1,000+ keywords: if it’s just you or 2 of you, this is probably more than you can chew off. It’s not hard to gather 1,000 keywords though, so if you’ve got the time, the people and the inspiration, it usually does pay off to write a lot of meaningful content. Do make sure that all those keywords relate to your products or services as otherwise it’s nonsense and make sure that you’re structuring your site well around it.
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.

For example, if a user from a high income neighborhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle. The higher income consumers may be more interested in deals such as cash off or lower interest rates whereas those in lower income brackets may be more receptive to lower monthly payments.
Estimated Costs: Creating content to adequately target specific keywords will require varying amounts of time, money, and effort. In some situations, you might find that targeting a certain keyword also allows you to SEO your landing page at the same time. So be on the lookout for shortcuts that might make ranking for a keyword more cost-efficient than it would otherwise be. That’s how you can find real money-makers!
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
I include specific, real world examples of every type of content in the wild as well as showing you how I design keyword architecture on my sites. I even provide a general model and walk you through exactly how to make decisions on what levels of architecture should get a dedicated URL versus what content should live on parent pages or use JSON/AJAX to not generate new URL's but still provide an ideal user experience.
For branding campaigns, your budget is often not an issue. You may have a fixed budget or your budget may be seemingly limitless. It doesn’t matter, because with this strategy the focus is on position; and in most cases only position #1 will do. This is often the easiest strategy to execute for paid search, but it’s also inefficient. The reality is that bidding into the top position in search results is often a waste of money. Google has gone on the record as saying that conversion rates don’t vary much by position, so in many cases all that the first position buys you in paid search is brand awareness (and vanity).
You’ve probably been hearing more and more about retargeting in the couple of years or so, and for good reason too. Retargeting campaigns use cookies to keep track of the internet users who visit your site so that you can continue to market to them once they leave. Have you ever shopped for an item and then suddenly noticed it following you around on other sites? That’s retargeting. And believe it or not, it really works.
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.
"Modern SEO focuses on using the variations of the word or phrase that work naturally within the content because users will have a better experience, and search engines are capable of rewarding rankings to sites regardless of the variation of that keyword used. In other words, when a shopper searches for 'books,' the pages that best serve that user’s search query will, in theory, be ranked highest regardless of whether the content reflects the word 'book' or 'books.'"

A backlink gap analysis aims to tell us which websites are linking to our competitors, but not to us. This is vital data because it allows us to close the gap between our competitors’ backlink profiles and start boosting our own ranking authority by getting links from websites that already link to competitors. Websites that link to multiple competitors (especially when it is more than three competitors) have a much higher success rate for us when we start reaching out to them and creating content for guest posts.


Geofencing mostly uses GPS technology (which communicates with the tiny chip in your phone) to cordon off an area with a virtual fence. When a device moves into (or out of) the space defined by the fence, triggers are sent, and the user will receive a notification, for example a text or push notification (provided they are opted into those channels).

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.


Estimated Costs: Creating content to adequately target specific keywords will require varying amounts of time, money, and effort. In some situations, you might find that targeting a certain keyword also allows you to SEO your landing page at the same time. So be on the lookout for shortcuts that might make ranking for a keyword more cost-efficient than it would otherwise be. That’s how you can find real money-makers!
Another way to do this is to analyze the keywords that are driving traffic to your site and match the user intent to the right page of your site. In the figure below, you can see a typical buy cycle for a new searcher. They will start off using broad keywords to get a general idea of what content is out there. Searchers who use these broad terms would infer that they’re in the information gathering stage of their search. So ask yourself, which page on your site is best suited to help them gather the information they’re seeking? Do you have an article, how-to, or comparison page you can lead them to that helps them get the information they need?
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.

