[SKIP ARTICLE AND JUMP STRAIGHT TO VIDEOS]

Wow, what an amazing response to my last mailout entitled SEO Tunnel Vision – A Big Trap for Small Business! It was my most read article by both my mailing list members and on social media as well. Clearly, SEO, and how small business operators think about it in terms of a key marketing strategy, is something a lot of people are every much concerned about.

As you will recall, when taking into account that;

  1. well over half of all Google searches are conducted on mobile devices, a statistic that is constantly increasing year-over-year,
  2. over half of the clicks on mobile search results go to paid ads and MyBusiness listings,
  3. who ever holds position one of the organic search results attracts more than half (27.7%) of the remaining clicks available, and
  4. due to the action of the Network Effect, this position one holder is never likely to be shifted from that spot,

then investing significant amounts of time, money and effort into SEO would be inadvisable for any business that does not already rank in the top three of the Google SERPs for the industry keyword space within which it operates. In fact, I’d even go so far as to say that even being in position three invalidates such an investment, especially in highly competitive industries.

Now, the question that came back to me most from this article was “how do I figure out if I should pursue SEO as a primary marketing strategy, or turn to other strategies that are more likely to lead to a quicker and more substantial traffic generation result?” Excellent question!

Although there is no definitive method by which to answer this question, I have nonetheless developed a number of techniques to determine the feasibility of SEO investment for business clients, and I would like to share two (2) of them with you today. I explain both methods in the form of videos that you’ll find at the end of this article.

In the first video, entitled Keyword Competition Research Method – Video 1, I show you how to analyse mobile search results for a specific keyword for the purpose of getting a general idea of how competitive that space is. It’s a quick and simple ‘rule-of-thumb’ type approach to determine how competitive an industry keyword space is and how well entrenched the top position holders are, but it gives you a good idea of whether or not to invest the lion’s share of your marketing budget in SEO or elsewhere. This video goes for just over three minutes, so you can watch it while waiting for your morning coffee.

In the second video, entitled Keyword Competition Research Method – Video 2, I show you how to use Google’s Keyword Planner tool in conjunction with Microsoft Excel to get a more quantitative measurement of just how much competition exists for a specific keyword you intend to pursue. This is a far more precise and mathematically-oriented method by which to determine the feasibility of investing in SEO and/or AdWords to generate traffic for a specific keyword or keyword set. This latter video goes for almost 13 minutes, so be sure to pick a convenient time to watch the whole thing without being interrupted.

I hope you find these two resources very helpful. As always, if you have any questions about the information presented or about SEO in general, don’t hesitate to send me an email.

Carpe diem

Keyword Competition Research Method – Video 1

In this short video, I show you how to analyse mobile search results for a specific keyword for the purpose of getting a general idea of how competitive that space is.

[Running Time: 3:09]


If this embedded video won't play on your device, then click here to watch it on YouTube.

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Keyword Competition Research Method – Video 2

In this video, I show you how to use Google’s Keyword Planner tool in conjunction with Microsoft Excel to get a more quantitative measurement of just how much competition exists for a specifc keyword you intend to pursue.

[Running Time: 12:41]


If this embedded video won't play on your device, then click here to watch it on YouTube.