The 6-Month Complete Guide to Marketing Your Store

This guide will show you how you can increase traffic, leads, and sales for your ecommerce business. It walks you through everything that goes into ecommerce marketing -- from inbound marketing to paid advertising to conversions. So whether you're a mom and pop shop or the next Amazon, our actionable guide has you covered.

The guide has been divided into 6 months. Each month will cover different areas of focus that you need to implement for your business.

This amazing guide will give you easy to follow step by step tactics that will double your traffic and sales in 6 months.

We hope this guide will be helpful and that it will help take your business to the next level.

Download PDF and a Link to 3 Bonus Marketing Videos

Month 1: Overview

In month 1 we will show you how to setup your store so that you will easily show up in search engines and also make it easier for your customers to find you. Also, you will learn how to setup analytics that will help you measure the most important numbers that inform you of your stores health.

The topics covered in month 1 are:

Google Analytics is one of the most important and widely used web analytics tool that helps you to track and gather intelligence on the traffic and the visitors behavior on your website.

Google Analytics aces other analytics tool in,
  • Features, by features we mean the capability to track a wide range of carefully selected metrics that helps you to gain actionable insights.
  • Clean, simple and easy to use user interface.
  • Ability to set up a wide range of goals and funnels.
  • Cost Its free.

Google Analytics aces other analytics tool in,
  • Just the one thing, it basically tracks all the page visits, but it doesnt give you the data of who (which individual visitor) did what in the website. In other word Google Analytics does not map the user details with the page visit session.

Setting Up Google Analytics:

Setting up a Google Analytics account is so easy that all you need is a basic Gmail/Google account. Go to Google Analytics website and click on sign in, use your Gmail/Google credentials to log in to your Google Analytics account.

The very first screen you see after logging in is where you enter the all the basic configuration details.

  • Account Name: Account name is the first and the top most part of an account hierarchy. The websites you want to track is to be added under an account. You can have any number of Accounts and any number of websites can listed under each Account. For instance if you are a marketing consultant taking care of web analytics for clients who belongs to many different niche, then you can arrange them, for instance all ecommerce websites under an account name called ecommerce.
  • Website Name: After deciding on the Account name, enter the name of the website that you wanted to track.
  • Website URL: Enter the complete URL or domain name of the website that you wanted to track.
  • Category: Select the appropriate category that your website belongs to.
  • Time Zones: Select the appropriate time zone that suits you. This becomes so important when tracking data between dates.

After entering the basic configuration details, youll be taken to a page that provides you with a unique tracking code. All you need to do is copy and paste the code snippet between the <head> </head> tag on all the pages that you are intending to track.

To check and verify if the code has been properly deployed, go to Admin → Select the Account name → Select the website → Tracking info → Tracking code.

The status on the page should read tracking installed/Receiving data that confirms that your Google Analytics set up is correctly deployed and it has started collecting data.

You could also check the installation by clicking on Real Time to see website traffic being tracked live.


Google Analytics allows you to add others who might be part of your team (managers and analysts) or even your clients with various levels of access control.

Just go to

Admin → Select the account → Select the Website → User Management

And add team members and set the level of read and edit access that the person can have.

Setting Up Goals:

The tragedy in life doesn't lie in not reaching your goal. The tragedy lies in having no goal to reach. - Benjamin Mays

Goals are the most important and the core part of any analytics solution. Identifying and setting up the right goals is half the work done.

How to select the right goals: The SMART rule.

Specific: Make sure you select goals that are objective and target oriented. Example: Number of sign ups or number of unique visits.

Measurable: Always select goals that are measurable over a period of time. Example: Number of social shares or number of people who has read an article.

Attainable: Always have goals that can be worked on and achieved over time. Example: Increase the number of purchases per session.

Realistic: Always select goals that are well within the reach of achieving, considering your strength and weaknesses.

Time Related: Make sure you set targets that can be tracked and analyzed over a period of time. Example: Track the number of signups resulted from a social media campaign.

To create new goals in Google Analytics go to,

Admin → Select your website → Goals → New Goal

Google Analytics gives you a list of most commonly used predefined goal templates that you can select from,

The Goal Templates are divided as:

  • Revenue
  • Acquisition
  • Inquiry
  • Engagement

For instance if your end goal or conversion is a sign up for your software/service, then select Created an account under Acquisitions and click Next.

