1.
Going Head to Head in a Competitive Niche
Market
● François Georges
● Frances Brown
● Jason Barnard
AUTHORITAS
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive

2.
François Georges
● SEO specialist @ Talkwalker
Working with SEO for 12 years
Collaborate with a team of 13 writers
● Freelance
Google Ads - Google Partners
● Started SEO
To help a friend to get bookings for his juggling
show. He is now managing artists initiation-
cirque.be
● In his spare time :
Table tennis, cycling, running.

3.
Frances Brown
@FrancesNGale
● Runs Nightingale Design Research in Nottingham
Trained as a psychologist
Uses qualitative and quantitative research to
enable companies to make evidence-based
decisions
● Expertise is in understanding people and how to
design for their needs
● Loves getting meaning out of rich, detailed data and
feeding it into the design process
● www.nightingaledesignresearch.com

4.
Jason Barnard
● The Brand SERP guy
In SEO since 1998
● Collects Brand SERPs (using the Authoritas API)
Digital Nomad (temporarily on hold)
● Teaches Brand SERP courses
● Has a groovy Podcast
(search “Jason Barnard Podcast”)
● In his spare time:
Digital Marketing Consultant

5.
Top Tips from François
➔ Tip 1 – You can always find new profitable keywords
When I say “Electric car”,
which brand do you think of first?
Please let me know in the chat !

6.
Top Tips from François
➔ Tip 1 – New profitable keywords
Most common answer : Tesla.
Tesla wins the top of mind awareness race.
Let’s check this with some data.

7.
Top Tips from François
Social media data
On Twitter, Tesla is the most
associated brand with the term
“Electric car”.
➔ Tip 1 – New profitable keywords

8.
Top Tips from François
Google Trends - Related queries
“Electric car” related queries:
Tesla is the first brand to appear.
➔ Tip 1 – New profitable keywords

9.
Top Tips from François
How is Tesla performing on for “Electric car” ?
➔ Tip 1 – New profitable keywords

10.
Top Tips from François
Tesla is not on the 1st page for “Voiture électrique” !
and are enjoying Tesla’s absence.
➔ Tip 1 – New profitable keywords
On Google.fr :

11.
Top Tips from François
Tesla is not on the 1st page for “Electric car” !
Is enjoying Tesla’s absence.
➔ Tip 1 – New profitable keywords
On Google.co.uk :

12.
Top Tips from François
Tesla is not on the 1st page for “Electric car” !
is doing better than Tesla on one important keyword.
➔ Tip 1 – New profitable keywords
On Google.com (US) :

13.
Top Tips from François
➔ Tip 2 – Backlinks make the difference
1. Set up Alerts on your brand name but also
on your competitors and be alerted when
you / they are mentioned on the web or
social media.
2. Reach out and asked to be mentioned as
well and / or ask for the BL.
3. Also works with
secondary keywords.

14.
Top Tips from François
➔ Tip 3 – Set up automated reports
Set up automated reports in order to follow the evolution
of your best keywords for your domain but also your competitors.

15.
Top Tips from François
➔ Tip 4 – Don’t forget SEO basics
● One main keyword per page (Tesla),
● Keyword in page title, (Electric cars)
● Keyword in H1, (Tesla, Inc)
● Keyword in your content
(almost no text),
● Write appealing meta description,
● etc...
Tesla could easily rank with a blog :
“Benefit of electric cars” or “X reasons to go to buy an electric car”.
https://www.tesla.com/

16.
Top Tips from François
➔ Tip 5 – Check AdWords auction reports
Check how you’re doing Vs your competitors.
In France : 8 brands are bidding on “Electric car”
Tesla is not present at all.

17.
Top Tips from François
Tesla is so strong on its brand name
that they are ignoring targeted and valuable keywords
such as “Electric car”.
As a web marketer, I see a great opportunity
for their competitors on . (SEO and Paid)
➔ Summary

18.
Top Tips from François
➔ Tip 1 - You can always find new profitable keywords
➔ Tip 2 - Backlinks make the difference (Set up Free Alerts)
➔ Tip 3 - Set up automated reports
➔ Tip 4 - Don’t forget SEO basics
➔ Tip 5 - Check AdWords auction reports

19.
Top Tips from Frances
➔ Users come to your site to complete a task or to solve a problem they
have. If your site allows them to do that, then they will come back, they
will remember you and they will recommend you.
➔ Understand your users, by talking to them, carrying out research and
testing your pages - does your content answer their questions? Can
they do everything they need to do?
➔ Even relatively small improvements can put you ahead if you do
something your competitors don’t

20.
Top Tips from Frances
➔ A simple way to test your site is to run a cognitive walkthrough with
someone who isn’t familiar with it
➔ This involves asking someone in your target audience to complete a
task or find information while they talk out loud about their experience
➔ It identifies difficulties, gaps, missing information, technical issues and
gives you an overall idea of how well your website serves your users

21.
Top Tips from Frances
➔ Understanding your users also lets you know how they think and talk
about your product - what prompts them to search for your product, in
what context do they normally realise they need it, what words do they
use?
➔ It lets you identify content that makes you stand out from your
competitors - if you answer your users’ questions they will notice you
➔ It lets you identify simple, easy ways in which you can differentiate
yourself from the competition that you may not have realised before

22.
Top Tip from Jason
Each industry has a SERP EcoSystem
Track entities (entity SERPs are underrated)
Work on Universal Search

23.
Using Brand SERPs to Strategise
➔ Brand and universal search

24.
Using Brand SERPs to Strategise
➔ Brand and universal search

25.
Using Brand SERPs to Strategise
➔ Brand and universal search

26.
Using Brand SERPs to Strategise
➔ Brand and universal search

27.
Note on the
Right Rail for
Brand SERPS
76% contain something on the right rail
56% contain a Knowledge Panel
25% contain Local Business Listing
27% contain see results about

28.
Branded Product SERPs to Strategise
➔ Brand and universal search

29.
Generic product names
➔ Extend that idea to generic products
Gain top-and-mid funnel visibility for your brand in universal
search (and you’ll get some bonus blue links too :)
If you did the work to improve Universal Search
for Brand SERPs and Branded Product SERPs
You will already be ahead of the curve for
rich elements / SERP features here

30.
Track entity SERPs (free tool)
https://kalicube.pro/track

31.
Thank you - over to Q and A
Great tips from our experts
● François Georges - Twitter - @franzbel
● Frances Brown - Twitter - @FrancesNGale
● Jason Barnard - Twitter - @jasonmbarnard

32.
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Thursday 18th June 2020 @ 4 p.m. SEO Advice, tea and cake with...