Shakeups. As you analyze your competitive information be on the look out for broad management changes or changes in ownership. This is an indication that major policies and marketing shifts are on the horizon and you should anticipate changes. It may be a good opportunity to court your competitor's star employees. People often change jobs during management shakeups. 

WebSite Auditor scans pages for code errors, duplicate content and other structure-related issues they may have. Other than that, there is this on-page optimization module, which allows determining the ideal keyword placement and researches page elements that can be optimized. In WebSite Auditor you can also analyze competitor’s pages to compare of to improve own on-page strategy. There are actually more features, I just won’t be listing all of them here. But this is the best solution with regard to on-page optimization I found so far.


AdvertisingNot only does advertising copy tell you a competitor's price and other product information, it provides an indication of your competitor's entire promotional program and budget. When reading a competitor's advertisement be sure to note the following: publication, frequency, special offers, product features and benefits highlighted. If your competitor suddenly places an advertisement in an industry publication that neither of you are currently selling to, it's an indication that they're trying to reach a new market segment. It's also important to notice the design and tone of your competitor's advertisements. What kind of image do they convey? How does your own image compare? Are their advertisements in color while your own are black-and-white? Even if they're not, a clever advertising campaign can communicate that your competitor is an innovative, fresh company.  

Some examples of typical insights from this document would be the average number of referring domains that our competitors have and how that relates to our own backlink profile. If we are ahead of our competitors regarding backlinks, content creation might be the focal point of the campaign. If we are behind our competitors in regards to backlinks, we know that we need to start a link building campaign as soon as possible.
It’s worth mentioning that some of these terms are still evolving, and their use is still being defined. For example, geo-targeting is often used synonymously with location targeting, for now, but that could change. Terms and meaning might shift over time as the technology and its uses evolve. But, like geo-targeting, we’ve got you covered right here, right now.
Best used to reach users who: live or move about in a certain area, for whom you have other data like preferences or demographic info	Best used to find users who: are nearby your store, venue, or service; users who are in your parking lot, or entering a mall, for example	 Best used to reach users who: are in a certain aisle of your store; who are on a certain bus or train; who are moving through a space like a museum

To keep things simple, you may try IP based redirects on your server. You can setup simple redirects based on geolocation, using .htaccess or httpd.conf on your Apache server (mod_geoip). The GeoIP API (MaxMind) will enable you to quickly configure your server to divert traffic according to the originating IP. Your web analytics and optimization should do the rest. All you need to make sure it that you have a couple of landing pages to test your assumptions on.

Ever heard the saying that a picture is worth 1,000 words? Well, a video is worth 1.8 million, and YouTube is the best place to promote your video ad to an engaged audience. One of the most popular YouTube ad formats, TrueView ads, play before other videos on the site and allow users the option to skip after five seconds (and you don’t have to pay if a viewer skips your ad!). Since there is less competition on YouTube compared to other search engines, your brand has a massive opportunity to reach and convert a ton of consumers across a variety of different demographics.
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
Surprisingly, you can mine a lot of useful intelligence from employee reviews on Glassdoor. Because employees leave anonymous feedback, they don’t hold back on what they love (and don’t love) about their employer. You can often uncover cultural aspects of the organization by reading how employees perceive senior leadership and whether or not they enjoy working there.

That would work but I would prefer to keep the data consistent and use Majestic or Ahrefs instead in that case. The template formulas can be adjusted to work with either tool. Sometimes, I will combine the data from all 3 tools to increase the amount of backlinks in the analysis but that takes a little bit more work and formatting to get it to work properly.

Geographically targeted ads can increase returns significantly over "blind advertising." On the Internet, clickthrough rates are improved compared with advertisements not targeted by location. The results in a given situation depend on the geographical distribution of potential customers, a variable that requires intensive research to accurately determine.

