Using Data in Competitor Analysis

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Instructed by David Black.

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Using Data in Competitor Analysis

  1. 1. I TRIED COMPETITOR ANALYSIS AND ALL I GOT WAS THIS LOUSY DATA ORIGINAL AIR DATE: WEDNESDAY MARCH 26, 2014 2:00PM EST
  2. 2. DAVID BLACK CUSTOMER SUCCESS DIRECTOR SEMrush, USA DAVID_BLACK@SEMRUSH.COM TWITTER: @THEGUYATSEMRUSH
  3. 3. WHERE DO ALL THESE DATA COME FROM? MASSIVE DATABASE CONTAINING 106 MILLION KEYWORDS RECORDING BILLIONS OF SERPS EACH YEAR LARGER SAMPLE SIZE = MORE ACCURATE CONCLUSIONS AND ANALYSIS AGGREGATING AND “REPACKAGING” SERP DATA TO PREPARE IT FOR ANALYSIS
  4. 4. TODAYS WEBINAR - COMPETITOR ANALYSIS ALIGNING YOUR GOALS WITH THE CORRECT DATA - VISUALIZE THE END RESULT ACCESSING THE CORRECT DATA ANALYSIS - TAKING IT A FEW STEPS FURTHER ORGANIC AND PAID DATA IMPLEMENTATION IDEAS CONVEYED IN THIS BROADCAST ARE STRICTLY MY OWN
  5. 5. GOAL/DATA RELATIONSHIP - PAID SEARCH THE ULTIMATE GOAL - DRIVE MORE CONVERSION-WORTHY TRAFFIC CAMPAIGNS TEND TO FAIL BECAUSE THEY LACK COMMON SENSE.
  6. 6. GOAL/DATA RELATIONSHIP - PAID SEARCH IMPLEMENTATION: BREAK DOWN YOUR KEYWORD LIST INTO FOCUSED THEMES AND USE THAT AS YOUR ADS GROUPS HOW YOU DO THAT SHOULD BE BASED ON YOUR GOALS AND WHAT YOU WANT TO MEASURE
  7. 7. GOAL/DATA RELATIONSHIP - PAID SEARCH (CONT.) SECOND COMPONENT - COMPELLING, ATTRACTIVE AD COPY THIRD COMPONENT - A SOLID LANDING PAGE ARE THE TITLES, URLS AND SEMANTIC CONCEPT RELEVANT TO THE TARGETED KEYWORD? IS THE PAGE EASY TO NAVIGATE? ARE YOU PROVIDING THE RIGHT USER EXPERIENCE (DESKTOP VS. MOBILE)? ENSURE A GOOD QUALITY SCORE BECAUSE QUALITY SCORE x MAX BID = AD RANK
  8. 8. GOAL/DATA RELATIONSHIP - ORGANIC SEARCH THE ULTIMATE GOAL - IMPROVE VISIBILITY & DRIVE ORGANIC REFERRAL TRAFFIC ANALYZE YOUR COMPETITORS TO HELP YOU CREATE AND SHARE GREAT CONTENT IT’S NOT AN OPPORTUNITY - THEY MAY RANK LOWER BECAUSE GOOGLE SEES NO VALUE IN THE KEYWORD/CONTENT RELATIONSHIP YOU WILL GET RANKED FOR KEYWORDS FOR WHICH YOU DIDN’T OPTIMIZE INSTEAD, FOCUS ON WHERE YOUR COMPETITORS ARE WINNING BEAT THEM AT THEIR OWN GAME, ETHICALLY
  9. 9. GOAL/DATA RELATIONSHIP - ORGANIC (CONT.) NO IFS, ANDS OR BUTS…YOU HAVE TO PROVIDE VALUE THERE’S NO MAGIC BULLET BUT AT LEAST YOU HAVE YOUR COMPETITORS: THE SEMANTICALLY RELATED KEYWORDS GOOGLE LIKES TITLES AND URLS BACKLINKS ANCHOR TEXT YOU ALREADY SEE THEIR HAND, YOU KNOW WHAT VALUE
 THEIR CONTENT IS PROVIDING
  10. 10. FINAL THOUGHTS A LITTLE DATA GOES A LONG WAY INVESTING TIME IN COMPETITOR ANALYSIS MINIMIZES TRIAL AND ERROR & HELPS YOU REALIZE YOUR GOALS SOONER IT’S NEVER AN EXACT SCIENCE - TAKE WHAT YOU’VE LEARNED AND USE IT TO YOUR ADVANTAGE

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