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Adthena #BrightonSEO_Competitive Intelligence @_hifi_lofi



Bridging the gap between SEO and PPC-teams, Shaun Russell unveils the strategies that drive your competitors' traffic and shows how to boost marketing ROI through better connected teams. Here Shaun is ...

Bridging the gap between SEO and PPC-teams, Shaun Russell unveils the strategies that drive your competitors' traffic and shows how to boost marketing ROI through better connected teams. Here Shaun is demonstrating the surprising competitor secrets that Market-Driven competitive intelligence can reveal.
If you could take anything from your competitors' plate, what would it be and why? Watch our presentation at Brighton SEO 2014 and learn how to steal your competitors' hard-earned insights and campaign strategies from under their noses.



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Adthena #BrightonSEO_Competitive Intelligence @_hifi_lofi Presentation Transcript

  • 1. Competitive Intelligence How To Steal Your Competitor’s Lunch Adthena.com/BrightonSEO
  • 2. Shaun Russell Product Manager & Search Specialist @adthena Adthena.com/BrightonSEO
  • 3. Keyword targets Weekly Scheduling What Would You Steal From Your Competitor’s Lunch? Seasonal Strategy Promotional Strategy Unique content Paid and organic copy Adthena.com/BrightonSEO
  • 4. 2004: Competitive Intelligence Emerges Introducing keyword-driven search monitoring… Input Your Keywords Search Monitoring Tool Gathers Data Steal The Good Stuff! Adthena.com/BrightonSEO
  • 5. 2004 2013 2004-2014: Search Has Changed Radically 6 billion searches per day 200 million searches per day (Not Provided) Adthena.com/BrightonSEO
  • 6. Keyword-driven Monitoring is D.E.A.D. Your keyword lists are no longer fit for purpose: •  (not provided) – working from an ever decreasing pool of provided keywords •  (not insightful) – they are limited to what you already know •  (not dynamic) – static lists can’t be used to accurately measure such a fast-changing, complex environment Adthena.com/BrightonSEO
  • 7. A unique way to look at your entire relevant competitive landscape. Keyword-Driven SOV 44% SOV Market-Driven SOV 16% SOV Introducing ‘Market-Driven’ Intelligence Adthena.com/BrightonSEO
  • 8. So… what are we going to steal? Adthena.com/BrightonSEO
  • 9. Steal Their Keywords – stay ahead of (not provided) Airfare deals cheap flight bargain hols airline from B cheap flight to Amsterdam fre fly to Turkey 2014 low cost a cheap flights from Liverp La late deals to Egypt Keyword Head-to-Head Thousands of new keyword targets = + 567,041 clicks per month Adthena.com/BrightonSEO
  • 10. Traffic 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Sale Copy Adidas Nike JD Sports Sports Direct Buy Puma Online www.JDSports.co.uk/Puma Biggest Ever Online Sale Now On! Up to 75% off Selected Items. Steal Their Copy – Sales Pressure Adthena.com/BrightonSEO
  • 11. Steal Their Copy – Range Emphasis 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Emphasising Latest Gear Emphasising Breadth of Range Adidas Nike JD Sports Sports Direct Traffic Nike Elite Socks www.jdsports.co.uk/Nike-Elite-Socks Huge Nike Range Available Online. JD Exclusives, Shop Nike Today! Adthena.com/BrightonSEO
  • 12. Steal Their Integration Strategy – Finance vs. Travel
  • 13. Steal Their Integration Strategy – Finance by the Keyword American Express doubling up on their top organic listings with high paid presence Adthena.com/BrightonSEO
  • 14. 1) Stay ahead of (not provided) with market-driven monitoring 2) Outwit your competitors by stealing their best strategies 3) Increase SEM ROI by effectively integrating PPC and SEO 3 Key Takeaways Adthena.com/BrightonSEO
  • 15. Adthena.com/BrightonSEO @adthena