fragebogen zur Wettbewerbsanalyse gehört daher zuerst einmal die Frage nach potenziellen Konkurrenten.
Anschließend ist sie alle ihre Kollegen durchgegangen, die sie aus Fortbildungen und von Fachtagungen her kannte. Vervollständigt hat sie die Liste ihrer Mitbewerber schließlich durch einen Blick ins regionale Anwaltsverzeichnis. „Ich habe mir zu jedem einzelnen notiert: Was kann der besser? Was kann ich besser? Was macht der besonders gern und was nicht? Wo gibt es Überschneidungen zu meinem Angebot? Wo kann ich denen gefährlich werden und wo die mir?“ Ihre Informationen hat Tatjana Schmelzer teils aus persönlichen Gesprächen gewonnen, teils über die Internetseiten der Kanzleien.

There is no fee to set up PPC campaigns, but you will pay an amount for each time someone clicks your advertisements. You can set bids for each individual keyword, and you can pay anything up to that amount per click, but never more than the bid you set. The amount you do pay will vary with each click, depending on a variety of factors and competition.
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.[8][9][10]
A well timed, geo-targeted popup or sticky bar can get your message in front of the people who will care most about your event. When you tailor event messages to your visitor’s location, you can include a more precise value prop. Targeting locals? Remind them how cost effective it is since they don’t have to travel. Targeting neighbors in a nearby state? Remind them that your conference can be a mini-vacation complete with conference-exclusive hotel discounts.

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.


Geo-targeted campaigns offer a number of benefits to advertisers. The first, obvious though it may sound, is that by enabling brands to reach a location-specific audience in a particular region or city, target audiences are selected with greater precision, and wasted impressions are reduced. By focusing the campaign on the parts of a population for whom it’s most relevant, an advertiser can increase the propensity of consumers to click on their ad, ultimately driving up return on investment.
Im Falle des fiktiven Supermarkts könnte es interessant sein, warum Verbraucher sich gerade für einen bestimmten Supermarkt entscheiden. Das kann entweder mithilfe einer offenen Frage herausgefunden werden, oder mithilfe einer Frage mit Mehrfachantworten. Verbraucher in Form von offenen Fragen zu befragen, hat den Vorteil, dass Informationen aufgedeckt werden, an die man sonst nicht gekommen wäre.
Dies ist vielleicht der entscheidende Punkt beim Erstellen der Wettbewerbsanalyse. Du legst die Struktur deiner Analyse fest. Die Frage ist hier: Welche Informationen benötigst du, um eine Antwort auf die Hauptfrage deiner Wettbewerbsanalyse zu bekommen? Im Idealfall erhältst du zu jeder Kategorie für jedes Unternehmen genügend Informationen, sodass du diese direkt vergleichen kannst. Welche Informationen aus welcher Kategorie können dies sein?

Erkennen Sie, welches Unternehmen in direkter Konkurrenz zu Ihnen steht und welcher Betrieb lediglich koexistiert. Lernen Sie die Strategien Ihrer Wettbewerber zu lesen und deren Erfolgschancen zuverlässig einzuschätzen. Richten Sie dabei Ihr Augenmerk auch auf die Reaktionen Ihrer Konkurrenten, wenn es um die Initiativen gemeinsamer Mitbewerber oder um generelle Veränderungen innerhalb der Branche geht.


Geotargeting is a practice frequently deployed by such restaurants and brick-and-mortar businesses looking to drive local foot traffic, but it isn’t exclusively the province of these verticals. Even sports teams have gotten in on the action, targeting fans that are at (or have been to) a particular stadium or event in order to drive ticket sales, app downloads, and more.

Think about what else is around you. Don’t just think about where you are; think about what’s around you. Are you a restaurant near a stadium or an airport? Encourage people to stop by after the big game, before that Ed Sheeran concert, or for a graduation celebration in your ad copy. If you’re a boutique fitness studio, advertise to people who are health-conscious and attending the farmer’s market nearby. Put these suggestions into your copy to increase in-store events.


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Bei der Erarbeitung der eigenen Produktstrategie geht es darum, wettbewerbsfähige Angebote zu schaffen. Dafür ist es wichtig, die Bedürfnisse der eigenen Zielgruppe zu erkennen und entsprechend darauf zu reagieren. Wenn Sie eine Konkurrenzanalyse erstellen, finden Sie Anhaltspunkte für die Zielgruppen der Konkurrenten. Daraus lässt sich ableiten, an wen sich die eigenen Angebote richten sollten und welche Marktchancen diese haben.
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.
"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.

