‘Refreshing competitive search strategies in 2017’ – Search Engine Land
Thomas Stern says, “With search marketing in a relatively constant state of evolution, refreshing competitive strategies is an exercise that is easily overlooked. As we enter a new year, it seems like a good opportunity to highlight a couple of the competitive strategies my agency, ZOG Digital, employs for our clients for both paid and organic search.
1. Paid search conquesting
Paid search conquesting is the act of bidding on your competitor’s brand and/or branded product names. What we love about conquesting is that it can allow for brands with less product awareness to siphon conversions from better-known companies.
However, we’ve seen time and time again that brands make costly errors when it comes to their competitive keyword targeting and content strategy. Here are some important considerations with conquesting:
Use keyword targeting best practices
Most search marketers understand the importance of match types and negative keyword lists with their own brand and non-brand campaigns, but for some reason this gets overlooked with competitive targeting”.
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