Practical approach to competitor analysis in SEO and PPC – figures and facts (Capitalone.com case)

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In this session you will learn how to effectively apply reverse engineering to search engine analytics in order to discover the trade secrets of competitors both in paid and organic search results, …

In this session you will learn how to effectively apply reverse engineering to search engine analytics in order to discover the trade secrets of competitors both in paid and organic search results, providing you with a profitable edge in your market. A review will be completed of the various types of tools at your disposal that can assist in creating more successful and lucrative PPC and SEO marketing campaigns. The details of competitors such as budgets, spending, keywords, link-building strategies and ROIs will be revealed with a minimal amount of research.

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  • 1. Practical approach to competitor analysis in SEO and PPC – figures and facts (Capitalone.com case) Webinar Anna Korolekh, Sean Malseed, SEO consultant, SEMrush VP of Strategic Marketing Manager at Promodo Development and API Integrationwww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 2. Practical approach to competitor analysis in SEO Keywords Link-building methods On-site SEO trickswww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 3. Research? Compare! Make sure you already have an idea of what you are going to be doing (draft keywords, link-building ideas etc.)www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 4. What do I do next?www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 5. Where do they all come from? Traffic Source Monthly Daily Organic Search Traffic 3, 205, 453 106, 848 Paid Search Traffic 435, 982 14, 532 Overall Traffic 33, 103, 954 1, 103, 465www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 6. Organic visitors, where do they come from? SEMrush will only consider queries with at least 5 monthly searches Little keyword and organic traffic data for sites with mostly low volume queries trafficwww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 7. What do I do next? Filter out branded keywords 61% Filter out branded traffic 85%www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 8. Yay! Getting to more realistic numbers! Traffic Source Monthly Daily Non-branded Organic Search Traffic 480, 557 16, 019 Filter out keywords with less than 500 searches per month 120 keywords 61 000 monthly 7 avg. rankingwww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 9. Looking for most valuable keywords Look through the list again, pick up the words you have not yet considered Go back to keyword suggestion tool insert new words there and look through the ideas it offers Cleanse the list from rubbish queries, too general, one-words, less relevant.. Your competitor has helped you to create a solid foundation of your SEO campaign! www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 10. Moving to Link Building Strategieswww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 11. What is really useful for us? So we are very much interested in: Anchor texts % of Keyword rich Anchor texts vs Branded and No-anchors Sitewide vs Not Sitewide Follow vs No Followwww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 12. Penguin-friendly anchors To be exact all in all Capitalone.com has: Less than 12% of Keyword rich anchor textswww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 13. What are those 12%? http://irwan.net/auto-loan-options-for-people-with-bad-credit/ http://vdgalerias.com/index.php?album=virginia-e-valdemar http://www.pedroneto.com.br/blog/2011/09/folder-de-ferias/ http://www.feedmashup.com/preview/1412/www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 14. Sorting the linkswww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 15. On-site SEO What should be checked in the first place: Site structure Indexation rules they have created Inner linking patterns and ruses Title tag templates {A combination of two most relevant kws | Kw + Brand Name} Loading speed History, background Find their weak places and strike there! Make them your benefit!www.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633
  • 16. Thank you for your attention! Questions? Anna Korolekh, Sean Malseed, Promodo SEMrush a.moseva@promodo.com sean.malseed@semrush.comwww.promodo.com United Kingdom United States www.semrush.com United States Non-UScontact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510 +44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633