Lastly, if you have the opportunity, maintain the competitor review and analysis every 6 months. It provides you with an external perspective. Competitive analysis needs to be integrated with other product management and marketing activities. Overly concentrating on what competitors are doing can distract you from remaining focused on your customers.
Beacons are little physical objects (under two square inches, in most cases) that can be placed in desired locations. Their sole purpose is to detect you, or more specifically, your device, as you move into their range. The beacons themselves don’t send content. Like geofencing, a signal is triggered when you’re near one, and a server sends a push, text, in-app message, or even an email (though currently, that’s a less likely application for beacons).
If you’re aiming for a steady cost per conversions (also known as Cost Per Acquisition) average, despite the potential challenge in calculating those costs, then Conversion Optimizer may be of help. This strategy works by setting a target Cost per Conversion at campaign level, and then AdWords uses your historical conversion data to optimize your bidding strategy to reach your targeted average.
When I was working on my own startup, Complete Seating, we did this for OpenTable. I spent at least a night a week working as a host. What was most interesting was all of the other tools that they needed to get their job done: hardwired phone, discussions with waiters, discussions with the kitchen, POS access, and more. We saw some key differentiation with automating the communication through SMS and phone before a guest got to the restaurant. They were really powerful in showing how OpenTable was just a digitization of the maitre d book.
ClickBank is the retailer of products on this site. CLICKBANK® is a registered trademark of Click Sales, Inc., a Delaware corporation located at 917 S. Lusk Street, Suite 200, Boise Idaho, 83706, USA and used by permission. ClickBank's role as retailer does not constitute an endorsement, approval or review of these products or any claim, statement or opinion used in promotion of these products.
Using geo-targeting, you use smart marketing tactics. A great example of a successful use of area segmenting is evo, an e-commerce sporting goods store. When they took the leap to open up three brick and mortar stores. Their first step was to send out an email blast for a $200 shopping trip to users in the area. Though the campaign had a 58% conversion on mobile users, the campaign wasn’t as effective at driving traffic to their store fronts.

Your competitor analysis framework should give your stakeholders an overview of how the playing field looks. A side-by-side comparison with top competitors helps teams strategize better, plan business growth and provide a clearer vision for the organization. When creating a competitive analysis, you should first consider defining the criteria for the comparison. Common high-level pieces are company information, description, products or services, strengths and weaknesses and market-fit.
But while many marketers understand the value of geotargeting, not many are ‎likely to understand how the technology behind it works.  Having a firm grasp on ‎the technology though is actually critical in this case, as different solutions take ‎different approaches to the problem of determining the physical location of a ‎consumer, and the simplest solution is usually the least accurate.  Just as traditional ‎strategies don’t always translate well to digital, many desktop strategies don’t ‎translate well to mobile.  ‎
The first part of your competitive analysis only requires basic research. You’ll just be looking up and making note of easy-to-find facts about your competitor’s business. For this part, you’ll need to have some idea about who your small business competitors are, where to find their website and social media pages, and perhaps have access to their offline marketing materials such as brochures, ads, and posters.

Katey Ferenzi has lived and breathed ecommerce for +10 years. In the mid-2000s, she and her husband started their own online business and successfully exited so they may come to Bigcommerce to teach other SMBs how to do the same. Currently, she's consulting for Jasper PIM, a Product Information Management (PIM) solution focused on unifying back-office operations with front-end shopping experiences for mid-market and enterprise businesses looking to scale.
This checklist is broken out into sections that reflect key elements from our Balanced Digital Scorecard. As previously mentioned, this checklist is to help you identify opportunities (and possibly areas not worth your time and budget). But this competitive analysis is not prescriptive in and of itself. It should be used as its name suggests: to analyze what your competition’s “edge” is.
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.

Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer's dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor's business. Answer questions such as:
Example 1: Say your business focuses on skin care. Your keywords might center around the idea: “how proper skin care can improve your health.” You would then begin looking for a keyword theme that sums up the idea of skin care relating to health. The takeaway message is that your business has a goal, and the right keywords will relay this goal to site visitors in a clear, concise way.
Google is constantly refining and adding new tools to AdWords, so remaining active with your PPC strategies is critical if you want to beat out your competition. There’s never a set-it-and-forget-it approach that you can take–as much as one might wish–so it’s important that you test, analyze, re-test, and repeat to find out what is working for you and what is not. Also, keep in mind that while some strategies might work wonders for a particular business or industry, they may not be as effective with yours. Experiment with different approaches, but don’t be too quick to abandon ones that don’t show immediate results. Some investments require time to show their return.
And so on and so on. The point of this step isn't to come up with your final list of keyword phrases -- you just want to end up with a brain dump of phrases you think potential customers might use to search for content related to that particular topic bucket. We'll narrow the lists down later in the process so you don't have something too unwieldy.
More and more consumers are finding businesses online through search engines. How do they find them? By using keywords! Fortunately, you can take advantage of this consumer habit by optimizing your website around the keywords that are relevant to your business and which keywords consumers are using to find you online. This will increase your chances of getting found by people searching with those keywords, which will drive more and better quality traffic to your business’ website.
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.

Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer's dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor's business. Answer questions such as:


Another way to do this is to analyze the keywords that are driving traffic to your site and match the user intent to the right page of your site. In the figure below, you can see a typical buy cycle for a new searcher. They will start off using broad keywords to get a general idea of what content is out there. Searchers who use these broad terms would infer that they’re in the information gathering stage of their search. So ask yourself, which page on your site is best suited to help them gather the information they’re seeking? Do you have an article, how-to, or comparison page you can lead them to that helps them get the information they need?

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]


If you have been dabbling in this PPC advertising thing and not noticed much traction, you might want to reconsider your budget. Many small businesses set a PPC spend that is too small to make any significant impact. Most people don’t realize that while PPC campaigns generate an average of 2% click-through, most do much better, especially with the help of new technology like machine learning.
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.
Remember: The idea of a competitive analysis isn't to overly focus on the competition but to understand where your company stands in the marketplace and identify opportunities to further differentiate. At the end of the day, a focus on the customer will serve your company far more than a focus on the competition. Done well, a competitive analysis can help you find ways to outplay the competition by better serving customers —  theirs and yours.
It’s all about repeated exposure—while your previous site visitors browse other websites, your retargeting provider will show them ads for your services and products. Using retargeting, you can entice visitors back to your website and effectively convert these digital window shoppers into customers for your business. In fact, potential customers who are retargeted with display ads are 70 percent more likely to convert. Now, doesn’t that sound nice?
Do you have any PPC best practices that you’re using thisyear to share? Let us know in the comment section below! And, if you’re looking for assistance creating an effective PPC strategy or executing an optimized campaign, look no further. Contact the expert PPC advertising team at SevenAtoms today for a free consultation and find out how we can help you maximize your marketing efforts.
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.

