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Going Head to Head in a Competitive Niche Market - Tea-time SEO Series of Daily SEO Live Streams

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Get practical advice from SEO experts:
François Georges - SEO specialist @ Talkwalker
Frances Brown - Runs Nightingale Design Research in Nottingham
Jason Barnard - "The Brand SERP" guy in SEO since 1998

In this short ~20 minute talk they present bite-sized actionable search engine optimisation tips about how to win in the most competitive market niches.

These talks were offered free to the SEO community working from home during the coronavirus pandemic in Spring/Summer 2020.

Watch a recording of the stream to go with these slides here:
https://www.youtube.com/watch?v=ANkcTS3Nfkc

Visit https://www.authoritas.com for more SEO advice and SEO tools and data to help you drive more organic traffic to your ecommerce stores.

Published in: Marketing
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Going Head to Head in a Competitive Niche Market - Tea-time SEO Series of Daily SEO Live Streams

  1. 1. Going Head to Head in a Competitive Niche Market ● François Georges ● Frances Brown ● Jason Barnard AUTHORITAS ● SEO Jo Blogs - Growth Marketer ● Carrie Shepherd - Marketing Executive
  2. 2. François Georges ● SEO specialist @ Talkwalker Working with SEO for 12 years Collaborate with a team of 13 writers ● Freelance Google Ads - Google Partners ● Started SEO To help a friend to get bookings for his juggling show. He is now managing artists initiation- cirque.be ● In his spare time : Table tennis, cycling, running.
  3. 3. Frances Brown @FrancesNGale ● Runs Nightingale Design Research in Nottingham Trained as a psychologist Uses qualitative and quantitative research to enable companies to make evidence-based decisions ● Expertise is in understanding people and how to design for their needs ● Loves getting meaning out of rich, detailed data and feeding it into the design process ● www.nightingaledesignresearch.com
  4. 4. Jason Barnard ● The Brand SERP guy In SEO since 1998 ● Collects Brand SERPs (using the Authoritas API) Digital Nomad (temporarily on hold) ● Teaches Brand SERP courses ● Has a groovy Podcast (search “Jason Barnard Podcast”) ● In his spare time: Digital Marketing Consultant
  5. 5. Top Tips from François ➔ Tip 1 – You can always find new profitable keywords When I say “Electric car”, which brand do you think of first? Please let me know in the chat !
  6. 6. Top Tips from François ➔ Tip 1 – New profitable keywords Most common answer : Tesla. Tesla wins the top of mind awareness race. Let’s check this with some data.
  7. 7. Top Tips from François Social media data On Twitter, Tesla is the most associated brand with the term “Electric car”. ➔ Tip 1 – New profitable keywords
  8. 8. Top Tips from François Google Trends - Related queries “Electric car” related queries: Tesla is the first brand to appear. ➔ Tip 1 – New profitable keywords
  9. 9. Top Tips from François How is Tesla performing on for “Electric car” ? ➔ Tip 1 – New profitable keywords
  10. 10. Top Tips from François Tesla is not on the 1st page for “Voiture électrique” ! and are enjoying Tesla’s absence. ➔ Tip 1 – New profitable keywords On Google.fr :
  11. 11. Top Tips from François Tesla is not on the 1st page for “Electric car” ! Is enjoying Tesla’s absence. ➔ Tip 1 – New profitable keywords On Google.co.uk :
  12. 12. Top Tips from François Tesla is not on the 1st page for “Electric car” ! is doing better than Tesla on one important keyword. ➔ Tip 1 – New profitable keywords On Google.com (US) :
  13. 13. Top Tips from François ➔ Tip 2 – Backlinks make the difference 1. Set up Alerts on your brand name but also on your competitors and be alerted when you / they are mentioned on the web or social media. 2. Reach out and asked to be mentioned as well and / or ask for the BL. 3. Also works with secondary keywords.
  14. 14. Top Tips from François ➔ Tip 3 – Set up automated reports Set up automated reports in order to follow the evolution of your best keywords for your domain but also your competitors.
