Sunday, March 17, 2019

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How to Use Competitors Keywords to Make More Money - Search Engine Journal

Posted: 11 Mar 2019 10:23 PM PDT

This is a sponsored post written by SE Ranking. The opinions expressed in this article are the sponsor's own.

Keyword research is tough and tedious.

Finding the best-performing keywords that generate steady revenue – the so-called "golden" keywords – is even harder but once you find them, it's like striking an oil well.

There are various ways to do the keyword research – from collecting semantics manually to using tools such as Keyword Planner or Keyword Suggestion tool.

But if you want to find the best-performing keywords with a proven history of success, you might consider looking at your competitors' semantics.

It could well be that the "golden" keywords have been already discovered and all you need to do is to use them for your own benefit.

In this article, we'll talk about how to find and use competitor keywords to generate the best results from your SEO efforts as well as some other ways to use competitor semantics.

How to Find 'Golden' Keywords Using Competitor Research

Let's illustrate the process using Competitor SEO/PPC research from SE Ranking. The steps here would be as follows:

Step 1: Evaluate Paid Semantics

  • Enter the list of your known competitors or use the tool to find the top 10 in your niche.
  • Check the keywords those competitors are using in their Google Ads campaigns.
  • Review the advertisement history and pick the keywords that your competitor has been using to run campaigns for a long period of time. This is an indicator that the keywords are successfully performing – otherwise the competitor would not be blowing their PPC budget on them.
adverts
  • Repeat the third item above for all of your main competitors.

Valuable tip: Also check "common" and "missing" keywords to enrich your semantics with a cluster of keywords that work.

top paid competitors

Step 2: Evaluate Organic Semantics

The approach here is similar to what we discussed in the previous paragraph with the exception that we are going to review the competitor keywords that are at the top of the SERPs.

The dynamics in organic search is much slower and not representative.

  • Collect a list of your main competitors.
  • Select the top-performing keywords.
  • Create your main semantics deriving data from all of your main competitors.

Step 3: Merge Keyword Data from Paid & Organic Semantics

This step brings together the information you found in two previous steps. This is your oil well that is going to fountain out with "golden" keywords.

  • Take the list of keywords from paid semantics data.
  • Add the list from the organic data research and find the keywords that are also present in the paid semantics list.
  • The keywords that are present in both paid and organic lists are the best-performing keywords that your competitors are using to bring highly-converting traffic to their sites!
Golden Keywords

Valuable tip: Use common sense and logic. Your competitors aren't always smarter than you. Apply your own knowledge and judgment when working on creating your semantic core.

How to Develop Best-Performing Content Using Competitor Intelligence

Competitor intelligence is a whale of information that could be used in enhancing and optimizing the landing pages that you already have. Or for creating brand new landings developed for specific lead-generating campaigns.

To find those ideas employ the following approaches:

Use Competitor 'Keywords with Potential'

Those are the keywords that your competitor is under-using but can potentially yield great results for you.

For example, you found competitor pages optimized for certain keywords that rank in the 20th to 25th positions that are very relevant and Google seems to be liking them – but something is missing in terms of search intent or content quality.

Review these pages or resources and enhance or create similar content optimized for those keywords on your site.

Use Keywords with Low Search Volume

Those kind of keywords are relevant and targeted for you but have a low or medium level of search volume. Such keywords might become a ground for your growth.

How to Find Them:

Remember the "golden" keywords that are found where the paid and organic semantics merge?

Look again in the advert's history as well as data collected from organic competitor research and pick the keywords with low and medium search volume. Then create content based on this intelligence.

How to Avoid Errors & Mistakes Using Competitor Intelligence

Paid and organic competitor research data are lifesavers in the costly world of SEO.

Don't Use Keywords That Your Competitors Dismissed

Google Ads is great at driving quality traffic to your resource. But it's also a costly channel, especially if you're trying to find the best performing ads with a hit-or-miss strategy.

