Use Google Keyword Planner and your list of potential search ideas to create a list of terms/phrases that align with your brand and that, ideally, aren’t highly competitive. Google ranks competitiveness in Keyword Planner, seen above. You can also get an idea of how competitive a keyword search is by looking at the price of the suggested Adwords bid. Competitive search terms are typically much harder to rank for.
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.
Furthermore, 70% of consumers are willing to share their location information if they believe they are getting something of value in return like coupons or loyalty points, according to LSA’s Local Mobile Search Study.  This dynamically moving consumer base is only going to be more receptive to search results and ads that are specific to their location.

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.
Every business can benefit from attracting higher value customers. Whether you’re a real estate company looking for high net worth individuals looking to buy property or a B2B SaaS company looking for a higher average revenue per user (ARPU), attracting customers who will pay you more than others is a powerful way to amplify the growth of your business.

Surprisingly, you can mine a lot of useful intelligence from employee reviews on Glassdoor. Because employees leave anonymous feedback, they don’t hold back on what they love (and don’t love) about their employer. You can often uncover cultural aspects of the organization by reading how employees perceive senior leadership and whether or not they enjoy working there.


Here’s how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. (That’s why it’s called “pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer.

We constantly sharpen our PPC skills -  by speaking at national search marketing conferences, writing helpful "how-to" blogs for other search marketers,  and consuming daily blogs and news to stay abreast of everthing that this crazy industry throws at us! It's unlikely that your in-house employee(s) can achieve the level of focus and commitment of PPC-Strategies.
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.

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.
Like most advertising techniques, geo-targeting predates the internet. Local papers, radio and television programs have long been used to reach customers in a particular region with ads. These advertisements were customized for the local audiences where possible, a process that we now call optimization. Digital technology has simply made this practice more widespread. The major innovation that has increased the effectiveness of geo-targeting is the addition of other data points beyond simple location.
Great insight here. This template is meant to serve as a base for further customization. Feel free to build on top of it with metrics and data that you find useful, I would love to see what you come up with. You can actually configure the backlink gap analysis to run for majestic or ahrefs by adjusting the query formula slightly. You bring up a great point about analyzing link data from multiple sources to get a more accurate picture so I would definitely recommend exploring majestic and ahrefs data as well..

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.
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.
Geotargeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on their location. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.[1] A common usage of geo targeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In these circumstances, content is often restricted to users geolocated in specific countries; this approach serves as a means of implementing digital rights management. Use of proxy servers and virtual private networks may give a false location.[2]

Think about what else is around you. Don’t just think about where you are; think about what’s around you. Are you a restaurant near a stadium or an airport? Encourage people to stop by after the big game, before that Ed Sheeran concert, or for a graduation celebration in your ad copy. If you’re a boutique fitness studio, advertise to people who are health-conscious and attending the farmer’s market nearby. Put these suggestions into your copy to increase in-store events.


A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
The Keyword Planner is a free tool, but you'll need to set up a Google AdWords account first if you don't have one already.  Once you're set up and logged in, go to the Tools bar at the top of the home page and you'll find the Keyword Planner there. Click Search for new keyword and ad group ideas. You'll be able to see suggestions in both the Ad group ideas tab and the Keyword ideas tab. You can add new keywords to an ad group by clicking the double arrows >> next to the keyword or remove them by clicking on the ad group and then the X next to that keyword.
Once you know your target audience, you can easily aim your advertisements towards areas where your target audience would be. Bonobos, an online male clothing store, did a great job of this when they were launching their Guide Shops pop-ups. The “store” would serve purely as a try on and styling area. Once you ordered clothes, they’d be sent to your house directly.
As with any Split or Multivariate testing, modification of the visual elements can make a big difference. Similarly, testing different design elements based on the visitor’s location may enlighten about the funnel you’re testing. The way bright colors are interpreted by one culture on side of the planet may be vastly different to another. Think of holiday themes as an example, or national flags as another.
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The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.
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.

