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?
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.
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.
b) Compare to your competitors pages and devise a plan to beat them. Sort of–I may want to write a follow up piece to this checklist with what comes next! It may not be realistic for you to go toe-to-toe with Amazon, for instance, if they have more linking root domains than your site does. However, if it's clear that you've got a very poor backlinks profile and your competitors outperform you here across the board, that means it's probably time to start discussing creative link building strategies, or content marketing plans.
Let’s take the example of a guy, we’ll call him Jerry, who runs a coworking space in the city of Bristol, UK. He’s concerned about his keyword rankings, as seen in WooRank’s SERPs tool. Even his main keywords are only providing ‘+100’ rankings. (If you have used our SERPs tool, you know that this is the number we give to search engine results that rank out of the first ten pages in Google and Bing for a certain query.)
With the constant stream of new betas, introduction of format changes (hello Expanded Text Ads!) and a multitude of new targeting methods such as tablet bid modifiers and demographic bidding for search, paid search marketing continues to become more and more complex. Gone are the days when running ad copy tests, adding negative keywords, performing bid adjustments, and launching more targeted ad groups was sufficient to drive account growth. Today’s paid search advertiser must choose from hundreds of available account optimization strategies.
2. Define how will you measure success. This is probably one of the most important questions to answer before you begin any campaign. As a consultant, this is one of the first questions I ask a potential client. The answer as you might expect is page one ranking. If your objective is branding only, then this is fine, however, if like most organizations yours is a conversion strategy, then I would caution you to not be so short-sighted. Your objective should be how many conversions you want to achieve for each keyword. Top ranking will help you with visibility, which is a good thing, but if you bring in traffic from that keyword and those visitors do not engage and convert, then why bother? You must set your sights on keywords that convert.
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.
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.
Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list (ideally, using a variety of tools, not just Keyword Planner). If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
It is crucial to separate business and personal finances – and to be very prudent in the first few years of running your business, especially when you start making profit. Keep tight record, develop regular forecasts, avoid overdrafts, watch interest rates, keep track of expenses, bank all income, self-fund if possible and check bank statement regularly. Re-invest your profits into the growth and development of the business, the reward will be well worth the investment.
Keyword competitiveness lets you know which keywords often show up on other websites. This usually means that your keyword strategy concept exists on other sites. For B2B marketing and SEO, keyword competitiveness is a little different. Since keywords and themes are more specific, there’s a lower chance of other sites using the same keywords. Of course, remember that most B2B companies write about similar issues and concepts.
if this is the best schema type, and if you've correctly implemented it, Google may choose to ignore your schema regardless. however, there may be other reasons your site just won't appear for rich search results–have you checked to see if the keywords you want to appear in rich results for actual have that as a search result function (you can check this in SEMRush)? is another domain that is "better" than your site ranking for that featured result instead (you can find out whether they're 'better' through this competitive analysis)?
Geotargeting is a practice frequently deployed by such restaurants and brick-and-mortar businesses looking to drive local foot traffic, but it isn’t exclusively the province of these verticals. Even sports teams have gotten in on the action, targeting fans that are at (or have been to) a particular stadium or event in order to drive ticket sales, app downloads, and more.
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.
Once you've done your research, you want to make sure you're incorporating it into your content marketing strategy every step of the way. One of the best ways to keep yourself and your team on track is to use a tool that's already integrated with your marketing automation platform. This will give everyone visibility into what keywords your team is using, how they're using them and how your content is performing.
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.
That’s right. Unfortunately, all those slight tweaks to your ad copy and bidding strategies actually do very little in terms of turning leads into customers. So, what exactly should you do to PPC campaigns to maximize conversion potential? Don’t fret—there are actually quite a few things, and we’re going to teach you about each one of them. Below, check out the strategies you should be focusing on to achieve ultimate results.
Unfortunately, I can’t answer all of these questions for you. But I will offer up one solution, and that’s the valuable question of where to begin. Segmenting out an audience is often one of the most important and daunting tasks for a marketer. But the work is worth it. Segmenting visitors into audiences is going to make conversion marketing campaigns more relevant and effective. An easier way to segment is by using something called geo-targeting.
It’s easy to notice what your competition is doing wrong, but what about the things they’re doing right? In order to compete, you must dissect all aspects of your competition by completing a SWOT analysis. What are their customers happy about? What are they complaining about? Use this opportunity to dive into some qualitative competitor analysis. Go online and gather YouTube and Facebook comments, check out conversations on Twitter. If you can interact with your competitors’ customers face-to-face, go out and talk to them. You can use all of this information to your advantage.
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.
In particular, strategy is how the team aligns so that decisions made at any level are likely to be better for the longer term goals of the organization. If you don’t have that alignment, you will be constantly struggling to move the organization ahead, together. A well-executed competitive analysis provides the framing for how your group is the best one to take on the challenges and opportunities ahead.
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.
If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like HubSpot, for example -- selling marketing software (which happens to have some awesome SEO tools ... but I digress ;-) -- you might have general topic buckets like "inbound marketing," "blogging," "email marketing," "lead generation," "SEO," "social media," "marketing analytics," and "marketing automation."