A smarter way would be to analyze the history of your competitors' ads. Here you will see what keywords they played around and dropped as the ones that didn't bring results needed.

paid keywords

Be careful, though: your competitors are not necessarily always correct when dismissing keywords. However, it can be a good indicator. Just be cautious and avoid falling into the same trap.

Save money – create better campaigns.

Don't Use Keywords That Google Treat as a Missed Intent

When doing competitor research, you might find good keywords that don't generate as much traffic as anticipated.

For instance, you detected a strong competitor page that is nicely optimized for the keyword of your interest but it's stuck in the 30th position in the SERPs.

This might mean that Google understood the user intent differently and didn't rank their content as initially expected.

So carefully evaluate what keyword the content has been created for and avoid replicating the same tactic.

Do Keyword Grouping

Competitor intelligence is a great way to find "golden" keywords, discover new ideas that can potentially boost your revenue, and avoid errors.

However, you should never blindly apply competitor intelligence to your site. Your competitor site might be suffering from keyword cannibalization or poor site structure.

One way to straighten your strategy and avoid errors while discovering new ideas for optimization and content development is to do keyword grouping.

How to Do It:

  • Take the competitor semantics that you've collected while running competitor research.
  • Copy-paste the list of keywords into grouping tool and run the grouping.
  • Analyze the clusters to discover search queries that match the same website's URLs that are in TOP-10. Use this knowledge to develop a better content strategy.
  • Keyword Grouper from SE Ranking also checks the keywords search volume which helps you to decide what would be the best way to distribute them across the website pages.
keyword grouping

Conclusion

Hopefully the tips and techniques listed above have provided you with valuable information.

Curious how you can derive and apply competitive intelligence in creating the best-performing marketing campaigns?

Just sign up for a free trial and see for yourself the kind of magic you can do by simply analyzing your competitors' data.

Try SE Ranking for Free

Try SE Ranking for Free


Image Credits

Featured Image: Image by SE Ranking. Used with permission. 
In-Post Photos: Images by SE Ranking. Used with permission.

What is Hearthstone's new keyword,... - Dot Esports

Posted: 15 Mar 2019 08:49 AM PDT

Blizzard dropped some major Hearthstone news yesterday by revealing the upcoming Rise to Shadows expansion, which is set to be released on April 9.

Alongside the announcement, Blizzard unveiled a number of new keywords coming to Hearthstone, including Twinspell.

Image via Blizzard Entertainment

With all the information flooding the internet surrounding the new expansion, players probably haven't had time to digest how game-changing Twinspell might actually be. When a player casts a spell with Twinspell, they'll get another copy of that spell added to their hand. The new copy of the card won't have Twinspell, so this essentially gives a player the potential to play four copies of a card in a single duel.

Related: All of the cards revealed from Hearthstone's upcoming expansion, Rise of Shadows

Depending on how cards with Twinspell are designed, the potential is there for some serious power. One Twinspell card that we know exists is The Forest's Aid. This Druid card costs eight mana, has Twinspell, and summons five 2/2 Treants. While this is a very powerful card, it does carry a rather hefty mana cost. It looks like a high mana cost could be Blizzard's way of trying to balance Twinspell abilities.

If The Forest's Aid is any indication, however, Twinspell cards are going to be massive in terms of generating tempo. Imagine playing against a Druid on turn eight and you've just cleared his entire board. Suddenly, your opponent drops The Forest's Aid. Now your opponent not only has a fully populated board, but you know for a fact he can do it again, potentially three more times.

Image via Blizzard Entertainment

When a new expansion drops, the new abilities and minions can often seem game-breaking and overpowered. We have to remember that we're losing a ton of what shapes the Hearthstone meta when the Year of the Dragon finally soars through. Many of our Hero cards and most powerful legendary minions will be rotating out of standard, so something has to take their place.

We'll have to wait until April 9 to know for sure, but Twinspell looks like it could spawn a ton of exciting new strategies and deck types. If you're a person who enjoys decks like Big Spell Mage, Taunt Druid, Big Priest, or Control decks in general, follow Twinspell carefully because you'll probably be using it a lot.