Increasing smartphone penetration will create the scale required to drive geo-location business models forward, and kick-start advertiser spend in a big way. And major infrastructure developments within NFC and mobile payments will also help demand for geo-targeted advertising to surge by closing the loop and facilitating the entire process, from ad view to final purchase, to be conducted on a mobile phone.


Bruce Clay Europe è una agenzia PPC che sa quanto è diventato importante il ruolo della pubblicità pay per click. I nostri esperti PPC forniscono servizi di pubblicità su internet  a largo raggio. Alcune delle nostre strategie PPC prevedono la creazione e l'ottimizzazione degli annunci, la gestione del budget pubblicitario giornaliero, analisi dei risultati e report mensili.
Eine Wettbewerbsanalyse kann auch zum Ziel haben, Marketing und Vertriebsstrategien zu erarbeiten. Informationen zu der strategischen Ausrichtung und der Vertriebs- und Marketingstrategie der eigenen Konkurrenten können verwendet werden um eigene Strategien zu entwickeln, zu optimieren oder gegebenenfalls funktionierende Systeme zu übernehmen und anzupassen.
If you’re an ecommerce business, then you need to be running Google Shopping Campaigns. Consumers use Google’s search engine on a daily basis to find all kinds of products that they need (including yours), and running Google Shopping campaigns can help you connect with them. These campaigns pull product information, such as the product image, price, and merchant name, from your company’s Merchant Center data feed and conveniently display them to the viewer. Because it pulls this data each time a user makes a search inquiry, you can be assured that your product ads are always up to date and accurate (so long as you keep your data feed that way), keeping your potential customer from feeling confused or frustrated.

Once your campaign is established you must review the analytics data and look for ways to optimise the campaign. Setting clear goals and measurements are absolutely critical to allow the campaign to be reviewed against each stated goal, in which you will consider ad performance, keyword performance, ad placement performance, campaign structure, and campaign targeting. This chapter highlights how to analyse and optimise your PPC campaign for success.
... dass Sie in diesem Abschnitt des Businessplans genau erklären, wer Ihre hauptsächlichen Konkurrenten sind, was diese gut oder weniger gut machen und wie wettbewerbsintensiv der Markt ist. Nach der Wettbewerbs- und Konkurrenzanalyse sollten Sie und der Leser (z.B. Investor oder Bank) in der Lage sein, Ihre Erfolgsaussichten für den Markteintritt in etwa abschätzen zu können.
You have now reached the final step of creating a keyword strategy: keyword research. Quality keyword research is as essential as doing market research for marketing strategy. By the same token, forming a keyword strategy for B2B marketing and SEO needs heavy research as well. When doing keyword research, there are three important factors to remember:
When it comes to advertising on Google Ads, consider the real estate adage: "Location, location, location!" Regardless of how great your ad is, it probably won't perform as well if it doesn't appear in the right places. Reach your customers where they are and where your business can serve them by using Google Ads location targeting. You can set and then adjust your location targeting settings at any time.
Increasing smartphone penetration will create the scale required to drive geo-location business models forward, and kick-start advertiser spend in a big way. And major infrastructure developments within NFC and mobile payments will also help demand for geo-targeted advertising to surge by closing the loop and facilitating the entire process, from ad view to final purchase, to be conducted on a mobile phone.
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).
16. 16 @peakaceag pa.ag Was ist das Google Live-Label? Seit Oktober 2015 als fortwährender Test in den mobilen SERPs vorhanden! Basiert nicht auf strukturierten Daten (á la Schema.org), sondern wird geparsed. Quelle: https://www.seroundtable.com/google-live-label-in-search-results-21010.html “Google is constantly testing, but I’d be surprised if this live label sticks and gets past the tests.” Barry Schwartz seroundtable.com

Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service.  For example, a ticket broker might want to advertise NCAA basketball tickets in the state of Kentucky and might think of using Kentucky basketball in its messaging.  However, Louisville basketball would be preferable for any advertising within 50 miles of the city on the Kentucky side of the border and 70 miles into Indiana due to the strength of Louisville’s fan base in those areas.

