Do they have separate marketing messages for different segments? Sometimes, you might see a stark difference between how your competitor markets their business for one type of customer versus how they present themselves to another type of customer. For example, if you're trying to sell services as a math tutor to high school students who are struggling to pass their math subjects, you'll be making a completely different pitch than you would to those students who need additional help with their SAT math so that they could get into prestigious universities. Your message to the struggling students might be closer to "I'll help you finally pass your math tests!" While your message to the other market will be similar to "I'll help you get into the school of your dreams!" Also, be sure to note if your competitor does something similar with their own customer segments.
SEO competitive analysis is critical because it gives data about which tactics are working in the industry we are in and what we will need to do to start improving our keyword rankings. The insights gained from this analysis help us understand which tasks we should prioritize and it shapes the way we build out our campaigns. By seeing where our competitors are strongest and weakest, we can determine how difficult it will be to outperform them and the amount of resources that it will take to do so.
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.
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).
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?
It works like this – if there is an IP address the company wants to locate, they ping it from a few of their servers, for which they already know the location. A ping is just a way to test if a computer can connect, and how long it takes to do so, but doesn’t transmit any meaningful data. Then, by looking at the time it takes each server to connect, it can establish a shared point or origin, and thereby physically locate the user. It uses the public IP locations to validate their approach and check for anomalies in network latency which would lead to bad data.
They differ in many aspects, from gender to age; from organic to paid; from 1024×768 to 320×480 and onwards. More significantly though, people arrive to your site from across the world: from different countries and languages, different currencies and climates, and a whole assortment of cultural expectations. Hence, even if you have a “.com” English only site, you may very well be an international business by default.
On the positive side, you can have personalized ads appear for every search query, and improve account performance by increasing CTR and quality scores. On the other hand, if not set up correctly DKI ads can hurt your account if you don’t take into account plurals, misspellings or any other grammatical errors that can occur. Like any strategy, DKI ads require time, testing and good organization to be most effective.
PPC or Pay per click advertising is an Internet advertising model which is used to generate clicks to your website. It is the way of directing traffic to your website using relevant keywords related to your product or services. It is a paid traffic and an advertiser will pay an amount to the publisher each time the ads get clicked. Pay Per Click or PPC is one of the effective strategies applied in the search engine marketing campaign. Learn more about PPC Campaign and it’s benefits. If your ad campaign is not well optimized and you are not following PPC best practices, your ROI will be impacted. It is important to spend some time in planning your ad campaign.
Strategic technique used to evaluate outside competitors. The analysis seeks to identify weaknesses and strengths that a company's competitors may have, and then use that information to improve efforts within the company. An effective analysis will first obtain important information from competitors and then based on this information predict how the competitor will react under certain circumstances.
This is the most basic way to start your keyword research—so basic, in fact, that it's easy to overlook. Let's say you're manufacturing solar panels and you want to target businesses that qualify for alternative energy tax credits. Start with a Google search just like your customers would. You can see which phrases pop up first when you type in "alternative energy tax credits." This should give you a good indication of the most popular searches.
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.
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.
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:
It is a common misconception that sprinkling your chosen keyword randomly throughout your site is enough to improve SEO for B2B marketing. Unfortunately, doing so can actually result in a serious loss of business. Creating a strong keyword strategy is one of the most important things you can do to improve SEO. It is equally important to know how to do it right, as well as understand why it’s so necessary. This post will explain why a keyword strategy is important for SEO and B2B marketing, as well as explain how to create one that will draw in business.
According to Lathan Fritz, founder of Amerisales, geotargeting doesn’t have to mean getting down to the local level. Larger companies can use geotargeting on a regional basis to locate specific audiences for their marketing campaigns. He knows this firsthand from helping one of his clients, an e-commerce company that sells shipping supplies. Fritz’s company conducts national campaigns for this client, ranking it for search engine optimization terms in Google and running national Facebook campaigns.
How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.
