Sometimes we learn best about doing things in new and innovative ways by understanding them in terms of something we already know. Stories provide useful context and perspective and that’s exactly what David Meerman Scott has done with his latest book that’s just been announced: “Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History“.

A longtime fan of the Dead, David co-wrote the book with HubSpot co-founder and fellow deadhead, Brian Halligan to share the brilliant innovations the Dead brought to the business of marketing music and building an incredibly passionate community of brand enthusiasts.

While we were both speaking at the Vocus User’s conference in Washington D.C. last month, David took a few minutes with me to do the following video interview on his new book:

Here’s a summary of the book and the lessons we can all learn about marketing, social media principles and thinking outside the “rules” of business as usual:

“The Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away “freemium” content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today.”

The book can be ordered on Amazon.

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Top 10 People Who Influence What Americans Buy

As the effects of the global recession linger, consumers are changing the way they shop, becoming more budget-conscious, eco-aware and cause-oriented, while paying greater attention to what, why and from who they are buying. Arnold Worldwide has named the top ten public figures, across entertainment, business and politics, who are helping to promote the era of “mindful spending.”

Andrew Benett, Global CEO of Arnold Worldwide and Global Chief Strategy Officer of Havas Worldwide, describes the downfall of hyperconsumption and the rise of “the new consumer” in his forthcoming book, Consumed: Rethinking Business in an Era of Mindful Spending (Palgrave Macmillan, July 2010), co-authored by Ann O’Reilly, Content Director of the Euro RSCG Worldwide Knowledge Exchange.

Despite the fact that glitz and abundance are alive and well in mainstream media (think: Bravo’s The Real Housewives and E!’s Keeping Up with the Kardashians), there is a fast-growing set of Americans who reject excess and artificiality in favor of authenticity, substance and interconnectedness. In fact, according to a groundbreaking survey of 5,700 adults in seven countries conducted for Consumed, nearly 80 percent of Americans feel society is becoming too shallow and believe most of us would be better off if we lived more simply.

“For the last two decades, Americans believed bigger was better—from the size of our houses to our cars to the amount of food on our dinner plates. But the economic recession, coupled with other factors like the green movement, is fundamentally changing American attitudes,” said Benett. “Instead of super-sizing, we’re ‘right-sizing’ and re-evaluating what’s important in life. We’re saving more, wasting less, and giving back.”

Benett further states: “Mindful consumers are taking a closer look at what we truly need and adjusting our shopping behaviors accordingly. As part of that, we are embracing brands that uphold these new ideals, brands that provide quality and value in their services and products, but are also environmentally friendly and socially responsible.”

In recognition of the new book Consumed, here is a list of ten public figures who embrace qualities of the mindful consumer, such as a commitment to sustainability efforts, a focus on giving, and a more thoughtful approach to consumption:

Ludacris
Rappers are not always known for their humility, generosity and environmentally conscious attitudes; Ludacris isn’t your average rapper. Through The Ludacris Foundation, he has donated $1.5 million to support youth-oriented, grassroots organizations and devoted more than 5,000 hours of service, all while paying special attention to his hometown of Atlanta. Did we mention that Ludacris owns a hybrid and is installing solar panels on his home?

Suze Orman
While the financial market collapsed, Orman’s stock rose as she convinced people what NOT to buy during the economic recession. She is viewed as a trusted financial expert, helping Americans become fiscally responsible through her television show, eight consecutive New York Times bestsellers, and frequent guest spots on a range of programs from Oprah to The Biggest Loser.

Indra K. Nooyi
As the CEO of PepsiCo, Nooyi wants those of us who indulge in sugary beverages to feel a little better about it. She’s championing “performance with a purpose” within the organization, which is focused on creating more wholesome products and increasing sustainability practices. As part of this effort, the company has launched The Pepsi Refresh Project. The socially driven campaign allows individuals and organizations to post their philanthropic ideas on refresheverything.com, where the general public votes for their favorite initiatives to be funded. To help support the project, which will give away more than $20 million this year, the company passed on airing a Super Bowl ad.

Ellen DeGeneres
Comedienne, actress, author, CoverGirl spokesmodel, American Idol judge, talk-show host, and wife. . . Ellen DeGeneres does it all. Using her large media presence, she exposes audience members to different charities including Feeding America and the American Red Cross. DeGeneres conceals her wealth with ordinary clothes and a gracious attitude, influencing a legion of supporters through her television shows and brand sponsorships.