Nachdem Sie im ersten Schritt analysiert haben, welche und wie viele Ihrer Produkte durch die Konkurrenz angeboten werden, sollten Sie jetzt einen aktuellen Preisvergleich zur Konkurrenz ziehen und diese Ergebnisse analysieren. Durch die Analyse der Produktpreise Ihrer Wettbewerber können Sie unterschiedliche Fragen beantworten, zum Beispiel auf welchem Niveau Preise gesetzt werden können, ob Ihre Preise für die gewählte Positionierungsstrategie zu hoch oder zu niedrig angesetzt wurden oder ob Ihre Preise überhaupt wettbewerbsfähig sind.
Doch irgendwo muss das Wissen über die Konkurrenz herkommen. Ohne die Mitbewerber und ihre Strategien zu kennen, ist es nahezu unmöglich, an ihnen vorbeizuziehen. Hier kommen die Verbraucher ins Spiel - sie sind die Grundlage für eine Wettbewerbsanalyse aus Kundensicht. Denn sie entscheiden letztendlich, ob ein Produkt oder eine Dienstleistung Erfolg hat. Sie entscheiden, ob sie einer Marke treu bleiben oder zur Konkurrenz wechseln. Und aus diesem Grund ist es eine wichtige Methode der Wettbewerbsanalyse, Verbraucher mithilfe von Umfragen direkt zu befragen. Und zwar nicht nur jene, die sowieso schon Kunden des eigenen Unternehmens sind, sondern auch alle anderen potenziellen Kunden. Für eine solche Konkurrenzanalyse aus Kundensicht ist die digitale Marktforschung das optimale Tool. Auf diesem Wege können innerhalb kürzester Zeit tausende Meinungen eingeholt werden, die ein Unternehmen näher an das Ziel bringen, seine Konkurrenz zu durchleuchten. 
Die Wettbewerber zu bestimmen und jeweilige Stärken und Schwächen zu definieren ist Teil der Konkurrenzanalyse, dem wichtigsten Bereich der Wettbewerbsanalyse. Die Konkurrenzanalyse bildet dabei die Grundlage für weitere Themen des Businessplans, wie z.B. Strategie oder Marketing. Nutzen Sie für Ihre Konkurrenzanalyse unser Konkurrenzanalyse-Tool. 

Eine Konkurrenzanalyse erstellen Sie auch im Bereich der Kommunikation. Vielfach wird dieser Bereich fälschlicherweise mit Marketing verwechselt. Tatsächlich ist der Bereich Kommunikation – genauso wie die Bereiche Produkt, Preis und Vertrieb – eine politische Maßnahme des Marketings und somit eines der 4 Ps. Dies erklärt auch die Bedeutung der Kommunikation für die Konkurrenzanalyse. Denn die Wahrnehmung des eigenen Unternehmens sowie seiner Produkte oder Leistungen ist für den Erfolg ausgesprochen wichtig. Hier geht es um solche Dinge wie den Markenwert oder das Image. Aufmerksamkeit erlangen Sie durch eine Abgrenzung von der Konkurrenz, die Sie im Rahmen einer Wettbewerbsanalyse besser kennenlernen.

Now as searchers start to gather information, they begin to refine their search and start using more specific terms. Then finally they begin to use very specific terms. They have switched from information gathering to a transactional mode. If someone searches on the term “canon eos mark III,” what does that suggest about their intent? That they have done their research and are ready to buy. So do you send them to your home page? Absolutely not. You need to send them to your product page that has the product, its features, maybe related products, the price, and most importantly the “buy now” button. They don’t need more information; they’re probably price shopping and are looking for a trusted source with the best price.
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:
If you take a look at our recent Million Dollar Case Study recap, Greg shows how he is investing more heavily at the start in our product Jungle Snugs, even when the ACoS is more than break even. Also keep in mind, this money is being taken out of your top line revenue from Amazon, rather than cash being removed from your bank account. So we see it more as an early investment from our top line to ensure success later down the line.
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.[8][9][10]
Competitive analysis. Sometimes, a stakeholder identifies the competition in the PPC space incorrectly. Competitive analysis helps me learn who the competition actually is and what they are doing to be successful in terms of bidding, keyword targeting and creative messaging. The competitive analysis helps me determine how aggressive I need to be in my account management policies in order to successfully compete in the marketplace.
How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.

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.
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