Im Rahmen einer Wettbewerbsanalyse könnte der Supermarkt auch testen, welche Werbestrategie bei Kunden ankommt. Angenommen, Supermarkt A pflegt eine Seite auf Social Media, beispielsweise bei Facebook. Dort teilt er Rezepttipps mit Verbrauchern, informiert sie über aktuelle Angebote und bietet einen Online-Support an. Supermarkt B hingegen betreibt Marketing per Youtube. Nun könnte Supermarkt A die Verbraucher fragen, was bei ihnen besser ankommt.
I always tell people to think of their site as a pyramid. Your brand is at the very top, below that is your cornerstone content for your “head: keywords, the keywords you care about the most, below those are dozens – if not hundreds or thousands – of pages, strengthening your site’s structure. I wrote about site structure & SEO over 3 years ago but it still rings true. We wrote about both these topics in our ebook too.
Auf diese Weise hat die junge Anwältin mit relativ wenig Aufwand herausgefunden, wie sie sich gegenüber den Platzhirschen ihrer Branche am Markt behaupten kann. Sie hat in die Tat umgesetzt, was in Fachbüchern mit Begriffen wie SWOT-Analyse oder Stärken-Schwächen-Analyse beschrieben wird. Was so klingt, als bräuchte man dafür eine wissenschaftliche Ausbildung und mehrere Monate Zeit, lässt sich also ganz einfach auf ein Normalmaß herunterbrechen, das sich in angemessener Zeit bearbeiten lässt. Das Ergebnis ihrer Analyse kannst du übrigens in ihrem Businessplan nachlesen.
There are a variety of benefits to incorporating ad customizers into your PPC ads, such as the ability to create a sense of urgency in your target audience and drive clicks. But the biggest boost that ad customizers can provide is that they improve the relevance of your ads, thus improving your quality score. You can also adjust such ad elements as color, size, inventory and stock details, pricing, and seasonal sales to capture the eyes of potential customers.
Along with understanding how your potential customers are searching for your company and/or product online, you also need to decide what part of the sales process you want to target. Are you looking to start a prospecting campaign that attracts users at the very beginning of the process, and then convert them later via email marketing or retargeting? Or do you want your website to be shown in front of in-market searchers who are looking to buy right away?
L’Oreal did something similar when it used geolocation technology to create a virtual art exhibit that allowed attendees to uncover the art and feel as though they were right there looking at it. Brands can also use geolocation technology in mobile apps that include gamification aspects to engage a user more fully in a particular product or service.

There are a variety of benefits to incorporating ad customizers into your PPC ads, such as the ability to create a sense of urgency in your target audience and drive clicks. But the biggest boost that ad customizers can provide is that they improve the relevance of your ads, thus improving your quality score. You can also adjust such ad elements as color, size, inventory and stock details, pricing, and seasonal sales to capture the eyes of potential customers.


Eine vollständige Konkurrenzanalyse beziffert die gesamte Anzahl der direkten Mitbewerber und enthält Angaben zu den Marktanteilen der Konkurrenten. Ziel ist es dabei, die besonders einflussreichen Mitbewerber zu bestimmen. Wenn Sie keine Angaben zu den Marktanteilen finden, dann versuchen Sie doch in Ihrer Konkurrenzanalyse die Marktanteile der 3-5 größten Wettbewerber zu schätzen.
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.
En SEO-analyse udarbejdes med andre ord for at få et komplet indblik i, hvilke parametre der kan skrues på for at opnå bedre placeringer i søgeresultaterne. En SEO-analyse er i sagens natur en meget omfattende analyse, der tager mange timer at udarbejde. Derfor er SEO-analyser som oftest opdelt i flere mindre analyser, der kombineret danner den fuldendte SEO-analyse. Hos Bondtofte ApS inddeles analysen i fire hovedområder, som tilsammen udgør den samlede SEO-analyse. Det er selvfølgelig muligt at bestille de fire analyser som enkeltstående analyser, hvis du eller dit firma vurderer, at der ikke er et aktuelt behov for den store og gennemarbejdede analyse.
Even more specifically, I’m talking about Google AdWords—the major player in this space—and Bing Ads, the next largest network of its type, which also handles PPC ads on Yahoo. AdWords and Bing Ads operate so similarly that the differences between them won’t affect the advice in this post. For practical purposes, when you’re just starting out, you can think of Bing Ads as a mini AdWords: smaller in terms of traffic but also in terms of cost, which can be appealing.
It doesn’t take a marketing expert to know that marketing is a complex endeavor. With so many moving pieces, it can be hard to decide what you should focus on. What mediums do you prioritize? How do you narrow down your target audience? How do you rank better on search engines? Should you have a social media campaign? And if so, which social media platform should drive that campaign? And where in the world do you even begin to dig into this stuff?

