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:


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.
In the US, we have worked with a fast food chain to target consumers in a specific DMA with an ad campaign which directed the consumer to a promotional microsite, where they were able to select a mobile coupon to redeem in-store.  In another campaign, a US hotel chain targeted selected states in the US where their brand is most popular, and where there is a high customer demand. The campaign enabled the client to connect geographically-targeted consumers with a direct call to action – in this case a click-to-call facility, offering a booking discount.
After years of working with relatively inexpensive homes in rural areas, we’re looking to break into the competitive and high-flying Manhattan real estate market. Referrals and word of mouth have been powerful drivers of growth up to this point, but they won’t cut it anymore. We need to get in front of people who are trying to sell their homes in Manhattan, and we decide to run Facebook ads to do it.
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?
SEO is a continuous process; you can’t stop SEO works after reaching your goals which can first page in a keyword. Because you can’t sustain your position for a long time. There are three important factors of a SEO implementation which are knowledge, experience and time. Hence, SEO can be implemented by all of your rivals without any extra cost. If you stop working on SEO, your rivals can easily take your place. Furthermore, Google changes its algorithm periodically, so you have to be well prepared to those changes to be able to show your website to the search engine. In summary, you can think SEO as a continuous competition; you should be always well prepared to use these free marketing tools.
Wenn Sie einfach nur wissen möchten, wo Sie mit Ihrer Internet-Präsenz in den Suchmaschinen (z.B. Google oder Bing) stehen oder was Sie machen sollten, um mehr organische Besucher zu erhalten, dann ist die SUMAGO® SEO Analyse eine gute Wahl. Wir schauen uns Ihre Website mit einem marketingorientierten SEO-Blick und mit Hilfe von spezialisierten SEO-Tools an. Wir sehen uns OnPage-Faktoren – wie die interne Verlinkung, Ladezeiten, die Erreichbarkeit für Crawler bzw. Fehler in der Seitenstruktur – für Sie an und dokumentieren diese in übersichtlichen Sheets. Darüber hinaus analysieren wie den Ist Zustand ihrer OffPage-Optimierung (Domain Popularität, Qualität der Backlinks etc.) und geben Hinweise zur Verbesserung Ihrer Sichtbarkeit bei Google.
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.

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.

After a week or so, you should be able to identify which keywords convert to sales, and at what ACoS. You will want to scan through the keywords and slowly reduce the bids or pause keywords that have an ACoS that is higher than your threshold–for Jungle Stix that threshold is 33% ACoS. By the same token, you will want to identify any keywords that are below your ACoS and you can think about increasing the bid so that your ad will appear more frequently for that converting keyword.
Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.

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.
Example 1: Say your business focuses on skin care. Your keywords might center around the idea: “how proper skin care can improve your health.” You would then begin looking for a keyword theme that sums up the idea of skin care relating to health. The takeaway message is that your business has a goal, and the right keywords will relay this goal to site visitors in a clear, concise way.
I’ve got a couple different campaigns running. I’ve got multiple manual and auto for each individual item, and then I’m testing one that has three products in one. So far, they haven’t really overlapped each other. In fact, I’ve actually improved my sales/ACoS since I started using the manual campaign with three similar products. I’m not sure how Amazon’s algo works for ads, but it seems like they’re taking the best example of my products (the best seller, essentially) and putting it in front of the right people.

Im Rahmen einer Wettbewerbsanalyse beschäftigen Sie sich intensiv mit Ihren Konkurrenten und der Wettbewerbssituation. Indem Sie eine Konkurrenzanalyse erstellen, gewinnen Sie Einblicke in Zusammenhänge, mit denen Sie das Verhalten Ihrer Wettbewerber und die Auswirkungen auf den Markt besser abschätzen können. Daran richten Sie Ihre eigenen Strategien aus.


Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can restrict its reach to consumers only located in a defined geographic area such as a state or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.
Wirkung: Google AdWords ist sehr performanceorientiert und hat klare Kennzahlen (Impressionen, CTR, CPC, RPC), bei nachvollziehbaren Kosten. Suchmaschinenoptimierung ist hier eher wie Pressearbeit zu verstehen. Durch die Bündelung vieler sinnvoller Maßnahmen erhöhen Sie die Wahrscheinlichkeit auf gute Positionen, nur eine Garantie für Top-Positionen kann Euch niemand machen.

Don’t base your whole strategy on chasing volume though. Pay attention to the competition column in the keyword research tools. Even though these tools use pay-per-click (PPC) data to determine competitiveness and suggested bid, you can still extrapolate this data for organic search. High competition and suggested bid is a strong indication that there’s money to be made off of these keywords, as advertisers generally won’t bid high CPCs on poorly performing keywords.