The next step is where you tell Google Analytics what URL should it follow to consider it as a goal. In this case let us say once the user has signed up for our service we display him with a thank you page, which is considered to be a conversion or goal. Let us now enter the URL on the Goal URL section. And finally to complete click on Create Goal

Gaining Insights From Goals:

Having completed setting up goals, you are now ready to track and analyze the results of your goals over a period of time.

Click on Goals → Overview

You'll now be taken to your Goal Dashboard, that gives you goal related metrics like,

  • Total Goal Completions.
  • Total Goal Value
  • Goal Conversion Rate

The dashboard also has a graph representing the goals achieved over a period of time.

Creating Conversion Funnels

Funnel is a set of path (pages/actions) that a visitor needs to take to complete the conversion or the end goals. Funnels essentially help us to,

  • Exactly pin point where the customers are exiting the path or losing interest or confidence.
  • Helps to analyze and optimize those weak pages to increase conversions.
  • Also helps to completely rethink the steps involved in a conversion.

To create Funnels in Google Analytics, click on,

Admin → Goals → select any of the created goals → slide on Funnel.

Add all the steps/path a visitor must take (on a logical/sequential order) to create a funnel.

To check the data collected in the funnel,

Click on → Conversion → Goals → Funnel Visualization

You can now clearly visualize the visitor behavior and how they interact with your website.

You can now,

  • Clearly see how many visitors are moving from one path to another and where the exit rate is maximum. You can now work and optimize the page that has resulted in maximum exits to increase conversions.
  • You can clearly decipher the page source from which visitors have entered a specific step and also see where they are headed after exiting this step.


No matter what website you run, be it a small ecommerce website or a big enterprise website, Google Analytics is the one most important tool that you must integrate your website right from the launch day. The amount of data that can be collected and the in-depth analysis that can be made helps you to continuously track and improve your conversions.

Did you know you can get more traffic from search engines for your ecommerce business? Yes, it is really simple. You need to check your ecommerce website and see if you have optimized your website to make it easy for search engines to find you. This means that all pages on your website need to be optimized for the keywords you are targeting. Not only that, the page itself needs to be optimized. To do this, you need to ensure that your on-page SEO is good for all pages on your ecommerce website.

On-Page SEO is when you create your website with the goal of the search engine finding that page for the specific keyword you are targeting. For example, if you are selling the iPhone, you will make sure that the page(s) you have on your website will have the keyword iPhone optimized. To put it plainly, On-Page SEO is having your ecommerce website pages ready to be found by search engines. There are steps you can take to make your page and website search engine friendly and we’ll show you these steps below.

It is important to have your ecommerce website optimized for the search engine because this makes it easy for your customers to find you. The whole goal of On-Page SEO is making sure that your website is found by your customers when they search for your product. Making it easy for customers to find you and also to rank in search engines will help your ecommerce company grow. You will get more traffic, visitors, sales, and conversions. This is why it is important to optimize your website. It will help grow your business.

A great optimized ecommerce website will attract the customers you want and will make it easy for you to market your website and business. It will save you money on marketing and it will also increase your revenue.

To optimize your website, you will want to start with the most basic element of your ecommerce website, the PAGE. All the strategies and steps covered below will show the most important things you need to optimize on every page of your ecommerce website. It is important to know how to do this, even if you will not do the SEO yourself.

When optimizing a page, here are the most important elements you need to optimize and make sure they are search engine ready.


Important Page Elements for Optimization

Before you optimize your website, you need to know what keywords you need to be targeting. In your Google Adwords account, go to the keyword planner and search for the keywords in your industry. Find the great keywords to use for your website.


Page Name

Once you have found the keywords you need to use for your website, the first thing you will want to optimize is the page name. For example, if the keyword you are going after is iPhone 5S, then your page name needs to be called iphone-5s.html. Check your page names and make sure you are using the correct page names that include the keyword you are going after.

Page HTML Title

Similar to the page name or file name step mentioned above, you will want to use your keyword in the page html title.

Meta Description

Give your page a good meta description that tells the customer what the page is about. Also, include your keyword in the meta description. This will help search engines know what your page is about.


Alt Attributes

Use your keywords in the alt attributes within the page. This alt attributes can be found for any images on the page, like your logo or product images. Include your keyword in these attributes and also give good descriptions because this will help make the page easy to use for your customers.


Headings (H1, H2)

Within the Body of the Page

In the body of the page, make sure to use the keywords. Do not overuse them. Use them where appropriate and natural. You don’t want to get penalties from "big brother" aka Google.

Those are some of the most important page elements to optimize for your page. Watch the video on this page that covers On-Page SEO.

