Consumer research differentiates brands this holiday season

Posted by on Dec 6, 2021 in SEO Articles | Comments Off on Consumer research differentiates brands this holiday season

Consumer research differentiates brands this holiday season

Tis’ the season to send our current year packing with a swift kick and start the new year off on a high note. And brands that are doing precisely that this holiday season are arming their teams with the most accurate, real-time consumer research possible. Let’s see how that looks and ways your brand can still take advantage of opportunities that consumer research has to offer this holiday season.

The state of holiday gifting

The state of holiday gifting in 2021 is rife with unprecedented shifts in consumer and market behaviors that have yet to settle from the pandemic. This is partly because we’re still in the midst of some scary situations, but it’s primarily because consumers have permanently shifted their purchase behaviors in a whole host of ways.

As we examine more in-depth in our Consumer and Market Intelligence Report: Holiday Gifting 2021, retailers should fold easily identifiable consumer behaviors into their strategic planning this holiday shopping season – and move these same concepts forward into 2022.

For starters, the overwhelming sentiment around sustainability matters is fairly negative – and this concept weighs heavily on the minds of consumers this season. Consumers have increasingly held brands to a socially aware bar, which has certainly affected their purchase decisions. And with the timing of our global environmental summits coming at the height of the holiday buying season, there’s a general sense of anger around the topic.

Fig 1: Consumer sentiment word cloud

This is definitely something that retailers should be following closely – but it’s far from the only top-of-mind concern. The key guidance for brands this season is to remain flexible and allow data to drive decision-making and pivots in positioning, as there will likely be many shifts in the coming weeks. Spending is on the rise in many segments, after all, but capturing any part of it will require understanding the intersection of consumer values and purchase behaviors as cost-conscious consumers make hesitant steps toward your products. Retailers must map out relevant and meaningful tactics to entice hesitant consumers.

And there are challenges that further complicate the season, including supply chain concerns, labor shortages and waning consumer loyalties from those whom brands thought they’d already won over. We’ll look at each a bit further here, as well as some top gifts we see consumers clamoring for online. And we’ll share some changes that retailers can make to capture a sizable piece of anticipated profits during this emotionally charged shopping season!

Supply chain challenges and labor shortages

Consumers expect unprecedented out-of-stock messages from retailers and have started their holiday shopping early to ensure timely delivery. But they know that even that may not be enough, with nearly 40% of small businesses in the US experiencing supply chain delays during the Coronavirus pandemic. Contrast this with eMarketer forecasting US retail sales during the holiday shopping season to surge 9% to $1.147 trillion, with e-commerce accounting for 18.4% of total retail sales, and you have a recipe for extreme disappointment.

As a result, because they can’t meet demand right now, many retailers are holding back on shopping deals this year. And even those retailers secure in their inventory numbers are dealing with their own unique challenges as many do not have sufficient workers to run their stores and meet consumer demand in that way. Workers who are showing up are quitting in higher numbers, too, due to stress and subpar wages. And this also ties into the shift in consumer spending, as it speaks to value-based spending as much as sustainability concerns do!

Consumer purchase behaviors shifting

The 2020 holiday gifting season set everyone on edge due to its pandemic-induced unpredictability – and waning consumer loyalty added to the troubles.

And as we charge into 2021’s prime gift-getting period, retailers turn a wary eye toward their prospects, with those looming labor and inventory shortages. As mentioned at the outset, thanks to the timing of our global environmental summits and the general sense of anger around the topic, sustainability benchmarks are something that retailers should be prepared to message out.

To put a finer point on things, as the visualization below communicates, consumers seek sustainability in fashion, footwear, food and travel. You can be sure consumers are seeking the same from you even if your category isn’t mentioned below or in the news right now. You’ll have your moment when you’re not ready for it – so be ready for it!

Fig 2: Visualization of sustainability and shopping conversation from 8/21-11/21/21

Consumers are no longer loyal to particular brands, as e-commerce has opened up an entirely new world of shopping for many of them.

And, as hinted to in our section about labor shortages, consumers are noticing those as well – and they’re not impressed. Retailers who pay workers what people consider subpar wages are being increasingly shunned by an extremely observant consumer base. Their loyalties trend toward shopping small and supporting a more entrepreneurial spirit, with DIY shops cleaning up this season.

