Reverse Engineering Your Competitor’s Keyword Strategy

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Reverse Engineering Your Competitor’s Keyword Strategy

How To Effectively Target Your Competitor’s PPC Keywords

With search engine optimization, you must be tactical and intentional with your decisions. To ensure that your target consumers reach you, you must also look at what your competitors are doing. Looking at your competitors’ keywords enables you to understand how your target audience is looking for services and products that you offer. The connection between keywords and SEO is exceptionally crucial when it comes to developing a winning search marketing campaign.

You have to know the right competitors to check and the keywords to track. It can be tedious and time-consuming to track each of your competitors. When looking at the keywords that competitors rank, the following tools are generally used; KeywordSpy, Spyfu, SEMrush, Ahrefs and Moz’s Keyword Explorer. Using the tools is an incredible way of researching the keywords. It might not be the only way, but it’s a good tactic nevertheless. The problem is not with the tools to use but rather the competitors to look out for in order of priority.

There’s a little difference between classic keyword research in the world of competitive keywords. I’m going to consider Hayneedle Furniture Mart, a small online store with fantastic furniture and Jacksonville Furniture Mart, a competitor. When the two furniture marts are in a similar space, you get keywords that one or the two of them rank for. The metrics used by most ranking tools are volume, difficulty and organic click-through.

When deciding which terms and process, this is what you should do

Make sure you understand your Keyword to Conversion Funnel

You have to consider the particular words people search for; understand the people you lose and those that go through with the buying process. You wouldn’t want to go after keywords that only attract traffic but no conversions unless you are only after raw traffic. You should look out for keywords that bring conversions if you are looking for more than just traffic.

You could still go for phrases that bring traffic only and after that capture these people through retargeting. Hayneedle, for instance, says that with their retargeting campaign they can successfully convert those who have not yet converted.

Focus on competitors that Target the same audience

When choosing the audience to plug in, you should take companies that target similar groups. This will make your conversion and relevance a lot easier. Picking a furniture mart that targets a broader audience could make the process arduous. You are also less likely to get the desired results if you choose a company whose market focus is entirely different.  You should always pick the sites with the same target audience as your company.

SimilarWeb is an excellent tool that would help you figure out sites with the same target market.

Rules to Follow when Selecting Keywords

  • Easiest Words First

Choosing the easiest words first is a lot better than opting to start with the difficult ones. With easier words, you are more likely to be successful. With a lot of campaigns to get buy-in and budget, it gets tough which is why it is essential to look at the most accessible keywords. It is not advisable to go for incredibly competitive brands at this juncture.

  • Words similar to keywords you target that convert well.

You can utilize your AdWords campaign well if you have fully understood the funnel. Consider the keywords you’ve paid for and those that get you more converting traffic. After getting the keywords, you look at similar brands with the same keywords. You would want to check those sites with the same site structure for the best results.

  • Consider the SERP features you can reach; low difficulty, high volume, and high organic click-through rate

Difficulty indicates how hard it is to rank a particular keyword. Pick the low difficulty ones as they make your work more manageable.  As to the volume, you would want to target the highest volumes, but these tend to be high difficulty words.

The organic click-rate shows the percentage of people who click on organic search results. With the help of a classic search engine optimization, you can easily get the click-through rate.

  • Go after brands that you serve, generally not competitor’s brand names.

It is essential to target brands when you serve and carry them. It is not advisable to go after labels that you don’t serve and carry. If for instance, the Ekornes chair is a piece that your furniture store Hayneedle carries, then, by all means, go for the brand. You wouldn’t, however, want to pick a brand that is exclusive to Jacksonville.  It is not prudent to go after competitors’ branded products and brand names. You can only go after competitors’ branded names if the brand is generic. If Jacksonville is both a branded term (name of website and brand) and its generic, then it would be better to go after the category.

If you adhere to these simple rules, creating a detailed collection of high potential and targetable words will be a walk in the park. Done well, bidding on your competitor’s brands can enable you to boost your performance and resultantly increase your sales.  You are more likely to get some good search engine optimization returns.

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