When an ad mentions the target customer’s region or city, such as Chicago, this approach has proven to deliver a much better response rate than running a national campaign that doesn’t include a location. “It goes back to the messaging aspect,” Fritz explains. “Your geolocation ad targeting is much more effective. That’s because it connects more deeply with prospective customers than a generic advertisement. You are running a social advertisement that is very specific to someone in a particular place. This could be Cleveland, New York City, Miami, Dallas, Los Angeles, or whatever area you have targeted.”

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.
MasterCard ist eine eingetragene Marke von MasterCard International Incorporated. Die Karte wird von Wirecard Card Solutions Ltd. (WDCS) gemäß der Lizenz von MasterCard International Inc. ausgestellt. WDCS ist von der Financial Conduct Authority (UK) zur Durchführung von „Electronic Money Service Activities” gemäß der Electronic-Money-Regulierung 2011 (Ref: 900051) autorisiert.
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.

Gelbe Seiten oder das Örtliche:  Eine komplette Wettbewerbsanalyse (inkl. Konkurrenzanalyse) macht auch Angaben zu der Anzahl der Konkurrenten. Nutzen Sie beide Portale um zu prüfen, wie viele Konkurrenten es in der unmittelbaren Nähe gibt. Wenn z.B. schon 5 italienische Restaurants im Umkreis von 100 Metern bestehen, kann man vermutlich von einer Marktsättigung ausgehen). Nutzen Sie hierfür auch das Google Maps Tool, indem Sie die Konkurrenten auf einer eigenen Karte eintragen (standortbezogene Konkurrenzanalyse).


These are usually single-word keywords with insane amounts of search volume and competition (for example, “insurance” or “vitamins”). Because searcher intent is all over the place (someone searching for “insurance” might be looking for a car insurance quote, a list of life insurance companies or a definition of the word), Head Terms usually don’t convert very well.
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!
Using negative keywords in PPC campaigns is an often overlooked but highly effective strategy. These are keywords that you add to your campaign that you don’t want to target. Adding negative keywords will let Google know that it should not show your campaigns in searches that include these words. This is a crucial step in order to make sure that you don’t waste money by displaying your ad for irrelevant searches.
Geo-targeting in the most traditional sense uses IP addresses to figure out where users are. Every internet-connected device has a unique IP. It’s like an address for your computer, tablet, phone, or wearable. The first three digits provide a country code. The digits after that indicate specific areas within a country, down to state, city, and postal code. To learn more about the tech behind geo-targeting, geoedge.com is a good source.
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:

Eine solche Zu-Fuß-Recherche bietet sich immer dann an, wenn du Laufkundschaft ansprechen willst. Dann ist es sinnvoller, sich in der Nachbarschaft umzuschauen, als am Schreibtisch Marktanalysen zu studieren, weil du so direkt mitbekommst, was die anderen auszeichnet und wer dort hingeht. Du kannst sogar mit den Kunden ins Gespräch kommen und aus erster Hand erfahren, worauf sie besonderen Wert legen, was sie gut finden und was aus ihrer Sicht besser gelöst werden könnte.


Bei einem Alleinstellungsmerkmal (auch: Unique Selling Proposition oder USP) handelt es sich um ein verkaufspsychologisch im Marketing gegebenes “einzigartiges Verkaufsversprechen”, das auf einem oder mehrerer Produkt- oder Leistungsmerkmale basiert, durch die sich das Angebot deutlich von den Produkten oder Leistungen der Mitbewerber unterscheidet.

Das Ziel bei der Recherche von Suchbegriffen ist es möglichst präzise und umfangreich die Nutzer zu verstehen. Um die richtigen Suchbegriffe zu finden, werden oft eigene Ideen gesammelt, es werden Keyword-Tools eingesetzt und es wird auf Websites von Wettbewerbern recherchiert. In einem ersten Schritt soll auf diese Weise eine möglichst umfangreiche Suchbegriffsliste recherchiert werden.

