Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounder

@aleyda

COMPETITIVE SEO ANALYSIS: HOW TO IDENTIFY OPPORTUNITIES TO WIN VS. YOUR SEO COMPETITORS

ALEYDA SOLIS

#theinbounder Ponencia en inglés - Ponte los

#competitiveseo at #TheInbounder by @aleyda from @orainti

Competitive SEO Analysis How to identify opportunities to win vs. your competitors


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I do SEO

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Welcome to the biggest competitive battles of our times


#competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti







You

Your competition


You

Your competition


My SEO grows, but my competitors are far more established, grow even more and they’re always above me



My SEO grows, but my competitors are far more established, grow even more and they’re always above me


You

Your competition


This happens because your SEO approach is canned, not strategical

SEO#competitiveseo at #TheInbounder by @aleyda from @orainti


How to establish a winning SEO strategy that is efficient and feasible for me (and doesn’t take time I don’t have)?


#competitiveseo at #TheInbounder by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti#competenciaseo en #ClinicSEO del #eShowBCN16 por @aleyda de @orainti

Vamo a calmarno


LET’S CALM DOWN


Let’s start doing strategical SEO by acknowledging some principles to drive your work…



It’s fundamental to capitalize on your site strengths and turn your competitors weaknesses against them


Big PlayersHIGH AUTHORITY

BIG PROPERTY WITH MORE CONTENT MORE RESOURCES

HIGHER BRAND & TECH RESTRICTIONS SLOW TO IMPLEMENT

NON-FLEXIBLE TO MAKE CHANGES BROADER-NON SPECIFIC AUTHORITY

NON-SPECIFIC CONTENT

VS+

Small PlayersFAST TO IMPLEMENT

FLEXIBLE TO MAKE CHANGES MORE TARGETED OFFER & CONTENT

LOWER BUT SPECIFIC AUTHORITY

LOW AUTHORITY LESS RESOURCES

SMALL PROPERTY WITH LESS CONTENT

+


This is why knowing your competitor and their status vs. yours it’s key to answer the questions to identify those opportunities



Start by validating who your real competitors are: Who are targeting the same terms that you do!


SEMrush

Sistrix


Identify not only the sites targeting the same terms, but those also going for more relevant queries in the same industry



Are there too many of them? Select those with the positive search traffic trend to start an analysis and comparison


SimilarWeb


Do they have more indexed pages? Better average positions? Is it about a long-tail approach or short-head one? Do they

rank for Mobile & images? Do they also do SEM & Social?

#competitiveseo at #TheInbounder by @aleyda from @oraintisistrix.com

http://sistrix.com


What’s their level of authority vs. yours? If the gap is too high then at the beginning you will need to focus on queries for

which they’re not ranking with their main areas


Opensiteexplorer

CognitiveSEO

http://Opensiteexplorer

http://CognitiveSEO


What’s their content standing vs. yours? Prioritize the analysis and optimization of those areas where not only you but they

have issues… so it’s easier for you to outrank them!


safecont.com

http://safecont.com/


Their Web architecture matches the hierarchy of products & services? Do they have crawling & indexation issues? Which are

their worst internally linked areas? Capitalize on those!


onpage.org

http://onpage.org


Get to know your enemy better than yourself they say!



Now that you understand their overall SEO status vs. your own let’s look closer to see how they’re targeting users vs. your site

to set & prioritize your competitive actions!



Which are the terms being targeted by all vs. those unique for some sites? Prioritize those with higher search volume!



Check also which are those terms for which they have lost their visibility & select to analyze those with high volume



And if they have SEM: Which are those best performing keywords over time that they’re using



Verify which are those only targeted by a few of them with lower competition and for which they’re ranking above!



Why are they ranking better? Is it authority, content or technical reasons? Use the Moz SERP analysis to identify

those where you can easily improve & target too


Remember that SEO is not about just higher rankings though, but maximizing your visibility in SERPs to connect

w/ your audience



Sometimes SERPs features will bring even more visibility, traffic & conversions


https://moz.com/blog/eye-tracking-2016-how-searchers-interact-mobile-serps-desktop

Non-local big players cannot be

here!


