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.
This report also helps drive our editorial calendar, since we often find keywords and topics where we need to create new content to compete with our competitors. We take this a step further during our content planning process, analyzing the content the competitors have created that is already ranking well and using that as a base to figure out how we can do it better. We try to take some of the best ideas from all of the competitors ranking well to then make a more complete resource on the topic.
If you want to see what people are talking about at any given moment, there's no better way than to check in with your social media channels. Most of us already do this throughout the day, but if you haven't tapped into your channels for keyword research, you're missing out on valuable insights. Here are just a few things you can uncover by typing a word or phrase into the Facebook search bar:
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.
If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like HubSpot, for example -- selling marketing software (which happens to have some awesome SEO tools ... but I digress ;-) -- you might have general topic buckets like "inbound marketing," "blogging," "email marketing," "lead generation," "SEO," "social media," "marketing analytics," and "marketing automation."
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?
Thanks Ramon! You can easily add more tabs to input more backlink data for additional competitors and then adjust the query formula to use the new tabs. I often increase this to 10, 15 or even 20 competitors for larger clients. The beauty of Google Sheets templates is the ease in which you can make these adjustments. Let me know if you need any help with that.
John Boyd, a famous military strategist, thought a lot about how competitors change the way that we strive for our own goals. The concept he popularized around the OODA loop talked about making decisions faster than your competition as a way to win. It was also key to understanding what your competitor values so you can find other ways than fighting directly.

Need some keyword strategy help while actually creating your posts? If you use WordPress to manage your site content, the Yoast SEO plugin analyzes each post and offers suggestions for improving page content as you prepare your post for publishing. While it’s not a silver bullet that will guarantee good results, it does offer helpful tips for improving your post once it’s in WordPress.
Competitive analyses help you evaluate your competition’s strategies to determine their strengths and weaknesses relative to your brand. When it comes to digital marketing and SEO, however, there are so many ranking factors and best practices to consider that can be hard to know where to begin. Which is why my colleague, Ben Estes, created a competitive analysis checklist (not dissimilar to his wildly popular technical audit checklist) that I’ve souped up for the Moz community.

Some competitors solve the same problem with the same technology but focus on a different customer. For example, Zum provides schoolchildren with rides to school, solving a transportation problem for kids and parents. Zum solves a slightly different problem too: safety. Safety is the primary concern for parents when it comes to kids riding back from school. However, it’s ultimately grounded in the same tech as Uber.
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:
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.
Region-specific marketing is currently utilized in a variety of marketing campaigns. A fairly basic marketing concept can be used, but it is presented to a location or market that has shown a demand for that specific product or service. This can be a certain State, City, neighborhood or even a specific building. Programs like Google Adwords lets you target these specific locations and tailor your marketing. On a more broad scale, you can target a certain demographic based on their language.
Your keyword strategy should make clear which “keyword groups” you focus on. It doesn’t have to be a long list of keywords (though it doesn’t hurt to have one). Your keyword strategy should be a definition of a group of keywords that you’re tackling. Every time you’re writing new content you can have a quick look at those groups and pick a new keyword that falls in line with the strategy.
Svitlana Graves Svitlana Graves is a digital marketer with a focus on conversion optimization. She enjoys combining in-depth customer research with data to conduct smart experiments. At the moment Svitlana is taking clients’ revenues to new levels as part of CRO Team at 3Q Digital. On a personal note, Svitlana loves Latin Dance and foreign languages. She speaks 5 and is learning her 6th.