With inventory, workers and consumer metrics all in disarray to varying extents, it has been more important than ever for brands to keep close tabs on consumer research to take the temperature of their virtual showrooms and understand which components require immediate attention first.

Brands that are getting this right are not only surviving but thriving as consumers share their purchases and purchase intent with others on social media, forums, blogs and news sites. It’s an incredibly viral and lucrative way to promote one’s products, assuming you’re in touch with your audience and know who to call on to help you get the word out!

Top gifts consumers crave

The trick for retailers will be pivoting towards those unclaimed dollars by creating precisely what their consumers crave. And this requires understanding purchasing behaviors and values and where these elements intersect on the customer journey.

As we explored the holiday shopping landscape, we found a variety of top gifts capturing consumer attention – our top three (out of a list of 15) are shown below.

Fig 3: Top 3 brands on our 2021 favorite gifts list

As noted above, the categories winning market share support shopping small, DIY, sustainability (by way of upcycling others’ second-hand items) and then an ever-present push toward technology. More specifically, we see gaming taking over across many consumer segments.

Brands finalizing their overall planning to round out Q4 and set the stage for 2022 need to be sure to keep what we’ve detailed above in mind. Consumers are watching and your time to connect with them and create long-term relationships is now. There are consumer segments that are spending lots of money this year, and if they’re not spending with you, it’s time to figure out why. Analyzing consumer research relevant to your specific category is a gift that you can give yourself – and one that will keep on giving throughout next year!

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How to Create a Facebook Business Page (Step by Step)

Posted by on Dec 6, 2021 in SEO Articles | Comments Off on How to Create a Facebook Business Page (Step by Step)

To get your business on Facebook, you need to create a Facebook business page. Fortunately, the process is easy and straightforward and it only takes a few minutes to complete. To set up a Facebook page for your business you’ll need a logo, a cover image, and a brief description of your company. These are […]

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Google Ads issue resulted in spend fluctuations for tROAS and Maximize Conversion Value bid strategies on December 2

Posted by on Dec 6, 2021 in SEO Articles | Comments Off on Google Ads issue resulted in spend fluctuations for tROAS and Maximize Conversion Value bid strategies on December 2

Google Ads issue resulted in spend fluctuations for tROAS and Maximize Conversion Value bid strategies on December 2

Advertisers using the Target ROAS or Maximize Conversion Value bid strategies in Google Ads may have experienced spend fluctuations on December 2, 2021, a Google spokesperson has confirmed to Search Engine Land. The issue has since been resolved.

Tip of the hat to Brett Bodofsky and Michael Robideau for first bringing this to our attention.

The issue. After noticing an abnormal spend increase over a three-hour time period, Robideau got in touch with a Google Ads chat support agent. “After checking, I found there was a technical issue on Dec 2nd. Advertisers who are using the Target ROAS or Maximize Conversion Value bid strategies on some campaigns have experienced spend fluctuations on December 2, 2021,” the support agent said, adding, “The issue has been identified by the team and is resolved.”

Another Google spokesperson also confirmed the issue to Search Engine Land, stating, “Customers using the Target ROAS or Maximize Conversion Value bid strategies may have experienced spend fluctuations on some campaigns on December 2, 2021. The issue has been resolved and everything is now working as expected.”

Why we care. If you are using the tROAS or Maximize Conversion Value bid strategies in your campaigns, Google says the issue has been resolved, so you shouldn’t see abnormal spend fluctuations. Nevertheless, it’s still a good idea to verify whether you were impacted on December 2 and make note of the issue.

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Content Marketing Ideas That Increase Customer Engagement

Posted by on Dec 6, 2021 in SEO Articles | Comments Off on Content Marketing Ideas That Increase Customer Engagement

In today’s digital world, customer engagement is all the rage when it comes to attracting and retaining customers. The current online market offers people unlimited options and exposure to many different online stores, and the only thing that differentiates you from the rest is how you engage with your customers. It goes without saying that customers, even in the digital world, still love to be engaged with the shops that they are buying from. 

According to one statistic, companies that successfully engage with their target market enjoy 63% lower customer attrition rates than companies that don’t consider customer engagement a necessity. 

So the only question now is, how do you successfully engage with your customers through content marketing? 

In this article, you’ll be looking over three platforms where content marketing can play a huge role in increasing customer engagement for your brand of which are: Social Media, Youtube, your website and blog. 