Google's Branded Keyword, Search Dominance Catch DC Attn. - Fortune

Posted: 08 Mar 2019 03:30 PM PST

Google controls many of the ways businesses access customers online in the U.S., making it almost impossible to run a company without buying advertising from the internet giant.

As politicians increase scrutiny of large technology companies, Google's lock on these digital relationships is becoming a potential liability, not just a lucrative advantage praised each quarter by Wall Street analysts.

Presidential candidate and Senator Elizabeth Warren outlined a proposal Friday for breaking up Alphabet's Google—and Facebook, and Amazon—because they have "too much power" and have "bulldozed competition."

While consumers pay nothing for most Google services, some businesses say they often can't avoid giving more money to the company because the internet giant is the main source of answers when Americans go online to get information. Google has more than 81% of the mobile search market, according to research firm NetMarketShare.

While Facebook matches advertisers with people interested in certain topics, Google can tell what a person really wants, right as that person types their query into the search bar. Showing up at the top of search results is imperative for most companies and in recent years Google has changed its software, especially on smartphones, to make buying ads the best way to achieve that goal.

It's not possible to run a business without advertising on Google, according to Joey Levin, chief executive officer of IAC/InterActive Corp., which owns internet services like Tinder, HomeAdvisor and Vimeo. He spends about $350 million on advertising every quarter, much of that on Google.

Lyft Inc., the ride-hailing company, spent $92.4 million on Google advertising last year, more than double the amount of two years earlier. That was about 10% of its $991 million loss in 2018.

"Google has dominance in search, it's utterly, completely, dominant," said Brian Wieser, president of business intelligence for GroupM, the media investment management arm of advertising giant WPP.

The Federal Trade Commission closed an antitrust investigation into Google in 2013 but there's been a rising chorus of voices on the political left and right demanding Google be cut down to size, somehow.

Nowhere is Google's power more pervasive—and potentially damaging to businesses—than in the esoteric market for "branded keywords." This is where businesses buy ads based on their brand names. So Lyft bids on the word "Lyft" and when people search for that, Google runs an ad at the top of results usually linking to the ride-sharing company's website.

Some businesses say that they have to buy these ads—whatever the cost—because rivals can bid on the keywords too. If Lyft doesn't pay up, Uber Technologies is ready to pay Google instead and grab customers. A search for "Lyft" on Friday on a Google Pixel smartphone showed an ad at the top from the company. Right underneath, there was an ad from Uber saying "Your Ride is A Tap Away."

"You have you buy the ads every day," said Mike Lindell, CEO of MyPillow, which sells bedroom items online. "Google gets a piece of every single MyPillow sold and it's wrong. Why should someone be able to bid on your own brand words and why do you have to buy your own just so people can see you online? That's wrong."

In recent years, this pressure has increased because on mobile devices Google search ads show up at the top of the results, rather than on the side of the page with desktop results. This means people are more likely to click on the ads, rather than the free, "organic" links to companies' websites.

MyPillow's marketing team has tested not buying Google search ads for "MyPillow," and the slot is immediately purchased by other businesses, sometimes selling knock-offs on e-commerce marketplaces like Amazon, Lindell said. "We've had to bid more to get back on there after we stopped," he added.

"Limiting the ability to advertise around brand names would restrict competition and make it harder for people searching for one brand of product to make informed decisions by comparing features and prices," a Google spokesman wrote in an email.

The company has said in the past that it doesn't break antitrust laws and that competition online is just a click away. Google also regularly stresses that it never accepts payments to be included in or to be ranked higher in organic search results, and doesn't manipulate search rankings to benefit advertisers.

American Airlines Group and Rosetta Stone sued Google years ago over selling their brand names in search ads, arguing the internet giant shouldn't be allowed to use protected trademarks in this way. Rosetta, a language learning technology provider, lost its case in state court, but it was revived on appeal and Google settled in 2010 for an undisclosed sum, according to Ars Technica.

keyword


How to Use Competitors Keywords to Make More Money - Search Engine Journal

Posted: 11 Mar 2019 10:23 PM PDT

This is a sponsored post written by SE Ranking. The opinions expressed in this article are the sponsor's own.