Finding the right competitors for my research wasn’t a hard task because I already knew many apps that provided similar features, but I still did a quick search on Google, and the results were a bit surprising — surprising because most of the apps I knew turned out to be more like indirect competitors to the app I was working on; and later, after a bit more searching, I also found the apps that were our direct competitors.
A first step is to try to articulate what market it is that you serve. Who are the customers in this market and what problem, need or want are they experiencing? Which organisations are currently satisfying these needs or wants and how do these organisations differ? If there are multiple products tailored to different market segments try to define the ways in which these products can be grouped together or set apart. Using simple 2×2 matrices (e.g. price vs. functionality) can help to categorise your competitors and help to show what customers are looking for.
Analyze Competitive Information Once you've gathered all of the competitive data you have been able to locate, it's analysis time. You should analyze to determine product information, market share, marketing strategies, and to identify your competition's strengths and weaknesses. Product Evaluation You should know from your sales staff and customer feedback what product features and benefits are most important to your customers and potential customers. A product's or service's competitive position is largely determined by how well it is differentiated from its competition and by its price.
People are no longer shocked to find elements of personalization embedded into various aspects of advertising, and in fact, have even come to expect it. Think about it this way: When it comes to marketing emails, which are you more likely to open and read—the one addressed to “Dear Customer” featuring generic copy on topics that aren’t relevant to you? Or are you more likely to engage with the email addressed to your name that includes links to blog posts relevant to the industry you work in, as well as items you might like based on your previous purchases? That’s right—you’re going to open and read the email that’s tailored to you.
Finally, since the competitive environment is dynamic, the competitor's ability to react swiftly to change should be evaluated. Some firms have heavy momentum and may continue for many years in the same direction before adapting. Others are able to mobilize and adapt very quickly. Factors that slow a company down include low cash reserves, large investments in fixed assets, and an organizational structure that hinders quick action.
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.
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.
You may be wondering why these seemingly different strategies are included as one. The reason is that the strategy is the same: Getting the most out of your budget. The only difference is the tactics to achieve that strategy. Sure you may need to look at different metrics and dimensions of your campaigns to maximize your budget, but in the end you achieve the same thing.
Online pay-per-click (PPC) advertising allows almost anyone to create ads. Each time your ad pops up online and someone clicks on it, you pay a small fee. PPC advertising appears in search engines like Google or Bing and on social media platforms such as Facebook, Twitter, LinkedIn, and Pinterest. The point of PPC is to get fresh visitors to discover your business online.
The primary goal of a competitive analysis is to understand the marketplace and how you can differentiate from other players. At the end of a competitive analysis, you should create a battlecard for each competitor. A competitive battlecard is essentially a quick visual reference for your sales and marketing team, guiding them as they position your organization against competitors.
CTAs match user intent inferred from content. Here is where you’ll evaluate whether the CTAs match the user intent from the content as well as the CTA language. For instance, if a CTA prompts a user to click “for more information,” and takes them to a subscription page, the visitor will most likely be confused or irritated (and, in reality, will probably leave the site).
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!
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.
Next, indicate with a check mark which of your competitors has which features. Features are fairly straightforward, either a product has a feature or it doesn't. Benefits, on the other hand, are not as simple and should only be recorded based on customer feedback. For example, company B may claim in their company literature that their copier is fast, but a user may feel otherwise. Or, company B may indeed have a copier that by industry standards is fast, but you may have a copier that's even faster.
This is one of the major reasons why organisation in a start-up is essential. You will spend less time procrastinating and more time achieving goals and completing client tasks. Spend time every day organising your digital folders and your physical folders before you start working. This will ensure that there are no distractions throughout the day and you can complete all the important tasks on time and within budget.
The easiest way to target a particular geographic area is simply to set up a Facebook ad as usual. When you’re setting up the audience and you get to the map, hit “Drop Pin” and place the indicator in the middle of your intended target area. Then, use the radius slider to modify the full range of land that your targeting will cover. You can adjust this from 1 mile to up to 50 miles.
On the other hand, version B not only communicates the valueof the cyber security business (protecting other business’s data from hackers and cyber attacks), but also acknowledges the potential customer. The copy in version B also addresses the fact that what the viewer is likely looking for in such a company is a sense of security, and caters to that with the words “protect” and “safe”.
The best way to see what geotargeting can do for your company is to undertake a test campaign on a site like Facebook employing the parameters that would best access your target audience in various parts of the country. Include the specified area(s) within the ad’s content and launch it to see how it impacts results at your various locations and your online business. From there, you can further expand on what the technique can do, even using it as a recruitment tool to locate new marketing talent to run your next geotargeting campaign.
How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.
It simplified the ways that an organization can compete into four: cost leadership, differentiation, the focus on cost, and the focus on differentiation. Since the inception of Five Forces there has been a lot of discussion about how helpful the categories are, but it seems to be part of everyone’s strategy and competitive toolbox, especially for MBAs.
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.