How to Plan, Part 2

Keyword Analysis

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Here are some tips on what to do when looking for your competitors’ targeted search terms:

1. Use one of the keyword analysis tools to find out the words that your competitor is using in their landing and homepages. The words or terms that they use the most are likely to be their targeted search terms.

2. Create a list of these search terms and go back to the list when you start to develop your own site. The idea here is not to copy the exact keywords the competition is using, but to have insights into what is working and what is not.

3. How well are they using their search terms in their various webpages? If they are focusing on more than five keywords on a page, this is likely that they are not properly optimized at the search engines. This is something that you want to avoid.

4. Next, analyze their Meta (meta description, meta keywords, meta refresh, meta author, meta copyright, etc.) and Title tags. How have they written these and how have they placed their keywords. Is their technique effective in making them visible at the search engines? Although meta tags do not have a significant effect on the search engine results, they can still give you an idea as to what the competitor is targeting.

Below I have listed some free tools that you can use to find more about your competitors keywords and their online strategy.

Google Keyword Planner: can assist you to find key terms and advertisement group ideas that may not occur to you as you design your ad campaign. The platform allows you to enter a word or a group of words and phrases relevant to your business; then the tool will generate related keywords and phrases that you can use for your ads and competitor research.

Freekeywords.wordtracker.com: this platform allows you to track keywords that your competitors may be using in their webpage. You may also use this tool to see the effectiveness of keywords in terms of click through rates, traffic generation and link building.

Keyworddiscovery.com: aggregates search term statistics from all the main search engines. This tool will show you the types of phrases and words that people are using to find services and products as well as the terms that are generating traffic to your competition.

Soovle.com: offers you suggestions pertaining to the terms that people use to look for products and services. This tool will help you determine the terms that your competitors’ target audience is using to find their ads and sites.

Url.com: allows you to type in URLs of companies and to see their rankings on major site engines including Google, Bing and Yahoo.

Spyfu: enables you to track the phrases that your competition is using; it also shows you the most effective keywords attracting traffic to their site. You may also use this tool to generate your own keywords depending on your budget and business needs.

Quantcast: offers free reports on traffic measurements and audience demographics. This tool is useful if you need comprehensive reports on the traffic trends in your competitors’ sites.

Google Display Planner: enables you to track the types of audiences that are likely to visit your competitors’ site. You can sort out this audience in terms of their interests as well as specific demographics. You may also access data on the number of unique visitors that your competition is receiving, as well as the page views.

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