Keyword research is tough and tedious.

Finding the best-performing keywords that generate steady revenue – the so-called "golden" keywords – is even harder but once you find them, it's like striking an oil well.

There are various ways to do the keyword research – from collecting semantics manually to using tools such as Keyword Planner or Keyword Suggestion tool.

But if you want to find the best-performing keywords with a proven history of success, you might consider looking at your competitors' semantics.

It could well be that the "golden" keywords have been already discovered and all you need to do is to use them for your own benefit.

In this article, we'll talk about how to find and use competitor keywords to generate the best results from your SEO efforts as well as some other ways to use competitor semantics.

How to Find 'Golden' Keywords Using Competitor Research

Let's illustrate the process using Competitor SEO/PPC research from SE Ranking. The steps here would be as follows:

Step 1: Evaluate Paid Semantics

  • Enter the list of your known competitors or use the tool to find the top 10 in your niche.
  • Check the keywords those competitors are using in their Google Ads campaigns.
  • Review the advertisement history and pick the keywords that your competitor has been using to run campaigns for a long period of time. This is an indicator that the keywords are successfully performing – otherwise the competitor would not be blowing their PPC budget on them.
adverts
  • Repeat the third item above for all of your main competitors.

Valuable tip: Also check "common" and "missing" keywords to enrich your semantics with a cluster of keywords that work.

top paid competitors

Step 2: Evaluate Organic Semantics

The approach here is similar to what we discussed in the previous paragraph with the exception that we are going to review the competitor keywords that are at the top of the SERPs.

The dynamics in organic search is much slower and not representative.

  • Collect a list of your main competitors.
  • Select the top-performing keywords.
  • Create your main semantics deriving data from all of your main competitors.

Step 3: Merge Keyword Data from Paid & Organic Semantics

This step brings together the information you found in two previous steps. This is your oil well that is going to fountain out with "golden" keywords.

  • Take the list of keywords from paid semantics data.
  • Add the list from the organic data research and find the keywords that are also present in the paid semantics list.
  • The keywords that are present in both paid and organic lists are the best-performing keywords that your competitors are using to bring highly-converting traffic to their sites!
Golden Keywords

Valuable tip: Use common sense and logic. Your competitors aren't always smarter than you. Apply your own knowledge and judgment when working on creating your semantic core.

How to Develop Best-Performing Content Using Competitor Intelligence

Competitor intelligence is a whale of information that could be used in enhancing and optimizing the landing pages that you already have. Or for creating brand new landings developed for specific lead-generating campaigns.

To find those ideas employ the following approaches:

Use Competitor 'Keywords with Potential'

Those are the keywords that your competitor is under-using but can potentially yield great results for you.

For example, you found competitor pages optimized for certain keywords that rank in the 20th to 25th positions that are very relevant and Google seems to be liking them – but something is missing in terms of search intent or content quality.

Review these pages or resources and enhance or create similar content optimized for those keywords on your site.

Use Keywords with Low Search Volume

Those kind of keywords are relevant and targeted for you but have a low or medium level of search volume. Such keywords might become a ground for your growth.

How to Find Them:

Remember the "golden" keywords that are found where the paid and organic semantics merge?

Look again in the advert's history as well as data collected from organic competitor research and pick the keywords with low and medium search volume. Then create content based on this intelligence.

How to Avoid Errors & Mistakes Using Competitor Intelligence

Paid and organic competitor research data are lifesavers in the costly world of SEO.

Don't Use Keywords That Your Competitors Dismissed

Google Ads is great at driving quality traffic to your resource. But it's also a costly channel, especially if you're trying to find the best performing ads with a hit-or-miss strategy.