First, start with a simple online search for your business type and location. For example, if you’re starting a retail business in Los Angeles, you’ll want to think about how a customer might search for your business (or one like yours). They might search for “los angeles retail store,” “clothing store in LA,” and “LA apparel store.” Create a list of businesses that appear in the search results (and take note of those that frequent the top three results).
As you consider new ideas for your next project or business, give extra credence to the things you believe to be true that others doubt. The most exciting products are created by people with tons of conviction for something that strikes most others as odd. I’ve heard from Joe Gebbia, co-founder of Airbnb, that when he and his co-founder Brian Chesky pitched the idea of having strangers sleeping in your home when you weren’t there, many investors shifted uncomfortably in their seats.
No, but you will need to have completed keyword research beforehand - and I mean thorough keyword research, not a bullshit download from Google Keyword Planner. You will need to have a handle on the competitive metrics for your target SERP's. If you have no idea how to get these, I strongly encourage you to also check out my course Master Keyword Research.
Best used to reach users who: live or move about in a certain area, for whom you have other data like preferences or demographic info Best used to find users who: are nearby your store, venue, or service; users who are in your parking lot, or entering a mall, for example  Best used to reach users who: are in a certain aisle of your store; who are on a certain bus or train; who are moving through a space like a museum
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.
Entrepreneur and marketing guru Peter Yang is the co-founder of ResumeGo, a firm offering resume and CV writing services to people aspiring to advance in their professional careers. As the head of the company’s marketing operations and a content marketing manager for IBM in the past, he wants to share his experience with other marketers looking to make it big.
The strategic rationale of competitor profiling is simple. Superior knowledge of rivals offers a legitimate source of competitive advantage[7]. The raw material of competitive advantage consists of offering superior customer value in the firm’s chosen market. The definitive characteristic of customer value is the adjective, superior. Customer value is defined relative to rival offerings making competitor knowledge an intrinsic component of corporate strategy. Profiling facilitates this strategic objective in three important ways.[8] First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firm’s planned strategies, the strategies of other competing firms, and changes in the environment. Third, this proactive knowledge will give the firms strategic agility. Offensive strategy can be implemented more quickly in order to exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more deftly in order to counter the threat of rival firms from exploiting the firm’s own weaknesses.[5]
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).

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.

You can use this tool to get new ideas for paid search campaigns as well as ideas to drive organic traffic. One big advantage of the tool is it gives you historical statistics on past search volume, as well as predictions about the number of clicks and conversions. You can search for keyword ideas based on what makes sense for your products, services or other phrases you're trying to target. 
Take Coca Cola and Red Bull for example. They have massive marketing budgets, and the majority of that budget goes into branding and (I am guessing) very little attention is paid to determining the ROI of each individual activity they sponsor. They just know that the more they can build equity in their brand, the more products they will sell. The result? They are some of the most recognizable brands in the world. They are also extremely profitable at the end of the year – they just achieve that profitability differently than what we are used to seeing as direct response marketers.
Then, a few months ago, I was driving around town and the beloved Comedy Attic had a brand new LED Sign. A beautiful high-resolution digital sign manufactured by my client. I had a fangirl moment in my car upon recognizing my client’s name in small letters underneath the sign. Next call I had, I mentioned this moment to the client. I asked when that lead came in. The client looked up The Comedy Attic and divulged the sign was purchased in March 2018. The purchase came from a lead that came into the funnel in July 2016.
The answers remain to be seen, but there’s one no brainer in all of this; one best practice that can dictate any brand’s choices around location-based marketing: ask your users. Explain why you want to target them, tell them how you plan to use their data, and make some commitments about how you won’t use it. Ask for feedback via quick polls, or consider doing some market research on your audience. See what your users most want. Then respect that.
Many people believe that a competitive analysis is unnecessary because they feel that they have a good handle on who their competition is and what they offer. But a competitive analysis can also be used when trying to break into a new market. By conducting a competitive analysis for an environment you are unfamiliar with, you are able to model a new business that included many features that your competitors are likely to offer as well as some unique ones that may drive customers away from their typical company.
Funny thing is we’re not seeing users click on the extension itself very often – slightly more often than we’d see for sitelinks, but not by much – maybe 15 percent of total clicks, albeit not necessarily on the extension itself. It may be the way that we’ve set it up (we say chat with a live expert rather than text us), so that may have skewed the behavior.
There is a “home” for newly published content. A hub for new content can be the site’s blog, or a news section. For instance, Distilled’s “home for newly published content” is the Resources section. While this line item may seem like a binary (score of “0” if you don’t have a dedicated section for new content, or score of “2” if you do), there are nuances that can bring each brand’s score up or down. For example:
Everyone knows intent behind the search matters. In e-commerce, intent is somewhat easy to see. B2B or, better yet, healthcare, isn't quite as easy. Matching persona intent to keywords requires a bit more thought. In this video, we'll cover how to find intent modifiers during keyword research, how to organize those modifiers into the search funnel, and how to quickly find unique universal results at different levels of the search funnel to utilize.
Geofencing hinges on the use of a “fence”—a designated area that a marketer sets. Where geo-targeting allows you to get more granular and include or exclude certain users in the target area (based on demographic, for instance), geofencing is a bit more of a blunt object in that you’ll capture all users who move into a certain area. The purpose of creating a geofence is to target communications in a given zone, in a given context—just like geo-targeting, but with greater accuracy. Retail operators who want to catch the attention of shoppers as they pass by a store, for example, might use geofencing.
You can, for instance, target multiple areas specifically by their zip codes. Let’s say our real estate business explodes and goes nationwide and we want to look for the cheapest places to buy homes in America. We can look up a list of the zip codes with the cheapest homes and enter them as our targeting criteria, giving us a “geo-fence” that spans different communities and states:
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.
Another method that you may consider is following Google’s Webmaster guidelines for country segmentations and either using subdomains or subfolders for specific countries and languages. This assumes that you have a generic TLD (.com, .org, etc). For example, es.example.com or www.example.com/es/ for Spain/Spanish. This might be the better local SEO solution because it also means that the subdomains or subfolders you specify will be shown in local searches on Google, based on TLD. The downside is that it requires a fair amount of work to setup, and might not coincide with your branding efforts internationally. An important note about this method is that it does not solve the problem of language, but only the country location. So if your service or product is available internationally, you probably shouldn’t limit the geographic location for which Google serves results. Nonetheless, this approach serves as a good platform to initiate conversion optimization on those segmented pages or sites.
AdvertisingNot only does advertising copy tell you a competitor's price and other product information, it provides an indication of your competitor's entire promotional program and budget. When reading a competitor's advertisement be sure to note the following: publication, frequency, special offers, product features and benefits highlighted. If your competitor suddenly places an advertisement in an industry publication that neither of you are currently selling to, it's an indication that they're trying to reach a new market segment. It's also important to notice the design and tone of your competitor's advertisements. What kind of image do they convey? How does your own image compare? Are their advertisements in color while your own are black-and-white? Even if they're not, a clever advertising campaign can communicate that your competitor is an innovative, fresh company.  
Bluetooth technology is less expensive than GPS and WiFi. However, while bluetooth makes beacons great, it’s also their downside, as many folks keep bluetooth turned off when they’re moving around in the world. To understand the tech in greater detail, Estimote, a beacon vendor, does a good job of explaining the physics and math of how beacons work.