Taylor Swift
Unlike her flashy counterparts, such as Miley Cyrus and Lady Gaga, there’s something genuine and down-to-earth about Swift that makes her stand out among the tween, teenage and young adult set. With her poised demeanor, saccharine pop-country crossover songs, humanitarian efforts for numerous charities, and penchant for affordable clothing—including her line of Walmart-sold sundresses that start at $14—this young superstar personifies the mindset of a new generation who want to feel good, look good and do good with (age-appropriate) style.

Warren Buffett
The world’s third-wealthiest person, Buffet is famously known for both his mindful spending and philanthropy. America’s foremost investor still owns the modest home bought in 1958, receives a salary of approximately $100,000 and rarely makes extravagant purchases. Most recently, Buffet auctioned off a lunch with himself that sold for $2.63 million, which will support Glide Foundation, a homeless organization based in San Francisco.

Oprah Winfrey
As proven time and again, the mere mention of a product by Oprah will make it a bestseller. Her personal integrity, philanthropic efforts and ability to connect with the masses will help her stay one of America’s favorite trendsetters long after her talk show ends in 2011. Up next: Oprah will start the Oprah Winfrey Network (OWN), further exploring issues surrounding empowerment, spirit, human relationships and giving back.

Stephen F. Quinn
More than three-quarters of Americans shop at Walmart every year, so whether you’re a fan or not, the retailer has influence. As Walmart’s CMO, Quinn’s leadership on sustainability efforts has a huge impact. He helped initiate strict environmental standards including high efficiency store designs, reusable bags, recycling programs and the installation of solar panels. In addition, Walmart is helping shoppers go green by introducing more energy-efficient products; locally grown produce; and the Sustainability Index, an initiative that, in the company’s own words, is “helping to create a more transparent supply chain, driving product innovation and ultimately providing our customers with information they need to assess products’ sustainability.”

Mark Zuckerberg
Zuckerberg makes the list not because he is particularly mindful, but because the platform he created is making savvier shoppers out of all of us. With more than 400 million active users worldwide, Facebook has become an interactive consumer haven. With the simple update of a status feed, users can get product recommendations from the most trusted source: friends and family. Plus, the platform provides a voice to grassroots organizations that want to galvanize people around the world quickly and efficiently. Brands like Coca-Cola, Starbucks and Disney are realizing the platform’s potential by generating huge fan followings, making it a marketer’s paradise. And with Zuckerberg’s influence over Internet privacy policies, he is literally changing the way we shop.

Michelle Obama
With the grace of Jackie and the aspirations of Eleanor, Michelle has captivated Americans. When the First Lady donned J.Crew fashions at public appearances such as The Jay Leno Show, it spiked the retailer’s clothing sales, website traffic and brand awareness. However, it is Obama’s efforts to end childhood obesity with initiatives like “Let’s Move” and the White House vegetable garden that are inspiring a nation. She is influencing (and, in some cases, incentivizing) politicians, business leaders, nonprofits, parents and the rest of us to think about what we consume.

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Now that the Round of 16 is over and we are down to the final 8 teams that will be playing in the Quarterfinals of the World Cup - most of the marketing that has accompanied the games has been played out and it's a good time to try and look for some lessons from the International phenomenon that is the World Cup. To help, here is my round up of 10 of the most interesting marketing campaigns from this World Cup as well as some marketing lessons that they offer:

#10 - ESPN3 Live Streaming

Voted the FIFA World Player Of The Year in 2008, Cristiano Ronaldo (and his often photographed abs) may also be the best looking player in this year's World Cup ... or so I'm told. To capitalize on the attention, he relaunched his website during the World Cup and last week I got a launch announcement from a PR team announcing his new site as a place where they would be "pulling dialogue between Cristiano and his 5 million fans on Facebook and Twitter." After Portugal lost a close Round of 16 match against their neighboring rival Spain, Ronaldo was featured heavily in the news for his comments about feeling like a "broken man." Unfortunately, he isn't sharing this despair in any sort of dialogue with his fans and his Twitter feed has been silent since before the Spain match. The lesson it brings to light is the central pitfall in creating this "revolutionary" new model for dialogue between a celebrity superstar and his fans: the whole thing falls apart if the superstar just doesn't feel like talking.