WHAT TO EXPECTAn in-depth investigation and analysis of your competition is one of the most important components of a comprehensive market analysis. A competitive analysis allows you to assess your competitor's strengths and weaknesses in your marketplace and implement effective strategies to improve your competitive advantage. This Business Builder will take you through a step-by-step process of competitive analysis, helping you to identify your competition, determine and weigh their attributes, assess their strengths and weaknesses, and uncover their objectives and strategies in your market segment. WHAT YOU SHOULD KNOW BEFORE GETTING STARTED [top] What Types of Organizations Should I Consider as Competitors? Any business marketing a product similar to, or as a substitute for, your own product in the same geographic area is a direct competitor. Firms offering dissimilar or substitute products in relation to your product or service are considered indirect competitors. Indirect competition would exist between the manufacturer of butter and a manufacturer of margarine selling to the same customers. Another example is the manufacturer of eyeglasses who competes indirectly with contact lens manufacturers. Stated in other terms, indirect competition will satisfy the customer's need with a particular product or service, although the product or service used may be different from yours. If a firm has similar products and distribution channels, but has chosen to operate in different market segments, they are not at this time your direct competitor. However, it's important to monitor the marketing activities of such firms because they may decide to move into your market segment, just as you may decide to move into theirs. Take a moment and identify your direct and indirect competitors: Why is a Comprehensive Competitive Analysis an Important Part of a Marketing Plan? To achieve and maintain a competitive advantage in reaching and selling to your target market, you must possess a thorough knowledge of your competition. An in-depth competitive analysis will provide you with the following:
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.
It doesn’t take a marketing expert to know that marketing is a complex endeavor. With so many moving pieces, it can be hard to decide what you should focus on. What mediums do you prioritize? How do you narrow down your target audience? How do you rank better on search engines? Should you have a social media campaign? And if so, which social media platform should drive that campaign? And where in the world do you even begin to dig into this stuff?
To create a similar chart, start with your website goals and map them to a potential visitor’s goal. For example, you may want to generate more event space inquiries, which means potential visitors to your website would likely be searching for an event space. Now ask yourself: what do people searching for an event space type into Google? If I were looking for this type of product or service, how would I search for it on the web?
Examples like the above support metrics that find geotargeting doubles the performance of all kinds of marketing methods, from email campaigns to paid search. Per data from the Local Search Association’s LSA Insights database, it also doesn’t matter what vertical your business is in.  The click-through rate for geotargeted mobile display ads was higher than the industry benchmark for all verticals.
Competitor analysis is an essential component of corporate strategy.[3] It is argued that most firms do not conduct this type of analysis systematically enough[4]. Instead, many enterprises operate on what is called "informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives." As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis.[5]
Use the Keyword Planner to flag any terms on your list that have way too little (or way too much) search volume, and don't help you maintain a healthy mix like we talked about above. But before you delete anything, check out their trend history and projections in Google Trends. You can see whether, say, some low-volume terms might actually be something you should invest in now -- and reap the benefits for later.
Shakeups. As you analyze your competitive information be on the look out for broad management changes or changes in ownership. This is an indication that major policies and marketing shifts are on the horizon and you should anticipate changes. It may be a good opportunity to court your competitor's star employees. People often change jobs during management shakeups. 
- Hi, I'm Matt Bailey. Welcome to keyword strategy in depth. Keyword research is the fundamental building block, for all of your on-line marketing efforts. It goes beyond optimizing your website, to enabling a better connection when marketing to your audience, as you are using their language. We'll begin by finding sources for keywords, seeing how search engines deliver different results based on the types of keywords, and building your keyword lists. Next, I'll demonstrate how to effectively sift through the keyword data, in ways that maximize your ability to understand the searcher, and derive their intent. We'll see how to implement your keywords throughout the content of your website. Then, I'll demonstrate how to setup an initial Google AdWords campaign, utilizing your keywords, and avoiding the top five mistakes that companies make in AdWords. I've been marketing online for nearly 20 years, and I love to teach people how to be successful in their own businesses with the tools…

A FINAL WORD [top] Schedule a competitive analysis on a regular basis, as you do for inventory and other business functions. Depending on what market you're operating in it could be every two months or once a year. Consider employing a college student for the summer or create student internship positions to fulfill the task. You must remember that your competitive research and analysis is never finished. This is on-going, rather than a one-time process. Your competition can change quickly, new players can emerge tomorrow, the economy may upswing or downswing at any moment. It's only when you clearly understand your competition that you can evaluate your own market position. Only then can you exploit their weaknesses to your competitive advantage and seek to improve your own marketing efforts. CHECKLIST [top] ___ Have you identified your direct and indirect competitors? ___ Do you know how the customers in your target market rate your product in comparison with your cometitors'? ___ Have you compiled the intelligence you have gathered on each competitor in a format that fosters comparison of features and market postions? ___ Do you have strategies for building on your strengths and minimizing your vulnerability where you have weakenesses? Do you have strategies for minimizing the value of your competitors' strengths and taking advantage of their weaknesses? ___ Have you communicated the competitor information and your strategies to every worker who needs to know? In research and development? In production? In marketing and sales? ___ Have you established procedures for keeping your industry and competitor profiles current? RESOURCES [top] Books Competitive Intelligence for the Competitive Edge, by Alan Dutka. (NTC Business Books, 1999). Brief discussions of competitive intelligence activities are followed by extensive real-life case-study examples. Web Sites "Do You REALLY Know What The Competition Is Doing?" by Darrell S. Mockus. Journal of Business Strategy 24:1 (January-February, 2003), 8-10. "Spies Like Us," by Carole Ashkinaze. Business Week (July 12, 2000), F4+. "Face-to-Face: Spies Like Us," by Stephanie L. Gruner. Inc. 20:11 (August 1998), 45 (7). "Spy Away," by Mark Henricks. Entrepreneur 28:3 (March 2000), 98. Fuld and Company. What Is CI?. Society of Competitive Intelligence Professionals. "Competitive Intelligence vs. Espionage," by Fred White. ThomasNet Industrial Newsroom, May 22, 2007. Writer: Susan MaGee All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher.  


