According to the latest survey that Cagayan de Oro is one of the most top competitive cities in the Philippines today. Scott’s article suggests measuring the value of your on-site content based on the organic traffic it generates and what that traffic would have cost through Google AdWords. Looking only at the organic traffic for a group of content assets, find the number of entrances to the posts over the measurement period. Use Google AdWords Keyword Planner tool to find the cost per click (CPC) for the primary keyword or phrase used in each piece of content. Multiply your organic entrances by the CPC for that primary keyword and repeat across all the content. This simple analysis is one way that marketers can justify their content investment based on concrete numbers. While SpyFu’s main goal is competitive keyword research, you also can use the tool to measure the value of your own traffic.
The only flaw with analyzing the ROI of developing on-site content in either of these manners is that it doesn’t tell the entire value story. If you’re looking for immediate results, you would be better off doing a pay-per-click search campaign on Google. Scott Severson is the president of Brandpoint, a leading content marketing agency that helps clients build their brand, educate consumers and drive sales.
Hi Andrew- Measuring content marketing ROI remains one of the top frustrations of our industry. I agree, and the article points out, that just looking at what the equivalent traffic would cost on Adwords does not come close to telling the whole value story. But it is one data point that can fairly easily show movement and ROI from producing on site content, (even if you decide to discount Googles CPC estimates). Good point KD, and technically speaking I agree with you that cost benefit analysis would be more appropriate. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! Para poder elegir las mejores keywords en primer lugar debemos contar con una  buena base de datos de palabras clave para poder comenzar a trabajar. Nuestra experiencia previa del sector nos puede aportar cierta idea sobre como se realizan las busquedas.
La Herramienta para Palabras Clave de Google tiene un apartado llamado precisamente “Ideas para palabras clave” que nos proporciona terminos que pueden sernos de interes. Google Suggest: al realizar una busqueda el propio Google te muestra terminos relacionados que podemos incorporar a nuestra base de datos.
En este apartado vamos a medir el nivel de busquedas para las palabras clave que hayamos identificado en la etapa anterior.
En definitiva,  descargaremos el nivel de  busquedas en concordancia amplia y concordancia exacta y lo incorporaremos una  hoja de Excel. Ahora nos interesa analizar el nivel de competencia para cada keyword ya que determinara la dificultad de posicionar cada palabra clave en cuestion. Tambien podemos medir el nivel de competencia de las keywords usando los comandos de busqueda avanzada de Google. La competencia en title (usando el operador allintitle:palabras clave) nos devolvera los resultados que contengan todas las palabras que hayamos especificado en el title. La competencia en URL (usando el comando allinurl: palabras clave) devuelve los resultados que contienen en su URL todas las palabras clave que indicamos. Nota, me gustaria senalar que los resultados de estos comandos no son siempre estandares dependiendo, entre otras cosas, del navegador y monitor desde el que se realice la busqueda.
En definitiva, conviene comprobar contra quienes vamos a competir por las primeras posiciones.
Desafortunadamente me temo que no hay ninguna formula magica que determine cuales son las keywords mas atractivas. Criterio, experiencia y sentido comun: cuando te dedicas al posicionamiento SEO normalmente acabaras optando por confiar mas en tu propio criterio personal y tu experiencia en otras situaciones similares antes que en los indicadores.
Como ya anticipabamos al principio del articulo, una mala eleccion de palabras clave comprometera el resto de tu estrategia de posicionamiento web. Muy buen aporte, para los que tenemos blog, todas estos tips son 100% utiles y aplicables y lo digo con conocimiento de causa ya que todos los dias busco palabras claves adecuadas para el contenido de mi blog. If your goal is to find the right people that fit your B2B offering, connect with them and convert them into opportunities, leta€™s talk. The second question out of the 8 questions to ask before you hire a PPC expert is how will you measure success? Since goals are specific, you should be able to figure out what metrics you need in order to measure progress. Impression Share a€“ The percentage of the total number of times your ad could have been shown vs the actual number of times it was shown. Conversions a€“ The number of times someone clicked on an ad and completed an action you defined as a conversion within a specific period of time. Quality Score a€“ Relevancy of your combined keyword, ad and landing page which affects your CPC. Although every metric is important when evaluating PPC marketing performance, your goals will determine which metrics you should focus on first.
Being seen in the search engines is easy as long as you know what you need to spend per click and you are willing to spend it.
If you want to be at the top of the first page on Google you must be willing to spend more per click than everyone competing in your market space. If you are selling widgets or looking for leads you will want to setup conversion tracking. Every marketer has their own goals and their own ways of managing PPC campaigns.A And everyone has their own ways of measuring success. Adept at overcoming business challenges with a technical and entrepreneurial spirit, David has held various sales, marketing and operational leadership roles throughout his 25+ year career. Join Our NEW SBE Membership Site, Free Resources, Premium Content, Invitation to Private webinars & more.