Content Marketing on Social Media

1. Be Involved in Trends

The first thing that you should get into when it comes to content marketing on social media is learning what trends are and what you can do to take advantage of these situations. 

Trends are the cogs that make social media platforms run, and it’s one of the targets that you should aim for when it comes to content marketing on social media.

The reason for targeting trends? There are about 3.78 billion people that use social media, and if you would target around 0.01% of that through social media trends, you’d be hitting around 376,000 people.

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The best way to hit that 0.01% is being involved in social media trends where people would be most likely talking and engaging with others, brands or not. It’s the highest possibility for you to engage with your target audience.

Let’s take, for example, NFTs or non-fungible tokens. It’s one of the current trends in 2021, and it’s not only in social media that the world is abuzz, but even on the entire web, its popularity is growing according to Google trends

Now, there are two questions that you need to consider when it comes to this example of a trend – is it relatable to your current business, and would it be well worth the effort of being involved in it?

If your answer to both of these questions is no, you’d best move on to another trend that you will find yourself targeting the audience you want.

You can split trends into two different categories, niche trends, and hot trends. 

Niche trends are more of a group of specific people that are coming together to talk about a certain topic in their own area. This trend is not really welcoming to other people that are not associated with the group’s topic.

On the other hand, hot trends cover a huge area in social media, and you can distinguish these trends as things that can affect most people’s daily lives from politics, news, music, fashion, and other things.

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The importance of learning the difference between the two is that you can’t be involved in all the trends that are happening on social media. 

You have to choose which ones you prefer to get involved in and get the most attention closely related to the audience that you want to attract. 

What is the use of talking about NFT’s when your business is a pizza restaurant? 

So with that in mind, social media trends are a great and mostly free way to target a specific audience that you want to funnel to your business. The only thing that you need to look out for in deciding on which trend you want to invest your resources in.

2. Partner With Influencers

Influencer marketing is one of the leading strategies to use when it comes to both promoting your brand and increasing customer engagement. 

When browsing through Instagram, Twitter, or even Facebook, it’s hard to go through the entire site without seeing some sort of influencer showcasing a hotel, a shampoo, or a shirt that they recently got.

It’s an effective strategy to use, especially if you’re just a new brand that is looking to get some attention quickly. Influencers already have an existing audience that is following their content, and with this comes an opportunity for your brand.

Collaborating on creating social media content or doing some small nudges on adverts here and there on their content can be a great way to grow your brand. To give you an idea of how effective this strategy is, 9 out of 10 brands utilize influencer marketing.

It’s just that good of a deal. 

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Let’s use another example. 

We’ll be using this website, it’s a drug rehabilitation center that is looking forward to supporting patients with drug related problems. 

Now, let’s say that you are looking to help people be involved in your program. 

What better way to convince people to go through with it than influencers talking about your program and their testimonials on how great your facilities and staff are?

Heck, you can even grab the attention of influencers and let them promote your brand for free if they think that they can get good content out of your business or they believe that your business is a good thing to advertise to people that need help.

Influence marketing can help you connect with their audience and yours with the content that you create, as people would be a lot more comfortable knowing that someone that they consistently watch vouches for your brand.

3. Maximize Post Frequency

Now, posting frequency is a dilemma that quite a lot of businesses tend to fall into when it comes to creating their social media presence. You got the content, and you got everything that you need to get going, but one thing still makes you uncertain.

How many times should I post in a day to get the most engagement?

Take a look at this data on tweet engagement from SocialBakers. 

Frequency matters. There’s no doubt about that as after a certain number, you might as well be beating a dead bush. You don’t want to post content that otherwise could be used on the following day and get a lot more engagement.

To make things worse, there are tons of social media platforms out there, and they have their own quirks and differences, so they surely have different times to best post your content on, right? 

This especially rings true once you get a lot more into it with the different industries that you’re involved in. 

What’s the best frequency to post if you are in the real estate business? What about if you are a clothing brand? There’s too many factors to consider.

Thankfully, you don’t need to think about it too much. According to HootSuite, the best  “general amount” to post your content on the following social media platforms are: 

But keep in mind, these aren’t definite results. The best way to measure the amount for your social media posts is on your own testing and analysis, but these can help you figure out the frequency of how you post for your first time.

With that said, content is always king when it comes to social media marketing. 

Good content will always be popular and attract the much-needed attention that you want no matter when, where, and how it was posted. 

