volume for keyword phrases. Try and pick keywords that have
over 250 searches per month. If you are going to write
content, you want to make sure it’s worth your time.
tell you what keywords they rank for and exactly what they
are doing to rank. In a way, this is like reverse engineering to
understand what competitors are doing in order to glean a
strategy that is either aligned with them or different from
them. Remember, just because you think they are your
competitors offline doesn’t mean they are automatically your
competitors online under a keyword phrase.
spyfu.com
This tool is such a great intelligence-gathering device. It has a
number of great tools such as the Kombat tool to “fight”
with your competitor (your domain verses their domain), and
it breaks the websites’ information down piece by piece. It
also has a keyword tool called SmartSearch. Here you will get
search engine data from Google, Yahoo and Bing search
engines. Play around and run some reports. You will get great
EXTRA CREDIT: Check out another great intelligence tool called keywordspy.com
SPY ON YOUR CUSTOMERS:
TAP THE PSYCHE OF THE SEARCHER
Adwords Keyword Planner
Some of you may know this tool if you run a paid search
campaign (PPC). If not, this is the best tool by far to get
keyword ideas. Visit adwords.google.com, setup an account,
and use the keyword planner. You have to setup an account
and enter a credit card but you do not have to start a
campaign. Just use the keyword planner to discover your ideal
keywords. Remember, you want keyword phrases that are two
to three keyword phrases long (i.e., “Social Media Expert,”
“Business Keynote Speaker” or “Leadership Team Training”).
Try and be as specific as possible. Create a list of all the
keyword phrases you would like to rank for in search engines.
Consider creating content based on these keywords for blogs,
social media or web pages. The tool gives you monthly search
keyword ideas; see why your competitor ranks for a particular
keyword phrase and you do not.
Hope you have fun playing with these tools. Rip this page
out and keep it handy for the next time you see a competitor
ranking under a sought-after keyword phrase. Use this
“spying tool kit” to dive into what competitors are doing,
keywords they are using and how you can compete with
them in search results. n
HEATHER LUTZE, CSP (Certified Speaking Professional) is
CEO of Findability Consulting & Speaking, a master trainer
at Findability University, consultant and author of The
Findability Formula: The Easy, Non-Technical Approach to
Search Engine Marketing and Thumbonomics: The Essential
Business Roadmap for Social Media & Mobile Marketing. Her
writing, in-demand keynotes and Findability University workshops have helped demystify Internet marketing for countless business
owners. She is also the author of Marketing Espionage: How to “Spy” on Your
Competitors and Customers to Dominate Online. To learn more, vi ͥЁ