Things to Note

As you start optimizing your website, you need to keep up with all the latest search engine changes and updates. This means you need to start following and using resources that will help optimize your website for the good.

Here are some of the best resources that will help you optimize your ecommerce website and make sure you are following the best SEO guidelines.

With these resources and following the recommendations mentioned above, you will optimize your ecommerce website and make it easy for customers to find you and search engines to rank you. Get more traffic, sales, and customers by optimizing your pages and ecommerce website.

Back in 2010 Twitter released its “Promoted Accounts” feature for the first time, as part of its advertising strategy. Because it required a minimum spend of 5.000 pounds/month, its advertising campaign soon became a self-service platform. In March, 2013, the self-service ad platform was made public, and online businesses now have access to its features.

Initially, Twitter invited some of the biggest names in the industry to test the advertising platform, and requested feedback. This made it possible for them to make enhancements and fine-tune the ad tool, before releasing it. Are you ready to get your hands dirty with some Twitter advertising? Since the product has become available for users in the U.S., small business and even mommy blogs are now able to tap into its powers.

Needless to say, supplementing your organic inbound marketing efforts with relevant promoted ads/tweets or trends is a great solution for boosting traffic and increasing conversion rate. Even if you don’t know how to use these features you needn’t worry, we have prepared a step-by-step guide that will help you set everything up in no time.

How Twitter’s Advertising Options Work:

Twitter uses three main pay-per-click style ads: the promoted accounts, promoted trends and promoted tweets. Each of them will enable you to target a desired audience, and appear on their feeds. Those who are interested in what you have to offer (content, services, products etc.) will most definitely follow or engage with you.

Keep in mind that promoted tweets distinguish themselves from normal ones, so your advertising should be less expensive than a PPC campaign (in other words you can commit to a Twitter add campaign on a small budget). There is, however, a downside to Twitter advertising. To make sure you do not waste your promoted ads you must log-in manually and change you settings (example: no posting before 10 A.M. or in the weekends).

Now that this is out of the way, let’s see how you can set-up your Twitter advertising campaign:


Step-by-Step Guide to Setting Up a Twitter Campaign

Step #1: Getting Started & Reviewing the Campaign

Log into your Twitter account and go to the Twitter Ads page (from the settings gear). There you will see all the add options available including promoted tweets, accounts & trends, analytics, and tutorials. It is advised to take the “Get Started” test to better understand what you want to achieve with your advertising campaign. Twitter will ask you a few questions, and based on your answers it will suggest a promotion strategy. Next, you should set up your first campaign. Once you do this you will be directed to the summary page, which includes data about targeting, tweets promoted and bidding.

Step #2: Promoted Accounts vs. Promoted Tweets

The first thing you need to do is decide between these two types of promotion strategies. What is it you want for your business? By promoting tweets you will appear in people’s news streams, on the Twitter results listings, whereas by promoting an entire account you will simply appear in the “who to follow” section on the lower left corner.
It’s actually quite simple to choose. Think about what it is that you are trying to achieve on Twitter.

If you simply wish to increase your follower base, build an audience or attract more visitors to your site, you should definitely choose Promoted accounts. On the other hand, if you are genuinely interested in connecting and engaging with your followers, you should go for the promoted tweets. This type of tweet will also ensure that your conversions grow, because you can create unique content that will appeal to your target audience.

Promoted Trends:

There is one more type of advertising method available on twitter. It uses topics and hash-tags. In other words, people who visit the Trends section on Twitter might also find your promoted trends. They can be easily integrated into tweets and discussions. Promoted trends are recommended for businesses that want to start a new trend or hash-tag.



  • Brand building by association
  • Raising awareness for product launches or events
  • Promoting hash-tags and new discussions

Step #3: Customize Your Campaign and Targeting Criteria

This step is vital to the performance of your ad campaign. Targeting the right people will help you immensely, so make sure you get everything right. What type of audience is a good fit for your company/website/message? Which people will be interested in clicking on your website or purchasing your products? These are questions you must answer in order to attract targeted audience which translates into qualified leads. Here are a few pointers:

  • Targeting: There are several criteria that you could consider. Firstly, you can target your campaign by followers and interests. By doing this you will be able to create a list of Twitter usernames, and target their followers by association. This is particularly useful with the top influencers in the industry (if they re-share the content, you will definitely attract many users). You could also focus on keywords (they only work for promoted tweets). Keyword advertising is also effective, because it shows promoted tweets to people who are interested in, let’s say, social media, SEO, internet marketing etc.. (it will help you target a more qualified audience). There is even a tailored audiences feature which will pull people details from your website or databases.