  15. 15. Top Tips from François ➔ Tip 4 – Don’t forget SEO basics ● One main keyword per page (Tesla), ● Keyword in page title, (Electric cars) ● Keyword in H1, (Tesla, Inc) ● Keyword in your content (almost no text), ● Write appealing meta description, ● etc... Tesla could easily rank with a blog : “Benefit of electric cars” or “X reasons to go to buy an electric car”. https://www.tesla.com/
  16. 16. Top Tips from François ➔ Tip 5 – Check AdWords auction reports Check how you’re doing Vs your competitors. In France : 8 brands are bidding on “Electric car” Tesla is not present at all.
  17. 17. Top Tips from François Tesla is so strong on its brand name that they are ignoring targeted and valuable keywords such as “Electric car”. As a web marketer, I see a great opportunity for their competitors on . (SEO and Paid) ➔ Summary
  18. 18. Top Tips from François ➔ Tip 1 - You can always find new profitable keywords ➔ Tip 2 - Backlinks make the difference (Set up Free Alerts) ➔ Tip 3 - Set up automated reports ➔ Tip 4 - Don’t forget SEO basics ➔ Tip 5 - Check AdWords auction reports
  19. 19. Top Tips from Frances ➔ Users come to your site to complete a task or to solve a problem they have. If your site allows them to do that, then they will come back, they will remember you and they will recommend you. ➔ Understand your users, by talking to them, carrying out research and testing your pages - does your content answer their questions? Can they do everything they need to do? ➔ Even relatively small improvements can put you ahead if you do something your competitors don’t
  20. 20. Top Tips from Frances ➔ A simple way to test your site is to run a cognitive walkthrough with someone who isn’t familiar with it ➔ This involves asking someone in your target audience to complete a task or find information while they talk out loud about their experience ➔ It identifies difficulties, gaps, missing information, technical issues and gives you an overall idea of how well your website serves your users
  21. 21. Top Tips from Frances ➔ Understanding your users also lets you know how they think and talk about your product - what prompts them to search for your product, in what context do they normally realise they need it, what words do they use? ➔ It lets you identify content that makes you stand out from your competitors - if you answer your users’ questions they will notice you ➔ It lets you identify simple, easy ways in which you can differentiate yourself from the competition that you may not have realised before
  22. 22. Top Tip from Jason Each industry has a SERP EcoSystem Track entities (entity SERPs are underrated) Work on Universal Search
  23. 23. Using Brand SERPs to Strategise ➔ Brand and universal search
  24. 24. Using Brand SERPs to Strategise ➔ Brand and universal search
  25. 25. Using Brand SERPs to Strategise ➔ Brand and universal search
  26. 26. Using Brand SERPs to Strategise ➔ Brand and universal search
  27. 27. Note on the Right Rail for Brand SERPS 76% contain something on the right rail 56% contain a Knowledge Panel 25% contain Local Business Listing 27% contain see results about
  28. 28. Branded Product SERPs to Strategise ➔ Brand and universal search
  29. 29. Generic product names ➔ Extend that idea to generic products Gain top-and-mid funnel visibility for your brand in universal search (and you’ll get some bonus blue links too :) If you did the work to improve Universal Search for Brand SERPs and Branded Product SERPs You will already be ahead of the curve for rich elements / SERP features here
  30. 30. Track entity SERPs (free tool) https://kalicube.pro/track
  31. 31. Thank you - over to Q and A Great tips from our experts ● François Georges - Twitter - @franzbel ● Frances Brown - Twitter - @FrancesNGale ● Jason Barnard - Twitter - @jasonmbarnard
  32. 32. “Is WordPress the best CMS? Reviewing Your Options?" ● Niki Mosier ● Marko Saric Thursday 18th June 2020 @ 4 p.m. SEO Advice, tea and cake with...

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