I’ve been working as a Virtual Assistant for a long time for Amazon sellers and I find your article very helpful on my work. I have a question. In selecting keywords to run on PPC at Amazon, does it need your listing to be seen in a particular keywords before including that keyword in your ad campaign? I was told that if your listing doesn’t show in the search result in a particular keyword it’s useless to use that for ad campaign.

Like most advertising techniques, geo-targeting predates the internet. Local papers, radio and television programs have long been used to reach customers in a particular region with ads. These advertisements were customized for the local audiences where possible, a process that we now call optimization. Digital technology has simply made this practice more widespread. The major innovation that has increased the effectiveness of geo-targeting is the addition of other data points beyond simple location.


At what point should you stop paying for clicks and simply depend on free organic traffic? I know making the investment and maybe even giving up a profit initially is important. But, on one hand, I’m afraid that if I stop paying for ads my ranking will drop, and on the other, if I keep paying the amount I’m paying I may never make a real profit. Is there a magic time frame or metric that can be used to gauge when you can stop pumping money into clicks and start enjoying your margins?
You will want to filter by Spend just to make sure that you know all of the keywords that you are investing in. Make sure that these are converting keywords for you, and that it is a profitable investment for your ad to appear for the given search query. Remember, an optimized paid search campaign is all about ensuring that you bring qualified traffic to your listing at an efficient and profitable cost.
Sie wusste, dass es in ihrer Region bereits mehrere Anwälte gab, die sich – so wie sie – auf Medizinrecht spezialisiert hatten. Und die alle weitaus mehr Erfahrung und bessere Kontakte hatten als sie. „Aufgrund einer Konkurrenzschutzklausel in meinem alten Arbeitsvertrag musste ich praktisch bei Null angefangen. Ich konnte keine Mandanten oder Kontakte mitnehmen. Ich musste also herausfinden, wie ich trotzdem gegen meine Konkurrenten bestehen könnte“ beschreibt Tatjana Schmelzer ihre knifflige Ausgangssituation. Sie beschloss, ihre Analyse zu nutzen, um ihre eigene Nische zu finden, denn ihr war klar: Wenn sie die Strategien ihrer Wettbewerber herausfinden könnte, hätte sie die ideale Grundlage, um ihre eigenen Stärken zu entwickeln.
Meist kennen Sie den Wettbewerb recht gut und gehen schon mit Vermutungen in diese Phase hinein. Untermauern Sie diese jetzt mit konkreten Fakten oder – je nachdem – widerlegen Sie sie. Bedenken Sie: Es geht nicht darum, Ihr bereits erworbenes Wissen über den Wettbewerb zu bestätigen, sondern es zu prüfen, zu hinterfragen und im Idealfall zu erweitern.
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.

Wenn Sie ein Unternehmen gründen, setzen Sie bei einer Wettbewerbsanalyse andere Schwerpunkte, als wenn Sie die Position Ihres Unternehmens im Markt bestimmen. Im ersten Fall wird die Analyse umfassender ausfallen, da Sie sich gegenüber den Konkurrenten neu behaupten müssen. Geschickte Strategien beim Markteintritt haben einen nachhaltigen Einfluss auf den Erfolg.