  • Choose a location: It is possible to customize your campaign also according to location. For example, if you own a bakery shop in downtown New York, you might want to limit your audience to just these people. At the moment, it is not possible to target very specific areas, but choosing a city or “metro area” and focusing your promotion strategies there is more than enough.
  • Choose a gender preference: Although Twitter does not ask people about their gender when they sign up, it uses an inexact science to guess it (based on what you share, post, etc.). If you have a breast cancer awareness campaign, you might want to promote it mostly on women accounts.

Step #4: Specify Your Bidding

Your campaign is finally set up. The last thing you need to worry about is money. Twitter will never use more than your maximum bid, but it might spend less. Keep in mind that bidding on the same criteria with your competition might alter the likelihood of appearing in search listings. You can check your reach from the bidding section. Adjust your bid and see the estimated reach on the right. The more you bid, the more your reach will grow.

Step #5: Track Your Results

To ensure that your Twitter campaign runs smoothly you should always monitor the results. Go to your View Statistics tabs to see the follower growths for unpaid and paid promotion. There are basically two layers of analytics to advertisers which show paid and unpaid activities. Data includes tweets, trends, promoted accounts, follower insights and even traffic and conversions measurement. Checking your analytics is the only way to ensure that your marketing strategy is working.

The story of the staggering growth of Facebook from a humble college rating website into a full-blown social media behemoth creates nothing but awe and wonder.

In spite of the staggering growth, for the first few years, analysts were skeptical about Facebook as a revenue-making platform. But now after its phenomenal growth, with the sheer number of active users and the ease of adaptation and proliferation have made Facebook the most sought after medium for companies and brands to reach out to their customers.

Following are the persuasive statistics that explains why as an E-Commerce company should utilize Facebook as a medium for reaching out to their customers.

  • 802 million daily active users on average in March 2014
  • 609 million mobile daily active users on average in March 2014
  • 1.28 billion monthly active users as of March 31, 2014
  • 1.01 billion mobile monthly active users as of March 31, 2014
  • Approximately 81.2% of our daily active users are outside the U.S. and Canada

Marketing Possibilities On Facebook

1. Brand specific Facebook Pages acts as a medium where you can reach out to customers.
2. Facebook Pages helps brands to initiate conversations and get round the clock feedback from customers
3. Facebook Pages helps to promote new products and services.
4. Facebook advertisements help promote your brand through carefully catered and specifically targeted ads.
5. Facebook apps help increase engagement with the brand's Facebook Page.
6. Facebook Pages helps create awareness, consideration, conversion, brand loyalty and word of mouth marketing.

Create A Facebook Specific Marketing Plan

1. Analyze and identify the products and services that you are intending to promote on Facebook.
2. Identify your target audience
3. Create a value proposition for the target audience
4. Strategize and come up with tangible marketing goals.
5. Create a content strategy
6. Identify the Key Performance Indicators (KPI)
7. Track and measure metrics that helps calculate the KPIs
8. Analyze the results, continuously experiment and optimize.

There are two broader ways to leverage Facebook for marketing, they are,
1. Brand specific Facebook Page
2. Facebook Advertisements

Getting Started With Facebook Page

1. Creating a Facebook Page is so simple that all you need is a Facebook account. Log in to your account and go to
2. Facebook gives you a list of types of Facebook pages that you can select that closely reflects your brand or company.

The list includes,

  • Local Business or places
  • Company, Organization or Institution
  • Brand or Product
  • Artist, Band or Public Figure
  • Entertainment
  • Cause or Community

3. Now you should select Brand or Product, and on selecting it we will be giving a list of choices that exactly matches one's niche

4. Next you'll be taken through a set of pages where you need to add relevant basic information about your product / service that might help customers understand who you are and what exactly do you offer. The first being area is called "About your product or service" where you must enter a small concise description that best describes the brand. You can add a link to your brand's website. Next create a unique URL for your Facebook Page so users can use to check your brand. Click on save.

5. Next you can upload a profile picture that best represents your brand; it might a logo or the pictures of products/services that you offer.

6. The next option is "Add to favorites", which enables you to access the page easily later. You should go ahead and add it to favorites.

And that's it, your brands Facebook Page is now live and active. Congrats.... that was probably a lot easier then you thought.

Essentials of a Facebook Page

The following are the most important features of a Facebook page that you need to understand as an e-commerce marketer.

