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So you can SAY SMART THINGS
like
“We should create a video about our trail running shoe responsivey cushioning and place it in targeted ads and email campaigns for our Seattle audience.”
“But in Asheville we should create images that highlight the durability of our shoes and leverage social media, forums, and search using keywords: ‘most durable shoes for trail,’ ‘long-lasting trail shoes,’ and ‘Appalachain trail shoes for men.’”
SEATTLE Top feature: CUSHIONING Best performing product: WILDHORSE 3 Highest converting campaign: SALLY MCRAE
Top ranking keywords: RESPONSIVE CUSHIONING SHOES MOST STABLE TRAIL SHOES FOR WOMEN COMRFORTABLE TRAIL RUNNING SHOES
ASHEVILLE Top feature: DURABILITY Best performing product: TERRA KIGER Highest converting campaign: SALLY MCRAE
Top ranking keywords: MOST DURABLE SHOES FOR TRAIL LONG-LASTING TRAIL SHOES APPALACHAIN TRAIL SHOES FOR MEN
AND BASE THOSE RECOMMENDATIONS ON
‣ Comparing how features, products and campaigns perform ‣ Who your competitors are for each location and how that affects your content
and traffic ‣ Which content and content types perform best for your audience ‣ How your target audience is searching for products, features, services, and
brands in selected locations (how do keywords and search behavior differ) ‣ Are there topics you’re missing creating content for in specific locations
So we’re going to talk about: Using groups to get better insights
and information about local and competitor data to up your marketing game.
*Best of all, you can do it on a budget.
By creating GROUPS, you can easily compare ‣ Campaigns ‣ Messages ‣ Features ‣ Products ‣ Audiences
across various locations and competitors
Creating groups
Why groups? *Besides all the stuff I just said
‣ View your data your way, by what matters and makes sense to you ‣ Easier to handle multiple variables ‣ Quicker reporting
Creating groups
What will we be able to do?
‣ Discover new keywords to track based on location and competitor content ‣ Figure out what content to create before you launch new products, services,
campaigns, or messaging strategies ‣ Understand gaps in content both nationally and by location ‣ Find new competitors based on location ‣ Compare performance of keywords, content, and channel performance by
location
STEP 1: Choose groups
Examples of what you can create groups for
‣ Campaigns ‣ Messaging ‣ Products ‣ Features ‣ Audience types
‣ Content types ‣ Geographies ‣ Demographics ‣ Targeted accounts
(ABM)
Creating groups
What can I group?
‣ Keywords ‣ Content (onsite and offsite) ‣ Competitors ‣ Locations
Campaign Products Features Audiences
Featured athlete: Sally McRae Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts
All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners
Durability Casual trail runners
Adaptive fit
An example: Nike trail running shoesThese are all things I might want to be able to track and compare for marketing
Nike trail running shoes, so we’ll create groups for each of them.
Campaign Products Features Audiences
Featured athlete: Sally McRae Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts
All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners
Durability Casual trail runners
Adaptive fit
Comparing FeaturesFor purposes of showing how to get set up, we’ll talk about trying to look at trail running
shoe features: responsive cushioning and durability
Each group needs two core components
CONTENT KEYWORDS+
Building a group
This is content you’ve created that you believe is relevant to the
topic for the group
The keywords selected reflect terms, phrases, products, etc.
that are part of how people would find this content, describe
their wants and needs, or talk about the situation
vsDURABILITY
CONTENT
RESPONSIVE CUSHIONING
KEYWORDS KEYWORDS KEYWORDS
CONTENT
KEYWORDS KEYWORDS KEYWORDS
Comparing Features
LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE
ADD CONTENT TO THE GROUP
‣ Using keyword matching regex rules you can set up groups that will automatically find and add matching keywords based on AND, OR, and NOT specifications.
‣ This will also automatically add new content that matches these rules to the group as well.
ADD CONTENT TO THE GROUP
‣ You can isolate subdomains, folders, and other types here as well, such as /blog or /trail-shoes/
ADD CONTENT TO THE GROUP
‣ Add content and targeted keywords manually to isolate URLs. This works for onsite and offsite content.
DURABILITY
CONTENT
RESPONSIVE CUSHIONING
KEYWORDS KEYWORDS KEYWORDS
CONTENT
KEYWORDS KEYWORDS KEYWORDS
Repeat process for remaining groups
LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE
GROUP COMPETITORS for easier comparisons and
filtering INDIRECT
DIRECT
ONLINE RETAILERS
ZAPPOS
EBAY
JET
RETAILERS
DICKS
FOOTLOCKER
REI
PUBLICATIONS
RUNNINGSHOESGURU
RUNNERSWORLD
TRAILRUNNERWEEKLY
OTHER BRANDS
REEBOK
BROOKS
ASICS
NEW COMPETITORS by group
‣ See exactly who is competing with you for traffic based on specific features, products, campaigns, messaging, etc.
‣ Group them by direct and indirect options so that you can understand their content and positioning better.
NEW COMPETITORS by keyword
‣ Isolate keywords and phrases ‣ Target by search volume,
competition score, and rank
VIEW COMPETING CONTENTThis example shows the content for RunningShoesGuru.com that matches my group for “Feature - Durability” in “Trail Shoes”
VIEWING COMPETING KEYWORDS individually and by group
This is a great way to learn:
‣ What’s being created around specific topics before starting a campaign ‣ What types of content seem to be created frequently for certain keywords and
groups - blogs, videos, image, landing page, etc. ‣ Total search volume for a group of terms versus competitors ‣ All content for a group that competitors are creating, which you can segment by
feature, product, campaign, messaging, etc. ‣ What content your competitors are creating that meet target market needs by
location
FIND MORE KEYWORDS by topic
‣ Consider both broad and specific topics to see what recommendations are made.
‣ Look for “adjacent topics” to see if terms related to your product appear.
FIND MORE KEYWORDS by content
‣ You can use your landing page or a competitor’s page
‣ Use direct and indirect competitor landing pages to see what types of content resonate
FINDING NEW KEYWORDS
These are not only great keywords to consider tracking, but also ideas for new content, emails, social media conversations, forum posts, etc.
ERIN’S TRICKS
CHALLENGE: You’re launching a new trail running shoe that is super durable
You want to know
What content is already out there
How does durable trail shoe content rank in different
markets
What content should you create to rank for durable
trail shoes
ERIN’S TRICKS
QUESTION: What content is already out there about durable trail running shoes?
Add locations relevant to your markets
- Seattle - Portland - Asheville - San Francisco - Tacoma
Run competitor discovery for durability + trail running
shoes groups
- Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com
Expand their list of content by the durability group again to get a list of all
relevant content
Add keywords about durability to a group and
keywords about trail running shoes to a group
- Keyword discovery - Your own list
ERIN’S TRICKS
QUESTION: How does durable trail shoe content rank in different markets?
Add locations relevant to your markets
- Seattle - Portland - Asheville - San Francisco - Tacoma
Run competitor discovery for durability + trail running
shoes groups
- Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com
View top performing keywords by durability
group + trail shoe group + location
Add keywords about durability to a group and
keywords about trail running shoes to a group
- Keyword discovery - Your own list
ERIN’S TRICKS
QUESTION: What content should you create to rank for durable trail shoes?
View competitor list by individual keyword or
keyword group + location
Find the competitor content most relevant to you
Place URL of relevant competitor content into keyword discovery tool
Take list of discovered keywords and sort by
- Search volume - Competition score - Location - Keyword group
Run competitor discovery for your tracked durability +
trailing running shoe
You get list of keywords that becomes: - Topics to create new content
- Keywords to track for new campaigns, features, or products
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