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SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik  It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
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SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the

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It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – their keywords, optimization techniques, linking tactics, …

It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – their keywords, optimization techniques, linking tactics, campaign management efforts – everything that they’re doing to enhance their own visibility and jostle you out of position. It’s relatively easy to apply the time-tested techniques of competitive intelligence to give yourself an edge, and this session shows you how.

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  • 1. Identify & Prioritizing Your Competitive Landscape• Who are your realcompetitors?• Spotting competitive trendsWhich to focus on?• Competitor analysis andreporting.DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 2. Building a Competitive DatabaseSelecting KeywordsExtracting Search DataCalculating Avg. Position and SaturationCategorization Competitors and TrendingIdentify and Prioritizing New Competitors12345DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 3. Top 50%by Avg. RankTop 50%by SaturationHow to Understand Who Your Real Competitors Are…800 keywordsx 100 positions80,000Site/Keyword/Position DatapointsCan subdivide by Category forEcommerce Sites / high variability oncompetitor domainsDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 4. A Data Driven Way to Discover CompetitorsDomain % Saturation Average Rank68.3559.7358.473.26.72.4DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 5. “Typecasting” Your Competitors4DirectCompetitorIndirectCompetitor•  Traditional/Business•  SEO Driven Competitors•  Affiliates•  Retailers•  Manufacturers•  Family Sites•  Review Sites•  Newspapers/Magazines•  The Wikipedia•  User groups/Forums•  Social sitesDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 6. Are Universal Results a Competitor?DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 7. Understand Your Competitors Momentum…Competitor trending - Follow ranking shifts of competitors toidentify aggressive movement either positively or negatively659 625 543-0.15 +5.28 -0.02# Keyword05/30/2011Avg. Rank06/06/2011Avg. Rank7.347.4914.208.922.122.14Delta
  • 8. New Competitor Alerts3rd Query – New Competitor Alerts - look at top three pages andidentify new competitors that did not exist in previous time intervalKeyword 1 Keyword 1 Keyword 1KeywordDomain4RankMovement6 642NewCompetitorDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 9. Competitive DashboardDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 10. Destination And Volume Modified MovementRANKING REPORTJANUARYDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTORDATTM = ( )PreviousRank - CurrentRankPreviousRankDestinationVolumeModifierSearchVolume*Average(AllTermsVolume)*
  • 11. Competitive SnapshotLowes Competitive Snapshot vs. Home DepotDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
  • 12. Download Today’s Presentation and Toolswww.conductor.com/smxwestTwitter: @besmertnikDOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR

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