You might wonder, what’s the need to perform competitive analysis when you are ranking at the top of results? As a professional SEO company, we believe it helps chart out a roadmap to improve and make your site as good as your top competitors.
Competitive analysis is the best option for analyzing your site and those of competitors for identifying strengths and drawbacks. You can improve your weaker areas and capitalize on the contender’s weaknesses as well. Let’s take a look at some of the crucial procedures performed as a part of competitive analysis. These are self-explanatory when it comes to highlighting benefits.
Enter keywords in the competitor analysis tools and generate lists for every phrase.
Your business competitors may not be your competition when it comes to search engine optimization. Your website competes with firms that make it on the first page for your targeted keywords. They might be involved in some other business.
Companies that operate in multiple sectors need to create a separate list of competitors for every service.
Featured snippets and local packs deserve special attention. Use all your artillery to compete for these coveted spots.
Don’t ignore small companies because they might prove to be a show stealer when it comes to long-tail keywords.
You might find an entirely different set of contenders for specialized products. If their products or services are related, you cannot afford to ignore them.
Lastly, make a list of competitors to be ignored. Yes, you read it right. After all, why use valuable time and resources for competing with Pinterest or Wikipedia? Focus on competition that’s resulting in loss of traffic.
Assess their strength
No doubt, you can undoubtedly take efforts and outrank competitors for any given set of phrases. However, it is crucial to consider the number of resources you need to spend. Don’t try anything that can prove unfeasible. Start by assessing your competition’s strengths.
No worries, competitor analysis tools offer a detailed look into their strengths. Check their backlink data, domain authority, Alexa ranking, traffic volumes, social signals, and search engine index stats.
Remember, the higher the difficulty, the stronger their SEO is. Outranking someone with great SEO will be challenging. Start with contenders whose SEO score is lower for niche keywords.
Exploring keyword opportunities
While exploring keyword opportunities, prepare a list of keywords that your site already has a good ranking. Focus on phrases where you rank second or third. Check who’s your primary and secondary contender for those keywords.
Explore these gaps, try to understand why they are ranking but your pages are not.
An exceptionally more significant number of backlinks and better supplementary content on pages can be one of the reasons.
Identify these keyword gaps and prepare a strategy for closing on them. Create pages targeting those keywords, and optimize the existing ones for search engines. Also, add low-competition phrases that you missed in the past.
You can consider using term frequency-inverse document frequency analysis for handling your existing content.
On-site content and SEO elements are competitors’ veins
Visit blogs, articles, support pages, and product description sections on websites run by firms that compete with your site.
If their content is less thorough and thinner or of low quality, you should ensure you offer excellent website content. Check their focus keywords and content readability score.
Note down details for their pages with the best rank, pages that pull most traffic, and those that rank for most keywords.
In case if they lack long-form content, you should immediately start publishing the same on your blog.
Besides publishing content regularly, focus on offering infographics, podcasts, and video format content to stay ahead in the competition.
On-site SEO factors
Competitive analysis tools can help you understand what your competitors do better on a page-to-page basis.
Focus on aspects like their headline, meta description tag, meta keywords tags, H1s and other headings, URL structures, and figure out something worth learning.
Analyze their backlink profiles
You certainly wish to build high-quality links for your site. Do you know that sites offering backlinks to your competitors can also provide the same to you? Sounds complicated, isn’t it? But it is surely worth trying.
Dissect your contender’s links, find the site or blogs that they have got backlinks from. Then write to those site administrators seeking a backlink for you. Several backlink tools can help you with backlink outreach.
Learn if they are getting backlinks from renowned news organization websites. Note down the names of influencers and top-performing blogs they are associated with. Also, keep in mind that both follow and nofollow links can be good.
Study their UX and site structure
Do you know the three Core Web Vitals? If the answer is NO, you need to do some homework.
Even before CWV, Google algorithmic changes were focusing on faster pages and a better mobile experience.
Is your website slow, confusing to navigate, and often turns unresponsive? If so, you should consider working on core web vitals.
Experienced developers create websites considering the searcher’s intent. High-value landing pages should load within three seconds. Check Google Search Console for crawlability and other issues. Optimize the sitemap for improvement in crawlability.
Analyze your contender’s site for click depth, orphan pages, page rank distribution, and mobile optimization. Check if their website is outdated or if the mobile optimization is not up to the mark. Then, ensure those elements on your site are in perfect order.
Monitor their social media activities
Every organization’s social media strategy varies, depending on the products, target audiences, and so on. Approach any professional SEO services provider, and they would agree that social media strategy does have a slight impact on search engine optimization.
Thus, keeping track of your contender’s social media activities can help you learn how they leverage social media.
Check platforms that they frequently post on. What’s their content posting frequency? Which type of content attracts more audience for them? How often do they communicate with followers?
Thankfully, some competitive analysis tools can assist in tracking their PR, user reviews, and mentions without tags. These elements can help you learn what their customers like or dislike about their products. You can do better in areas where customers have concerns.
Track their ad spend
Do you know how your competitors can beat you with mere search engine ads?
If you believe you are failing despite taking all the possible steps to optimize your website, it is time to check your competitor’s ad spend. Your competition is likely getting better conversions and sales due to search engine ads.
The competitive analysis involves monitoring Google Ads campaigns run by competing websites. Keeping track of their promotional posts, banner ads, and promoted content can help you understand how others spend their ads budget.
Time to get the job done:
It’s always better to analyze where you stand and how far your contenders are when it comes to crucial keywords. Wish to start a mission to turn competitor weakness into an advantage for you? Get in touch with team PeddleWeb today.