These are usually single-word keywords with insane amounts of search volume and competition (for example, “insurance” or “vitamins”). Because searcher intent is all over the place (someone searching for “insurance” might be looking for a car insurance quote, a list of life insurance companies or a definition of the word), Head Terms usually don’t convert very well.
It’s not easy to find information on market share. Large companies invest millions of dollars to investigate market share but most SaaS companies don’t have such resources. The best shortcut is to conduct a survey with a sample size of 200-300 respondents, asking them what tools and solutions they are using. That’s usually just enough to get a ballpark estimate of market share in the SaaS industry.
When I was working on my own startup, Complete Seating, we did this for OpenTable. I spent at least a night a week working as a host. What was most interesting was all of the other tools that they needed to get their job done: hardwired phone, discussions with waiters, discussions with the kitchen, POS access, and more. We saw some key differentiation with automating the communication through SMS and phone before a guest got to the restaurant. They were really powerful in showing how OpenTable was just a digitization of the maitre d book.
In online environments, ad servers look at a user’s IP address to figure out their location. Behind the scenes, the ad server maintains a large database that has every IP address already mapped to its country, state, and postal code. So, when a request comes in, the ad server strips the IP address from the header of the request, queries this table, finds the necessary location data, and then picks an ad that matches that criteria.
Gather Competitive Information Secondary sources of information are recommended as an excellent starting point for developing a competitive and industry analysis. Secondary sources include information developed for a specific purpose but subsequently made available for public access and thus alternative uses. For example, books are secondary sources of information as are articles published in journals. Marketing reports offered for sale to the general public also are considered secondary sources. Although, they have been created for a purpose other than your current need, they are still excellent sources of information and data. With the ever increasing speed of document identification and retrieval through electronic means, secondary sources are not only an inexpensive source of information but are readily available soon after publication. Sources of information include:
Ever heard the saying that a picture is worth 1,000 words? Well, a video is worth 1.8 million, and YouTube is the best place to promote your video ad to an engaged audience. One of the most popular YouTube ad formats, TrueView ads, play before other videos on the site and allow users the option to skip after five seconds (and you don’t have to pay if a viewer skips your ad!). Since there is less competition on YouTube compared to other search engines, your brand has a massive opportunity to reach and convert a ton of consumers across a variety of different demographics.
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.
IT is more cost-effective to target already existing demand to increase your market share for more qualified leads. For more tips on how to prioritize your keyword strategy and your comprehensive search campaigns, check out Directive’s Complete Guide to B2B Marketing and Demand Generation. And be sure to subscribe to our blog for weekly updates on the most innovative industry-leading tactics!
Your Sales ForceYour sales staff probably has more access to competitive information than anyone else in your organization. Customers often show salespeople sales literature, contracts, price quotes, and other information from competitors. Part of a salesperson's job is to get customers to discuss problems they have with a competitor's product. Customers will also reveal your competition's product benefits, strengths, and customer service programs. Instruct your sales force to ask for copies of any competitive literature if and when that's possible. Your entire sales staff should keep a record of all competitive information they discover — even if it's just a rumor or gossip. Devote a regular portion of each sales meeting to a discussion of the competition.
Let’s start with an easy one: target the areas your business serves. If your restaurant has one location in Chicago, set your search campaigns to only show to searchers in and around Chicago! If you’re an ecommerce site that serves the Pacific Northwest, don’t show your ads outside of Washington, Oregon, Idaho, Montana, and Wyoming. This is the most basic way to ensure that you’re not wasting clicks – and money – on consumers who can’t convert.
Device targeting is important nowadays since most of the users are using mobile devices to browse the web. Use device targeting to reach your best customers on any device. With device targeting, you can customize your ads for different mobile devices and operating systems. This way you can target people who are online on mobile devices or using different operating systems.
“The sales cycle is an average of 9-12 months. When a qualified lead enters the funnel, the revenue generated from that lead is an unknown variable that will not be fully identified until several months into the cycle. In order to increase the probability of a PPC lead turning into a viable source of revenue we need to generate leads at a ratio of high ratio of sales quality leads to conversions (roughly 65%). We will continue to test new targeting in order to reach our 20% YoY growth goal at a reasonable average CPA in order to continually grow the account and keep the sales funnel full every month.”
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).
Using geo-targeting, you use smart marketing tactics. A great example of a successful use of area segmenting is evo, an e-commerce sporting goods store. When they took the leap to open up three brick and mortar stores. Their first step was to send out an email blast for a $200 shopping trip to users in the area. Though the campaign had a 58% conversion on mobile users, the campaign wasn’t as effective at driving traffic to their store fronts.
No matter how marketing-savvy your company may be, you can always learn more about your customers, especially when it comes to personalizing your advertising. That’s where geotargeting can again be beneficial. The information received from geolocation can help a brand determine where a consumer is looking so it can better tailor events, products, and services to those consumer interests in the near future.
Title tags appear optimized (editorially). Here is where we can add more context to the overall quality of the sample pages’ titles. Even if they are technically optimized, the titles may not be optimized for distinctiveness or written quality. Note that we are not evaluating keyword targeting, but rather a holistic (and broad) evaluation of how each competitor’s site approaches SEO factors. You should evaluate each page’s titles based on the following:
Even more specifically, I’m talking about Google AdWords—the major player in this space—and Bing Ads, the next largest network of its type, which also handles PPC ads on Yahoo. AdWords and Bing Ads operate so similarly that the differences between them won’t affect the advice in this post. For practical purposes, when you’re just starting out, you can think of Bing Ads as a mini AdWords: smaller in terms of traffic but also in terms of cost, which can be appealing.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your employees on the front lines -- like Sales or Services -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research.
This is a great list! I especially appreciate the sample set of pages you recommended - oftentimes we ask clients we're onboarding who they consider to be their competitors, but once we start digging into their sites we see they're not necessarily "search" competitors or the sites just aren't that similar to be regarded as such in the search engine's eyes. At least these pages can help weed out any sites that just aren't built out to be similar to a client or are way ahead, so you can get an accurate comparison!
If you want to become a better UX, interaction, visual (UI) or product designer, there are a lot of sources from which you can learn — articles, books, online courses. I often check the following few: Smashing Magazine, InVision blog, Interaction Design Foundation, NN Group and UX Mastery. These websites have a very good collection of articles on the topics of UI and UX design and UX research.
A backlink gap analysis aims to tell us which websites are linking to our competitors, but not to us. This is vital data because it allows us to close the gap between our competitors’ backlink profiles and start boosting our own ranking authority by getting links from websites that already link to competitors. Websites that link to multiple competitors (especially when it is more than three competitors) have a much higher success rate for us when we start reaching out to them and creating content for guest posts.