Prioritising the right keywords can help brands build an effective competitor keyword strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 21, 2020, 2:04 PM UTC

Targeting competitors with similar audiences can help marketers collect relevant keywords and enhance conversions.

To rank the right competitor keywords, brands should prioritise the keywords they pick, identify the right competitors and understand their marketing funnel. Marketers should ensure the keywords they select from competitors are similar to their conversion keywords and aligned with the existing business structure.

Picking the easiest keywords with higher success rates enables brands to create a successful competitive keyword strategy. Brands should leverage SEO and analyse organic click-through rates to glean high-volume keywords, with SERP features.

Rather than targeting product names that are exclusive to a brand, marketers should target brands that carry or serve generic names. The author recommends brands should understand their conversion funnels and how a certain keyword or phrase can impact their audiences.

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