Your costs can be lower when you stay away from national campaigns that take a more shotgun approach to your social media advertising efforts. Instead, geotargeting will enable you to conduct regional-, state- and city-level campaigns that will improve your results. That’s because this approach helps to tighten your campaign’s boundaries around your company’s physical location.
Die oben stehende Aufzählung ist bei weitem nicht abschließend. Eine Wettbewerbsanalyse kann beispielsweise auch eine Analyse der Webseiten der Konkurrenten beinhalten (Usability, Ladegeschwindigkeit, Ranking, Informationsgehalt etc.) oder um eine generelle Branchenanalyse erweitert werden, die einen EInblick in Risiken und Chancen innerhalb der gesamten Branche gibt.

Volume. The number of searches for that phrase each month. What's a decent volume? It depends on your industry. If you're in a niche industry, like compliance, 100 monthly searches might be as good as it gets.  If you offer something with more broad appeal, like furniture, you could expect to see hundreds of thousands of searches each month. Whatever the case, aim for higher volumes, but know that the higher the volume, the more difficult it will likely be to stand out among your competitors. Which brings us to the next number...


This helpful tool scans your backlink profile and turns up a list of contact information for the links and domains you'll need to reach out to for removal. Alternatively, the tool also allows you to export the list if you wish to disavow them using Google's tool. (Essentially, this tool tells Google not to take these links into account when crawling your site.)
To do this, you want to analyze your analytics frequently by keyword and observe visitors’ behavior when they come to your website or landing page. Don’t fixate on just traffic alone. How much time are they spending on your site? What is the average number of pages they are viewing? What is the bounce rate? A high bounce rate like 80 percent will tell you that most of your visitors leave your site immediately upon landing on your site. They’re not engaged and see no content clues they arrived at their desired destination. This can be fixed by making changes to your landing pages as long as they are relevant to the keywords that brought them there.
Identifikation der aktuellen Strategie: Es wird eine Analyse der Strategie angefertigt, die von den betrachteten Konkurrenten aktuell umgesetzt wird. Solange keine zwingenden Gründe vorliegen, die aktuelle Strategie zu ändern, ist es vernünftig anzunehmen, dass ein Unternehmen die aktuelle Strategie beibehält. Daraus ergibt sich eine deutliche Betonung der realisierten Strategie (im Gegensatz zu strategischen Plänen).
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.
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
I’m sure you can guess my answer to this: it depends! It depends on how much margin you have to devote to advertising, how much you are willing to invest on a listing for the long-term, how the paid traffic converts to sales on your ad, and much more. However, as long as you are acquiring customers profitably, it absolutely makes sense to continue your ad spend to infinity. Seriously, I would trade a one dollar bill for a two dollar bill any day of the week! For this reason, I think it is more helpful to think of your advertising spend on a per-unit basis as opposed to evaluating your spend on based on an overall budget.
"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."
For many of you reading this post, you may wonder why these other strategies exist at all. Shouldn’t people only be paying for clicks that directly impact their ability to generate revenue and ultimately profit? I struggled with this concept early in my career, but ultimately came to the conclusion that not every single marketing activity can be direct response.

Um herauszufinden, was Verbraucher wollen und was sie dazu bewegt, in einen bestimmten Laden zu gehen, muss ein Markt seine Kunden befragen. Was muss ich liefern, damit meine Kunden mir treu bleiben? Was haben andere Supermärkte, was ich nicht habe, und wie wahrscheinlich ist es, dass meine Kunden dorthin abwandern? Grundlage für die Beantwortung all dieser Fragen ist das Erstellen eines passenden Fragebogen.


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).
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.
Für den Sichtbarkeitsindex (SISTRIX) werden für ein großes Set an gebräuchlichen Keywords für ein Land die Top-100-Positionen analysiert. Anschließend wird auch hier nach Suchvolumen und Position gewichtet. So zahlt eine schlechte Position auf einem vielgesuchten Keyword stärker auf den Index ein als eine gute Position auf einem wenig gesuchten Keyword. Hier findest du, wie Sistrix seine eigene Sichtbarkeit definiert und wie du diese im Detail interpretierst.

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.
I’m sure you can guess my answer to this: it depends! It depends on how much margin you have to devote to advertising, how much you are willing to invest on a listing for the long-term, how the paid traffic converts to sales on your ad, and much more. However, as long as you are acquiring customers profitably, it absolutely makes sense to continue your ad spend to infinity. Seriously, I would trade a one dollar bill for a two dollar bill any day of the week! For this reason, I think it is more helpful to think of your advertising spend on a per-unit basis as opposed to evaluating your spend on based on an overall budget.

Images: Even though search engines don’t really see images, you can still use them as part of your keyword strategy. First, make sure they are relevant to your page content, and add to the overall user experience. For search engines, use the alt attribute to help crawlers "see" what an image is about. The alt attribute is a part of the image HTML tag that is used by search engines, text-only browsers and screen readers to “see” an image. Use your keywords in the alt text, but be sure to do so naturally. Stuffing alt attributes full of keywords and synonyms will make your page look like spam and do more harm than good.