That’s the golden rule when it comes to content marketing, but it does help to know some of these tidbits of info, especially when you’re just starting out.

Youtube Content Marketing

1. Know Your Audience & Target

For Youtube content marketing, you can expect some differences when it comes to how you strategize to promote customer engagement as this is a video-sharing platform.

You might need to give in more resources from money and time to make quality videos to promote customer engagement. However, the most likely chance you can promote customer engagement for your Youtube platform is to just know your audience first.

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Knowing your audience can help you set the tone and way your videos shape out. It can help you determine the way you address your viewers to maximize your capacity to convert them into potential customers.

Let’s use this website as an example. It’s an alcohol detox program similar to what we used as an example before. 

For this, let’s say your audience will most likely be families. The best way that you can go through them is to probably use a softer tone. Your way of speaking in the video and presenting yourself should be on the side of being helpful and reaching out.

That way, you can touch a critical aspect of your audience. In this case, they need help and are probably desperate for it, and you are offering it to them. What better way to do this than being soft and convincing that you can help them with their problem?

This is why knowing your audience matters because your content also reflects back.

2. Optimize Your Videos!

As Youtube is a video-sharing platform, there are always techniques that their platform uses to find the best videos to recommend to their users. You want to take advantage of that because you want the platform to recommend you to people.

The premise is that simple. What you’re going to do is basically Youtube optimization and it can be a bit tricky at times.

First thing’s first, if you are planning to be highly involved in Youtube content marketing, you will need to organize your pipeline correctly. Basically, you would want a video asset management tool to keep things smooth.

But let’s get back to the platform and the optimizations that you can do, first thing’s first and it’s keyword inclusion on your titles. 

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1st Optimization – 

The first optimization that you can do is integrate keywords that people are searching for to get the video that they want. You can do some background research on which keywords are most searched for. This allows you to hit the right audience that you want.

2nd Optimization – 

Include important tags and categorize your video, this works the same way for the description, but this helps a lot more for the platform to identify which videos are similar to yours and the chances of you getting recommended in the same tags are a lot higher.

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3rd Optimization –

The last thing that you can do is to optimize your video description. Inserting your keyword there and providing an adequate description is good for both your viewer and the platform’s algorithm to know what your video is about.

Doing all these optimizations can help with your video getting views, and with views comes many different people that will be more willing to engage with your content in the comment section below. 

3. Create a Series

Creating a Youtube series is a lot better than posting individual videos, and the reason for this is pretty straightforward – you can deliver a lot more valuable content. 

Not only that, but you also expose yourself to plenty more tags, descriptions, and categories with each succeeding video that you create in your series. 

Not to mention the fact that if you have an existing series such as, let’s say, a digital marketing course, you’ll be able to just copy that and put it into a video format, so you don’t really need to start from scratch

Your viewers who are interested in learning will be much more likely to stick around and remember your brand as they know that they will learn a lot from you with each series that you produce.

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However, the most important thing here is that they’ll most likely be engaging with the content that you create as they go through the course. Questions will be flaring up and with each question is an opportunity for you to engage with your audience. 

You can even do a live session in-between your series to engage with your viewers actively. If that’s not possible, then consider having a live meeting with them through a private channel where your viewers have to fill up a form to attend. 

That way, you can also get more information on your audience and at the same time connect with them with what they want to know from you. 

Your Website & Blog Matters 

1. Choose a Fitting Design

User experience is one of the telltale signs that you’re doing the right thing when it comes to creating an engaging customer website. It not only helps with customer engagement but also keeps visitors on your site.

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According to one statistic, 88% of users would not return to a site after having a bad user experience. That’s a percentage that you should highly consider because that’s a huge amount of potential clients being lost.

User experience and website design should always go hand-in-hand with each other. If you want people to engage with you, you should provide a place for them to do so, and what better way to do that than the site that you have.

Let’s take a look at Flamingo as an example:

It’s slick, it’s clean, and it’s just beautiful. You’d want to talk to these guys and ask them about their product even if you don’t need it. Their website design is a testament to giving the right user experience to their audience.

The best way to mimic this is to always consider your website’s design, from the layout to the color scheme and all the way back to how your user would navigate through your site.

It’s an effort that you should work on with your web developer because you cannot engage with your customers in the first place if they’re not interested in visiting your site at all. 

