If the SaaS world feels like a blur these days, it’s not just you. SaaS products and services have proliferated. Product categories have gotten more crowded. A lot of their features and functionality have started to overlap. The subscription economy has made it easier to switch to competing products. The marketplace has turned into a competitive high-stakes, “winner-takes-all” environment.
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.
This emphasis on competition is related to the advent of game theory in the mid 20th century around the same time. The problem is that game theory is one mental model of many to help make decisions, not the only one (Ben Thompson from Stratechery has a good post on the Prisoner’s Dilemma that is a fundamental one). Even researchers are starting to point to the fact that there are no perfect solutions (such as a Nash equilibrium) to most situations.
This analysis should help you holistically identify areas of opportunity available in your search landscape, without having to guess which “best practice” you should test next. Once you’ve started this competitive analysis, trends among the competition will emerge, and expose niches where your site can improve and potentially outpace your competition.
To determine your company's market share on a percentage basis, thefollowing 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:
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.
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.
The personal intent targeting is nearly as strong as search, which is really saying something! The Q&A format of Quora lends itself to fairly specific intent (e.g., "What is a good program for learning data science online?"). That question is loaded with high-quality intent potential for my client, and anyone clicking on it likely wants to actually discover the answer.
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).
- 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, tips, and experience I've learned along the way. Now, let's get started.
Geo-Fencing refers to drawing a virtual barrier around a location using your devices global positioning system (GPS) or Internet Protocol (IP) address, which is just like your virtual address. Ads inside of geo-fenced areas can be seen on computer, tablet, or mobile devices as potential customers are browsing the web. Technically, geo-fencing can be any size radius from a particular location, anywhere from a mile to state-wide. But most people when they are referring to geo-fencing are looking for a very tight radius around a location. A misconception with geo-fencing is that once inside the fence you receive push notifications, or text messages to the device, which is not accurate. What geo-fencing does instead is show ads to the person inside the geo-fenced radius if they are browsing the web, to alert them of a local deal or the distance you are from a particular store location.
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:
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.
The SEO Checker analyze the title, description, h1/h2/h3/h4/h5/h6 tags, their correct filling, and their relation with the content from the web page. We look at the size of all the content, and if all content files can be loaded and exist. We look for all the keywords on the page, how many times they appear, and if they appear in the title, description, or h1/h2/h3/h4/h5/h6 tags. We analyze your social media status, and look if you use the properly social media meta tags. Also we look for the site usability, site reputation, site speed, and much more.