As I consult and train people on Internet marketing, I typically ask whether keyword research is a strategic function or a tactical one. Often people think it’s tactical because of the tedious nature of the work. I submit it is not only strategic but also foundational to all marketing channels you will use. If you take the time up front to outline a killer keyword strategy, you will find your campaigns will be higher performing and more successful. In this column, I will outline seven tips for developing a killer keyword strategy you can use to take your campaigns to a higher level.
Informational: These keywords represent the very beginning of the conversion process, and are not very likely to convert on the first visit. If you’re running a branding campaign you’ll want to be sure to include informational keywords on your list. If you’ve got a conversion goal, you still can’t afford to ignore these keywords as they make up the majority of searches. Informational keywords often use words/phrases like "how to", “do I need” and “where to find”. Consider these leads to be converted later via your website or a retargeting campaign.
Keyword research is a time consuming and continuous activity. Create your list of core keywords at the time of campaign planning and you should constantly refine and expand your keyword list for long-tail, low cost and highly relevant keywords. Another important step in keyword research is to review high cost, under performing keywords. Remove these keywords from your list.

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:
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.
Say your e-commerce site focuses on college students. Target promotions to local coffee shops within a couple miles of your store front that students frequent. Students that bring in a receipt from the coffee shop to your brick and mortar store get a special discount. You can push this email campaign to users that are within a 10 mile radius of the coffee shop and your store.
Then, a few months ago, I was driving around town and the beloved Comedy Attic had a brand new LED Sign. A beautiful high-resolution digital sign manufactured by my client. I had a fangirl moment in my car upon recognizing my client’s name in small letters underneath the sign. Next call I had, I mentioned this moment to the client. I asked when that lead came in. The client looked up The Comedy Attic and divulged the sign was purchased in March 2018. The purchase came from a lead that came into the funnel in July 2016.
Trade AssociationsMost professional trade associations compile and publish industry statistics and report on industry news and leaders through trade association magazines and newsletters. Most trade associations also sponsor trade shows and other professional meetings. This is an opportunity to see first-hand what your competition is producing. It also provides the opportunity to discover new players who may soon become your competition.  
Advanced seo analyzer tool to give webmasters or bloggers an seo analysis on a page-by-page basis. This tool analyse the website social media ranking, site usability, online reputation, meta tags, keywords, and site speed. Examine your webpage and get your analysis report together with your rankings from this seo tool. Improve your web pages and increase your search engine ranking.
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.
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.
Using SKAGs will help you improve your overall quality score, which will also improve the effectiveness of your PPC campaigns. In order to get the best possible quality score, you need to make sure that your user experience is consistent. For instance, your ad, keyword, and landing page should all match and seamlessly flow together. This is why using just one keyword per ad group is so helpful. It allows you to ensure that your ad and landing page perfectly align with the ad keyword. If you use multiple keywords, especially more than 15, it’s unlikely that you’ll be able to thoroughly represent all those keywords in your ad and landing page.
These days, organic SEO is all about creating the highest quality content that is actionable and informative around a specific topic. While your content will no doubt contain keywords referencing said topic in places like heading tags and body copy, search engines are well-versed at filling in gaps about content topics without needing to be bludgeoned by keywords. Keyword research can never—and should never—be used as a crutch for poor content quality. However, exercises like those described below, can play very important roles in helping you define and measure your content strategy as well as mapping your content topics to real users’ needs. Words matter. 
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.
"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.'"
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.
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.
The strategic rationale of competitor profiling is simple. Superior knowledge of rivals offers a legitimate source of competitive advantage[7]. The raw material of competitive advantage consists of offering superior customer value in the firm’s chosen market. The definitive characteristic of customer value is the adjective, superior. Customer value is defined relative to rival offerings making competitor knowledge an intrinsic component of corporate strategy. Profiling facilitates this strategic objective in three important ways.[8] First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firm’s planned strategies, the strategies of other competing firms, and changes in the environment. Third, this proactive knowledge will give the firms strategic agility. Offensive strategy can be implemented more quickly in order to exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more deftly in order to counter the threat of rival firms from exploiting the firm’s own weaknesses.[5]
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. 