Pepsi was one of the sponsors that some felt "ambushed" the games to take away attention from the official soft drink sponsor (Coke) and got great buzz for their TV spot and viral video featuring people making a soccer pitch for several soccer superstars to play against kids in a soccer challenge. The not so subtle message is that Africa can achieve great things (like defeat international soccer stars) if her people can work together.

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Yes!

Facebook Fan Pages are a great way to connect with people, build your credibility and ultimately generate leads and grow your business. The problem is most people are making one BIG mistake when it comes to their pages, keep reading to find out what that mistake is. But first…

What Are Facebook Fan/Business Pages And Why Do You Need One?

Facebook allows you to create a Fan or Business Page where you can post information, participate in discussion and share photos, videos and news.

Unlike groups in Facebook, Fan pages are visible to unregistered people and are indexed by the search engines (which is a great thing - it's another opportunity for you to come up in the engines.

The number of Fans you can have is unlimited (the Friend limit on a profile is 5,000).Fan Pages are generally better for long-term relationships with your fans, readers or customers.

When someone "likes" a Fan Page, it's published in their News feed for all of their Friends to read (unless they have turned this feature off). This helps spread the word about your Fan Page and helps you gain new Fans. I've become a Fan of pages because I've seen them pop up in a Friend's news feed lots of times.

A Fan or Business Page is designed to promote a business or a brand (if you are a coach, guru, performer, author etc you could be the brand you are promoting) It can be used to share simple information like your business hours, contact information and product/service offerings. It can also be used as a marketing tool. That's where the power lies.

If you design a fun and graphically appealing Fan Page that is designed to capture leads and promote your business well, it can be a good tool for generating new leads. New leads are the lifeblood of any business.

If you are wondering why they are important, look at these stats and you'll start to understand:

A recent study (The Sysomos study) found a strong correlation between amount of content (notes, links, photos, videos and custom pages/tabs) and number of fans.

Anyone looking to create more exposure and generate more leads for their business should build a Fan Page.

Don't worry, you don't have to play games or make friends and waste time idly chatting with people. You don't have to waste countless hours chatting. You just have to create a page that is compelling and informative. Think of it like another Blog, it's a place to publish good information and generate a base of interested followers.

Who Can Build A Fan Page?

Anyone can set up a Fan page, but to get the most out of it with the added features, you need to know HTML and work with graphics and you need to attach it to a personal profile (you can't use the FBML App unless the page is attached to a personal profile page).

You have to know your audience, you have to engage and compel them first and foremost or they'll leave. Once you've done that, you have to provide quality content regularly and encourage discussion and engagement.

There are thousands of brands on Facebook in addition to the thousands of small - medium sized entities that have no brand awareness - you need to stand out from that crowd!

The "Big Mistake" So Many People Are Making

So what is the big mistake I keep referring to?

Everyone is creating pages that look like everyone else. They are using the default tabs and not adding anything compelling and interesting to the page.

I am a huge fan of Sex and The City and much to my disappointment; I am going to use their Fan Page as an example of what not to do!

Let me start by saying that with over 1 million Fans you might think I'm crazy for talking about what they are doing wrong, but that is the precise reason I chose their Page to focus on.

Needless to say Sex and The City has a huge following - they are doing radio and TV ads, they have major word of mouth and a massive built-in Fan base after 6 years on HBO and a hit first movie.

Most small to medium-sized businesses don't have the same exposure and can't expect to get the same results without effort.

All Sex and The City had to do was post their trailer for the new movie and they had an instant Fan base that grew by the second.

The rest of us need to work for our exposure and fans.

The first step is creating a great page that is eye catching and compelling. The next step is populating it with great content (take a tip from SATC, posting their traileron their Fan Page first was a really compelling reason for people to check it out. So post something people will really want to see and make it available on Facebook FIRST).

So how do you create a page that is eye catching and compelling?

By default Facebook comes with "tabs" for Info, Notes, Photos, Events, Links, Discussion, Video and the Wall for the page. Those are all great tabs and you should use them - but you need to take it a step further and create custom tabs. FBML is an app that allows you to use graphics and HTML to create beautiful pages that are compelling and designed to capture leads.

