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Measure the competitive environment

From: SEO: Keyword Strategy in Depth

Video: Measure the competitive environment

Now when we are looking at the competitive environment and finding keyword You also need to look at the But also we need to look at the strength of the competition.

Measure the competitive environment

Now when we are looking at the competitive environment and finding keyword phrases that are worth pursuing, we also have to measure the opportunity. And by measuring the opportunity what I am talking about is more of the business aspect. Do we have enough margin in these products that it will demand the amount fo time and effort that we can put into it? And we'll get that in the return. Also, does the volume match what people are looking for? What's the purchase value? What's the average ranking that we can get from that? And what will the average ranking deliver in terms of visitors, and will that be enough visitors to give us a good return? And we also need to look at the potential ranking.

Maybe your ranking on the third or fourth page, what will it take to get to the first page? And what will that be worth in terms of value to the business? You also need to look at the search landscape and we've touched on this before. But based on the type of search, you may see more ads, there might be shopping results, or videos, images or maps. The thing is the more the search engine ads into the search result page, the less visibility you're going to get as an organic result.

You see, any time there are more multimedia results such as shopping, videos or images, they reduce the amount of clicks that organic results receive. And that's just natural. People are going to be drawn to more multimedia or image-based results. But also we need to look at the strength of the competition. You see if this is an area where you see some recognizable competitors in that arena for those words, a couple of things you need to look at to asses that competition is the age of that domain and the age of the business.

How long have they been around? How long have they owned that website? We also look at the amount of websites that link to your competitor. So, look to see whose linking to your competitor because sometimes the value of that link is more based on who is linking than the amount of links that your competitor has. If your competitor has a lot of high quality links, and they've been around for a long time. They're going to be very difficult to unseat. So the types of backlinks are very important, but also the domains.

The breadth of domains, the authority of those domains, and the variety of domains. All go towards developing a clear relevance for your competitors. You can assess yourself and your competitors in the same way using these factors. And come up with a good formula of how difficult it may be to go after certain words. But if there's an ideal return to that, they're definitely worth going after. Then also, we look at our keywords in terms of the keyword long tail.

As we looked at before, everyone knows about the general terms that get a lot of searches. And quickly after that comes some very generalized terms that are still not as specific. I wouldn't start there. I would look at the terms that have three or four or five words in them. The ones that are very, very specific and that are clear opportunity for you because it's exactly what you offer. I like to start at the end of the long tail and build up to more general terms.

And build up my relevancy based on my more specific offerings and products. And then ride the wave to more general terms. But the end of the tail is where you receive the most conversions. And it can fund your effort, to get to the top of the tail.

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This video is part of

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SEO: Keyword Strategy in Depth

60 video lessons · 9248 viewers

Matt Bailey
Author

 
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  1. 1m 17s
    1. Welcome
      1m 17s
  2. 27m 33s
    1. What are keywords?
      4m 11s
    2. The implications of keywords
      6m 36s
    3. How can we use keywords?
      5m 27s
    4. Find keyword research resources
      4m 1s
    5. View the keyword universe
      3m 25s
    6. Read keyword data effectively
      3m 53s
  3. 25m 46s
    1. Creating a keyword spreadsheet
      2m 41s
    2. Find initial keywords
      2m 18s
    3. Utilize the long tail
      4m 25s
    4. Find phrase patterns
      2m 15s
    5. Organize by prefix and suffix
      4m 8s
    6. Search for synonyms
      3m 19s
    7. Plan for plurals
      1m 56s
    8. Develop your keyword spreadsheet
      4m 44s
  4. 25m 28s
    1. Find searcher intent
      1m 48s
    2. Measure brand impact
      2m 26s
    3. Research demand patterns
      4m 0s
    4. Assess the right searcher
      5m 45s
    5. Assess competitive data
      4m 5s
    6. Measure keyword competitiveness
      3m 34s
    7. Measure the competitive environment
      3m 50s
  5. 20m 45s
    1. Intersect keyword demand and keyword trends
      2m 27s
    2. Apply tools for finding keyword search trends
      5m 3s
    3. Compare keyword trends
      5m 15s
    4. Asking why
      3m 22s
    5. Articulating strategy
      2m 35s
    6. Organizing keyword data with your additional data
      2m 3s
  6. 14m 25s
    1. Introduction to keyword research software and options
      1m 29s
    2. Raven tools
      3m 55s
    3. Moz
      3m 24s
    4. SEMrush
      2m 27s
    5. Keyword Discovery
      3m 10s
  7. 59m 55s
    1. Familiarize yourself with the page title
      2m 10s
    2. See how the page title is used
      3m 8s
    3. Evaluate your page title options
      7m 23s
    4. Understand page structure
      3m 40s
    5. How to utilize page structures to your advantage
      5m 20s
    6. Keep the attention of your reader with better page structure
      5m 33s
    7. Converge strategies of structure, scanning, and spiders
      3m 19s
    8. Implement keywords throughout your content
      6m 37s
    9. Integrate keywords within your website
      6m 42s
    10. Consider alt attributes and title attributes
      7m 2s
    11. Review your navigation for keywords
      3m 43s
    12. Test your navigation for usefulness and understandability
      5m 18s
  8. 37m 35s
    1. Create effective ads
      4m 16s
    2. Learn keyword-based bidding strategies
      2m 24s
    3. Balance keywords and quality score
      7m 51s
    4. Avoid costly mistakes
      4m 48s
    5. Focus on negative keywords
      3m 16s
    6. Add dimensions of location, timing, and word structures
      8m 57s
    7. Continually improve your campaign
      6m 3s
  9. 39m 10s
    1. Do not be fooled by rankings
      3m 35s
    2. Measure the right outcomes
      6m 19s
    3. Establish value
      5m 0s
    4. Develop keyword segments in your analytics
      6m 20s
    5. Evaluate landing pages for value
      6m 7s
    6. Troubleshoot landing page bounce rate
      5m 54s
    7. Prioritize your marketing efforts
      5m 55s
  10. 2m 25s
    1. Next steps
      2m 25s

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