Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market.[10] Changes in a competitor's advertising message can reveal new product offerings, new production processes, a new branding strategy, a new positioning strategy, a new segmentation strategy, line extensions and contractions, problems with previous positions, insights from recent marketing or product research, a new strategic direction, a new source of sustainable competitive advantage, or value migrations within the industry. It might also indicate a new pricing strategy such as penetration, price discrimination, price skimming, product bundling, joint product pricing, discounts, or loss leaders. It may also indicate a new promotion strategy such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new unique selling proposition, new creative concepts, appeals, tone, and themes, or a new advertising agency. It might also indicate a new distribution strategy, new distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution. Similar techniques can be used by observing a competitor's search engine optimization targets and practices.[11] For example, by conducting keyword research, one may be able to determine a competitor's target market, keywords, or products. Other metrics allow for detection of a competitor's success.[12] Little of this intelligence is definitive: additional information is needed before conclusions should be drawn.
WooRank is a freemium tool that provides an “instant website review.” Without a premium account, you are only allowed to generate a limited number of free reports, but you are able to view previously generated reports. Also, the tool currently offers a 7-day unlimited free trial, which gives you access to unlimited reviews. If you’re interested in purchasing a plan, the cheapest one is $49/month.

How do current customers rate the following features of your business compared to your competition.Rate the following as: fair, good or excellent. Our Company / Competition ___________ /__________ Price ___________ /__________ Quality ___________ /__________ Durability ___________ /__________ Image/style ___________ /__________ Value ___________ /__________ Name Recognition ___________ /__________ Customer Service ___________ /__________ Customer Relations ___________ /__________ Location ___________ /__________ Convenience ___________ /__________ Other


Website. What’s the first thing visitors see in your competitor’s website? Is there much text on the website, and if there is, what does it emphasize about your competitor’s business? Do they have customer reviews and testimonials? Make note of the design as well. Is their website static and minimalist, or does it have animation and other interactive features? Apart from judging the copy, design, and features of the site itself, does the site rank well for relevant search terms that you think your potential customers could use? If you’re selling handmade leather wallets, try doing a Google search for “handmade leather tool wallets” and see if any of your competitors are in the first few pages.
A logo offers a brief glimpse into a company’s branding language. This section will quickly provide your audience with that value, as the different colors and imagery will give life and organization to your document by separating the competitors’ brands from each other. When it comes to adding your competitors’ logos, make sure to use high-quality images. Including words like “vector” and “high-res” to your Google search will bring in superior results. Make sure your logos are consistent across the board. (Most companies have both with-text and without-text logo variations — double check to make sure it’s the same format for each of your competitors.)  
It is a common misconception that sprinkling your chosen keyword randomly throughout your site is enough to improve SEO for B2B marketing. Unfortunately, doing so can actually result in a serious loss of business. Creating a strong keyword strategy is one of the most important things you can do to improve SEO. It is equally important to know how to do it right, as well as understand why it’s so necessary. This post will explain why a keyword strategy is important for SEO and B2B marketing, as well as explain how to create one that will draw in business.
Finding the right competitors for my research wasn’t a hard task because I already knew many apps that provided similar features, but I still did a quick search on Google, and the results were a bit surprising — surprising because most of the apps I knew turned out to be more like indirect competitors to the app I was working on; and later, after a bit more searching, I also found the apps that were our direct competitors.
More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.
In reality, even profitability focused campaigns will have limits when it comes to budget, so our focus is often maximizing profitability within the budget we have allotted. This can mean bringing in fewer conversions at a lower cost per acquisition (CPA) and eliminating elements of campaigns that are under performing compared to your acceptable conversion goal. Mining search query reports, establishing negative keywords, bidding down on keywords with high CPA’s or no conversions are all techniques we employ in order to maximize our profitability within the parameters given.

Do they have separate marketing messages for different segments? Sometimes, you might see a stark difference between how your competitor markets their business for one type of customer versus how they present themselves to another type of customer. For example, if you're trying to sell services as a math tutor to high school students who are struggling to pass their math subjects, you'll be making a completely different pitch than you would to those students who need additional help with their SAT math so that they could get into prestigious universities. Your message to the struggling students might be closer to "I'll help you finally pass your math tests!" While your message to the other market will be similar to "I'll help you get into the school of your dreams!" Also, be sure to note if your competitor does something similar with their own customer segments. 

In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
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.
This chapter discusses how to establish goals to measure the success of our campaign. These should be directly tied to the stated objectives, as well as being measureable and achievable. It is important to track as many actions, goals, and engagement data as possible. This is what really drives understanding and insight from your analytics data and will allow you to assess which campaigns are delivering the goods.
A competitor's media strategy reveals budget allocation, segmentation and targeting strategy, and selectivity and focus.[13][14] From a tactical perspective, it can also be used to help a manager implement his own media plan. By knowing the competitor's media buy, media selection, frequency, reach, continuity, schedules, and flights, the manager can arrange his own media plan so that they do not coincide.
…Well, this is a best practices post, right? It may seem obvious to use the highest converting ad formats in your PPC campaigns to boost their conversion rate, but many marketers don’t actually know what these optimized ads look like—nor that they can do the optimizing themselves even after their ads go live! In this next section, we’ll break down a few important ad formats and options that you should have on your radar and use to maximize your conversion potential:
According to Lathan Fritz, founder of Amerisales, geotargeting doesn’t have to mean getting down to the local level. Larger companies can use geotargeting on a regional basis to locate specific audiences for their marketing campaigns. He knows this firsthand from helping one of his clients, an e-commerce company that sells shipping supplies. Fritz’s company conducts national campaigns for this client, ranking it for search engine optimization terms in Google and running national Facebook campaigns.

Use voice search to your advantage by skewing your ad strategy toward answering questions customers need to know (intent), rather than just including keywords. Search engine AI for voice and mobile search is getting more sophisticated and better at serving results that meet the user’s intent, therefore PPC best practices will be continually refined.


Finding the right competitors for my research wasn’t a hard task because I already knew many apps that provided similar features, but I still did a quick search on Google, and the results were a bit surprising — surprising because most of the apps I knew turned out to be more like indirect competitors to the app I was working on; and later, after a bit more searching, I also found the apps that were our direct competitors.
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.
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.

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.
The first case is quite simple yet happens often. So for example, you have not sold tandem bikes for years (and had the word “tandem” in a negative list), then you started to sell them again. But your PPC specialist forgot to remove the word from negatives, and now you are left wondering why you are not getting any traffic for this keyword. To avoid this situation, check your negative keyword lists regularly and bring the relevant keywords back to life.
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SEO competitive analysis is critical because it gives data about which tactics are working in the industry we are in and what we will need to do to start improving our keyword rankings. The insights gained from this analysis help us understand which tasks we should prioritize and it shapes the way we build out our campaigns. By seeing where our competitors are strongest and weakest, we can determine how difficult it will be to outperform them and the amount of resources that it will take to do so.
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