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.


Overall score: Finally, you simply add up the scores and divide by the number of columns you have. This will give you an overall score. Then you can sort your keyword list by overall score and voilà, your keywords that are likely to perform the best for you bubble up to the top. You can weight each column if you like based on which factors are most important to you.
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.

Of course, many small businesses don’t have the time or expertise to run tests on the successes and failures of their PPC campaigns. This is why simplified tools that use complex machine learning to do the testing for you are so helpful to manage PPC for small businesses. If you’re a small business owner and want to take it on yourself though, follow the winning strategies above to get started on the right track!
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
It can be easy to go down a deep rabbit hole with this process. There are thousands of blog posts with helpful hints (you’re reading one right now), and hundreds of tools that can potentially improve or otherwise streamline the process of researching keywords and devising a smart keyword strategy. That’s why we advise you keep things simple for starters. You can always layer on complexity as you gain experience. More than anything, good SEO efforts revolve around creating content experiments, measuring them, then doing more of what works and less of what doesn’t. Simpler is often better, especially if you are resource constrained. A good content governance strategy should dictate that you take on only as much as your resources allow.
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.
What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising (specifically Google AdWords PPC, which we’ll talk about below).
Google's AdWords Keyword Planner tool is another common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.
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.
Having initiated a Geo Targeting conversion experiment, you are faced with an inherent problem: how can you verify that your Geo Targeting works? One option is to ask people that are located worldwide to browse your targeted pages and inform you of the results. Another, far more convenient method, is to use a “global geo proxy network” that allows you to browse the web from different global locations.

Every company has those dreaded competitors they cannot stand, no matter what you do they are always using your ideas and taking your potential customers. Whether you are a local, national, or international company there is probably someone in your company, specifically the sales and marketing teams, that can quickly rattle off your top competitors as well as what differentiates them from you.
Dmitry single-handedly grew a startup from zero to 40 million page views through PR & SEO and got acquired by Google. He has translated his know-how into an SEO and PR coaching program PRThatConverts and a 'PR on a shoestring' pitching service and software JustReachOut which is used by 4,000+ professionals and entrepreneurs to pitch relevant influencers and bloggers to get featured in press every single day. In his spare time he writes about SEO and PR on his blog CriminallyProlific.
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. 
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.
In this article, I will introduce the subject of competitive analysis, which is basically a method to determine how well your competitors are performing. My aim is to introduce the subject to those of you who are new to the concept. It should be useful if you are new to product design, UX, interaction or digital design, or if you have experience in these fields but have not performed a competitive analysis before.
3. Mapping keywords to the right landing pages. One way to insure you get the best results from your keyword campaigns is to make sure there is very high relevance between the keywords you use and the associated landing pages. This is a very important principle. What happens when you click on an organic listing or a PPC add from a SERP (search engine results page) and the content has little to zero keywords on that page that you used to search on? Right, you bolt and head back and click on another link. Make sure your landing pages are optimized to handle your keyword traffic to make them relevant.
In order to get more specific with our audience, we set up our targeting to focus on those people that Facebook says are interested in moving. We narrow our age range slightly to exclude those too young to (probably) be looking to sell their home, and also include some demographic and behavioral targeting traits. We target those who are “likely to move” and those within a range of incomes and net worths that we like:
Nick's Keyword Strategy Implementation Guide is a MUST read. All too often you will see an eBook make wild promises about how it can teach you XYZ. When you finally get it the book is filled with fluff that you have seen on a thousand other sites. What set's Nick's guide apart is the STRATEGY. You cannot hope to use keyword effectively on your site in the current state of the internet without a strategy. Nick has put a ton of information on a few pages, folks this book is dense. If you are in B2B, B2C, SaaS, or eCommerce you can benefit from the strategies outlined in this book.
"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.
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.
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.
When I was working with BLADE, an Uber-like helicopter service, we wanted to know why people would pay $600 for a 5-minute long helicopter ride from Manhattan to the airport, but not the other way. In this particular case, our competitor was sitting alone in a black car in traffic back to the city. The benefit was that they weren’t really in a rush and they could catch up on things. It was the only time they could be alone with their thoughts.