I have often gone on the record with my skepticism toward paid search campaign management software, and I have several reasons for being skeptical. My main concern has been that these tools over promise on features and under deliver on performance. They claim to replace the analyst by using algorithms to optimize campaigns, but in reality they replace the fun piece of the analysts job (improving results) and replace it with the tedious task of managing to get their campaigns to work properly in the software. I have been burned by this sales pitch twice and have written about this in a previous post called “Paid Search Bid Management Tools: Great Investment or Save Your Money?” – so feel free to read that post for more details.
An important distinction to make before we begin is that a Competitor Analysis is not a Product Comparison. Although we may make mention of the types of products sold, we should not be including the detailed product features in a Competitor Analysis. Quite often, two seemingly distinct products can solve the same customer problem or satisfy a similar need. At its core, a Competitor Analysis is a document that evaluates the strengths and weaknesses of your rivals.
Conversion: This strategy is what most of us are after. We want our keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something. In this case, long-tail or more specific keywords will likely work best for you.
You can, for instance, target multiple areas specifically by their zip codes. Let’s say our real estate business explodes and goes nationwide and we want to look for the cheapest places to buy homes in America. We can look up a list of the zip codes with the cheapest homes and enter them as our targeting criteria, giving us a “geo-fence” that spans different communities and states:

It’s not easy to find information on market share. Large companies invest millions of dollars to investigate market share but most SaaS companies don’t have such resources. The best shortcut is to conduct a survey with a sample size of 200-300 respondents, asking them what tools and solutions they are using. That’s usually just enough to get a ballpark estimate of market share in the SaaS industry.


All sorts of companies in all sorts of industries can make use of geo-targeting.  By refining the ad copy to include the city name and a reference to the current weather – for example, including the words “start sleeping cooler” in an ad during periods of hot weather – Purple Mattress, an ecommerce bedding brand has been able to generate higher click-through rates by online shoppers. In an effort to update its aging "Let's Go Places" campaign,  Toyota incorporated city-specific information into each of its Google ads, encouraging consumers to go to places and attractions near them.  Whole Foods targeted ads to the smartphones of consumers visiting nearby supermarkets, encouraging them to come to a nearby Whole Foods nearby exchange for better deals.

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.


For branding campaigns, your budget is often not an issue. You may have a fixed budget or your budget may be seemingly limitless. It doesn’t matter, because with this strategy the focus is on position; and in most cases only position #1 will do. This is often the easiest strategy to execute for paid search, but it’s also inefficient. The reality is that bidding into the top position in search results is often a waste of money. Google has gone on the record as saying that conversion rates don’t vary much by position, so in many cases all that the first position buys you in paid search is brand awareness (and vanity).
It’s easy to get blindsided by our own opinion on “high-quality” content. You might be thinking you have an awesome idea that everyone wants to read about, but how do you know with absolute certainty that it’s really that great? And even if your hunch is spot on and you’ve discovered something truly worth sharing, how do you quantify its value? How do you find the right content marketing keywords?

Successful online advertising requires ongoing work and optimisation to improve performance and results. Maximising output and reducing input is critical. You must clearly outline the business objectives, goals, and audiences for each campaign. This chapter outlines our PPC model which considers objectives, goals, audience, and targeting to ensure your PPC is based on a solid strategy with clear measures in place to analyse and improve as you go.


Research: These searchers are further down the funnel than informational searchers. They’ve already decided that they want to buy a product, but they haven’t quite decided which one is best. They’re looking for more information, so product keywords usually include words such as "review", “top 10”, “comparison”. And while it may look like spam to you, a word like “cheap” can actually help turn researchers into conversions.
AdvertisingNot only does advertising copy tell you a competitor's price and other product information, it provides an indication of your competitor's entire promotional program and budget. When reading a competitor's advertisement be sure to note the following: publication, frequency, special offers, product features and benefits highlighted. If your competitor suddenly places an advertisement in an industry publication that neither of you are currently selling to, it's an indication that they're trying to reach a new market segment. It's also important to notice the design and tone of your competitor's advertisements. What kind of image do they convey? How does your own image compare? Are their advertisements in color while your own are black-and-white? Even if they're not, a clever advertising campaign can communicate that your competitor is an innovative, fresh company.  
When creating and implementing a digital marketing campaign, you first need to design your keyword strategy. This strategy is more than just finding keywords that will bring you the highest number of visitors. It’s a top-to-bottom concept that will influence how you design your site, select keywords, optimize your pages and measure the success of your campaign.
Google's AdWords Keyword Planner tool is another common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.
The primary goal of a competitive analysis is to understand the marketplace and how you can differentiate from other players. At the end of a competitive analysis, you should create a battlecard for each competitor. A competitive battlecard is essentially a quick visual reference for your sales and marketing team, guiding them as they position your organization against competitors.

Thanks Ramon! You can easily add more tabs to input more backlink data for additional competitors and then adjust the query formula to use the new tabs. I often increase this to 10, 15 or even 20 competitors for larger clients. The beauty of Google Sheets templates is the ease in which you can make these adjustments. Let me know if you need any help with that.
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