As I hope I’ve illustrated, in the golden age of martech, it’s time to stop squandering valuable website visits on impersonal, generic experiences. You can now leverage useful information about where your visitors are coming from and, by extension, come up with creative offers that will be relevant for them. Small details significantly enhance customer experience, and I hope you can use the above three examples as a springboard for some experiments of your own.
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.
V nové strategii NATO se uvádí, že na provedení budoucích operací mohou mít vliv moderní systémy protivzdušné obrany a vesmírné prostředky, a poprvé po studené válce bude aliance v situaci, kdy bude možná mít nadřazenost ve vzduchu. Ke komu konkrétně směřuje tato teze? Ne snad těm zemím, včetně Česka, které nedoplácejí do společné pokladny 2 % HDP?
Brands love to be front and center and who can blame them? Essential to becoming a well known brand is achieving awareness and name recognition, and well branded companies tend to do well at drawing in new customers. In the world of search, the best way to build your brand is by showing up in the top position of search results. Preferably you can do this for both organic and paid results, but at the very least you can often buy your way to the top of search results with a high enough Maximum CPC bid. You will also want to enhance your brand even further by adding Sitelinks to your account to showcase the depth of products and services you offer and occupy even more real estate in search results.
They attribute this to the metric being harder to game, since YouTube is more able to track where each video is shared. While YouTube hasn’t confirmed that social shares play a factor in search engine rankings, the strong correlation combined with YouTube reporting on social media shares in their own analytics suggests that the more social shares your video gets, the better for your video SEO.
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.
It’s important to keep in mind that each video’s watch time contributes to only that video’s placement in search rankings, so optimizing your content to keep people engaged and watching is by far your biggest priority. That said, if you can keep viewers sticking around to watch more of your content, you’re one step closer to converting them to a YouTube subscriber and eventually, a buyer.
Christopher Pappas is the founder of eLearning Industry, the largest online community of eLearning professionals in the world. Christopher established the company as a safe online community for eLearning professionals and instructional designers to connect and share their knowledge. Christopher holds an MBA and a Master of Education from Bowling Green State University. Connect with him on Twitter.

Wenn du ausreichend recherchiert hast, besitzt du genügend Informationen, um diese anhand deiner Fragestellung auszuwerten. Der letzte Schritt der Wettbewerbsanalyse erfordert natürlich Kreativität: Du musst dich entscheiden, wie du auf die entdeckten Strategien reagierst. Diese Entscheidung kann dir niemand abnehmen. Du hast aber eine belastbare Grundlage, die dir eine konkrete Einschätzung deiner Erfolgsaussichten erlaubt.
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:
Vielleicht fragt ihr euch, warum Unternehmen andere Firmen auf dem Markt analysieren sollten, auch wenn sie eigentlich nichts mit ihnen direkt zu tun haben. Gemäß der Weisheit “Alles Fließt“ (lat. Panta Rhei) oder “Die einzige Konstante ist die Veränderung“ sollten sie stets nicht nur die Veränderungen im Markt, sondern auch die Konkurrenten im Auge behalten. Mithilfe von Wettbewerbsanalysen überprüfen Unternehmen alle wichtigen Faktoren, die auf den Zielmarkt Einfluss haben. So können Führungskräfte die Strategien der Konkurrenten besser verstehen und im günstigsten Fall sogar vorhersehen– wenn beispielsweise Veränderungen am Markt auftreten. Dann können Unternehmen schlussendlich folgern, was sie selbst besser machen oder verändern sollten.
Am Ende der Einzelbetrachtungen Ihrer engsten Konkurrenten stehen Sie natürlich vor einer Vielzahl von Informationen, die Sie nun in eine Form gießen und auswerten müssen. Betrachten Sie die Ergebnisse deshalb immer in Bezug auf Ihr eingangs definiertes Ziel und beginnen Sie, Schlussfolgerungen anzustellen (aus denen sich später Handlungsempfehlungen ableiten lassen). Gehen Sie dabei nach einem Schema vor, das zu Ihrer Zielstellung passt. Sind Sie zum Beispiel Gründer und wissen überhaupt noch nicht genau, wo Sie im Markt überhaupt stehen (werden), empfiehlt sich der Ansatz des deutschen Hochschullehrers Edmund Heinen. Er schlug vor, die Konkurrenz anhand dreier Grundfragen zu durchleuchten, um sie besser im Wettbewerbsgefüge einordnen zu können und daraus Rückschlüsse auf die eigene Strategie zu ziehen:
Hi Ines! Was just going to come up with a reply for you and came across a new article on SELand: https://searchengineland.com/how-to-use-if-functions-to-speak-to-different-audiences-304836 explaining a useful technique for testing mobile-specific ad copy. I hope you'll find it useful! The only thing I would add is that you should have a decent amount of traffic to your landing page in order to get meaningful results. Good luck :)
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.
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.
How do you figure out what keywords your competitors are ranking for, you ask? Aside from manually searching for keywords in an incognito browser and seeing what positions your competitors are in, SEMrush allows you to run a number of free reports that show you the top keywords for the domain you enter. This is a quick way to get a sense of the types of terms your competitors are ranking for.
Bei der Positionsbestimmung eines bereits etablierten Unternehmens wissen Sie bereits, auf welche Kriterien Sie sich konzentrieren können, wenn Sie eine Konkurrenzanalyse erstellen. Sie möchten in diesem Fall vor allem Chancen besser nutzen und Risiken minimieren. Weitere Anlässe für eine Wettbewerbsanalyse können eine Neuorientierung des Unternehmens oder Veränderungen im Markt sein.
Die Mitläufer stellen meist keine Gefahr für Sie dar. Nischenanbieter sind ebenfalls keine nennenswerte Konkurrenz für Sie, wenn Sie nicht vorhaben, dieselbe Nische zu bedienen. Genauer ansehen sollten Sie sich hingegen die Marktführer sowie deren Angreifer. Erstellen Sie eine Liste mit etwa fünf bis acht Konkurrenten, die Sie in den folgenden Schritten genauer unter die Lupe nehmen werden.
Mithilfe digitaler Marktforschung können innerhalb kürzester Zeit tausende Ideen, Meinungen und Bewertungen von Verbrauchern sämtlicherZielgruppen eingeholt werden. All diese Informationsmengen, die letztendlich die Wettbewerbsanalyse ausmachen, werden zusammengetragen und bilden eine wichtige Grundlage für die zukünftige Gestaltung von Unternehmensstrategien und Marketing.
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.”