2. Promote What You Write

Now, you have a blog for your site, and that’s a great step towards improving your content marketing strategy, but before you can get customers to engage with your blog, you first have to get the customers to be attracted to your blog. 

You have to get their attention first, and the best way to do that is through implementing other marketing strategies for your brand. Successful email marketing campaigns are a good start where you can get a lot of attention to your blog from your existing clients.

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The same can be said for predictive dialers if you have them at hand for your business. Social media and even video-sharing platforms are great funnels to get users into your blogging page. 

There are so many ways that you can promote your blog and your site. Once you successfully promote your blog and start getting the numbers rolling with the number of people viewing your content, you’ll be expecting engagements sooner or later. 

However, as mentioned before, content is king, and you have to make sure that the content that you write is as engaging as possible because if it’s not, then why should your customers engage with you?

With that said, include a call to action to your blog, ask questions to your readers, be relatable, show your personality, and even go ahead and bribe them for engaging with you if you have to. 

Your main goal is to get your readers’ attention while at the same time trying to provide ways for them to communicate with you through the content that you create.

But even if it’s not engaging, the more people that you attract to your site, the likelihood of people to connect with you also increases because someone will eventually ask a question or inquire about something to you, and that’s what matters at the end of the day.

3. Offer Promo’s or Free Items

As mentioned in the previous part, bribe your readers with a bit of reward. Give a free promo here and there and offer some incentives whenever they participate. If you are planning to do a survey, then reward some that joined in on your activity. 

This works best if you’re an eCommerce platform, and it doesn’t have to be anything specific. You can sell anything from everything to niche products like Halloween Costumes, and this strategy will still work and quite effectively. 

According to one statistic, customers engagement is highly influenced by the price of the product, amounting to almost 81%, followed by quality 80% and convenience 55%

By offering promos, you both increase the chances of a customer buying your product and properly engaging with your site. Maybe they’ll inquire more about this promo that you are offering or even might suggest it to a friend.

There are plenty of other ways to engage with your customer when it comes to eCommerce shopping, and it’s not only through promotions but also with emails.

Cart abandonment emails are some ways that you can approach eCommerce shoppers whenever they leave something behind and haven’t proceeded to the checkout phase.

Now, in this case, you can also offer them promos such as free shipping to convince them to push through their sale, and this might motivate them to leave a good comment on your product as well.

Rewarding and promoting customer engagement is a technique that you can reliably use to start customers interacting with you, and from there, you can start building on that relationship further to increase other customers ‘engagement with your brand as well. 


Content marketing is an excellent channel for you to increase customer engagement, and you can even consider it as a growth hacking strategy, but it can be pretty tricky to get right, especially on different platforms that you are using.

However, with the right amount of experience, techniques, and hard work. It can be done, and you can get many benefits with it as growing customer engagement also coincides with other factors from increasing sales, promoting your brand, and overall just growing your business. 

Burkhard Berger is the founder of Novum. You can follow him on his journey from 0 to 100,000 monthly visitors on His articles include some of the best growth hacking strategies and digital scaling tactics that he has learned from his own successes and failures.

December 6: The latest jobs in search marketing

Posted by on Dec 6, 2021 in SEO Articles | Comments Off on December 6: The latest jobs in search marketing

Director of SEO @ The Motley Fool (U.S. remote; must have a permanent address in one of the states listed)

Salary: $110-130k/yrDefines and executes a holistic SEO strategy spanning personal finance topics, including defining a roadmap and prioritization of initiatives to drive growth.Manages and develops a team of SEO content strategists. 

Digital Marketing Coach @ Nexstar Network (U.S. remote)

Salary: $90-100k/yrProvide coaching over the phone, on web meetings, and through email about digital marketing. In an effort to help businesses decide on strategy and make decisions to improve their marketing activities.Co-facilitate Digital Marketing Workshops, as well as updating curriculum as needed.

Content Strategy Operations & Editorial Lead @ Growth Plays (U.S. remote)

Salary: $105k/yrLead the team that organizes Growth Plays’ core product, a Notion-based system of customized SEO guides, workflows, and tools that for mostly mid-market and enterprise B2B software companies.Work with the content strategist and SEO analyst to lead customer engagements, and ultimately be the glue that holds each project together and make sure things get out the door on time and in near perfect quality.

