The presenter presents a few websites that can really open your eyes, on what keywords are working and for who.
You can see what is working for others then figure out what they are doing to get that traffic...
This site lets you compare your site with specific competitors
And finally Alexa
You will be amazed at how much information Alexa can give you on your site and your competitors
This site shows you what keywords the company is using and how much they are spending
Wanna know how much a person spends on their PPC campaigns?
Which keywords, and ad variations?
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