Information about Market Qualified Leads (i.e. inquiries that progress to sales discussions), and the revenue attributed to closing those leads, completely transformed the story our numbers were telling. Looking at the first two months of 2016 vs 2017, we saw a significant increase in spend, yet a decrease in conversion volume and increased CPA. It was not until considering the Qualification Rate of inquiries (conversions) to MQL that we began to understand what was really happening.
Wettbewerb zwischen Rivalen ist ein natürliches Phänomen, in dessen Rahmen nur der Stärkste überlebt. Die Situation in der Wirtschaft ist ähnlich. Unternehmen schaffen sich heutzutage einen Wettbewerbsvorteil, indem ihr Angebot den Bedarf der potenziellen Kunden besser deckt, als das Angebot ihrer Konkurrenten. Deswegen gibt es eine ständige Konkurrenz untereinander. Wenn ein Unternehmen eine gute Marktanalyse durchführt, sind alle darauffolgenden Aktionen meist auch erfolgreich. Außerdem haben die besten Wettbewerber die freie Wahl darüber, wie sie die Preise festlegen wollen (Marktmacher), wodurch sie sich wiederum große Marktanteile sichern können. Im aktuellen Markt, der äußerst wettbewerbsorientiert ist, kann eine Wettbewerbsanalyse entscheidend für das Unternehmen sein.
"Since consumers know what they are looking for, you can optimize your content around the core needs and problems your target audience experiences. It is your job to build an SEO strategy by knowing what your customers are looking for. This will allow you to create relevant content that your customers want to read, and as a result, your content will rank higher in Google."
Check-ins are a fabulous way to improve your geotargeting work by reaching target audiences on the platforms they regularly use. East Coast Wings + Grill mastered the art of the check-in to offer prospects targeted promotions during the Super Bowl via social media ads. The timely reminders drove traffic to the restaurant chain’s landing page, building brand recognition in the process. Pay attention to social trends, and focus efforts on the platforms your customers frequent.
Don’t forget, content marketing should be customer-centric. One of the best ways to know what content you should create is to find out from your customers. There are a number of ways to go about asking, whether it’s through customer surveys, social media, or just giving them a phone call. Listen to what they have to say, and jot down some unique ideas or suggestions that you might have missed yourself. Sometimes their responses can really surprise you!
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
The SEO Checker analyze the title, description, h1/h2/h3/h4/h5/h6 tags, their correct filling, and their relation with the content from the web page. We look at the size of all the content, and if all content files can be loaded and exist. We look for all the keywords on the page, how many times they appear, and if they appear in the title, description, or h1/h2/h3/h4/h5/h6 tags. We analyze your social media status, and look if you use the properly social media meta tags. Also we look for the site usability, site reputation, site speed, and much more.

This is a particularly useful strategy for local businesses (or any business that takes calls, really) to target people who are likely to call them directly from a search query. With Call Extensions you can easily add a click-to-call button to your mobile ads and phone numbers to your desktop ads. Additionally, you can track customers who make calls from your website using Website Call Conversions.
Wenn du dauerhaft auf dem Markt bestehen willst, reicht es nicht aus, eine Wettbewerbsanalyse oder Konkurrenzanalyse nur einmal durchzuführen. Es empfiehlt sich, jedes Jahr eine neue Wettbewerbsanalyse zu erstellen. Der Aufwand für die erste Analyse ist naturgemäß hoch. Für die folgenden Analysen kannst du auf deinen Arbeiten aufbauen – du kennst dann zum Beispiel schon die besten Recherchequellen und musst nicht erneut danach suchen. Vergiss nicht, auch dein eigenes Unternehmen regelmäßig unter die Lupe zu nehmen – zum Beispiel mit der bewährten SWOT-Analyse. So hast du gute Chancen auf vordere Positionen im Wettbewerb.

Pick your battles. Sometimes a keyword is so competitive, it's best to let it go. Focus on keywords where you have the most opportunity to move up in the ranks. Moving up from a ranking of 60 to 50 won't have much of an impact, but moving from a ranking of 15 to 8 pushes you from Page 2 to Page 1 of Google's search results, where you'll have a much better chance of being found.


Amazon will decide which one to select based on bids and relevance. Even with ads, if A9 deems one product “less worthy” than the other and they both have the same ad spend, the “more worthy” product will appear. And yes, you would end up competing with yourself on some ad words. Fortunately, Amazon’s back end remarketing tools (such as “other similar tools”) will help give similar products synergy.

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.


Eine Wettbewerbsanalyse kann auch mit einfachen Mitteln kostengünstig intern oder extern aufbereitet werden und liefert umfangreiche Informationen zu den Unternehmen, die in der eigenen oder vergleichbaren Branchen tätig sind. Die Konkurrenzanalyse kann dabei helfen, eigene Stärken und Schwächen besser einzuschätzen (SWOT-Analyse), strategische Entscheidungen zu treffen oder die eigene Marketing- und Vertriebsstrategie zu überdenken.


Update aus dem Mai 2018: Inzwischen hat Google die Erweiterung der Descriptions auf 300 Zeichen wieder zurückgenommen und ist laut eigenen Aussagen auf eine Länge zurückgegangen, die etwas länger ist als früher. Also ca. 160 Zeichen, aber am Enda hat Google hier noch eine Vorbehalt, der heisst ggf verändern wir auch die Länge, solange es für den Nutzer sinnvoll ist.
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