Take a look at the Sex and The City 2 Page. You land on the Wall and there are no custom tabs: http://www.facebook.com/?ref=home#!/sexandthecity2?ref=ts

Now taking a look at my page, you'll notice you land on a custom tab that has marketing text and a place for me to capture leads. The page is also enhanced with graphics. http://www.facebook.com/pages/EcomBuffet-SEO/183330465000?v=app_4949752878

The info I chose to place there is helpful to my visitors. I tell them how they can get up-to-date SEO info and how to get a proposal. I offer them a free book (Optimization Step By Step) and I show them how they can follow me on Twitter for more news and updates.

They can then go to the Wall, where they can read tips, advice and links that I have posted. You need to take your page a step further and create compelling "landing pages" to further draw people in. Otherwise your page just looks like another page and doesn't do as much for you as it could.

How Do You Create A Fan Page?

Please check out Facebook's instructions: http://www.facebook.com/advertising/?pages

How Do You Create A GOOD Fan Page?

A few key points to remember:

Whenever possible I suggest using a person's face and not just a logo - people are looking to connect on social media and it's easier to connect to a face than a logo.

Don't forget to use Notes to import your Blog -that will insure your Wall is populated with great content.

While Fan Pages are a great tool and taking advantage of FBML gives you a fairly robust page, their page layout still needs some work. There are some inherent flaws. You can't control the order of the tabs and having too many tabs causes them to drop into the little drop down menu and less advanced users won't see them.

So while you definitely want whatever tabs you will actually use, make sure you remove the tabs you aren't going to use so it isn't cluttered. You can have multiple custom FBML tabs but again remember that if you have too many people likely won't see it all. I think a few (1-3) really focused and really good custom FBML tabs get the job done best.

One last tip - Facebook has guidelines about what you can and can't do with contests and promoting your page so once it's created make sure you read their guidelines and also take advantage of their suggestions for promoting your page.

 
They are for boys or girls, you wear them on your wrist or elsewhere and just about every kid has to have an arm full of them, prompting many schools to ban them. Welcome to the world of Silly Bandz. Like most toy sensations to hit the market, there are no shortage of gushing morning shows, and idolatry newspaper articles declaring the little silicone/rubber bands in various shapes the must have kids toy of the moment. Stores sell out in hours and brands are getting in on the action by creating licensed versions of these bands. Though this probably fits the textbook definition of what any marketer would call a fad - it does stand apart from many other toy fads for a few key reasons that might just make this one of the most interesting product marketing examples to come along in several years. Before you dismiss this as just another blog post jumping on the bandwagon (um, pun intended), here are a few reasons I think this fad may be worth a deeper look:

1. Collectible, tradeable, visible and talkable. Just like the Olympic pins phenomenon that happens every four years, the bands not only have an appeal as something visible that you can wear - but also are being shared and traded as a kind of social currency. Get a band that no one else has, and you have something worth trading and talking about. It's a part of many trends, but an important reason that a product catches on.
2. Almost anyone can make them and sell them. While Silly Bandz claims to be the original maker of these bands with the trademark to prove it, there are plenty of other makers of these bands who are actively promoting their own offering. With a simple idea like this, the barriers to manufacturing and marketing are so low that anyone can make them and sell them - almost overnight. Not to mention that the margins should be great as these bands can't cost much to produce. This means that the benefit of the trend goes beyond one lucky company - and spreads out to others in the market.
3. They help drive people to retail stores. Any product that can get people to go into a store more frequently is like a gold mine for most retailers, and these bands have the added benefit of generally selling for between $3 for a pack of 12 to $5 for a pack of 24 - which means most consumers will have some money left over for other incidental purchases. Not to say that the bands can single handedly help turn around retail sales that have generally been shrinking, but according to some reports, these bands are the #1 selling product in America, so if any one product could do it, this would be it.
4. Lack of marketing is (and has been) a benefit. Though it may not be what many marketers want to hear, there are some products that manage to become popular without significant marketing efforts behind them. Every report on these bands talks about how they have been steadily growing in popularity organically through word of mouth. Some evidence of how this has been happening is traceable online - before all the recent hype, a comment on an Amazon listing for one of these packs from a mom talks about how this was the hottest product in her daughter's fourth grade class back in February of this year. While the product is getting media attention now, it's growth was through the passion of elementary school kids who first discovered it and spread it around.