1. Facebook Page Tabs includes "Timeline" that lists all the updates and posts you've made. Also, there is a section called "about" which lets your customers know who you are. The tab also contains Photos and Videos, which lists all the multimedia content that you've shared. There is a tab that also lists all Facebook apps that your page uses to increase engagement.

2. Apart from the tabs, the above-mentioned about us, total likes and apps are also listed on the main section of the page.

Understanding Facebook Apps

Facebook apps are small widgets that you easily integrate your Facebook Page to help your audience to tangibly engage with your Facebook page. Some of the commonly used Facebook Apps:

  • Artists or musicians can use music player apps, which enables audiences to play music right on the Facebook Page.
  • Companies can install recruitment apps that help prospective employees to explore job openings and helps applicants to apply for jobs right there on the Facebook Page.
  • E-Commerce Facebook Pages should also have a contact-us app like UserVoice that helps customer to directly contact you or even give feedback on your Facebook Page.

Other Facebook Apps for Ecommerce worth mentioning are :

                    1- Storeya
                    2- ShopTab
                    3- Vendevor
                    4- Email Signup - Mailchimp

Key Metrics that helps you track how effective your Facebook Page are,

Total Reach: As the name suggests the Total Reach gives you a list of updates you've made and their corresponding reach (how many people have seen them). Facebook metrics clearly demarcates the total reach count into both organic and paid.

Likes: Likes can be translated, as the number of votes you get, the more the likes, the more popular your brand. Facebook gives you a detailed analysis of how many likes you got over a period of time, their sources, and allows you to filter out likes that are earned from a paid ad campaign.

Visits: Visits is the total number of times people have visited your Facebook Page both organically and through paid ads. This is one of the key metrics that helps you to gauge the engagement factor.

Demographics: Demographics helps you understand how many percentage of men and women are your fans. Also you can find out the country and the city where your fans are. This helps you to figure out how many of the fans are real and how many are spams.

These metrics helps you to track how your marketing strategy has worked and it also helps you to further optimize your Facebook channel.

Facebook Ads

To further increase reach and engagement you can run highly targeted (both content and reach) ads on Facebook

Ads can be used to promote:

  • Page post engagement
  • Page likes
  • Clicks to Web likes
  • Website conversions
  • Apps
  • App Engagement
  • Event Responses
  • Offer claims

Let us look in detail some of the most important and commonly used ad objectives.

Objectives of an Ad

Increase Page Post Engagement

This helps to promote your updates that you make on your Facebook Page. It helps increase reach, shares and likes.

1. Let is say we want to promote our page posts. Go to and click on Create an Ad

2. Click on promote page posts and select the Facebook Page and the post you want to promote. Click continue.

3. You can now target your ads based on

  • Geographic Locations
  • Age
  • Gender
  • Language
  • Relationships
  • Education
  • Work
  • Interests
  • Behaviors

Bidding and Pricing

Facebook allows you to bid for ads on two formats, they are

CPC: By opting for a Cost Per Click scheme you only pay for the number of clicks made on the ad. When you opt in for cost per click, you can now choose from either allowing Facebook to automatically and intelligently to bid for ads or manual mode where in you fix and enter the max price per click manually.

CPM: By opting for Cost Per Impression you only pay for every 1000 impressions of your ad.

Select your daily budget and your currency (mode of payment) and place an order where you need to enter your payment credentials. Your ads will now be shown for your target audience until your daily budget expires.

Increase Page Likes

Page likes is one of the most sought after metric that in a way states how famous the page is. Customers have a perception that higher the number of likes, higher the brand value.

Facebook now allows you to run ads specifically to increase likes.

1. Click on and select Page Likes. Select the page for which you need to run this ad campaign.

2. Upload 6 pictures that best reflect your product or service. The reason for uploading multiple pictures is that, Facebook over a period of time shows only the best performing image (Higher click through rate) to the users, so that you can spend less money on under performing ads and hence can save money.

3. Next comes the Ad Copy where you are giving provision to communicate who you are and what your offers are in a concise manner.

4. The last step being selecting the target audience for your ads and selecting an appropriate bidding and pricing strategy for your ads.

Click to Websites

As the name suggests, these ads help increase clicks to your website or landing page.

1. Select Click to website and enter the URL for which you are trying to increase the clicks.

2. Upload 6 pictures that best reflect your product or service. The reason for uploading multiple pictures is that, Facebook over a period of time shows only the best performing image (Higher click through rate) to the users, so that you can spend less money on under performing ads and hence can save money.

3. Next comes the Ad Copy where you are giving provision to communicate who you are and what your offers are in a concise manner.

