Consulting & Analysis

Digital Strategy Audits:
Competitive Research and Content-Driven
Advanced Search Marketing

In addition to SEM & SEO approaches, Zen Fires recomends and practices:

• In-depth digital audit report
  –  digital footprint
  –  search
  –  keyword
  –  competitive analysis
• In-depth keyword analysis
  –  Best head terms
  –  Long-tail keyword series
  –  head and long-tail balance and effectiveness analysis
• Detailed technical analysis of competitors
  –  Their keywords
  –  Positioning
  –  Target customers/web visitors
  –  Their web advertising
  –  Inbound and outbound links
• Analysis of industry online influencers
  –  Bloggers
  –  Industry experts and authors
  –  Trade publications
  –  Industry expert consultants
• Content positioning strategy
  –  Advanced SEO for copy writing
  –  Social media messaging strategy
  –  Blog SEO strategy
• Optimization focus for keywords in bulks and terms and pages across the site

Zen Fires’ approach to web, competitive and keyword marketing research, and actual digital audits can be found in Jake Aull’s SlideShare page. Here are some such examples of Jake’s single competitive website audit briefs:

• An eCommerce competitive website audit
• Website audit of a financial services provider

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