Webmarketing123 webinar  seo espionage- beat the competition in 3 steps
 

Webmarketing123 webinar seo espionage- beat the competition in 3 steps

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Webmarketing123 webinar  seo espionage- beat the competition in 3 steps Webmarketing123 webinar seo espionage- beat the competition in 3 steps Presentation Transcript

  • SEO Espionage: Beat Your Competitors in 3 Steps Today’s Host: Dial: +1 (646) 558-2122 Access Code: 188-920-523 Mike Turner Senior SEO Strategist “Are they ahead of“What are my me on the searchcompetitors up to?” engines?” @webmarketing123 facebook.com/webmarketing123
  • Some Practical Matters @webmarketing123
  • Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com @webmarketing123
  • Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 @webmarketing123
  • Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123  Want to learn more?Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card! visit bit.ly/wm123seo @webmarketing123
  • Some Practical Matters Use the chat box to ask questions & make comments. @webmarketing123
  • There are 4 billion searches on Google every day. @webmarketing123
  • Searches on your company name (“Direct”) drive the most traffic. But search engine traffic is growing faster. Google Benchmark Results on Traffic Sources 2011 @webmarketing123
  • And even those “Direct” searches often start with keyword searches. -  SEO: Broad/generic keyword searchesA Introducers -  Display advertising -  Email marketing -  Social media -  Brand namesB Influencers -  Remarketing -  Search advertising -  Search marketingC Closers -  Model numbers -  Branded terms @webmarketing123
  • Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps1 How Do You Stack Up Compared to Your Competitors? Take a look at their web traffic and demographics. Look Deeper with SEO Tools2 Are you aware of the “Myth of Market Share”? Look more deeply into your competitors’ “online footprint”, keywords and metadata.3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. @webmarketing123
  • Let’s imagine that you woke up this morning as CMO of acompany that sells Material Safety Data Sheets (MSDS). @webmarketing123
  • Know Thy Enemy… @webmarketing123
  • Know Thy Enemy… What tools can I use to learn about them? Do they get more web traffic than we do?How sophisticated are Should I try to copy whattheir digital marketing they’re doing with theirefforts? SEO? @webmarketing123
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  • But what about all the other keywords?chemicalInventory chemicalManagement chemicalMsds environmentalCompliance environmental compliance servicesghsmsdsghs solutionsglobally harmonized systemharmonized systemhazard communication msdshazard communication standardHazcom material safety data sheetmaterial safety data sheetsMsds authoring @webmarketing123
  • Let’s pause, before we go down that path... @webmarketing123
  • Wharton: Focus on Profitability, not Market Share"Were not saying companies shouldnt pay attention to their competitors; they might be doingreasonable things that you may also want to do," Wharton’s Armstrong says. "What were saying isthat the objective should not be to try to beat your competitor. The objective should beprofitability. In view of all the damage that occurs by focusing on market share, companies wouldbe better off not measuring it." Source: Wharton Research: bit.ly/mythmarket @webmarketing123
  • Reasons NOT to focus or dwell on competitors:They may have a different focus. Inspired by an article by Seena Sharp, Sharp Market Intelligence @webmarketing123
  • Reasons NOT to focus or dwell on competitors:You may have a stronger strategy. @webmarketing123
  • Reasons NOT to focus or dwell on competitors:Competitors can make mistakes. @webmarketing123
  • But on the other hand...Competitors define the overall market landscape. @webmarketing123
  • But on the other hand...They might show you how to successfully engage with customers. @webmarketing123
  • But on the other hand...A distracted competitor offers a huge opportunity. @webmarketing123
  • Regarding Digital Marketing…Are your online and offline competitors the same? @webmarketing123
  • Regarding Digital Marketing…Are your competitors pursuing SEO? Paid Search? @webmarketing123
  • Regarding Digital Marketing…Are you playing catch-up online,or do you have a chance to establish leadership? @webmarketing123
  • Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”? Look Deeper with SEO Tools.2 Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. @webmarketing123
  • Some Popular Tools for Estimating a Competitor’sWebsite Traffic & Demographics: Doubleclick AdPlanner (owned by Google) Google Keyword Tool (for searching on branded terms) Alexa (owned by Amazon) Compete Quantcast URL Trends @webmarketing123
  • Let’s see what SEO Tools can show usabout your 3 main MSDS competitors. @webmarketing123
  • What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore important? @webmarketing123
  • What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore important?Which keywords have more traffic? @webmarketing123
  • What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore important?Which keywords have more traffic?Which have more traffic that leads to sales? @webmarketing123
  • What sort of keyword strategy are they employing? @webmarketing123
  • What sort of keyword strategy are they employing? @webmarketing123
  • What is the size of their online “footprint”? @webmarketing123
  • Based on what you’ve learned, you craft astrategic mix of keywords.
  • @webmarketing123
  • @webmarketing123
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  • And in relation to the competition… @webmarketing123
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  • High Rankings Matter. @webmarketing123
  • Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”? Look Deeper with SEO Tools.2 Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. @webmarketing123
  • But are we ranking for the RIGHT keywords?Turning to a different client story here... digital magazines @webmarketing123
  • But are we ranking for the RIGHT keywords? @webmarketing123
  • But are we ranking for the RIGHT keywords? @webmarketing123
  • @webmarketing123
  • @webmarketing123
  • Tying It All Together @webmarketing123
  • Tying It All Together•  Are you studying your competitors in a constructive way? @webmarketing123
  • Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strategy for your on-page andlink-building efforts? @webmarketing123
  • Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strategy for your on-page andlink-building efforts?•  Have you adopted a metrics-based approach that measuresoutcomes and captures data from keyword to closed deal? @webmarketing123
  •  Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card! Email seo@webmarketing123.com Or visit bit.ly/wm123seo
  • What can you expect from speaking with one of our analysts? -  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing. Visit bit.ly/wm123seoNext week: New From Google, Algorithm Changes & Social Media Analytics facebook.com/webmarketing123 @webmarketing123