Für Gründer ist die Wettbewerbsanalyse unverzichtbar und deshalb auch Bestandteil des Businessplans, speziell des Markt- bzw. Marketingplans. Den Businessplan brauchen Sie, wenn Sie Fördermittel beantragen, einen Kredit benötigen oder Investoren überzeugen möchten. Unabhängig davon sind die im Businessplan enthaltenen Analysen und Überlegungen wichtige Grundlagen für den Erfolg Ihres Unternehmens.

Eine Wettbewerbsanalyse kann auch genutzt werden um die eigene Positionierung am Markt zu analysieren. Nicht selten sind Unternehmen beispielsweise überzeugt, mit Produktpreisen im mittleren Preissegment zu liegen und ein breites Sortiment anzubieten. Eine Wettbewerbsanalyse bei der Preise und Produktsortimente der Wettbewerber untersucht werden, zeigt jedoch ggf. das Gegenteil. Die Ergebnisse der Wettbewerbsanalyse können dann genutzt werden, um die Außendarstellung und die Unternehmensziele dementsprechend an das reale Bild anzupassen.


Once you have a short list of keywords, create separate pieces of valuable, high-quality content, each optimized for an individual term on the list. Through the process outlined above, you aligned keywords with searcher intent. You ostensibly know what searchers commonly put into search engines to find content related to your business goals. Now, your content should actually meet those searchers’ needs. In fact, it should be your goal to create the best, most actionable content to answer a specific question a target user might have as possible.
Conduct a thorough account audit and gap analysis. Audits are time-consuming and tedious, but they’re absolutely necessary. I use the account audit to understand underlying drivers of performance and to determine whether work being done in the account is in alignment with business goals. Uncovering the strengths, weaknesses and opportunities provides critical information I need to form my guiding principle for account management.
This chapter will discuss how to best structure your campaign within Google AdWords. These basic building blocks are campaigns and ad groups contained within those campaigns. How you structure this will depend upon your business and marketing and the main takeaway here is that there is no single way to structure a campaign. Just be mindful of what matters when it comes to advertising and measuring the results of your campaign.

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."

The other option is to follow up with page visitors outside of AdWords. To do this, you’ll want to create an opt-in page (like the templates above) that offers visitors something of value in exchange for their email address or other contact information. Our dishwasher vendor could offer a free guide on the best way to prolong the life of your dishwasher.


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?
In order to get more specific with our audience, we set up our targeting to focus on those people that Facebook says are interested in moving. We narrow our age range slightly to exclude those too young to (probably) be looking to sell their home, and also include some demographic and behavioral targeting traits. We target those who are “likely to move” and those within a range of incomes and net worths that we like:
Keywords are the words and phrases that people type into search engines in order to find what they're looking for. By extension, they also describe what a piece of content (or an entire website!) is all about, and they're the words at the heart of on-page optimization. They still play an important role in a site's ability to rank, so by identifying the right words and phrases to target you can have an outsized impact on achieving your SEO goals.
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.

Keyword Difficulty (KD). This is a cumulative score that shows you how difficult it will be to rank organically for this keyword. It accounts for the number of competitors within this space as well as the strength of those competitors. If one of your competitors is a government website that gets millions of visits each month, for instance, that will impact your difficulty score. Other factors that impact difficulty include the quality of content your competitors have and how relevant it is to the searcher.  As a best practice, look for keywords with a difficulty score that's no higher than 80.
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.

Another method is to track your competitors’ links. Content marketing is often done in unison with link building. Your competitors most likely create content on blogging sites. Within the articles they submit, there are external backlinks that point back to their own websites. Those links can be followed like a trail of breadcrumbs to track what they’ve been up to. Moz and Majestic are tools that are great for doing this. Here’s a look at what Moz found when I looked up Easel.ly, an infographics company.


SEO (Search Engine Optimization) oder Suchmaschinenoptimierung soll Inhalte, die durch Suchmaschinen indexierbar sind, bei der Suche nach inhaltlich relevanten Suchbegriffen (Keywords) auf möglichst hohen Positionen erscheinen lassen. Dabei kommt es nicht nur auf die Position an sich an, sondern auch auf die die Übereinstimmung zwischen Suchbegriff, Suchergebnisdarstellung und Relevanz, mit dem Ziel das der Nutzer effizient seine Aufgabe (Taskcompletion) auf der Webseite lösen kann.
"Modern SEO focuses on using the variations of the word or phrase that work naturally within the content because users will have a better experience, and search engines are capable of rewarding rankings to sites regardless of the variation of that keyword used. In other words, when a shopper searches for 'books,' the pages that best serve that user’s search query will, in theory, be ranked highest regardless of whether the content reflects the word 'book' or 'books.'"
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.
If you have and use a smartphone, it’s possible for you to set location-based reminders for yourself, right now. You can, for example, tell your phone to alert you when you’re within range of the frame shop, so that new piece of art doesn’t become a six-month fixture in your trunk. Or, if you’ve attended a concert lately, and the band sends you a push notification to buy some gear while you’re in the venue, they’ve likely used geofencing.
Here’s where artifacts like user personas may come in handy. A persona should clearly outline what potential customers want and how they plan to get it. It’s your job to map their needs to content you create, using the list of keywords as a guideline for topics. That said, since they’re based on assumptions and not real user input, personas shouldn’t be a replacement for user research and testing. If your buying cycle is long and complicated, a customer journey mapping exercise could also help you identify wants and needs during individual steps of the cycle. Software service Autopilot HQ has a great post about how to map content to customer needs throughout their journey. 

E' importante tenere presente che, anche la concorrenza impiega strategie PPC per la loro pubblicità su internet, quindi posizionarsi nelle prime posizioni non è mai un compito facile. Con i nostri servizi di Ottimizzazione PPC , potete aumentare e solidificare il CTR e le conversioni delle vostre Campagne PPC, in modo da essere sempre un passo avanti rispetto alla concorrenza.
Increase Clicks: If you have a niche site that has high quality scores and impression shares, but not enough volume to spend your budget, you will want to increase the traffic sent to your site while maintaining control over click costs. This can be done by increasing bids, expanding your keyword list, improving click through rates and refining ad copy. All of these items can be adjusted/improved upon to help reach your budgeted spend.

Machen Sie es sich leicht und orientieren Sie sich bei der Umsetzung am beschriebenen 5-Schritte Plan: Definieren Sie zuerst das Ziel der Analyse. Fragen Sie sich, was Sie mit der Wettbewerbsanalyse erreichen möchten. Anschließend legen Sie die Vergleichskriterien fest. Identifizieren Sie danach Ihre wichtigsten Wettbewerber und beschaffen Sie sich belastbare Informationen. Analysieren und bewerten Sie abschließend die Informationen mit unserem kostenlosen Download für Ihre Konkurrenzanalyse.
Together, Google and the marketing world are pursuing the next stage in the evolution of PPC advertising. The main points they share? Details and demographics. Marketers who understand the importance of geotargeting advertising will be ready to seize a golden opportunity to connect with consumers. Here are five ways to become a geotargeting master and get a head start on one of the best paid advertising methods.
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.
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?
"Modern SEO focuses on using the variations of the word or phrase that work naturally within the content because users will have a better experience, and search engines are capable of rewarding rankings to sites regardless of the variation of that keyword used. In other words, when a shopper searches for 'books,' the pages that best serve that user’s search query will, in theory, be ranked highest regardless of whether the content reflects the word 'book' or 'books.'"
If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
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.
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