A smarter way would be to analyze the history of your competitors' ads. Here you will see what keywords they played around and dropped as the ones that didn't bring results needed.

paid keywords

Be careful, though: your competitors are not necessarily always correct when dismissing keywords. However, it can be a good indicator. Just be cautious and avoid falling into the same trap.

Save money – create better campaigns.

Don't Use Keywords That Google Treat as a Missed Intent

When doing competitor research, you might find good keywords that don't generate as much traffic as anticipated.

For instance, you detected a strong competitor page that is nicely optimized for the keyword of your interest but it's stuck in the 30th position in the SERPs.

This might mean that Google understood the user intent differently and didn't rank their content as initially expected.

So carefully evaluate what keyword the content has been created for and avoid replicating the same tactic.

Do Keyword Grouping

Competitor intelligence is a great way to find "golden" keywords, discover new ideas that can potentially boost your revenue, and avoid errors.

However, you should never blindly apply competitor intelligence to your site. Your competitor site might be suffering from keyword cannibalization or poor site structure.

One way to straighten your strategy and avoid errors while discovering new ideas for optimization and content development is to do keyword grouping.

How to Do It:

  • Take the competitor semantics that you've collected while running competitor research.
  • Copy-paste the list of keywords into grouping tool and run the grouping.
  • Analyze the clusters to discover search queries that match the same website's URLs that are in TOP-10. Use this knowledge to develop a better content strategy.
  • Keyword Grouper from SE Ranking also checks the keywords search volume which helps you to decide what would be the best way to distribute them across the website pages.
keyword grouping

Conclusion

Hopefully the tips and techniques listed above have provided you with valuable information.

Curious how you can derive and apply competitive intelligence in creating the best-performing marketing campaigns?

Just sign up for a free trial and see for yourself the kind of magic you can do by simply analyzing your competitors' data.

Try SE Ranking for Free

Try SE Ranking for Free


Image Credits

Featured Image: Image by SE Ranking. Used with permission. 
In-Post Photos: Images by SE Ranking. Used with permission.

What is Hearthstone's new keyword,... - Dot Esports

Posted: 15 Mar 2019 08:49 AM PDT

Blizzard dropped some major Hearthstone news yesterday by revealing the upcoming Rise to Shadows expansion, which is set to be released on April 9.

Alongside the announcement, Blizzard unveiled a number of new keywords coming to Hearthstone, including Twinspell.

Image via Blizzard Entertainment

With all the information flooding the internet surrounding the new expansion, players probably haven't had time to digest how game-changing Twinspell might actually be. When a player casts a spell with Twinspell, they'll get another copy of that spell added to their hand. The new copy of the card won't have Twinspell, so this essentially gives a player the potential to play four copies of a card in a single duel.

Related: All of the cards revealed from Hearthstone's upcoming expansion, Rise of Shadows

Depending on how cards with Twinspell are designed, the potential is there for some serious power. One Twinspell card that we know exists is The Forest's Aid. This Druid card costs eight mana, has Twinspell, and summons five 2/2 Treants. While this is a very powerful card, it does carry a rather hefty mana cost. It looks like a high mana cost could be Blizzard's way of trying to balance Twinspell abilities.

If The Forest's Aid is any indication, however, Twinspell cards are going to be massive in terms of generating tempo. Imagine playing against a Druid on turn eight and you've just cleared his entire board. Suddenly, your opponent drops The Forest's Aid. Now your opponent not only has a fully populated board, but you know for a fact he can do it again, potentially three more times.

Image via Blizzard Entertainment

When a new expansion drops, the new abilities and minions can often seem game-breaking and overpowered. We have to remember that we're losing a ton of what shapes the Hearthstone meta when the Year of the Dragon finally soars through. Many of our Hero cards and most powerful legendary minions will be rotating out of standard, so something has to take their place.

We'll have to wait until April 9 to know for sure, but Twinspell looks like it could spawn a ton of exciting new strategies and deck types. If you're a person who enjoys decks like Big Spell Mage, Taunt Druid, Big Priest, or Control decks in general, follow Twinspell carefully because you'll probably be using it a lot.