Website Conversion

Through these ads you can now target specific URL and also run campaigns that persuades people to do certain actions on the website.

The actions may include,

  • Checkouts
  • Registrations
  • Leads
  • Key Web Page Views
  • Adds to cart

1. Click on Website Conversions and enter the target URL and the type of conversions you are planning to track. Let us for example say we need to track all the sign-ups. Select Registrations, and click on create pixel. A Pixel is nothing but a tracking code that you need to add on the final conversion page i.e. the page that confirms that a user has signed up successfully. This code tracks all the conversions that have been created specifically through the Facebook ads.

2. Upload 6 pictures that best reflect your product or service. The reason for uploading multiple pictures is that, Facebook over a period of time shows only the best performing image (Higher click through rate) to the users, so that you can spend less money on under performing ads and hence can save money.

3. Next comes the Ad Copy where you are giving provision to communicate who you are and what your offers are in a concise manner.

4. The last step being selecting the target audience for your ads and selecting an appropriate bidding and pricing strategy for your ads.


Even though Facebook Ads as a platform is still in its nascent stage, the sheer number of active users on the platform is the single most important factor that persuades us to at least try and experiment on this new uncharted potential. Expert advice would be Aim small and miss small, start experimenting on Facebook ads, optimize your strategies and see if it works for you.

Keyword research, competitive analysis, Adwords intelligence and backlinks tracking are some of the most important and crucial part of any SEO and SEM process.

One problem is that now a days most of the digital marketing teams use 4 or even more separate tools to track each of these analysis separately. Some times managing 4 different tools becomes a bit tedious and confusing that more often that not our analysis gets lost when we jump from one tool to another. To solve this very problem SEMrush came up with the most comprehensive SEM and SEO research tool that is slowly growing as a one-stop tool for performing complete market research.

The tool can be divided into 5 features according to the function they perform,

They are,

1. Organic Research

2. Advertisement Research

3. Backlinks analysis

4. Keyword Research

5. And automatic tracking tools

Organic Research

Every Digital Marketer who endeavors to do a market research on any product/service niche or a market research on a particular company must start organically, meaning gaining intelligence and researching using data from search engines.

SEMrush helps you to perform both keyword specific and website specific market research.

Keyword Specific Research:

To start with just enter the keyword that matches the best with your intended research, and SEMrush will provide you with the following data,

  • A quick keyword summary that lists the competition for that keyword, its Cost Per Click (CPC), Search volume per month and the number of search of search results for that specific keyword.
  • A bar chart that let's you understand the growth trend for the keyword over a period of time.
  • A list of other top closely related keywords that people are searching for along with their volume, CPC and competition.
  • A list of top 20 organic results for that specific keyword that helps you evaluate your competition.
  • A list of top 20 Adwords results for that specific keyword that helps you evaluate your competition's spending power or the investment they are willing to make to gain customers.

Domain Specific Research:

Sometimes companies that have newly forayed into business might not have an intuitive intelligence about the right keywords, in such cases you can pick your direct competitor as a starting point for your research, on entering the domain name of your competitor, SEMrush gives the following intelligence,

  • An overview that highlights important competition metrics like what's their approximate search engine traffic, their traffic though ads, and amount of money they spend on ads per month.
  • A graphical representation of how many keywords for which they rank on the first page over a period of time.
  • A list of top keywords for which they rank higher on the search engines. The best part of SEMrush is that, having keywords alone without context is pointless, so SEMrush also gives keywords along with their CPC, monthly search volume and existing competition for that keyword.

Before getting on with the next part, let us take some time in defining certain terms that we will be using through out this guide,

Search Volume: It is the total number of times a particular keyword is being searched per month, the more the better.

CPC: Cost Per Click is the amount of money that that businesses are willing to pay when some one clicks on an ad. If the CPC is high one can assume that businesses are willing to pay more because of the high conversion rate. Usually to play safe marketers would often go for keywords that have a low CPC.

Competition: Competition as the name suggests is the number that says how difficult is it for you to compete with others on that keyword. The competitive index ranges from 0 - 1, where 0 being least competitive and 1 being highly competitive.

Best Practice: It is always good to go after keywords that have good volume, less competition and less CPC to achieve greater ROI and immediate results.

Advertising Research

Nothing converts like Ads, having said that, one has to be extremely careful before and while running advertisement campaigns on search engines. SEMrush will help you with providing you with the data required to create an approximate cost benefit analysis that would help you to assess the risk involved even before you start investing in it.