Use the search intent of a keyword to help determine what sort of page it should be used on. Informational keywords should be used on pages optimized for a branding campaign with content such as how to guides or product comparison articles. Avoid using these pages to target more specific in-market keywords. Those searchers have no use for a how-to guide or product comparisons. Use those to target your product pages that include specs, reviews, options and, most importantly, price and the "buy now" button. Of course, the “buy now” button could also be the email sign-up page or contact information form, depending on the type of goals you’re targeting.
Below, you can find our suggested stages for implementing your keyword strategy, specifically if you are trying to get a newer business with a branded service / product to rank higher in an industry with competitors who have already established a presence in the main search engines. We leave it up to you to decide when it is best to move to each stage. In our opinion, what works for SMEs that need to boost their presence on the web is to develop a keyword strategy that starts out general, without worrying too much about competitors. This strategy can then evolve over time to include more and more branded keywords as well as aiming for some SERPs of better-known competitors.
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.
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.
Geo-Targeting content is simple and beneficial to most websites, advertisers and publishers, as well anyone using PPC campaigns or SEO. Not only does it enable you to match the most relevant content to your visitor, Geo Targeting also serves as an excellent basis for experimenting with traffic to optimize your funnels. Some ideas were presented here that may be tested, but the options are virtually limitless.
Make a list of product features and benefits in order of importance, and prepare a table to show whether or not each of your competitors fulfill them.For example, Medium-sized companies that purchase copier machines may look for the following product benefits and features when making buying decisions: Competing Company: A B C D Features: 1. Auto paper feed 2. Auto enlarge or reduce 3. Collates 4. Staples 5. 24 Hour Repair Service 6. Warranty Benefits: 1. Easy to operate 2. Saves money 3. Good print quality 4. Dependable 5. Fast Price: $ Other factors you may want to evaluate include:
Say our real estate marketing business really starts to blow up. We make a few new hires and start to divide Manhattan up into regions, with each new employee responsible for a new section. Each one is responsible for marketing within their region. We can easily carve out an “excluded” area within any local awareness region to, for example, exclude a particular zip code that we’re not responsible for from our ad’s targeting. That lets us save money by not targeting customers that we don’t really want to be attracting:
In Google Analytics you can do this by using the same path we detailed before: Traffic Sources > Search > Organic > Advanced filter. Enter a specific keyword or use the RegEx generator to cover all the possibilities that you have in mind. Make sure that you create at least two advanced filter: one that includes all your branded keywords, and another one that excludes them.
No matter how marketing-savvy your company may be, you can always learn more about your customers, especially when it comes to personalizing your advertising. That’s where geotargeting can again be beneficial. The information received from geolocation can help a brand determine where a consumer is looking so it can better tailor events, products, and services to those consumer interests in the near future.
It's important to note your competitor's actions over time. For example, if one of your competitors is consistent with pricing, product features, promotion, and their market share it may mean that they're not exploring or exploiting additional market opportunities. Or, if one of your competitors has a decline in sales volume it may mean they will be employing new marketing strategies in the near future and should be monitored closely. Identify the Competitions Strengths and Weaknesses In order to develop effective competitive strategies, you need to make a realistic assessment of your competitors' strengths and weaknesses, as viewed by the market. You need to ask yourself what each of your competitors do very well, better than your own company? Then, ask yourself in what areas are each of your competitors weak. Construct a simple chart. The copier company's might appear like this: Strengths and Weaknesses of Competitors Competitor: Strengths Weaknesses A. Superior customer service 3-year warranty Higher price B. Quick innovator Unique features Higher price Limited distribution channels C. Large market share Lower price Comprehensive ad campaign Viewed as market leader by market segment Slower product No direct access to parts Other Factors to Consider
How do current customers rate the following features of your business compared to your competition.Rate the following as: fair, good or excellent. Our Company / Competition ___________ /__________ Price ___________ /__________ Quality ___________ /__________ Durability ___________ /__________ Image/style ___________ /__________ Value ___________ /__________ Name Recognition ___________ /__________ Customer Service ___________ /__________ Customer Relations ___________ /__________ Location ___________ /__________ Convenience ___________ /__________ Other
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.