Digital Marketing Manager @ Retriever (U.S. remote)

Pay: $50-60k/yrManage digital marketing campaigns from start to finish.Clearly understand and implement digital marketing campaigns which fit client needs, as well as analytical reporting to stakeholders.

Content Marketing Editor @ Animalz (Remote)

Pay: $65-80k/yrEditing ~20 B2B articles and outlines per week (~1,500 words each), ensuring they comply with the customer strategy and meet Animalz Quality Standards.Educating writers around good content in form, structure and technical aspects in drafts, in live training sessions, and with other editors.

Want a chance to include your job listing in the Search Engine Land newsletter? Send along the details here.

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What is a Keyword Gap Analysis?

Posted by on Dec 6, 2021 in SEO Articles | Comments Off on What is a Keyword Gap Analysis?

What is a Keyword Gap Analysis?

SEO is a really wide field that encompasses a large range of aspects and this range is always expanding. That being said, a keyword gap analysis seems to be one of those aspects where people kind of know about it or are actually doing it, but they just don’t realize that it is actually a keyword gap analysis. It’s actually super important to know about though, so we’re here to break down the basics. 

In this article, we will be talking about:

-what a keyword gap analysis is
-why you should be doing one
-how you can do a keyword gap analysis
-what tool you can use to do one

So, what’s a keyword gap analysis?

A keyword gap analysis (also known as a competitive keyword analysis) is an approach to analyzing the gap between you and your competitors’ ranking keywords. The point is to discover keyword opportunities that you’ve missed and find keywords that your target audience searches for. It’s the key to outranking your competitors at their own game.

Who should be doing it?

Many types of people or businesses can benefit from conducting a keyword gap analysis:
-bloggers and e-commerce owners
-marketing, e-commerce, and digital marketing departments
-SEO consultants and agencies
-small to big online businesses

Why should you do a keyword gap analysis?

So you know what a keyword gap analysis is now but you’re probably still clueless about why you should be conducting one. There are a whole lot of reasons.

Gain higher search visibility 

When you conduct a keyword gap analysis, you can discover the profitable keywords that are benefiting your competitors and gaining them traffic. You can then use those keywords in your own content and move up the rankings. 

Get more content ideas

We know how important it is to publish content regularly to gain consistent traffic. It’s hard though, especially when you’ve already exhausted your brain coming up with all those past ideas. A keyword gap analysis can help you refresh that brain of yours and give you fresh content ideas.

Make sure your content is optimized

You ought to compare your content with that of your competitors so that you can see what they’re doing differently and are doing better at. Some stuff that you can take note of is the structure of their content or the length of it. You can take some pointers from them. It’s a really easy way to figure out how you can improve your content.

Understand your audience better and maybe expand it

A keyword gap analysis can help you find new keywords that can connect you better to your audience by addressing their needs. When you use keywords that come from competitor sites, you might even get the chance to “steal” their audience.

How do you conduct a Keyword Gap Analysis?

It’s honestly a very simple process to conduct a keyword gap analysis, yet you gain so many benefits. Just by conducting one, you stand to gain a “cheat sheet” on how to improve your content, increase traffic and outrank your competitors. So just take note of these simple steps:

Identify a strong competitor

One of the main points for conducting a keyword gap analysis is to outrank your competitors. In order to do that, you need to know who your competitors are and decide which one is the one you want to go against. You can choose your competitor based on their size, ranking position, website traffic, and so on.

Make sure that you focus on competitors that are doing better than you but aren’t too far off, you want to be able to catch up. You don’t want to waste your time and effort trying to rank for keywords that you don’t stand a chance at.

To identify competitors, you just need to type in your target keyword on Google and note the websites that show up on the first page of the SERP. If you see websites that appear more than once on the first page, this means that the website has a high authority for that particular topic.

Or if you would like to automate the process, you can use tools like RankingGap or SimilarWeb to identify your competitors. In RankingGap, all you need to do is input your own domain and you’ll be given a list of competitors along with metrics such as their domain name, total ranked keywords, estimated traffic and so on.

Identify the right target keywords

You want to analyze your competitor’s keywords and choose the right ones to target yourself. You can get them from a bunch of places:

–Meta description: this is the subtext that you will see below the title in the search results. It provides a quick summary of what the webpage is about. You can also right-click on the page to inspect the source code, you can then search for meta-description and see how your competitor is describing his page.