SEMrush provides you with the following completive analysis data,

Position Status:

  • Total search engine traffic.
  • Total ads traffic.
  • Approximate total amount of money invested on Ads.
  • It also gives you the list of keywords for which this particular competitor ranks higher in the Ad position.

Position Changes:

  • Gives you the trend of how many keywords for which you have both lost and gained rankings over a period of time. This helps you gauge the efficacy of say a new SEO campaign that you have implemented or even check if you have lost any keywords due to any penalty imposed by search engines for malicious practices.
  • It also lists all those new keywords that you have gained recently.

Ads Competitors:

Here SEMrush lists the top companies that are competing on Ads with you on the same niche. It lists the competitors with the number of same keywords that you compete for, traffic though Ads and the approximate amount of money that you spend on Advertisement.

Ads Copies:

This section of SEMrush lists all the ads of a particular company. This will greatly useful as a reference for marketers especially Ad copywriters using it as a reference point for writing new or enhancing the existing ads.

Keyword Research:

Keyword research is the most important and also the most basic of research that any digital marketer must start with. A complete keyword analysis will help you with

  • Search Engine Optimization on websites
  • Running Ads
  • Content Marketing
  • General market research (Finding our the requirements and needs of your customer)

SEMrush gives you the following keyword analysis intelligence.

  • On entering the keyword on which you want to do the analysis, SEMrush provides you with an overview data of Volume, CPC and the number of results.
  • It also provides you with other related keywords along with their volume, CPC and competition.
  • It also gives you a list of top websites that currently compete for this keyword both on organic ranking and Ad position ranking.


We all know that the presence of more high quality backlinks play a crucial role in helping search engines in ranking websites. To analyze the quality of your existing backlinks and also to find your competitors backlinks, SEMrush provides a comprehensive backlinks report for any website.

SEMrush's backlinks data include,

  • Total number of backlinks count.
  • Total referring domains
  • Total follow and no follow links
  • Total number of high authority domains like .gov and .edu.
  • Total referring domains in all geography.
  • It also gives you a complete list of all backlinks, that you could export as an excel sheet for further drill down analysis.



Apart from just churning out data and reports, SEMrush also has dedicated tools that help you to track specific metrics and also slice and dice the existing data through complex filters and pivots.

Specific Position Tracking:

SEMrush allows you to track a SEO and SEM performance for a single domain. Through this tool you can,

  • Track the changes in the count of the number of keywords for which you domain ranks higher up.
  • It helps you to lists and track the keywords for which you rank higher up along with all the contextual data like volume, CPC and competition.
  • You could also add up to 4 of your competitors on whom you wanted to keep a tab on. This allows you to measure your growth against your competitors over a period of time.
  • SEMrush also lists a set of competitors both old and emerging ones so that at any point in time you can be on top of your competitors when it comes to competitive intelligence.

The Chart Tool:

The chart tool is so powerful that it helps you to work on existing data using some basic logical filters, For example you can,

  • Ask SEM rush to list all keywords that are common to 2 or more competitors
  • List all keywords that are not common to both or more competitors.
  • List all keywords for which only the first domain ranks where as the others don't. This helps you find keywords that are unique to a website.


Site Audit:

This is relatively a new feature that has been added to SEMrush, which is still in beta. This tool helps you to manage, track and solve all website related issues and errors that might reduce the quality of your website. This tool lists,

  • Duplicates in content, meta title and H1 tags.
  • Lists both external and internal broken links
  • Lists HTTP 4XX errors
  • Lists the images that don't have alt tags.


Of all the existing tools that help you perform bits and pieces of digital marketing competitive research, one could now safely conclude that SEMrush is the most comprehensive and a complete digital marketing tool that every company must use.

A major part of online marketing is increasing the exposure of your website on different search-engines. This can be done by applying ethical SEO strategies, investing in social media and creating compelling content. Did you know that Google is one of the largest drivers of traffic in the UK? Submitting your website to Google News is without a doubt one of the most important things that you should do. This service was founded 12 years ago (on September 22, 2002) and since then it has served as a news aggregator and traffic source for new websites.

According to its developers it "algorithmically harvests" news from more than 50.000 resources, from 72 editions and 30 languages. As a matter of fact, Google claims that it is viewed by approximately 1 billion unique users every week. This means that 1 billion clicks come from Google News itself, while an extra 3 billion come from regular searches. So if you want to bring relevant traffic to your new website you should definitely consider submitting it to Google News. Here's how:

How to Submit Your Website to Google News

Anyone can submit a website to Google News by using this form, but before you rush into anything you should know that there is a set of requirements that your website must meet to be accepted. It is advisable to Audit it before filling out the form, checking for original/duplicate content, find out more info about the writers on your website and adjust the frequency of your content publishing (among other things). To be included in the news aggregator you must abide by the General Webmaster guidelines , as well as the News specific guidelines.

