| As any good search engine optimization company | | | | keyphrases they are choosing. |
| knows, in search, more so than any other medium, | | | | Let's take a look at a high-end provider of email |
| you have a very short window of opportunity in | | | | marketing that has advanced web-based functionality |
| which to engage your prospect. The only way to get | | | | and focuses on the B2B market. This fictional |
| a solid competitive advantage in this arena is to utilize | | | | business is seeking a competitive advantage by |
| various techniques in order to make sure that you | | | | working with a search engine optimization company. |
| are giving a prospect exactly what it is that he or | | | | We can safely assume that the percentage of |
| she is looking for. Otherwise, your prospect will simply | | | | people that type "email marketing" into a search |
| click the back button and visit one of your | | | | engine who are looking for this exact type of |
| competitors - a process that only takes seconds. | | | | company is anywhere from between 0 and 100%. |
| One way to gain a competitive advantage, of | | | | By looking into the popularity of other variations, |
| course, is to work on the website itself. Any search | | | | however, we can see that it is nowhere near 100%. |
| engine optimization company worth its salt will also be | | | | Phrases like "cheap email marketing" or "free email |
| involved in conversion testing on your website - in | | | | marketing" are very popular, demonstrating that |
| other words, making certain that the visitors who | | | | many people seeking "email marketing" are not |
| arrive on your site are likely to take a point of action | | | | looking for exactly the service that the provider is |
| that eventually leads to a sale. Split tests, | | | | offering. |
| modifications in content, different color schemes, and | | | | Imagine that instead of targeting "email marketing", a |
| numerous other variable elements can all have a | | | | daunting task (that, even if achieved, assures that a |
| measurable impact. | | | | high percentage of visitors that come to the site are |
| There is also another way that a quality search | | | | not looking for the provider's particular type of |
| engine optimization company will seek to maximize | | | | solution), the search engine optimization company |
| the value of the prospects that find your website | | | | takes advantage of the provider's differentiators. In |
| through search engines. In this case, however, it is | | | | this case, the search engine optimization company |
| using your company differentiators in the keyphrases | | | | would instead target phrases such as "business to |
| that they target to make sure that the traffic that | | | | business email marketing" and "web-based email |
| comes to your site is of a very high quality. | | | | marketing". Suddenly the two objectives have been |
| Gaining a Competitive Advantage with Differentiators | | | | achieved - the provider knows that a much higher |
| As more and more companies turn to organic search | | | | percentage of visitors that are typing these terms |
| to gain a competitive advantage while promoting their | | | | are actually looking for the right kind of company and |
| products and services, it can be increasingly difficult | | | | the competitiveness of the phrases has also been |
| to achieve high rankings for the generic terms that | | | | reduced, leading to faster and higher rankings. |
| everyone in your industry is pursuing. While any | | | | Using Modifiers to Give You the Edge |
| ranking is ultimately attainable, eventually a search | | | | There are hundreds of modifiers that can give a |
| engine optimization company has to decide whether | | | | competitive advantage by reflecting a company's |
| the effort involved is worth it, especially when it | | | | differentiators, including words such as "free", |
| recognizes that you can get overall better results | | | | "affordable", "high-end", "full service", "proven", |
| from the campaign by making sure that a very high | | | | "turnkey", etc. The point is that by making use of |
| percentage of people that are typing keyphrases into | | | | your unique differentiators in the search terms you |
| search engines are looking for exactly what you | | | | target, your search engine optimization company is |
| offer. | | | | already setting the table for your prospect before he |
| This is why your search engine optimization company | | | | or she even clicks over to your website. When the |
| should be able to leverage differentiators in your | | | | message that is seen on your site then supports the |
| keyphrases to give you the best competitive | | | | keyphrase that was typed, you now have an |
| advantage available. | | | | engaged visitor. This can mean more leads, less site |
| What Keyphrases Will Work Best for Your Business? | | | | abandonment, and better overall website |
| Suppose that you are in an industry where | | | | performance. |
| companies can have a wide array of prices, | | | | Conclusion |
| approaches, customer service levels, and so on. | | | | Remember, your company is better than the others |
| Instead of targeting, from the outset, the general | | | | out there. Ask yourself why, and then tell your |
| keyphrase that defines the industry (for example | | | | search engine optimization company to take |
| "email marketing"), a good search engine optimization | | | | advantage of these differences in your keyphrases |
| company will take the time to help you gain a | | | | to give you a competitive advantage in your industry. |
| competitive advantage by realizing what is different | | | | The subtle addition of a few seemingly minor |
| about your company in order to a.) attract very | | | | modifiers can have a huge impact on your bottom |
| highly targeted prospects who know what they are | | | | line. |
| seeking and b.) reduce the competitiveness of the | | | | |