It's pretty simple to determine the buying process if the buyer comes straight to your website, fills out the contact form, and requests a call-back.
Try to find out how your prospective clients buy SEO services, and position yourself accordingly.
If you've managed to get in front of them, you then need to think about the questions you are going to ask.

If they are genuinely interested in your service, they are more likely to answer questions.
If they are hesitant, it is either an opportunity to walk, and thus stop wasting your time, or an opportunity to find out something more about their buying process. I do sit down with all my clients and go over all the details and see what needs to be done and how long it will take. Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge. Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search. Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues. Join our training program today and get the Google rankings, search traffic, growth, and profits you deserve! The annual ranking of Philippine cities and municipalities developed by the National Competitiveness Council through the Regional Competitiveness Committees (RCCs) with the assistance of the United States Agency for International Development. The majority don’t provide anything particularly useful or actionable for typical marketers trying to justify their content marketing expenses to the CFO. Many tactics make up the concept of content marketing, but we’ll leave that for another article.
We looked at a broad array of clients through this lens and measured the value of the organic traffic that we generated for them. Here is some reporting for one of our favorite clients, a major insurer, and its consumer blog. You’re not going to see a payoff in a week, but if you commit to doing it regularly over time, you’ll see amazing results. Scott is a passionate advocate for content marketing tactics, measurement and optimization, and has employed his digital expertise to a wide range of businesses.
One thing I would consider in this method is to use a group of keywords related to the page instead of the primary because it is very unlikely one keyword is driving all the traffic. I was looking at many ideas how to quantify content marketing ROI and yours seems the most concrete so far.
I’m not aware of any tools that would do a better job than SpyFu on giving you an idea of the impact of your content. I’ll be on the lookout for tools and will let you know if I come across something better. I first used a similar method back in 1979 for attributing ROI for NPI comms, actually gained funding based on requested lead generation. La estrategia de posicionamiento SEO de cualquier pagina en Internet comienza con la busqueda y seleccion de keywords. La version de pago de SEMrush  nos muestra las palabras clave para las que esta posicionada nuestra competencia y, lo que es mas importante, aquellas palabras para las que esta pagando en Google Adwords. Por ejemplo, si escribimos “Master en Marketing Digital”  Google autocompletara la busqueda proponiendonos alternativas. Para ello, introducimos nuestra base de datos en la Herramienta para palabras clave de Google. Mediante un algoritmo determinado esta herramienta te ofrece un valor consistente sobre la dificultad de posicionar cada palabra clave. Se trata de un valor muy generico que incluye aquellos resultados que contienen las keywords que introduzcamos. Tras volcar toda la informacion obtenida anteriormente en un documento Excel la pregunta es inevitable: ?Con que palabras clave nos quedamos?
Dependera en gran medida de nuestra intuicion, nuestro criterio, nuestra experiencia previa y, por supuesto, de nuestro sentido comun. Estos indicadores tienen en cuenta el nivel de busquedas en concordancia amplia y la competencia. When I wrote about setting pay per click goals, I said setting goals before you start is critical. For example, if your goal is to spend $1000 and get 10 conversions, you need to measure your total cost and total conversions. As you begin to dig deeper into managing PPC campaigns you will want to start measuring other metrics or segmenting data into device types or time of day in order to understand how well your campaigns perform.
As a general rule, I dona€™t recommend any of the following goals by themselves but together they will help you understand the basics.
You can do this in Google Adwords and Microsoft adCenter but recent changes make tracking conversion (goals) easier in Google Analytics. As you begin to learn the ins and outs of PPC marketing, you will learn how campaigns work and what metrics are important to your success. Particularly in advertising using AdWords and AdSense as well as running a PPC campaign are common. Luckily, sales isn't something you have to be born to do - it does not require supernatural charm, charisma, a hide as thick as an elephant, and a superhuman drive.
Like a specialist doctor, it is your job to ask a series of questions to help nail down the problem and find a solution.
For example, if a company needs internet marketing services, do they go to their established provider - possibly the web design company who built their site - or do they go direct to the SEO market? Their web design company may not have had a clue, had you not been in to see them a week earlier. Think business associations and clubs, their existing providers in related areas, and the other companies they have an association with. You should be asking about their business, where they see it going, what problems they are having, their place in the market, and their competitors. They do have to trust you first in order to do this, so try to think like a doctor if you encounter resistance. Even if you did land the job, you may end providing a substandard solution to their problem, which will likely end in tears. When you are gathering needs, ask that if you can solve their problems to their complete satisfaction, as a result of this discussion, that they will buy your services. Check out "Consultative Selling", by Mack Hanan, Jay Abrams "The Sticking Point Solution", and "Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales" by Linda Richardson.