What do all of these points add up to? These bands may last no longer than most other product fads, but the lessons from their rise to popularity are ones that we can all learn something from.

In my last article titled, “Keyword Research Basics for SEO” I discussed keyword research and the basics of keyword selection. Of course – you can't solidify your targets until you understand what you're up against. All the keyword research in the world won't help you rank for the keyword phrase “windows” in 6 months with a brand new site. So understanding how to analyze your competitors and get a feel for who you can compete with in a reasonable period of time is paramount to creating a solid strategy. I'll also be flashing back a bit on keyword strategy.

In the last article we closed with a list of potential keyword phrases, the idea that we needed to divide our phrases into major phrases and longtail phrases and also a new domain (just to keep things realistic). So where do we go from there?

Generally I start at the top. From the highest searched phrases to the lowest – I do a quick analysis of the major phrases to determine the long term goals and the short term. I also like to look for what I call “holes”. These are phrases that have competition levels lower than one would expect when looking at the search volume. So let's use the example I was using in the last article and imagine a US-based downhill mountain bike company. And let's begin with the major targets.

The phrases we'll examine for the purposes of this article are the top 10 phrases as ordered by search volume. They are:

• mountain bike
• mountain bikes
• specialized mountain bike
• trek mountain bike
• mountain bike frame
• full suspension mountain bike
• cannondale mountain bike
• giant mountain bike
• mountain bike parts
• mountain bike reviews

   

So what are we looking for? It's obviously not feasible to do incredibly thorough competition analysis at this stage. I've listed 10 phrases here but in reality there are hundreds to consider and so we need a quick(ish) way to determine the competition levels of phrases. First, let's install a couple tools to help you make some quick decisions. You'll need to install the Firefox browser and the SEO Quake add on. Now when you run a search you'll be able to quickly pull the competitor stats. I like to look at the PageRank, links to the ranking page and sitelinks. Remember now – this is the basic competitor analysis here.

Here are the stats for the top 10 ranking sites across the 10 top phrases (I'll leave out the URLs so there's no promotion):

Phrase: mountain bike

Site 1 – PR6, 70,268 page links, 71,177 domain links
Site 2 – PR6, 262,609 page links, 290,281 domain links
Site 3 – PR5, 0 page links, 604 domain links
Site 4 – PR6, 101,136 page links, 206,397 domain links
Site 5 – PR5, 741 page links, 118,791,902 domain links

Phrase: mountain bikes

Site 1 – PR5, 33,097 page links, 40,747 domain links
Site 2 – PR6, 42,010 page links, 91,385 domain links
Site 3 – PR6, 262,609 page links, 290,281 domain links
Site 4 – PR6, 101,136 page links, 206,397 domain links
Site 5 – PR5, 25,059 page links, 38,132 domain links

Phrase: specialized mountain bikes

Site 1 – PR6, 101,136 page links, 206,397 domain links
Site 2 – PR1, 1 page links, 206,397 domain links
Site 3 – PR4, 2,001 page links, 2,095 domain links
Site 4 – PR5, 734 page links, 738 domain links
Site 5 – PR2, 4 page links, 230 domain links

Phrase: trek mountain bikes

Site 1 – PR6, 65,464 page links, 178,712 domain links
Site 2 – PR4, 108 page links, 178,712 domain links
Site 3 – PR4, 127 page links, 523 domain links
Site 4 – PR4, 2,001 page links, 2,095 domain links
Site 5 – PR0, 0 page links, 3,854,233 domain links

Phrase: mountain bike frame

Site 1 – PR4, 6,348 page links, 44,535 domain links
Site 2 – PR2, 6 page links, 4,303 domain links
Site 3 – PR4, 196 page links, 523 domain links
Site 4 – PR0, 28 page links, 35 domain links
Site 5 – PR1, 0 page links, 294,361,703 domain links

Phrase: full suspension mountain bike

Site 1 – PR4, 58 page links, 178,712 domain links
Site 2 – PR4, 20 page links, 1,729 domain links
Site 3 – PR3, 7 page links, 9,959,894 domain links
Site 4 – PR5, 240 page links, 290,281 domain links
Site 5 – PR3, 0 page links, 294,362,703 domain links