Für ein Schuhgeschäft können Sie beispielsweise zwei verschiedene Anzeigengruppen für Laufschuhe und für elegante Schuhe erstellen. Ihre Anzeigengruppe für Laufschuhe könnte dann Anzeigen mit Keywords wie "laufschuhe" und "joggingschuhe" enthalten. Die Anzeigengruppe für elegante Mode hingegen könnte Keywords wie "pumps" und "elegante schuhe" umfassen.
It’s all about repeated exposure—while your previous site visitors browse other websites, your retargeting provider will show them ads for your services and products. Using retargeting, you can entice visitors back to your website and effectively convert these digital window shoppers into customers for your business. In fact, potential customers who are retargeted with display ads are 70 percent more likely to convert. Now, doesn’t that sound nice?
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.
Automatic campaigns are very easy to create, all you need to do is enter your campaign name, budget and start date. The way this works is that Amazon will crawl your listing and run a campaign on your behalf within your budget limits. Amazon effectively decide what keywords and match types are bid on and at what bid, based on the information it has about your listing.
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.
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.
And so on and so on. The point of this step isn't to come up with your final list of keyword phrases -- you just want to end up with a brain dump of phrases you think potential customers might use to search for content related to that particular topic bucket. We'll narrow the lists down later in the process so you don't have something too unwieldy.
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.
Con il termine Pay Per Click si fa riferimento agli annunci che compaiono in alto e di fianco ai risultati organici dei motori di ricerca in una pagina dei risultati (SERP). Il costo per questa pubblicità su Internet si basa su due cose: il Costo per il Clic (CPC) e le parole chiave. Il CPC è determinato dal costo delle singole parole chiave, che fanno parte di un ampio sistema di offerta. Alcune parole chiave sono più costose rispetto ad altre, ed è per questo che la ricerca delle parole chiave è fondamentale per avviare questi tipo di pubblicità su internet.
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?
We must clearly identify our objectives for the campaign and tie the campaign objectives to business objectives. Your objectives could include raising awareness, increasing engagement, generating conversions, and customer retention. Your objectives will need to be tailored to your specific business and you will want to map your objectives to a typical marketing funnel. This chapter highlights how to identify your objectives to measure success.
Beacons are little physical objects (under two square inches, in most cases) that can be placed in desired locations. Their sole purpose is to detect you, or more specifically, your device, as you move into their range. The beacons themselves don’t send content. Like geofencing, a signal is triggered when you’re near one, and a server sends a push, text, in-app message, or even an email (though currently, that’s a less likely application for beacons).
For example, it’s important to look at the response based on urban, suburban or rural locations. Someone living in northern Indiana may consider driving 25 miles to your store to be no big deal. Most customers or prospects could make the drive in less than half an hour and, therefore, they will visit your store. However, if the prospects live in the River North neighborhood of Chicago, they aren’t going to want to go to your store in Wrigleyville because that’s going to take 50 minutes.
Zu Beginn einer Wettbewerbsanalyse ist es wichtig, sämtliche relevante Mitbewerber ausfindig zu machen. Wichtige Wettbewerber sind jene Unternehmen, die Dienstleistungen oder Produkte anbieten, die die gleichen oder sehr ähnliche Kunden ansprechen wie das eigene Produkt oder die eigene Dienstleistung. Das können einerseits Anbieter sein, die aktuell mit ähnlichen Leistungen und Waren handeln wie das eigene Unternehmen, andererseits aber auch Anbieter, die möglicherweise in der Zukunft in den Markt einsteigen.
Instead, SEO now takes a multi-faceted approach where you’re involving different disciplines (i.e. content, email, advertising, social), building a brand (i.e. investing in intangibles, not just conversions), and competing on multiple fronts (i.e. paid search positions, review & aggregation sites like Yelp, TripAdvisor, beefing up your local listings, and more) – all at the same time.
This is the paid search strategy that is deployed most often by search marketers and for good reason: it focuses purely on maximizing the profitability of campaigns. For most of us, that is the reason why we continue to spend money with search engines, and why the industry keeps on growing year over year. We manage campaigns to maximize profitability and we don’t have to worry about budgets as long as it’s profitable. Or at least that’s what we hope will happen.
Using geo-targeting, you use smart marketing tactics. A great example of a successful use of area segmenting is evo, an e-commerce sporting goods store. When they took the leap to open up three brick and mortar stores. Their first step was to send out an email blast for a $200 shopping trip to users in the area. Though the campaign had a 58% conversion on mobile users, the campaign wasn’t as effective at driving traffic to their store fronts.
Geography can also be used to predict desirable demographics and information about users in that area. Neighborhoods can often be delineated by residents’ income bracket, age, ethnicity, education, and many other demographics or interests. Politicians often draw district boundaries into areas of common political constituencies that also predict demographics or common values.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
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:

Ein großer Vorteil der digitalen Marktforschung sind die großen Mengen an Daten, die auf einmal gesammelt werden können. Zu Beginn einer Befragung werden demographische Informationen wie Alter, Geschlecht, Wohnort oder Bildungsstand der Umfrageteilnehmer erhoben und gemeinsam mit den Ergebnissen abgespeichert.  Auf diesem Wege können nach der Befragung interessante Insights gewonnen werden, die man vorher vielleicht nicht unbedingt erwartet hätte.
Generic keywords: These are generic words that describe your business as well as other businesses in your niche. They do not necessarily set your business apart from the million other businesses out there and ranking for these keywords is difficult given the immense competition for both paid and organic results. Nevertheless, these terms are likely to be used by your audience in the first stage of searching.
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Another thing you need to do in order to maximize the effectiveness of your PPC campaigns is increase the quality and relevancy of your landing page content and user experience. These two elements have a big influence on whether or not leads will convert between your PPC ads and landing pages. A poorly designed or irrelevant landing page is a sure way to tank conversion rates.
Use Google Keyword Planner and your list of potential search ideas to create a list of terms/phrases that align with your brand and that, ideally, aren’t highly competitive. Google ranks competitiveness in Keyword Planner, seen above. You can also get an idea of how competitive a keyword search is by looking at the price of the suggested Adwords bid. Competitive search terms are typically much harder to rank for.

The first case is quite simple yet happens often. So for example, you have not sold tandem bikes for years (and had the word “tandem” in a negative list), then you started to sell them again. But your PPC specialist forgot to remove the word from negatives, and now you are left wondering why you are not getting any traffic for this keyword. To avoid this situation, check your negative keyword lists regularly and bring the relevant keywords back to life.
Beacons are little physical objects (under two square inches, in most cases) that can be placed in desired locations. Their sole purpose is to detect you, or more specifically, your device, as you move into their range. The beacons themselves don’t send content. Like geofencing, a signal is triggered when you’re near one, and a server sends a push, text, in-app message, or even an email (though currently, that’s a less likely application for beacons).

John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and the number 698 fastest growing company in the USA in the 2017 Inc. 5000. As a digital marketing expert and in-demand public speaker, Lincoln is consistently named one of the top influencers in the industry. In 2017, he was the recipient of the Search Engine Land "Search Marketer of the Year" award. Ignite Visibility crafts custom digital marketing strategies for clients, including services in SEO, social media, paid media, email marketing, Amazon and more.
Bei der Entwicklung einer Wettbewerbsanalyse ist es wichtig, im Voraus klar zu definieren, was man eigentlich über die Konkurrenz wissen möchte. Durch Befragung von Verbrauchern können Informationen erlangt werden, die nicht offensichtlich sind und erst durch strategisches Fragen ans Licht kommen. So könnte es interessant sein, zu wissen, warum Verbraucher eigentlich eine bestimmte Marke oder einen Anbieter bevorzugen.

Conduct a business download meeting. I meet with key stakeholders to learn everything I can about the business and the industry they compete in. Is the business itself growing or struggling? What about the industry as a whole? I use this time to learn what has worked and not worked from a PPC perspective and to determine if PPC performance goals are realistic and achievable (or if they exist at all).

Automatic campaigns are very easy to create, all you need to do is enter your campaign name, budget and start date. The way this works is that Amazon will crawl your listing and run a campaign on your behalf within your budget limits. Amazon effectively decide what keywords and match types are bid on and at what bid, based on the information it has about your listing.
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.

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.
The results that we’ve seen among early adopters of geo-targeted campaigns are encouraging, and as more people join the smartphone society, opportunities will increase for brands and retailers to target mobile-savvy consumers on the move with real-time, contextually relevant offers and promotions that can be instantly redeemed close by. We can only see the trend heading one way.
PPC-Strategies' expertise and knowledge of the search engine landscape can help you attract more qualified customers to your website...guaranteed.  Whether you are new to online marketing or have already tried pay per click and other forms of promotion, our precision-crafted advertising strategies will improve your online visibility and customer engagement.
Wenn Sie nicht wissen, warum Ihre Website oder Ihr Shop in Suchmaschinen schlecht gefunden wird, ist eine Indexlift SEO Analyse eine wirkungsvolle Maßnahme: Mittels einer Analyse-Software, die Ihre Domain ähnlich wie Googlebots verarbeiten, werden wichtige SEO-Erfolgsfaktoren untersucht und Fehlkonfigurationen sowie offene Potenziale enttarnt. Die Ergebnisse bewertet und dokumentiert Indexlift In Form eines verständlichen SEO Gutachtens, welches durch hilfreiche Handlungsempfehlungen ergänzt wird. Erfahren Sie, welche SEO-Stellschrauben Sie drehen müssen, um den Optimierungsgrad Ihres Online Business spürbar zu verbessern. Elementare Bestandteile der SEO Analyse sind Branchen-Benchmarks. Viele wichtige SEO-Kennzahlen werden für Ihre Domain erhoben und mit starken Wettbewerbern Ihrer Branche verglichen. Sie erfahren konkret, wie Ihre Domain im Branchenvergleich abschneidet.
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