Location Targeting Made Easy

With numerous brands and products on the market, battling it out in the same category, advertisers are constantly at work on how to make their products more appealing to the general public. In the industry today, ad firms are constantly on the lookout for new platforms and methods that they can use to entice the people, using their creativity to its maximum potential. If we talk about the past, the number of competitors out there in the market was far less than what we see today, which is why there was much less of a strain of creatives to find newer ways to sell. Today, however, the matter is very different.

Geographic targeting has always been one of the best and easiest ways that advertisers could use to reach their audiences. Today, when trying to sell something, one has to look far beyond just what the geographical territory tells them. Location specific campaigns have always been an advisor’s best bet, and have been used numerous times, especially by multinational brands. Of course for those brands that only have one outlet or target only a particular area, it is a given that their ads would be more location specific. But when it comes to brands who want to appeal to a larger audience, a few new innovative methods should help you achieve what you want to.

Hyper Targeted Ads

One of the best tools that an advertiser can use to his advantage is hyper-targeted advertisements. This could be targeted only to a small fraction of the total populous and is brilliant when trying to work with local brands. By analyzing the target audience and understanding what their needs and interests are, advisors can structure a good ad campaign for maximum reach. When it comes to working with companies that want to advertise to a large audience of people, then the task at hand becomes a little bit more difficult. The best way that advertisers can target this audience is to make multiple campaigns, each targeting the particular area of people.

Household Income Targeted Ads

This kind of advertising has to do more with how much your audience makes and what is their average spending power. There are certain trends that this group of people may tend to follow, and by isolating that factor, they can structure their ads accordingly. Using market research and proper data, a creative can be made the targets that segment of the population, and their social niceties entirely.

Focus The Competition

If the product that you are trying to advertise is in a highly competitive market, chances are that you may have to work hard to stand out from them. If there is very little difference between yours and the competing products, your audience may already be considering them as an alternative. In this type of advertising, one should know who their competition is and where their stance is on the market. The ads that would have to be made would follow a trend of reminding your audience that you are the superior brand and that they shouldn’t consider anything else. You can also make use of other marketing tips for small business to give it a boost.

Target The Big Places

When it comes to trying to sell a product, selling to the largest audience is one of the ways to get the best outcome. Working around the region itself, or the city in particular, and focus on the trends that the city follows to create a campaign that would target them entirely.

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Meet SEO Goals by Matching Them to Keyword Research

In terms of search engine optimization, or SEO, keyword research is crucial to achieving a high rank. For a website owner to reach his goals, the goals must coincide with his keyword research.

Keyword Research’s Role in SEO

The wrong keywords do not reach the target audience, and long-tail keywords may limit traffic. Also, competitive keywords can keep websites from ranking on search engines. For keyword research to work, it must answer the audience’s questions.

Three Types of Keywords

Each major keyword type corresponds to each sales funnel stage. Keywords at the top of the funnel provide information to visitors. Keywords at the middle of the funnel give solutions to visitors, and keywords at the bottom of the funnel center on the buyer’s intent. Site owners should identify the keywords they are targeting for each part of the funnel. Every on-page SEO change should target those words.

Choosing Keywords

The company’s goals, needs and intended audience should dictate the keyword research. For instance, a large project for building a long-term audience should target keywords at the top and middle of the funnel. However, an e-commerce website campaign should target keywords at the bottom of the funnel.

Setting Goals

The content is defined by the campaign’s goals. Site owners must know their conversion, traffic and revenue goals. After the goals are identified, owners should set an appropriate pace for their plan.

Identifying the Competition

By finding websites in the same niche and noting each site’s traffic, website owners can determine what companies are their competitors. Then, owners should figure out what companies are ahead of them in traffic numbers by six months, one year, two years and five years. Owners can use competitors’ traffic numbers to create a growth goal that includes mini-goals at specific points in time.

Reverse Engineering

Businesses can find out what works by delving into their competitors’ links. To accomplish this, site owners should:

  • Look at the URL structures.
  • Review traffic patterns.
  • Use the internet’s digital archives.
  • Connect traffic increases to website changes.

Keywords That Give Competitors Traffic Surges

Backlinks and keywords go hand in hand because links play a role in keyword rankings. Therefore, competitors’ anchor texts can help website owners figure out what keywords are the most important. Owners can locate effective page links by:

  • Searching anchor text and link profiles.
  • Finding keywords that cause a sharp increase in traffic.
  • Reviewing the content that brings in traffic.

Track Past Influences

To find effective keywords and eventually outrank a competitor, businesses can profile a competitor by modeling the competing website’s structure, content and links. Site owners should utilize the competitor’s current traffic number and link gain rate to make a six-month to one-year profile for that website. This profile can help site owners build a strategy to surpass the competition.

Putting Together the SEO Plan

A business must compile all of the above information in order to meet their ranking goals. To make the SEO plan come together, the website owner should:

  • Create the URL structure in a way that at least matches a high-ranking competitor.
  • Write content that includes the chosen keywords.
  • Conduct link acquisition.
  • Break down the plan into projects and content.
  • Assess the campaign’s progress by reviewing the plan every month.
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Are Internal Links Even Relevant for SEO?

Many webmasters and business owners wonder about the weight of internal links. They may be curious to know what they are, if they are important and how one can properly leverage them to boost their site’s rankings. Rand Fishkin was kind enough to share his insight on this often confusing matter. He provided the following tips and question answers in his session of Whiteboard Friday:

Internal vs. External Links

The difference between an internal and external link is where it originates. An external link points back to the webmaster’s website and gives it a vote of confidence from another site as a trusted source of information. An internal link points from one page of the webmaster’s website to another page on that same website. Internal links come from the website owner, so they don’t hold nearly as much weight as external links do. However, they can still affect page ranking, crawling processes and the visitor experience. The short answer to the question of whether website owners should care about the internal links is yes. They do matter, and all websites should have them. That being said, the linking structure and the linking decisions have to be intelligent for the person to get any benefit out of doing it.

Stay Away From Footers and Nav Spamming

One of the biggest mistakes that SEOs and webmasters make is behaving in a spammy way when it comes to trying to get higher rankings for certain keywords. Google will quickly penalize a site that shoves a bunch of keywords and internal links into the footers of every page or the navigational system. As a matter of fact, the penalty may be so harsh that the webmaster sees a huge drop in rankings. Fortunately, Google will remove such a penalty rather quickly if the person rectifies it quickly.

Link to a Page That Has External Links

A good practice is to link to a page that has a little bit of authority from external pages. The internal link can work with the external link to bring the site up higher in the search engines.

Relevancy Is Important

Relevancy does matter when a person is creating internal links. The keywords should pertain to the page that is being linked to, and the link should point to a page in which the visitor will be interested. Choosing a random page may not work because it may not give the customers what they need.

Avoid Site-Competitive Anchor Text

Another helpful tip is to avoid using the same keyword to create internal links for two different pages. For example, the person should not link the keyword “shoes” to more than one page that may or may not have to do with shoes. That causes confusion and necessary competition. The webmaster should never create a situation where the site is competing with itself.

The long and short of the lesson is to use an internal linking system that benefits the site in terms of rank but also helps the customers to find what they need faster. An effective internal linking system can make the difference between regular visitors and people who bounce from the site because they can’t find what they need. The above-mentioned tips should produce positive rank result as well as satisfied customers.

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