It’s not easy to find information on market share. Large companies invest millions of dollars to investigate market share but most SaaS companies don’t have such resources. The best shortcut is to conduct a survey with a sample size of 200-300 respondents, asking them what tools and solutions they are using. That’s usually just enough to get a ballpark estimate of market share in the SaaS industry.
Using negative keywords in PPC campaigns is an often overlooked but highly effective strategy. These are keywords that you add to your campaign that you don’t want to target. Adding negative keywords will let Google know that it should not show your campaigns in searches that include these words. This is a crucial step in order to make sure that you don’t waste money by displaying your ad for irrelevant searches.

4. Choose keywords based on more than just high search traffic. Depending on which strategy you’re using, branding or conversion, you should not fall into the trap of just looking at search volume when judging which keywords to use. Just because one keyword has a whole lot more searches than another doesn’t necessarily mean it will be a better performing search term. Take the time to analyze other factors that provide more granularity. Here is an example of other factors you may want to look at:
Finally, some strategies will drive both efficiency and growth within an account. For example, concluding an ad copy test based on CTR, conversion rate, or conversion per impression can increase revenue and improve ROI. However, these strategies typically show incremental long-term improvements, and are less likely to ramp revenue or improve ROAS in the short-term.
Both geo-fencing and geo-targeting can be done on mobile, tablet, computer, or even gaming devices with internet access.  When it comes to deciding which is best for your marketing, think of who your target customer is. If you are interested in advertising to a population of all ages and all interests, geo-fencing is perfect for you. If you are only interested in hitting only a specific consumer demographic that is more niche, then you should be doing geo-targeting.
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.
If you are a UX designer, then you might be aware of the service design cycle. This cycle contains four stages: discover, explore, test and listen. Each one of these stages has multiple research methods, and competitive analysis is part of the exploration. Susan Farrell has very helpfully distinguished different UX research methods and activities that can be performed for your project. (You can check this detailed segregation in her “UX Research Cheat Sheet”.)
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.
So there you have it, Xtensio’s Competitive Analysis Template. Remember this document is super flexible — you’re not bound to use any category the way we have it. Click inside text modules and type away, add new modules, graphs, charts, images, etc, drag & drop to reformat — whatever the case is, make something great. And if you’re working on a team, add your colleagues to join in the editing process with Xtensio’s collaboration feature.
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.
Your conclusion should be presented to other business stakeholders especially when you’ve decided the next steps. For example, you may alter your Product Roadmap as a result of the competitor analysis. Sales and marketing teams may benefit from summaries that contrast your product with key competitors and emphasise your product’s strengths so that they can take this message to market.

It is important to set the objective of your campaign. Ad objective will help you to drive your campaign effectively. Identify your ad objective and keep it in mind while planning your campaign strategy. Your ad objective or marketing objective can be brand awareness, lead generation, to increase your website traffic and to increase the sale of your website. For each objective, you need to plan your ad strategy, which helps to fulfill your goals.
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.

More importantly, take the time as you conduct your keyword research to segment and categorize your keywords to map to the right landing pages. If the page doesn’t exist on your site yet, then that is your cue to build a new page for that set of keywords. By doing this you will achieve the relevance that will lead to more engaged visitors and higher conversion rates.
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