Another easy, yet possibly expensive, way of testing geo-location is using a PPC platform such as AdWords. You can set your campaign targeting to very specific locations and languages, as well as set the destination URLs of your individual ads. Similarly, this will require a set of landing pages for each campaign, but delivers results very quickly. You may be able to run a fast, data rich, and location-based conversion analysis with little more.
Not only did this information give a more accurate picture of lead cost, but it identified another side-effect of optimization that neither we nor the client had previously anticipated: PPC was playing a much larger role in driving revenue than ever before! More qualified leads were coming in at a lower cost, but the revenue-to-lead ratio also jumped significantly. As a result, ROAS for PPC had nearly doubled with the increased spend in 2017.
Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your employees on the front lines -- like Sales or Services -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research.
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.

It is important to set the objective of your campaign. Ad objective will help you to drive your campaign effectively. Identify your ad objective and keep it in mind while planning your campaign strategy. Your ad objective or marketing objective can be brand awareness, lead generation, to increase your website traffic and to increase the sale of your website. For each objective, you need to plan your ad strategy, which helps to fulfill your goals.

Stadiums, airports, universities, and malls are examples of specific venues that can be targeted in order to reach specific interest groups. Stadiums provide a great opportunity to focus on specific short engagement events with an audience defined by that event. They often host fans from two specific cities or schools or fans of a specific music genre that is heavy in one demographic. A band like One Direction, for example, is likely to attract school-age female fans.


Because of our idea that you should have one brand and several (hundreds) keywords, we’re not big fans of keyword domains at Yoast either. By using a keyword domain you bind your companies past, present and future to a single keyword. And with the abundance of new top level domains (TLDs) now available, you’ll have a very hard time buying all of the TLDs with the same keyword to keep out the competition.
For example, if a user from a high income neighborhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle. The higher income consumers may be more interested in deals such as cash off or lower interest rates whereas those in lower income brackets may be more receptive to lower monthly payments.
Part of designing your keyword strategy is making sure you target keywords that will bring in enough traffic to be worth the effort. There’s no minimum number of searches for a keyword - that depends on your niche and your ability to convert visitors into sales. If you’ve got a Pro or Premium WooRank account, use SERP Checker’s new search volume feature to track estimated monthly searches for your keywords, as well as historical ranking data. If you’re already using SERP Checker, the search volume will appear for your keywords automatically. If you haven’t used it yet, just enter your keywords in the tool and you’ll see your data within 24 hours.
The benefit of clearly describing a strategy for your PPC campaign is that it can inform the creative, particularly when it comes to building PPC adverts with our various elements: header, ad copy, ad extensions – where does everything go? Great advertising is built on great creative, so spend as much time crafting solid messages as you do on the strategic elements of the campaign. This chapter looks at how you can craft the best ad creative to communicate your message.
Then how can someone afford to pay $54.20 per click if it does not generate profit? The answer is simple: they are spending that money to build a brand and they are not focused on the profitability on that individual click; they are focused on profitability over time and they most likely have a budget assigned to building that brand. Not having to focus on achieving profit for individual click puts a company at a tremendous advantage for displaying their brand prominently in search results. It also makes it harder for profitability based marketers to compete.

The Java program is fairly intuitive, with easy-to-navigate tabs. Additionally, you can export any or all of the data into Excel for further analysis. So say you're using Optify, Moz, or RavenSEO to monitor your links or rankings for specific keywords -- you could simply create a .csv file from your spreadsheet, make a few adjustments for the proper formatting, and upload it to those tools.

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