Ad extension provides extra benefits for your PPC advertising. Use these extensions to enhance your ad and to show additional information with your ad, like an address, phone number, store rating, or additional webpage links. Ad extension ensures high CTR because they make your ad more relevant and prominent. It also improve your quality score. Google says “If two competing ads have the same bid and quality, then the ad with the more relevant extensions will most likely appear in a higher position than the other.”
Working on common practice tasks such as negative matching, keyword expansion and more are the right things to do for an account, and there’s a proper place and time to do them. Without a policy governing how to manage our PPC accounts, we’re “stringing tactics together,” which creates misalignment between volume of work done versus meaningful work that’s impacting results positively.
Ad copy is the actual text that you’ll write for your AdWords, Bing or Facebook ads that will attract people to click on your ad. Search engines like Google are looking to show high quality ads, whose text says something closely related to the actual search in the search engine. So if you own a plant nursery in Montreal and your keyword is “Where to buy shrubs in Montreal,” a good headline for your ad could be: “Are You Looking to Buy Shrubs in Montreal?” Because the headline is relevant to the keyword and the query, it will be considered a more high-quality ad result in the eyes of search engines like Google.

As you consider new ideas for your next project or business, give extra credence to the things you believe to be true that others doubt. The most exciting products are created by people with tons of conviction for something that strikes most others as odd. I’ve heard from Joe Gebbia, co-founder of Airbnb, that when he and his co-founder Brian Chesky pitched the idea of having strangers sleeping in your home when you weren’t there, many investors shifted uncomfortably in their seats.
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.
Ego and assumptions led me to choose the wrong keywords for my own site. How did I spend three years optimizing my site and building links to finally crack the top three for six critical keywords, only to find out that I wasted all that time? However, in spite of targeting the wrong words, Seer grew the business. In this presentation, Will shows you the mistakes made and share with you the approaches that can help you build content that gets you thanked.

It’s actually ideal to use just one keyword per ad group. This is known as a single keyword ad group (SKAG). Try using this strategy, even for large accounts, with 80 percent of keywords that get or you expect to get the most traffic. You should most definitely employ this strategy for keywords that are getting the dreaded “Rarely shown due to low quality score” warning.
Some competitors solve the same problem with the same technology but focus on a different customer. For example, Zum provides schoolchildren with rides to school, solving a transportation problem for kids and parents. Zum solves a slightly different problem too: safety. Safety is the primary concern for parents when it comes to kids riding back from school. However, it’s ultimately grounded in the same tech as Uber.
If you want more traffic from the search engines, follow the steps from the SEO analysis report. The SEO Analyzer point out all of the problem you may have on you website and supply with tips how to fix them. Use wisely and remember not to over-optimize the page, as it may look that the page is created for search engines. Our SEO Analyzer is the most advanced and fastest analyzer on the web.
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