However, all these are for your own company. Marketing competitor analysis is done with relation to your competitors. That is to say, you do the analysis of your competitor’s firm. In marketing competitor analysis, you assess the strengths and weaknesses of your rivals.  You try to figure out what situations may provide an opportunity for them. Find situations which are likely to become a threat for them as well.
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.
It's important to check that you have a mix of head terms and long-tail terms because it'll give you a keyword strategy that's well balanced with long-term goals and short-term wins. That's because head terms are generally searched more frequently, making them often (not always, but often) much more competitive and harder to rank for than long-tail terms. Think about it: Without even looking up search volume or difficulty, which of the following terms do you think would be harder to rank for?
More specifically, who gets to appear on the page and where is based on an 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, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.
As the content manager, Annie manages a team of brand journalists and is the driving force behind the content strategy for companies in a wide range of industries, including healthcare, technology and professional services. Relying on interviewing skills she developed in her seven years as a journalist, she uncovers insights about what motivates buyers in these industries and uses that knowledge to shape client websites and editorial calendars.
Entrepreneur and marketing guru Peter Yang is the co-founder of ResumeGo, a firm offering resume and CV writing services to people aspiring to advance in their professional careers. As the head of the company’s marketing operations and a content marketing manager for IBM in the past, he wants to share his experience with other marketers looking to make it big.
Funny thing is we’re not seeing users click on the extension itself very often – slightly more often than we’d see for sitelinks, but not by much – maybe 15 percent of total clicks, albeit not necessarily on the extension itself. It may be the way that we’ve set it up (we say chat with a live expert rather than text us), so that may have skewed the behavior.
L’Oreal did something similar when it used geolocation technology to create a virtual art exhibit that allowed attendees to uncover the art and feel as though they were right there looking at it. Brands can also use geolocation technology in mobile apps that include gamification aspects to engage a user more fully in a particular product or service.
Beyond the city level, your geotargeting on Facebook can further narrow your targeted customers to within miles. For example, a fairly standard radius is 10 miles and closer when you’re targeting a specific product or service in a particular vicinity. If you’re in a more rural setting, you can expand that radius to 20 or 25 miles. Urban areas like Chicago, Los Angeles and New York are targeted within one mile.
Geofencing hinges on the use of a “fence”—a designated area that a marketer sets. Where geo-targeting allows you to get more granular and include or exclude certain users in the target area (based on demographic, for instance), geofencing is a bit more of a blunt object in that you’ll capture all users who move into a certain area. The purpose of creating a geofence is to target communications in a given zone, in a given context—just like geo-targeting, but with greater accuracy. Retail operators who want to catch the attention of shoppers as they pass by a store, for example, might use geofencing.
But consider this: only a lead who is in the early stages of researching a product or solution (aka not ready to convert) uses such general keywords in their search engine research, simply because they aren’t yet educated enough about what they’re looking for. Similar to a negative keyword strategy, bottom-of-the-funnel (BOFU) keywords can help you reach avoid the wrong leads. These keywords are ones that are more pricing and service-oriented, which will bring in consumers who have a higher potential of converting as a result of your PPC ads.
When setting up conversion experiments that test different page elements, it may be valuable to make a prior segmentation that is location-based. Testing different ideas and approaches when location is taken into account, usually creates very interesting insights. What will work better for your funnel – showing your traffic from Spain pages in Spanish or English? Will you quote Euro or Dollar?

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.
Don’t forget, content marketing should be customer-centric. One of the best ways to know what content you should create is to find out from your customers. There are a number of ways to go about asking, whether it’s through customer surveys, social media, or just giving them a phone call. Listen to what they have to say, and jot down some unique ideas or suggestions that you might have missed yourself. Sometimes their responses can really surprise you!
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.
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