–Meta title: also known as a title tag, it refers to the text that is displayed on the SERP and browser tabs to indicate the topic of a webpage

–Page content: this refers to all the information contained within a website. It can include the text, links, images, audio, and so on.

–Schema: this is a semantic vocabulary of tags that you can add to your HTML to improve the way search engines read and represent your page in the SERPs. You can use Google’s Structured Data tool to easily extract your competitors’ schemes.

–Headers: this is the separate bit of text that’s at the top of articles you read. In the source code, you will find them listed as H2 or H3.

–Anchor text: this is the visible characters and words that hyperlinks display when linking to another document or location on the web. They normally appear as blue underlined texts

–Alt tag text: this is used within HTML codes to describe the appearance and function of an image on a page. You can view the alt text by right-clicking the image and choosing the Inspect option. You can then view the alt text and other attributes for the image in the HTML code.

 Separate the keywords into classes

Now that you’ve gotten a list of keywords to target, you’ll want to start separating them into classes just so that you’re more organized and easily distinguish them for further analysis. Here are a few suggestions on what kind of classes you can create:

-Keywords that you’re focusing on but your competitor isn’t
-Keywords that your competitor is focusing but you aren’t
-Category of the keyword

By the way, we couldn’t contain our excitement but we actually know of a tool that can help you automate all of these processes. Keep reading if you want to find out! 

Identify the “golden” opportunities

This is where you identify the keyword opportunities that you’ve been missing out on. Analyze them and think how they would fit in your campaign, make sure that they align with your current targeting objectives as well. Don’t just shove a keyword in without thinking about why you want this keyword there or whether it will fit or not. You might want to think about whether you’re already ranking for the keyword, whether it has a high search volume, and so on.  

Start re-optimizing your content

Now that you have your keywords, it’s time to re-optimize your content. You might think that there’s no point in re-optimizing old content and that you should focus on putting out new content instead, but research shows that 76% of blog traffic comes from old posts.

This is your chance to redo the content that wasn’t fully optimized when it was first published. You might want to use SEO content editing tools that help you analyze your content and let you know exactly where to place those new keywords to maximize SEO. 

Tools like BiQ’s Content Intelligence have features such as Word Vector SEO that can show which paragraphs need editing to increase the relevancy of the keywords. 

Remember that body content isn’t the only place you can optimize, make sure to check your:

-Title tag
-Meta description
-Alt text
-Link anchor text
And so on

Keep track of your content performanc

Once you’ve done the reoptimization, you’ll want to know whether it’s working (or not). To do that, you should be tracking the content performance to see whether it has improved or not after the reoptimization is done.

There are several content performance metrics that you can choose from. You might want to see the amount of traffic, the number of people who click the “purchase” button, the number of people who subscribe to your content, and so on. Just pick the ones that are most relevant to you.

If you’re looking for a rank tracking tool, we recommend BiQ’s Rank Tracking. It has a lot of amazing features such as allowing a one glance snapshot of website ranking, providing a view on ranking distribution, an advanced tagging system, and so on. 

And that’s it! That is the main process of conducting a keyword gap analysis. All you need to do now is repeat this process for other competitors and you’re set! 

Now that you have an idea of what the keyword gap analysis process is, let’s take a look at the number 1 tool that I highly recommend using to conduct a keyword gap analysis.


This is a special keyword gap analysis tool. Its unique feature is that it provides four keyword analysis views in one go. We’re going to provide a small example by conducting a keyword gap analysis using and Backlinko. 

As you can see in the screenshot below, after inputting both of the websites, we’ll be met with an overview of the keyword analysis views. 

An overview of all the keyword views

These views are Common, Missing, Gap, and Unique keyword views. But what do these keyword views mean:

Common– Common keywords are keywords that both you and your competitors rank for
Missing– Missing keywords are keywords that all your competitors are ranking for, except you
Gap– Gap keywords are keywords that some of your competitors are ranking for, while you are not
Unique– Unique keywords are keywords that only you are ranking for, but all your competitors aren’t 

In this example, we merely wanted to do a keyword gap analysis of the entire domain but you can even get more precise by checking the exact URL box that does the keyword gap analysis for a subdomain or webpage. 

So when we do the keyword gap analysis, say we’re looking at the Gap keyword view and see a bunch of keywords that Backlinko is ranking for but we’re not and we want to rank for these keywords. We will just take note of these keywords, maybe starring them, and add them to our lists. 

