Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer's dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor's business. Answer questions such as:
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.
Once you’ve established some broad categories you should now look at direct competitors to your product. These include any company that sells a very similar or identical product or service in the same footprint as your organisation. For example; if your company sells Cable TV service, you would only list your competitors as those offering a similar service that your customers can also purchase. If the competitor’s service does not extend to your company’s geographical footprint, there may be no point including this competitor in your analysis. Their product offering however may be interesting and you may include it in a Product Comparison paper.
In Keyword Planner, formerly known as the Keyword Tool, you can get search volume and traffic estimates for keywords you're considering. Unfortunately, when Google transitioned from Keyword Tool to Keyword Planner, they stripped out a lot of the more interesting functionality. But you can make up for it a bit if you take the information you learn from Keyword Planner and use Google Trends to fill in some blanks.
This checklist is broken out into sections that reflect key elements from our Balanced Digital Scorecard. As previously mentioned, this checklist is to help you identify opportunities (and possibly areas not worth your time and budget). But this competitive analysis is not prescriptive in and of itself. It should be used as its name suggests: to analyze what your competition’s “edge” is.
Need some keyword strategy help while actually creating your posts? If you use WordPress to manage your site content, the Yoast SEO plugin analyzes each post and offers suggestions for improving page content as you prepare your post for publishing. While it’s not a silver bullet that will guarantee good results, it does offer helpful tips for improving your post once it’s in WordPress.
Your costs can be lower when you stay away from national campaigns that take a more shotgun approach to your social media advertising efforts. Instead, geotargeting will enable you to conduct regional-, state- and city-level campaigns that will improve your results. That’s because this approach helps to tighten your campaign’s boundaries around your company’s physical location.
Competitive analyses help you evaluate your competition’s strategies to determine their strengths and weaknesses relative to your brand. When it comes to digital marketing and SEO, however, there are so many ranking factors and best practices to consider that can be hard to know where to begin. Which is why my colleague, Ben Estes, created a competitive analysis checklist (not dissimilar to his wildly popular technical audit checklist) that I’ve souped up for the Moz community.
Don’t forget, content marketing should be customer-centric. One of the best ways to know what content you should create is to find out from your customers. There are a number of ways to go about asking, whether it’s through customer surveys, social media, or just giving them a phone call. Listen to what they have to say, and jot down some unique ideas or suggestions that you might have missed yourself. Sometimes their responses can really surprise you!
Having initiated a Geo Targeting conversion experiment, you are faced with an inherent problem: how can you verify that your Geo Targeting works? One option is to ask people that are located worldwide to browse your targeted pages and inform you of the results. Another, far more convenient method, is to use a “global geo proxy network” that allows you to browse the web from different global locations.
Here’s where artifacts like user personas may come in handy. A persona should clearly outline what potential customers want and how they plan to get it. It’s your job to map their needs to content you create, using the list of keywords as a guideline for topics. That said, since they’re based on assumptions and not real user input, personas shouldn’t be a replacement for user research and testing. If your buying cycle is long and complicated, a customer journey mapping exercise could also help you identify wants and needs during individual steps of the cycle. Software service Autopilot HQ has a great post about how to map content to customer needs throughout their journey.
Keyword Difficulty (KD). This is a cumulative score that shows you how difficult it will be to rank organically for this keyword. It accounts for the number of competitors within this space as well as the strength of those competitors. If one of your competitors is a government website that gets millions of visits each month, for instance, that will impact your difficulty score. Other factors that impact difficulty include the quality of content your competitors have and how relevant it is to the searcher. As a best practice, look for keywords with a difficulty score that's no higher than 80.
A first step is to try to articulate what market it is that you serve. Who are the customers in this market and what problem, need or want are they experiencing? Which organisations are currently satisfying these needs or wants and how do these organisations differ? If there are multiple products tailored to different market segments try to define the ways in which these products can be grouped together or set apart. Using simple 2×2 matrices (e.g. price vs. functionality) can help to categorise your competitors and help to show what customers are looking for.
Although this process can be tedious and time consuming, it is essential in identifying where your competition may be surpassing you as well as what advantages you have over your competition. Developing takeaways will help identify these strengths and weaknesses. From there, you can improve your marketing plan by putting greater influence on the features your company offers and finding ways to implement features your company doesn’t offer that seem crucial to gaining customers.
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