Google's Branded Keyword, Search Dominance Catch DC Attn. - Fortune

Posted: 08 Mar 2019 03:30 PM PST

Google controls many of the ways businesses access customers online in the U.S., making it almost impossible to run a company without buying advertising from the internet giant.

As politicians increase scrutiny of large technology companies, Google's lock on these digital relationships is becoming a potential liability, not just a lucrative advantage praised each quarter by Wall Street analysts.

Presidential candidate and Senator Elizabeth Warren outlined a proposal Friday for breaking up Alphabet's Google—and Facebook, and Amazon—because they have "too much power" and have "bulldozed competition."

While consumers pay nothing for most Google services, some businesses say they often can't avoid giving more money to the company because the internet giant is the main source of answers when Americans go online to get information. Google has more than 81% of the mobile search market, according to research firm NetMarketShare.

While Facebook matches advertisers with people interested in certain topics, Google can tell what a person really wants, right as that person types their query into the search bar. Showing up at the top of search results is imperative for most companies and in recent years Google has changed its software, especially on smartphones, to make buying ads the best way to achieve that goal.

It's not possible to run a business without advertising on Google, according to Joey Levin, chief executive officer of IAC/InterActive Corp., which owns internet services like Tinder, HomeAdvisor and Vimeo. He spends about $350 million on advertising every quarter, much of that on Google.

Lyft Inc., the ride-hailing company, spent $92.4 million on Google advertising last year, more than double the amount of two years earlier. That was about 10% of its $991 million loss in 2018.

"Google has dominance in search, it's utterly, completely, dominant," said Brian Wieser, president of business intelligence for GroupM, the media investment management arm of advertising giant WPP.

The Federal Trade Commission closed an antitrust investigation into Google in 2013 but there's been a rising chorus of voices on the political left and right demanding Google be cut down to size, somehow.

Nowhere is Google's power more pervasive—and potentially damaging to businesses—than in the esoteric market for "branded keywords." This is where businesses buy ads based on their brand names. So Lyft bids on the word "Lyft" and when people search for that, Google runs an ad at the top of results usually linking to the ride-sharing company's website.

Some businesses say that they have to buy these ads—whatever the cost—because rivals can bid on the keywords too. If Lyft doesn't pay up, Uber Technologies is ready to pay Google instead and grab customers. A search for "Lyft" on Friday on a Google Pixel smartphone showed an ad at the top from the company. Right underneath, there was an ad from Uber saying "Your Ride is A Tap Away."

"You have you buy the ads every day," said Mike Lindell, CEO of MyPillow, which sells bedroom items online. "Google gets a piece of every single MyPillow sold and it's wrong. Why should someone be able to bid on your own brand words and why do you have to buy your own just so people can see you online? That's wrong."

In recent years, this pressure has increased because on mobile devices Google search ads show up at the top of the results, rather than on the side of the page with desktop results. This means people are more likely to click on the ads, rather than the free, "organic" links to companies' websites.

MyPillow's marketing team has tested not buying Google search ads for "MyPillow," and the slot is immediately purchased by other businesses, sometimes selling knock-offs on e-commerce marketplaces like Amazon, Lindell said. "We've had to bid more to get back on there after we stopped," he added.

"Limiting the ability to advertise around brand names would restrict competition and make it harder for people searching for one brand of product to make informed decisions by comparing features and prices," a Google spokesman wrote in an email.

The company has said in the past that it doesn't break antitrust laws and that competition online is just a click away. Google also regularly stresses that it never accepts payments to be included in or to be ranked higher in organic search results, and doesn't manipulate search rankings to benefit advertisers.

American Airlines Group and Rosetta Stone sued Google years ago over selling their brand names in search ads, arguing the internet giant shouldn't be allowed to use protected trademarks in this way. Rosetta, a language learning technology provider, lost its case in state court, but it was revived on appeal and Google settled in 2010 for an undisclosed sum, according to Ars Technica.

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