So when I came across David Meerman Scott’s article on basing content marketing ROI on a Google AdWords equivalency, I was intrigued.
For the purpose of this analysis, we’re focused on the tactic of developing “on-site” content. But if you want to analyze the value of your traffic in a more turnkey way, several sites can help. There are many other benefits of developing great content for your site beyond organic traffic. Bottom line: There is tremendous ROI in consistently developing great content for your audience.
Also, I would cut the Adwords CPC cost in half instead of using the full amount adwords gives you because most PPC pros dont pay the full amount Google suggests because they can spend their entire budget for the keywords in a campaign at much lower bids and drive more traffic. The manual method suggested is likely going to provide the most accurate data, but not everyone is going to want to do that level of analysis. In the 1980s the same method postponed a NPI for lack of funding and the product launched successfully the next year. If you set up conversion goals that are tied to sales of your product, maybe you could figure out the ROI, after taking in the attribution issues that others have mentioned So please remove ROI from your headline! Por ese motivo, decisiones desafortunadas en esta etapa  del proceso comprometeran nuestras acciones posteriores. Podemos usar toda esta informacion para elaborar una base de datos con terminos interesantes. Si son tan importantes como para que nuestra competencia pague… ?Por que no habrian de interesarnos tambien a nosotros? Uno de los principales errores SEO consiste en ignorar el nivel de busquedas en concordancia exacta. Por ejemplo, aunque para una determinada palabra clave el nivel de paginas competidoras sea reducido si el top ten esta ocupado por dominios del nivel de la Wikipedia es improbable que logremos posicionar alli nuestro contenido.
Just as critical is understanding how you are going to measure whether you reached your goals or not. For the sake of keeping this post from becoming a book, I am going to stick with the high level metrics and refrain from others such as bounce rates and the various types of conversions. In order to know whether your PPC campaign is doing its job, conversions should be your number one metric with everything else secondary. Since joining Find and Convert in 2012 as our Director of Digital Services, David has been finding new ways of delivering services to our clients. Also, as a web developer, it would also be profitable if we are not just knowledgeable with programming code but also with marketing. The very act of questioning - known as consultative selling - helps build trust and rapport with the client in the same way you may experience with a doctor. You asked the web design people a few questions about whether they had an SEO capability in house, found out they didn't, and found out they had a lot of clients who quite possibly needed SEO. Business owners typically like doing this, and will welcome your interest, so long as you're seen as a "doctor" i.e someone they trust to help. Simply put, that means developing great content that lives on your website to attract, educate, and convert your audience. And, unlike other forms of marketing, content marketing pays dividends far into the future. Veamoslo con un ejemplo: si nos interesa optimizar los terminos “la gestion del tiempo” y solo atendemos a la concordancia amplia nos parecera un termino muy atractivo (18100 busquedas).
Esta muy generalizada elevar el nivel de busquedas al cuadrado y dividirlo por las paginas de la competencia. If you want to be shown on the first page of Google for specific keywords, then you measure average position and impression share for each of those keywords or ad groups.
Most companies track form completions or e-commerce purchases but you can also track phone call conversions. Ita€™s not perfect but it can deliver great results as long as you keep working at it and keep an eye on the metrics. Through evaluating your market venture, you will see the possibility of PPC metrics from its direct sales.
This works especially well in the field of consulting, which is based on information sharing. You proposed a joint deal whereas they would refer their clients to you, for a 10% commission. You'll also need to make a presentation, which, depending on the context, need not be formal. There is no risk on your side, as you can either solve the problem, in which case you'll likely get the business, or you can't, in which case you'll walk anyway. A Once your campaign starts, monitor your average CPC, average position and impression share.
Phone call tracking is especially important for companies focused on leads rather than sales. It could consist of showing them case studies of how you've helped solve this problem before.
If your impression share is low, you need to increase your bids or increase your daily budget. With custom scripts loaded on your website, you can present unique phone numbers to visitors who clicked on your PPC ads. If you are using up your daily budget, you might also consider limiting when your ads are running to weekdays, weekends or working hours only. There are other things you can do to improve performance, but by simply bidding higher than your competitors you can be assured that your ad will appear in the top position as long as you have not exhausted your daily budget.
For as little as $100 a month, you can track how many phone-based conversions come from your ad campaigns as well as organic SEO and other online channels. Ita€™s another dimension that helps you understand how your online marketing affects your real world sales.

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