In this example, competitor #1 is rated higher than competitor #2 on product innovation ability (7 out of 10, compared to 4 out of 10) and distribution networks (6 out of 10), but competitor #2 is rated higher on customer focus (5 out of 10). Overall, competitor #1 is rated slightly higher than competitor #2 (20 out of 40 compared to 15 out of 40). When the success factors are weighted according to their importance, competitor #1 gets a far better rating (4.9 compared to 3.7).
When you conduct your competitive analysis, it's worth analyzing the sales models of your competitors. In his article Three SaaS Sales Models, Joel York describes the three most common SaaS sales models based on the relationship between price and product complexity. Companies with low priced and low-complexity products must focus on developing a self-service option so they can maintain a healthy relationship between customer acquisition cost (CAC) and customer lifetime value (CLV). Slack, Trello, Dropbox, GitHub are all low-price, low-complexity products.
Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also extend to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
I remember my very first week working at Hanapin Marketing. I was working in a REDBOP group (for information on what REDBOP is, see “super awesome opportunity” in the dictionary and you will find information on Hanapin’s monthly PPC training program) and we were tasked with explaining to the rest of the team the differences between tactics and strategy. Easy peasy. Strategy = plan. Tactics = action.
You and your competitors are competing for the attention of potential customers. That’s why it's useful to know how your competitors use social media channels and paid acquisition channels to reach their target audience. While digital channels are key in today’s marketplace, you also need to pay attention to offline channels like events, meetups, conferences, and direct mail. This is where the face-to-face interactions occur that are often the key to establishing connections and sealing deals. You can usually find out information about offline events by visiting the “Events” section of your competitors’ websites and also searching for their names in relation to conferences and events on the wider web.
This report also helps drive our editorial calendar, since we often find keywords and topics where we need to create new content to compete with our competitors. We take this a step further during our content planning process, analyzing the content the competitors have created that is already ranking well and using that as a base to figure out how we can do it better. We try to take some of the best ideas from all of the competitors ranking well to then make a more complete resource on the topic.
The SEO Checker analyze the title, description, h1/h2/h3/h4/h5/h6 tags, their correct filling, and their relation with the content from the web page. We look at the size of all the content, and if all content files can be loaded and exist. We look for all the keywords on the page, how many times they appear, and if they appear in the title, description, or h1/h2/h3/h4/h5/h6 tags. We analyze your social media status, and look if you use the properly social media meta tags. Also we look for the site usability, site reputation, site speed, and much more.
On the Internet, geotargeting can help small businesses to compete with national brands and can ensure that large corporations effectively make use of their advertising resources. For example, a manufacturer of gasoline-powered electric generators may run ads in May and June targeted at residents of the Atlantic and Gulf coastal regions of the United States in preparation for the upcoming hurricane season. As another example, suppose you are a literary agent just getting started in the business and you are looking for authors to write books about cowboys and ranchers. Your website might tailor the content to be of special interest to residents of the western United States.
Once your campaign is established you must review the analytics data and look for ways to optimise the campaign. Setting clear goals and measurements are absolutely critical to allow the campaign to be reviewed against each stated goal, in which you will consider ad performance, keyword performance, ad placement performance, campaign structure, and campaign targeting. This chapter highlights how to analyse and optimise your PPC campaign for success.
3. Mapping keywords to the right landing pages. One way to insure you get the best results from your keyword campaigns is to make sure there is very high relevance between the keywords you use and the associated landing pages. This is a very important principle. What happens when you click on an organic listing or a PPC add from a SERP (search engine results page) and the content has little to zero keywords on that page that you used to search on? Right, you bolt and head back and click on another link. Make sure your landing pages are optimized to handle your keyword traffic to make them relevant.
Entrepreneur and marketing guru Peter Yang is the co-founder of ResumeGo, a firm offering resume and CV writing services to people aspiring to advance in their professional careers. As the head of the company’s marketing operations and a content marketing manager for IBM in the past, he wants to share his experience with other marketers looking to make it big.
Because of our idea that you should have one brand and several (hundreds) keywords, we’re not big fans of keyword domains at Yoast either. By using a keyword domain you bind your companies past, present and future to a single keyword. And with the abundance of new top level domains (TLDs) now available, you’ll have a very hard time buying all of the TLDs with the same keyword to keep out the competition.
7. Use a keyword research brief to share for unified messaging. The final tip is to attempt to break down the silos that are typical in medium to large organizations and share with them enough keyword data so they can be encouraged to use your targeted keywords in their respective messaging. One way to do this is to develop what I call a keyword research brief. This is simply a document that is like an executive summary of keyword research for your top keywords. This document should be no more than one to two pages. It should be a quick read. See an example of this below.
Reason: When a visitor sticks around on your site for a minute or less, you can consider their stay to be negligible. When a visit exceeds that amount of time, the visitor has more potential for becoming a client and an increased chance of converting on your calls-to-action. If a visitor spends a considerable amount of time on your website, they are likely to come back or to take action on conversion areas you have included in your site (call-to-actions, downloads, contact forms, etc.).
"Modern SEO focuses on using the variations of the word or phrase that work naturally within the content because users will have a better experience, and search engines are capable of rewarding rankings to sites regardless of the variation of that keyword used. In other words, when a shopper searches for 'books,' the pages that best serve that user’s search query will, in theory, be ranked highest regardless of whether the content reflects the word 'book' or 'books.'"
It's quite likely that no prospect or customer reads your press releases as carefully as your competitors do. Press releases are helpful in understanding a company’s strategic focus. Sometimes PRs show your competitors’ customer count. The About section in a press release shows your competitor's strategic messaging. These two to five sentences are how your competitor wants their customers and prospects to perceive the company and its products.
You have now reached the final step of creating a keyword strategy: keyword research. Quality keyword research is as essential as doing market research for marketing strategy. By the same token, forming a keyword strategy for B2B marketing and SEO needs heavy research as well. When doing keyword research, there are three important factors to remember:
Truly awesome stuff Zee! For those involved in doing competitive analysis for Local SEO, I would also add GMB Completion/Optimization, and NAP Profile Quantitiy/Quality (which can be checked via MozLocal and Majestic SEO). The conversion part of your analysis that you laid out is especially important in my opinion. Thank you for writing and sharing your insight!
Steve Webb is an SEO audit specialist at Web Gnomes. He received his Ph.D. from Georgia Tech, where he published dozens of articles on Internet-related topics. Professionally, Steve has worked for Google and various other Internet startups, and he's passionate about sharing his knowledge and experiences with others. You can find him on Twitter, Google+, and LinkedIn.
Geo-targeting in the most traditional sense uses IP addresses to figure out where users are. Every internet-connected device has a unique IP. It’s like an address for your computer, tablet, phone, or wearable. The first three digits provide a country code. The digits after that indicate specific areas within a country, down to state, city, and postal code. To learn more about the tech behind geo-targeting, geoedge.com is a good source.
Keyword gap analysis is the process of determining which keywords your competitors rank well for that your own website does not. From there, we reverse-engineer why the competition is ranking well and then look at how we can also rank for those keywords. Often, it could be reworking metadata, adjusting site architecture, revamping an existing piece of content, creating a brand-new piece of content specific to a theme of keywords, or building links to your content containing these desirable keywords.