Before you begin your preparations, you should also check if you are already listed in Google News. Nobody wants to waste time going through all of Google's regulations if their website is already included. To check if your pages are already visible on Google News all you have to do is go to the "News" section in the search engine and do a site-search. If you appear in the News listings you are already visible in Google News so your work here is done.

Technical Quality Guidelines and other Requirements

Search engines, Goolike Google, must first see your website to crawl, rate and index it. If you don't appear in Google normal and news searches it basically means that you don't exist in the eyes of the crawlers. The best way to notify the team of your existence is by submitting your website to Google News. Keep in mind that submitting a website that does not meet Google’s criteria might lead to its permanent removal from the service, and a new request can only be made after 60 days. Nobody wants to wait 2 months to submit a website to Google News. Here are a few regulations and guidelines that you should be aware of before doing it:

  • Fresh Content: Google News is focused on newsworthy articles. Only submit your website if you are posting at least 1-2 articles/day. Your posts should include interesting, important and topical information.
  • Article Quality Guidelines: Your article titles should accurately describe news topics (make them unique). The post itself should be longer than 250 words, so that it can provide quality for the reader. There should be at least 2-3 different authors, with proper bios on your website.
  • Google News Sitemap: it is recommended but not required. Nevertheless, it will improve SEO and facilitate indexing.
  • Authority & Accountability: The best news websites write about what they know, and they write with great responsibility and expertise. Each post should be accompanied by a comprehensive author bio and contact information.
  • Focus on News Articles: You can't submit a How-to or Guide website and expect it to be accepted on Google News. It is not a marketing service so you should try to remove non-news publications before submitting to the service. If you do not respect this rule chances are that you will be removed from Google News altogether.
  • Readability: Even if you are tempted to write long twisted phrases try to contain yourself. All posts must be clearly written and free of spelling or grammar mistakes. Readability is also connected to ads and auto-load videos that will affect the experience of a visitor.
  • Technical Guidelines: to help Google's crawler you must also abide by the technical guidelines. These guidelines include, but are not limited to Article URLs, Article Links (anchor texts with a few words), Article Formatting (HTML articles), Multimedia content (multi-media is harder to crawl) and Robots.tx & Meta-tags.

Techniques to be Avoided at all Cost

Google is very specific about its guidelines and it will never accept unethical SEO practices. Here are a few techniques that you should avoid at all costs:

  • Participating in link schemes
  • Black-hat practices: Cloaking, hidden text or links, scrapped content, doorway pages, cloaking
  • Participating in affiliate programs that don't provide value
  • Optimizing your site for irrelevant keywords
  • Malware
  • Abuse of rich snippets

Submitting your Website & Sitemap to Google News

Once you have ensured that all criteria are met you can think about submitting your website to Google News. This can be done by visiting the form linked above. Provide Google with your site's information, address, contributor's biographies, the type of news that you are posting etc. Double-check the information and click the "Submit" button to send your form.

You could (and should) also submit a Sitemap via the Google Webmaster Tools after you have submitted the website to Google News (Verify the site -> Go to the Sitemaps section -> Submit Sitemap -> Enter the path of your sitemap -> Submit). This will make it easier for the search engine to understand the structure of your website, and increase coverage.

Google will notify you in approximately 7 days of your submission. If your website isn't approved you must wait 60 days to try again. Your work here is done!

Improving Visibility After Being Listed on Google News

Congratulations! If you have respected the quality guidelines your website has definitely made it on Google News. Now you should focus on increasing your visibility within the aggregator. Although there are no specific criteria of achieving this, here are a few strategies that might help:

  • Time Posts: As you can probably imagine, Google News is teeming with information. Websites that constantly post relevant and fresh content end up having their articles displayed, so post regularly
  • Be Original: It is impossible to always share ground-breaking news so you might want to create a unique voice for your website. Take an original angle to make your content more interesting for visitors.
  • Article Titles: Be mindful about the titles. They should include phrases and keywords that readers search for. They should also be interesting and relevant to the content.

Next Step: Learn How to Start Marketing Your Ecommerce Store

Now that you have optimized your store and made it easier for customers and search engines to find you, it is time you start marketing and promoting your store.