For those terms ranked because of their authority: Search for similar queries with high-medium volume and SERP

functionalities that you can use to improve your visibility

SEMRush Keyword Difficulty Tool


This should be a critical criteria when prioritizing efforts like structured markup, Maps registration, AMP, App Indexing…

https://developers.google.com/structured-data/

https://developers.google.com/structured-data/


Verify and take into consideration how your competitors are already targeting those universal SERP queries and their

relevant content & positions with Sistrix too


It’s also important to remember that SEO doesn’t work like this either…


SEOContent Branding

ProductDesign

Development Usability


This is a thinking that drives situations like this one


Don’t change my CONTENT

You just need to add a few KEYWORDS


… or this one


Don’t change my

CODEYou just

need to add a few TAGS


SEO works when it’s used as a cross-functional growth driver that optimizes your multichannel actions & presence


SEO

Product Branding

Usability

Content

Design

Development

Paid Search

SocialEmail

SEO Affiliates

Referrals


Supporting your cross-platform presence across the customer journey & through the funnel, by answering

your audience questions


For example, by allowing you to help achieve some of the most strategical content goals that will drive competitive growth!

Providing input to create content that will effectively give support to your

customers

Giving input to craft content in the

format that will better engage with

your community

Maximizing your content

exposure in any searchable

platform

Helping your landing

pages copy to answer common user

questions when deciding to

convert


Start by identifying those queries and topics of pages & categories bringing more visibility to your competitors that

you can target in different ways


Expand the queries to answer the most common user questions across the customer journey, like when deciding to convert

Targeting comparisons

with your competitors


This will give you input to create diverse content like a product comparison landing page to help the user decide


Or to give support to your customers after buying, including other formats & external platforms with higher authority that will have it

easier to compete with high popularity competitors


Like in this case!

Snapchat should have

produced this content!

YES


And beyond topics: Helping to craft & promote content in the format & places that will better engage with your

community … and get links!

buzzsumo.com

http://buzzsumo.com


From the best performing social platforms to promote at, to the length and topics of best performing content


… as well as best performing content per format from your own competitors take this all into consideration!


and SEO requires not only a multi-platform but multi-device approach too…


Especially with mobile that is only getting more and more critical and if your “big” competition is having a

hard time to catch-up


Not only for search, but from a conversion perspective too

Improving the Speed

Targeting the right queries with

the relevant content

Identifying configuration

issues


Let’s start by targeting the specific mobile search queries that you should prioritize to answer over your competitors

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


Select those players with a higher share of mobile search visibility already to see how they’re approaching it

sistrix.com

http://sistrix.com


Which are the specific top queries coming from mobile to your site & top mobile competitors?

semrush.com

http://semrush.com


… and in your industry in general? Expand them, group them and verify their mobile share to prioritize

kwfinder.com

moz.com

Google Keyword Finder

http://kwfinder.com

http://moz.com

http://moz.com


You can easily start by identifying cross-platform & cross-device queries, like app ones, that need to be answered

through your Website too


… and for which you can help cross-platform conversions to happen!

YES


Look for additional, mobile targeted modifiers too!


Expand them with the queries you can also identify from your own and your app competitors in the app stores


And then verify their mobile SERPs: How are they ranking for them? Prioritize your actions accordingly!

App Indexing

AMP in News Carrousel

App Pack


For those that you’re already targeting: Verify your CTR vs. rankings, to prioritize the optimization of low hanging fruits


And what about Mobile speed? Especially if your own or competitors are not so good with it!


Obtain your pages with highest mobile visibility but lower CTR & Position than average


You can also alternatively use OnPage.org Impact to filter data & see pages along their URLs directly

http://onpage.org


Identify your pages with highest mobile traffic: which have a lower engagement & conversion rate?


Export them to verify with URLProfiler which of them are not mobile friendly & have speed issues


You can now prioritize your fundamental mobile optimization efforts towards the most critical pages

Mobile Friendliness

Mobile Speed


… and easily identify the assets causing the performance issues


So you can focus your mobile optimization on what matters the most to grow not only your visibility… but conversions too


By asking all these questions to drive & prioritize your SEO actions you’ll be able to establish a winning strategy



Just remember to track & monitor not only but for your own targeted queries, but your competitors & the overall SERPs for

mobile & desktop to be able to react along the way


seomonitor.com

serpwoo.com

http://seomonitor.com

http://serpwoo.com


… and you’ll see the results: From industry newbie to a established competitor!


You


Now is my and your time!

¿PREGUNTAS? QUESTIONS?

@aleyda

ALEYDA SOLIS

#theinbounder

Date post:	14-Jan-2017
Category:	Marketing
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Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounder

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