Preparing a Competitor Analysis is an activity that all Product Managers undertake at some point in the job. As Product Managers, having solid knowledge of our rivals and their activity in the marketplace helps us make better decisions during the strategic product planning phase. It ensures that we’re ready to respond to our competitors and exploit any weakness in order to gain a larger share of the pie.
But switching costs, or the cost that a customer incurs as a result of switching products, still exist. Technology can be a driver of higher switching costs. When a product is integrated with multiple systems and APIs, switching to another product becomes increasingly difficult. Such a switch usually results in business interruption and the need to retrain staff, among other unwelcome effects.
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.
Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
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
I remember my very first week working at Hanapin Marketing. I was working in a REDBOP group (for information on what REDBOP is, see “super awesome opportunity” in the dictionary and you will find information on Hanapin’s monthly PPC training program) and we were tasked with explaining to the rest of the team the differences between tactics and strategy. Easy peasy. Strategy = plan. Tactics = action.
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.
6. Use social media to help provide context for user intent. Another important keyword strategy is to align your social media efforts, especially the “listening” part, to help provide context to your targeted keywords. I have outlined a few ways in this column to infer user intent by keyword but to see the search term used in a tweet or blog will provide a much better context to user intent and usage. You can gauge user wants, needs, and sentiment that will help you as you construct your landing pages with keyword-relevant content.
Megan Malone is a Founding Partner with Vici, and leads our Operations division. Megan has both a radio and digital marketing background working for the Philadelphia Eagles, Beasley Broadcast Group, and Cox Media Group. In her career she has helped plan and implement thousands of digital media campaigns. She holds a certification from Disney Institute’s People Management, and was awarded the top 10 advertisers in Louisville from the American Advertisers Federation.
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.
Strategy is more than a bundle of cultivated tactics. When we onboard a new client, we have a whole arsenal of tools to use and reports to run that help us understand the account better. It is easy for us to pat ourselves on the back and say “this is a good strategy for learning the account!” Pardon my language when I say: That ain’t no heckin’ strategy.
Internal linking allows indexation of content. Observe the internal outlinks on your sample pages, apart from the sites’ navigation and footer links. This line item serves to check that the domains are consolidating their crawl budgets by linking to discoverable, indexable content on their websites. Here is an easy-to-use Chrome plugin from fellow Distiller Dom Woodman to see whether the pages are indexable.
This is really helpful, i just find out the list of top 3 competitors and follow the same backlinks process for my site as well. But here i found some new tips of keyword gap analysis for competitive analysis. Thank you so much for sharing i will follow all your step to do new competitive analysis for my client and try to improve my ranking on most competitive keyword top realtor for Fastexpert.com. Thank you once again.
An important distinction to make before we begin is that a Competitor Analysis is not a Product Comparison. Although we may make mention of the types of products sold, we should not be including the detailed product features in a Competitor Analysis. Quite often, two seemingly distinct products can solve the same customer problem or satisfy a similar need. At its core, a Competitor Analysis is a document that evaluates the strengths and weaknesses of your rivals.
Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also extend to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
Great tips on doing a competitive analysis Zee! I would also add if it is a "local SEO" competitive analysis, you throw in a GMB optimization/completeness and NAP listings quantity/quality (using Moz Local). Also a great free tool for checking how long title tags are when doing the content part of the analysis (and if a search engine will cut it off with the "...") is https://www.portent.com/serp-preview-tool.
If you aren’t aware of buzzwords in your industry or the terms your potential audience will search to try to find you, you need to do some more research or you will definitely be losing people. In Jerry’s case, he has office space for rent as individual desks in a common room. He needs to realize that the term his potential audience will use to search for that is ‘coworking’. A five-minute keywords change would provide Jerry with a clearer vision of his website’s performance and a greater likelihood of being found through search. Check out the revised keywords below:
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.
We at SEMrush continuously monitor Google’s updates, as the search engine rarely stands still. While testing the updates that are most likely to impact advertisers, we have come to the conclusion that Google is moving in the direction of “autopiloted” campaigns. The message is clear, the more you delegate to Google Ads’ artificial mind - bids, placements, banner sizes, etc. - the more benefit you and your customers will get from the campaign.
Of course you don’t have to achieve all of these things in the headline of the ad! In fact, in the case of sitelinks and ad extensions, that’s not possible by definition. There are many parts to an ad that allow you to achieve all the above tips and still be highly relevant to what the person is searching for (the keyword!). Let’s break down sections of ad copy that you can use to show off your small business and attract leads from PPC. These are the basic components of your ad copy in AdWords according to Google’s length limits.
For example, “Austin gyms” or “coffee shops near Dupont Circle” or “uptown restaurants” provide location intent that you can target. Include location terms such as area code, ZIP code, neighborhood, community name, nearby landmarks, popular venues, tourist destinations, well known street names, local jargon and other keywords that will help you get found when a consumer is searching for businesses around you.
In Keyword Planner, formerly known as the Keyword Tool, you can get search volume and traffic estimates for keywords you're considering. Unfortunately, when Google transitioned from Keyword Tool to Keyword Planner, they stripped out a lot of the more interesting functionality. But you can make up for it a bit if you take the information you learn from Keyword Planner and use Google Trends to fill in some blanks.
Location history of a consumer provides a lot of information specific to that person: where they like to shop, what they like to buy, how often they make the trip, and even how they get there. Obtaining this information gives great insight to marketers that enhances the ability to target consumers and deliver relevant, responsive location specific ads and information, even if the consumer is not currently in that area. <<<