7. Use a keyword research brief to share for unified messaging. The final tip is to attempt to break down the silos that are typical in medium to large organizations and share with them enough keyword data so they can be encouraged to use your targeted keywords in their respective messaging. One way to do this is to develop what I call a keyword research brief. This is simply a document that is like an executive summary of keyword research for your top keywords. This document should be no more than one to two pages. It should be a quick read. See an example of this below.
If you have a poor billing system or are constantly losing invoices and important documents, soon your clients will move on to greener pastures (and more organised businesses). If you implement a strategy to become more organised, you will find your customer service improving. This will lead not only to return clients but to new business, as word-of-mouth travels about your professionalism and efficiency.
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:
For both teams, first reactions from people were often strongly negative. I cringe to think what focus groups would have done with these ideas. But, Chesky and Gebbia, and Hyman and Fleiss, were undeterred. To these founders, their ideas were obvious and they set out to find investors and employees who got the vision when most everyone else did not.
"My favorite part about voice search is just how clear the intent is in the query. For example, if I typed in 'hotels in the Bahamas', you’d have no idea whether I was looking for a romantic getaway, a singles trip or a family vacation. Chances are the results would be different for each. But if I asked Cortana, 'which are the best family-friendly hotels in the Bahamas,' then a far more targeted result could be served.

Another easy, yet possibly expensive, way of testing geo-location is using a PPC platform such as AdWords. You can set your campaign targeting to very specific locations and languages, as well as set the destination URLs of your individual ads. Similarly, this will require a set of landing pages for each campaign, but delivers results very quickly. You may be able to run a fast, data rich, and location-based conversion analysis with little more.
Instead, SEO now takes a multi-faceted approach where you’re involving different disciplines (i.e. content, email, advertising, social), building a brand (i.e. investing in intangibles, not just conversions), and competing on multiple fronts (i.e. paid search positions, review & aggregation sites like Yelp, TripAdvisor, beefing up your local listings, and more) – all at the same time.
Because someone who is looking for something that specific is probably a much more qualified searcher for your product or service (presuming you're in the blogging space) than someone looking for something really generic. And because long-tail keywords tend to be more specific, it's usually easier to tell what people who search for those keywords are really looking for. Someone searching for the head term "blogging," on the other hand, could be searching it for a whole host of reasons unrelated to your business.
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.
1. Branding or converting strategy. One of the first things to consider in developing a keyword strategy is what you want to accomplish when you reach your target audience. Do you just want to generate an impression for branding purposes or do you want to invite them to your place where you get them to make a purchase? Here are three types of strategies to consider:
Steve Webb is an SEO audit specialist at Web Gnomes. He received his Ph.D. from Georgia Tech, where he published dozens of articles on Internet-related topics. Professionally, Steve has worked for Google and various other Internet startups, and he's passionate about sharing his knowledge and experiences with others. You can find him on Twitter, Google+, and LinkedIn.
To determine your company's market share on a percentage basis, the following formula should be used: Current Market Share = Company sales Industry salesYou should then compute each of your competitors' market shares. It will give you a clear idea of how your sales volume compares to your competition's. If you don't have total industry sales figures you won't be able to figure out your market share, but you can still get a good idea of your competitive position by comparing the sales volume figures. For example, say last year Company A sold $3 million dollars worth of copiers, Company B sold $5 million, and you sold $4 million. It's obvious that Company B has the largest share of your market and is your greatest competitor. Competitive Objectives and Strategies For each competitor in your analysis, you should try to identify what their market objectives are and determine what types of strategies they are using to achieve them. Are your competitors trying:
Instead, SEO now takes a multi-faceted approach where you’re involving different disciplines (i.e. content, email, advertising, social), building a brand (i.e. investing in intangibles, not just conversions), and competing on multiple fronts (i.e. paid search positions, review & aggregation sites like Yelp, TripAdvisor, beefing up your local listings, and more) – all at the same time.
After years of working with relatively inexpensive homes in rural areas, we’re looking to break into the competitive and high-flying Manhattan real estate market. Referrals and word of mouth have been powerful drivers of growth up to this point, but they won’t cut it anymore. We need to get in front of people who are trying to sell their homes in Manhattan, and we decide to run Facebook ads to do it.
Keyword gap analysis is the process of determining which keywords your competitors rank well for that your own website does not. From there, we reverse-engineer why the competition is ranking well and then look at how we can also rank for those keywords. Often, it could be reworking metadata, adjusting site architecture, revamping an existing piece of content, creating a brand-new piece of content specific to a theme of keywords, or building links to your content containing these desirable keywords.
×