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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