You and your competitors are competing for the attention of potential customers. That’s why it's useful to know how your competitors use social media channels and paid acquisition channels to reach their target audience. While digital channels are key in today’s marketplace, you also need to pay attention to offline channels like events, meetups, conferences, and direct mail. This is where the face-to-face interactions occur that are often the key to establishing connections and sealing deals. You can usually find out information about offline events by visiting the “Events” section of your competitors’ websites and also searching for their names in relation to conferences and events on the wider web.


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.
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.

IP delivery for search engine optimization (SEO) is the method of delivering different content to search engine spiders (also known as robots and crawlers) than to human visitors. The determination if the visitor is a known search engine spider is done based on the IP address. SEOs compare the visitor's IP address with their list of IP addresses, which are known to be servers that are owned by a search engine and used to run their crawler applications (spiders). The delivery of different content to search engine spiders than to human visitors is called cloaking and is against most search engines' webmaster guidelines.[8][9][10]

The effectiveness of geo-targeting is only going to further improve as mobile use grows and location data becomes more accurate and available. The Local Search Association (LSA) just released data that found that, for the first time, mobile devices surpassed PC use in search for local businesses and services. As I reported last month, the majority of searches (52%) for local information on mobile devices occur either in the car or away from home or work.

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.
Monitoring also allows you to notice trends. If there’s a high bounce rate (people leaving your landing page before making a purchase) but a high click-through rate as well (lots of people are clicking on your ad), it’s a sign that the issue isn’t with your ad but with your landing page. Instead of throwing the baby out with the bathwater, you can focus exclusively on improving your landing page.

Brands love to be front and center and who can blame them? Essential to becoming a well known brand is achieving awareness and name recognition, and well branded companies tend to do well at drawing in new customers. In the world of search, the best way to build your brand is by showing up in the top position of search results. Preferably you can do this for both organic and paid results, but at the very least you can often buy your way to the top of search results with a high enough Maximum CPC bid. You will also want to enhance your brand even further by adding Sitelinks to your account to showcase the depth of products and services you offer and occupy even more real estate in search results.


Conduct a thorough account audit and gap analysis. Audits are time-consuming and tedious, but they’re absolutely necessary. I use the account audit to understand underlying drivers of performance and to determine whether work being done in the account is in alignment with business goals. Uncovering the strengths, weaknesses and opportunities provides critical information I need to form my guiding principle for account management.
If your account is currently achieving a return on ad spend (ROAS) of 5, and your goal is to achieve a ROAS of 6, your strategy should focus on efficiency optimizations to improve ROAS. If your account is achieving a ROAS of 5 and your goal is to increase revenue as long as your ROAS is at or above 4 (and you have additional budget to spend), then your strategy will need to focus on growth initiatives.

Images: Even though search engines don’t really see images, you can still use them as part of your keyword strategy. First, make sure they are relevant to your page content, and add to the overall user experience. For search engines, use the alt attribute to help crawlers "see" what an image is about. The alt attribute is a part of the image HTML tag that is used by search engines, text-only browsers and screen readers to “see” an image. Use your keywords in the alt text, but be sure to do so naturally. Stuffing alt attributes full of keywords and synonyms will make your page look like spam and do more harm than good.
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.
Take Coca Cola and Red Bull for example. They have massive marketing budgets, and the majority of that budget goes into branding and (I am guessing) very little attention is paid to determining the ROI of each individual activity they sponsor. They just know that the more they can build equity in their brand, the more products they will sell. The result? They are some of the most recognizable brands in the world. They are also extremely profitable at the end of the year – they just achieve that profitability differently than what we are used to seeing as direct response marketers.
It’s important to remember that online shoppers are humans, and to treat them as such. The examples below show two versions of the same ad for a fake cyber security business. While version A does provide potential customers with information about the company and the services it offers, it fails to address them as people or speak to the challenges or pain points they might be experiencing.
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.

Truly awesome stuff Zee! For those involved in doing competitive analysis for Local SEO, I would also add GMB Completion/Optimization, and NAP Profile Quantitiy/Quality (which can be checked via MozLocal and Majestic SEO). The conversion part of your analysis that you laid out is especially important in my opinion. Thank you for writing and sharing your insight!


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.

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.  
Once your ad is displayed, it’s likely to be clicked by only a tiny percentage of people who search for such a broad term, making it less likely to be displayed in the future. And even if you create an ad that’s broad enough for those searchers to reliably click, they’re unlikely to find exactly what they’re looking for on your landing page. You’re paying a lot for poor-quality traffic.
Customer preference of products is only part of the analysis. There are internal operational factors which can provide a competitive edge as well. Your competitors' products may not have the high quality of yours, but they might offer free delivery; or their employees might be extremely motivated and committed to gaining market share. You need to learn how they are doing on the inside. Some factors to consider:
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.

A company rarely competes against just one competitor. In fact, in many cases, the biggest competition in the SaaS and tech industries is coming from indirect competitors. These competitors hold a commanding position in their core market, allowing them to expand into different industries and verticals. Who would have thought that Uber and Google would become die-hard competitors in the autonomous car market? As I wrote previously in my analysis of sales enablement and acceleration industry, it is almost impossible to distinguish direct and indirect competitors. In many SaaS verticals everyone competes with everyone.

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:
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.

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.
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.
To do this, you want to analyze your analytics frequently by keyword and observe visitors’ behavior when they come to your website or landing page. Don’t fixate on just traffic alone. How much time are they spending on your site? What is the average number of pages they are viewing? What is the bounce rate? A high bounce rate like 80 percent will tell you that most of your visitors leave your site immediately upon landing on your site. They’re not engaged and see no content clues they arrived at their desired destination. This can be fixed by making changes to your landing pages as long as they are relevant to the keywords that brought them 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.
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. <<<
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