Phrase: cannondale mountain bikes

Site 1 – PR6, 62,614 page links, 91,301 domain links
Site 2 – PR6, 410 page links, 91,301 domain links
Site 3 – PR4, 0 page links, 2,056 domain links
S ite 4 – PR3, 3 page links, 80,580 domain links
Site 5 – PR2, 3 page links, 9,959,894 domain links

Phrase: giant mountain bikes

Site 1 – PR3, 7 page links, 136,232 domain links
Site 2 – PR4, 2,001 page links, 2,095 domain links
Site 3 – PR0, 6 page links, 6 domain links
Site 4 – PR4, 2,262 page links, 2,392 domain links
Site 5 – PR2, 1 page links, 60,131 domain links

Phrase: mountain bike parts

Site 1 – PR4, 610 page links, 2,366 domain links
Site 2 – PR4, 851 page links, 4,303 domain links
S ite 3 – PR4, 6,348 page links, 44,535 domain links
Site 4 – PR5, 4,612 page links, 20,931 domain links
Site 5 – PR6, 4,612 page links, 20,931 domain links

Phrase: mountain bike reviews

Site 1 – PR6, 262,609 page links, 290,281 domain links
Site 2 – PR5, 240 page links, 290,281 domain links
Site 3 – PR6, 560 page links, 361,873 domain links
Site 4 – PR5, 0 page links, 604 domain links
Site 5 – PR4, 22 page links, 90,123 domain links

Now, I'd definitely look further down my keyword list than this but for the purposes of this article let's assume this is all we have. If that's the case – what do you suppose would be the primary choice(s)? Were it to me I'd go with:

mountain bike frame – we have a range of PageRank, a range of links and a range of sites. Basically – we're not up against a wall of high competition and the search volume is solid.

full suspension mountain bike – a full range of sites. Higher competition than “mountain bike frame” but we're looking at a phrase that would sell a whole bike which needs to be considered and a slightly higher competition is thus acceptable.

So of these two phrases what would I do? Well – if this was all we had to work with I'd select “full suspension mountain bike” as the main phrase and follow that up with “mountain bike frame” as a major secondary phrase and thus a prime target for proactive internal page link building and optimization.

So now let's look at whether there are any good longtail phrases. In this industry we'll be looking for specific parts. Since going through all the different types of parts would be a nightmare in an article I'll focus on a couple parts I just ordered recently and that was a new handlebar and and a new rim. To keep things simple I'm going to focus on just a couple brands in the research BUT in reality we'd take the extra time and look into all the part types and all the brands that we'd be able to sell on our site.

So for handlebars, here's the long and short of the numbers and competition:

Brands researched – origin and easton

“easton handlebars” with 1,000 estimated searches/mth with low competition outside of the manufacturer is a great start. Further, when we look up the manufacturer we further see that the ea70 and ea90 Easton models are both sought after as well.

When we build our site we obviously want to build a structure and heirarchy that are conducive to longtail rankings overall but what we're looking for here are ideas as to where to put our energies when it comes to content creation and link building. Handlebars looks good by search volume. The average sale per item would be around $25.

And now to rims:

Brands researched – mavic and sun

“mavic rims” and “sun rims” both come in at 1,900 estimated searches but the comeptition for “sun rims” is significantly lower with lower link counts and lower PageRank sites ranking. The average sale here is also going be in the $40 to $45 range.

Based on this my first efforts for the whole site wold be “full suspension mountain bike” for the homeapge, mountain bike frame” as a major internal page and I'd focus my first efforts on “rims” (“sun rim” specifically).

Now – we'd of course look further than this but what we can see is the direction that we'd go if all we had to go on was the above data. As noted – were we launching this site we'd look into every brand and every part type and research further than the top 10 phrases but that would have made for a book, not and article and let's be honest – it would have been a very boring book unless you were planning on launching a mountain bike site.

So now you've done enough competition analysis (remember – it's basic research we're talking about) to figure out what direction to head in. In my next article I'm going to cover more advanced competition analysis. We'll go in knowing what we want to accomplish in the way of keywords and be working to map out how to take the top spots.

Until then – get your campaigns sorted out for potential keywords and keep reading … this is where it gets really interesting.