However, if “cheap renters insurance” doesn’t match your brand, then don’t use a phrase with higher search volume just to get more traffic. You want to attract more qualified leads not just more traffic. If your page more accurately matches a searcher’s intent, lower search volume could actually provide a higher number of qualified leads even though it may not generate as much overall traffic. In other words, if a keyword or search term doesn’t match your brand standards, don’t optimize for it, no matter how much traffic it could potentially drive.
Unless you have a budget to conduct formal research, its best to use available resources such as news articles, industry journals, analyst reports, the company’s website, marketing collateral, company reports and so forth. You may also want to do a general blog search to find out what their customers’ and others are saying about the company and the products they offer. Networking events and tradeshows also present great opportunities to collect data about your competitors. Your more loyal customers may also share information with you.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
Trade AssociationsMost professional trade associations compile and publish industry statistics and report on industry news and leaders through trade association magazines and newsletters. Most trade associations also sponsor trade shows and other professional meetings. This is an opportunity to see first-hand what your competition is producing. It also provides the opportunity to discover new players who may soon become your competition.  

A first step is to try to articulate what market it is that you serve. Who are the customers in this market and what problem, need or want are they experiencing? Which organisations are currently satisfying these needs or wants and how do these organisations differ? If there are multiple products tailored to different market segments try to define the ways in which these products can be grouped together or set apart. Using simple 2×2 matrices (e.g. price vs. functionality) can help to categorise your competitors and help to show what customers are looking for.
Google's AdWords Keyword Planner tool is another common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.
Add in geolocation, and you get geotargeting, a technique that has proved highly beneficial to local small businesses, especially restaurants, retail shops, and service providers. While that’s great, what happens if you’re a large corporation running national campaigns? As a CMO, you can still use geotargeting to increase the return on your marketing investments.
Finally, since the competitive environment is dynamic, the competitor's ability to react swiftly to change should be evaluated. Some firms have heavy momentum and may continue for many years in the same direction before adapting. Others are able to mobilize and adapt very quickly. Factors that slow a company down include low cash reserves, large investments in fixed assets, and an organizational structure that hinders quick action.
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.
Based on your competitor’s marketing message, what kind of customer does the viewer have to be for these messages to appeal to him or her? What is their age range? Where do they have to be located? What's their profession, if any? What other customer demographics can you infer? You're essentially trying to come up with a "buyer persona", a character who best represents the person your competition is trying to reach.
It has also become remarkably difficult to distinguish direct competitors from indirect threats - and when you do, you find competition often comes from surprising places. In fact, competition in the SaaS and tech industries is increasingly coming from indirect competitors, whose core technology enables them to invade adjacent verticals and industries.

GREAT suggestions, Nicholas! I've definitely customized this checklist for clients' various needs too (some care about having an "email signup form" as something to check, while others are international and we'd need to make sure their href lang tags were correct). Please keep the recs coming–this checklist will only get better as we make it work for different scenarios :)
Information from an analysis of the competitor's objectives, assumptions, strategy, and capabilities can be compiled into a response profile of possible moves that might be made by the competitor. This profile includes both potential offensive and defensive moves. The specific moves and their expected strength can be estimated using information gleaned from the analysis.
7. Use a keyword research brief to share for unified messaging. The final tip is to attempt to break down the silos that are typical in medium to large organizations and share with them enough keyword data so they can be encouraged to use your targeted keywords in their respective messaging. One way to do this is to develop what I call a keyword research brief. This is simply a document that is like an executive summary of keyword research for your top keywords. This document should be no more than one to two pages. It should be a quick read. See an example of this below.
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.
Your CompetitorsYou probably see the owner of a rival organization at trade shows, association meetings, and perhaps even socially. You can garner a great deal of information through a simple, friendly conversation. People like to talk about themselves and share their success stories and concerns with business associates. Assign someone to check the competitions' Web sites regularly for pertinent changes and news. (And take a good look at your own: Do you say anything there that you'd just as soon not have your competitors see?)  
Next, indicate with a check mark which of your competitors has which features. Features are fairly straightforward, either a product has a feature or it doesn't. Benefits, on the other hand, are not as simple and should only be recorded based on customer feedback. For example, company B may claim in their company literature that their copier is fast, but a user may feel otherwise. Or, company B may indeed have a copier that by industry standards is fast, but you may have a copier that's even faster. 
Successful online advertising requires ongoing work and optimisation to improve performance and results. Maximising output and reducing input is critical. You must clearly outline the business objectives, goals, and audiences for each campaign. This chapter outlines our PPC model which considers objectives, goals, audience, and targeting to ensure your PPC is based on a solid strategy with clear measures in place to analyse and improve as you go.

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.
You can use multiple different exclusion zones if you have an extremely particular region that you’re looking to target. The only caveat here is that you have to make sure you’re not being too narrow with your behavioral and demographic targeting. When you focus on too small a region, the size of your audience can get so small that it becomes practically impossible for Facebook to actually deliver your advertisements.
In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated.[3] A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor’s location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address.[4]
Advanced seo analyzer tool to give webmasters or bloggers an seo analysis on a page-by-page basis. This tool analyse the website social media ranking, site usability, online reputation, meta tags, keywords, and site speed. Examine your webpage and get your analysis report together with your rankings from this seo tool. Improve your web pages and increase your search engine ranking.
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