"Cloaking" via IP delivery works differently from cloaking via "user agent". While IP address spoofing is harder than user-agent spoofing and more reliable, it is also harder to keep the list of IP addresses used by search engines for their crawlers up-to-date. An outdated list with active crawler IP addresses missing enables the search engines to detect the cloaking and may result in a removal of the site from the search engine's index.
The metrics you provide here will depend on the depth of your research. Be sure to keep it consistent by including criteria that can be answered for all competitors. Providing specific, additional information for just one competitor will give your document a bias. As far as gathering publicly available information, here are the first places to look. For company size, LinkedIn is a great resource for discovering the approximate number of employees. Financial details? Check Yahoo Finance and Wikipedia for relevant information. Want to get an idea of their website’s traffic and ranking score? Search on Alexa. More Free Resources: AngelList, Crunchbase
There are various platforms available for PPC ads like Google, Yahoo, Bing and social media channels like Facebook. Choose wisely your platform and plan your ad campaign strategy, according to it. Google is the most effective and famous platform for PPC campaigns. Google Adwords is an advertising interface provided by Google, which is used to plan and publish Google ads. Similarly, Bing ads and Facebook ads provide all required interfaces for an effective PPC campaign.
In B2B, the term target customer (or ideal customer profile) refers to both the company and decision maker profiles. We can’t fully grasp the pains and challenges of a decision maker without looking into his/her organization —  and their stakeholders. Larger organizations can throw more money at problems than a smaller, more agile company. Even decision makers with the same title, same goals, and same challenges might have different priorities and stakeholders to convince depending on the size of their organization.
Surprisingly, you can mine a lot of useful intelligence from employee reviews on Glassdoor. Because employees leave anonymous feedback, they don’t hold back on what they love (and don’t love) about their employer. You can often uncover cultural aspects of the organization by reading how employees perceive senior leadership and whether or not they enjoy working there.
Research Access suggests many other ways that geolocation can help improve the market research process. For example, a consumer products company could use geolocation to “understand how frequently a sample of shoppers visits different grocery chains,” or an auto manufacturer could apply it to collect “a sample of minivan-driving moms to better understand how the product is used.” There are a multitude of ways geolocation can help improve understanding and inform strategic direction for companies of all sizes so they can more closely meet their prospective targets’ desires.
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.
Great article. This ties in perfectly with the article I just published yesterday. This checklist in conjunction with my competitor analysis, that is more based on keyword and traffic data, will really round out the research stage of your campaign. Taking a deep look at a competitors website just like you would do your own, can be a valuable exercise that drives strategy.

Before we can create our campaign we must clearly understand our target audience. This will help develop the campaign structure and inform the way you create the campaign. The key to successful advertising is truly understanding the wants and needs of your customers. To understand our audience we can ask Who? What? Where? When? Why? This chapter discusses how to understand your audience and build a campaign around their wants and needs.
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.

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.
Let’s take the example of a guy, we’ll call him Jerry, who runs a coworking space in the city of Bristol, UK. He’s concerned about his keyword rankings, as seen in WooRank’s SERPs tool. Even his main keywords are only providing ‘+100’ rankings. (If you have used our SERPs tool, you know that this is the number we give to search engine results that rank out of the first ten pages in Google and Bing for a certain query.)
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:
For example, say you run your own B2B marketing agency. If you’re advertising high-level digital marketing services, you want to make sure that the traffic you get from PPC campaigns only includes quality leads. Using negative keywords like “free” and “cheap” will help you avoid people who are not looking to pay for marketing services. If you only work with clients in the United States, you could also use location-based negative keywords. For example, to avoid keywords like “B2B marketing services in Russia” you could add “Russia” as a negative keyword.
Geotargeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on their location. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.[1] A common usage of geo targeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In these circumstances, content is often restricted to users geolocated in specific countries; this approach serves as a means of implementing digital rights management. Use of proxy servers and virtual private networks may give a false location.[2]
Long-tail keywords: Longer keywords or specific phrases might not be used as search queries as frequently by your audience. In the above example, for instance, it’s likely that a freelancer looking for a coworking place queries ‘coworking bristol’ rather than ‘coworking space in bristol’, however, the traffic generated by all combinations of long-tail keywords can provide your site as much traffic as the short-tail keywords. And why would you risk losing any opportunity you have to be present on search engines? We are not the only ones saying this, HitTail also give facts about long-tail keywords; about 70 percent of queries are long-tail.

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

Starting small will also help you devise a repeatable process that can then be applied across a wider range of search terms as your list grows over time. If you really want to go pro, keyword management tools like Moz Keyword Explorer or SEM Rush’s Keyword Magic Tool can help you streamline this entire process and will allow you to create lists that include hundreds of keywords. 

Great question. You could adjust the formulas but I find it easier to highlight the full report (after it is populated with your data) then copy it and paste "values only" this way none of the formulas break. Then go into the navigation of google sheets and select "Data" then "Filter". You will now have filtering options on all of the headings. Then you can simple select your website and uncheck "Yes" so you only see the domains that do not link to you. Give that a shot and let me know if it works for you.
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