Starring a keyword we want to focus on

Once we’ve got a list of keywords that we want to rank for and classify them, we can start analyzing them further by thinking about how we can incorporate them into our website. For example, let’s say we’re focusing on the keyword “google trends”, we want to decide on whether it’s a viable keyword to rank for. We might think about whether it has a high enough search volume, do we want to rank for this keyword through a blog post or some other aspect on our website, and so on.

When that step is over, it’s time to actually take action. We might’ve decided on ranking for this keyword through our blog posts so we need to reoptimize them. We have two options, one is to create a completely new blog post centered around “google trends’ while the other is to reoptimize an existing blog post. We can actually do both. When we’re editing or creating these blog posts, we make sure to use SEO content editing tools to ensure that our content is perfectly optimized.

Editing the blog post in BiQ’s Content Intelligence

It’s also crucial that we include the keyword “google trends” in every possible area such as meta description, title, alt tags, and so on.

Besides that, we want to point out a few unique features present within RankingGap. 

A snapshot of a list of keywords with the crown icon and SERP features

The first is the crown icon you can see above one of the keywords, this is an indication that you are ranking the highest for that particular keyword among your competitors. As for the green icons, those indicate the SERP features that are present within the SERP for that keyword, so you have examples like video, related searches, top stories, and so on. 

You can also find out what page is the keyword ranking for by clicking “View URL”.

You can filter through the keywords by selecting particular ranges for the ranking position, search volume, competition, and cost per click. 

That’s basically all you need to know about RankingGap. Those are all the key features and how they can benefit you so we hope that you’ll give the tool a try. 


We’re finally at the end of this article so congratulations for sticking around this long. I hope that you’ve gained enough knowledge about what a keyword gap analysis is to feel confident enough about conducting one yourself. 

Just to recap, a keyword gap analysis is an approach to discovering the keyword opportunities that you’re missing out on. You ought to be doing it in order to get more content ideas, higher search visibility, and new audiences. You can do it by using tools such as RankingGap and following the four strategies suggested.

How to Promote Your Online Course on Social Media (With Examples)

Posted by on Dec 5, 2021 in SEO Articles | Comments Off on How to Promote Your Online Course on Social Media (With Examples)

Course creators, if you haven’t created a Facebook page for your business yet, now is the best time to do so. According to Statista, in 2025 the number of social media users will increase to 4.41 billion as opposed to 3.6 billion in 2020. This number makes it clear that social media should be part […]

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Difference Between Retargeting and Remarketing

Posted by on Dec 4, 2021 in SEO Articles | Comments Off on Difference Between Retargeting and Remarketing

Retargeting and remarketing are marketing strategies that allow businesses to connect with their past audiences. Many view the terms as one and the same but they do have their differences. In this post, we will break down the difference between retargeting and remarketing and when it is best to use each for your business. Remarketing […]

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Marketplaces for B2B Manufacturers as Fast Lane to D2C Without Compromising Resellers Whitepaper

Posted by on Dec 3, 2021 in SEO Articles | Comments Off on Marketplaces for B2B Manufacturers as Fast Lane to D2C Without Compromising Resellers Whitepaper

Bounteous teamed up with Spryker to create a guide on Marketplaces for B2B Manufacturers as a Fast Lane to D2C Without Compromising Resellers.

Google Ads API supports Performance Max campaigns, Keyword Planner and recommendations

Posted by on Dec 3, 2021 in SEO Articles | Comments Off on Google Ads API supports Performance Max campaigns, Keyword Planner and recommendations

The Google Ads API has been updated to support Performance Max campaigns, Keyword Planner and recommendations, the company announced Friday. Within the announcement, Google also reiterated that the AdWords API will no longer be available beginning in April 2022, at which point it will be replaced by the Google Ads API.

Why we care

These updates add more flexibility and use cases to the Google Ads API. Keyword Planner can help advertisers identify keyword ideas, and supporting it within the API may provide PPC professionals (and possibly SEOs as well) with more possibilities to make better use of that data.

Though Performance Max campaigns are already designed to be easy to manage, having API support means that some advertisers won’t have to head to the Google Ads web interface just to make adjustments to their Performance Max campaigns.

Additionally, the deprecation of the AdWords API was first announced in April 2021. Marketers should ensure that they’ll be ready to switch over to the Google Ads API before the April 2022 deadline.

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