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#CompetitiveIntelligence
Steve Rayson
Director, BuzzSumo
Guest
Michael Stricker
Marketing Director
SEMrush, Host
#CompetitiveIntelligence
{Poll}
#CompetitiveIntelligence
Dangers of Copying
Competitors
#CompetitiveIntelligence
Always a
step behind
Plan A
Plan B
Plan C
Do you
excel or
match?
© telegraph.co.uk
Always a
step behind
Who Are Your
Competitors?
Who Are Your Competitors?
What is Working?
Keywords
Acquisition
Content
Ad Strategy
Amplification (Links & Shares)
Track Competitors
Keywords
Keywords
Traffic Acquisition - how do we compare?
Content popular in Search
Content most-shared & who shared it
How to Win with Competitive Intelligence
How to Win with Competitive Intelligence
Most shared content
How to Win with Competitive Intelligence
How to Win with Competitive Intelligence
How to Win with Competitive Intelligence
Ad Strategy
• Keywords bringing visitors to a site through paid
search.
• Traffic volume generated through paid ads.
• Competitive Ad Spend estimates by domain,
keyword, sector. CTR. CPC.
• A comparative chart of key paid ad competitors.
Use SEMrush to review
Domain-level Paid Ad Traffic, Traffic Cost
…and Paid Ad
Keywords &
Positions
Paid Search Ads – costs, traffic and competition levels
Paid Search Ads – classic brand poaching
Paid Search Ads – text, keywords in groups
How to Win with Competitive Intelligence
How to Win with Competitive Intelligence
Amplification
Who Shares & Links?
View sharers of competitor content
View sharers
Analyze the fans of your
competitor’s content.
Filter by:
• Number of followers
• Retweet ratio
• Reply ratio
• Page Authority
Follow and engage
Export for Twitter tailored
audience list
Backlinks Comparison
Search domain by topic
Review referring domains
Track Competitors
What did they publish today?
Who mentioned them today?
Who linked to them today?
What Local/Mobile positions were stolen?
Content Alerts (Brand, Author Mentions)
How to Win with Competitive Intelligence
How to Win with Competitive Intelligence
Be alerted every
time they publish
new content
Reports of Search Visibility Changes in Position Tracker
Reports on
competitors’
search
results by
location
and
mobile
device
Reports on
competitive
landscape,
winners,
losers
Your Competitive Intelligence
1. ID Competitors, see their keyword performance (SEMrush)
2. Take those Keywords & Competitors to review most shared
content & formats (BuzzSumo)
3. Analyze Paid Ad Strategy (SEMrush)
4. See who is amplifying competitors’ content
- who is sharing their content (BuzzSumo)
- who is linking to their content (SEMrush)
5. Create competitor content alerts
- keyword, domain & link alerts (BuzzSumo)
- keyword, search visibility in local and mobile (SEMrush)
Summary
Review competitors’ strategies and what is working
Copy and improve content and strategies that work
Identify keyword opportunities
Produce better content (formats and headlines)
Reach out to backlink opportunities
Target influential leaders who share competitors’ content
Track developments and react accordingly
#CompetitiveIntelligence
Offers
BuzzSumo 30% off for 3 months, no further commitment
Coupon code: buzzsumo_semrush
Offer Valid until April
SEMrush 30-day Free Trial Guru http://bit.ly/SEMrushFREE30-Rayson
Start your Trial NOW! Expires March 3, 2015.
#CompetitiveIntelligence
{Poll}
#CompetitiveIntelligence
Thank you for participating! Questions?
@SEMrush @RadioMS @Buzzsumo @steverayson
#CompetitiveIntelligence
Winning with Competitive Intelligence
@SEMrush @RadioMS @Buzzsumo @steverayson
#CompetitiveIntelligence

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How to Win with Competitive Intelligence

Editor's Notes

  1. Do you know what’s working, are you copying something that is not working?
  2. Are you simply copying content or strategy, or are you taking it to the next level?
  3. Even if it is working, are you always a step behind.
  4. There may be competitors in search who are not business competitors. Use SEMrush to have a look.
  5. Lets look at some key areas
  6. If we look at quicksprout we can see their top performing organic keywords, arranged by what keywords deliver the highest proportion of their organic search traffic. Position, or Rank, is not the sole arbiter of how valuable a keyword is for them. Ranking 8 still earns them the second-highest volume of Google searchers. Counter-intuitive data, based on actual search performance, provides a win that might otherwise escape you. Would you have ever guessed, that searchers seeking instagram followers drive 5% of their traffic?
  7. Sort by vol of searches and can see High vol and high cpc means area to focus on organic, (e.g. seek longer-tail terms and phrases that are easier to win or less taxing on budget) High vol and low cpc may be ad opportunities as in case of those seeking more instagram followers, here
  8. Domain VS Domain - Compare your site with competitors. Analyze and apply SWOT strategy. Initially, you may see what looks like Strength for a competitor. But, reorder keywords to find opportunity – see where they are weak and you are stronger, to apply effort to threaten their positions. This may be preferable to attacking their highest rankings head-on.
  9. Can then look at their organic content, to see pages that drive traffic with SEMrush. View their best-performing search landing pages for subject treatment, angle, spin, headlines, formatting. Can see results historically for an understanding of market shares and shifts. Organic. Paid. Backlinks. Display. Paid Search (AdWords) data is the complement to Google organic Search data But, what about that other, highly-trusted source of content? What about genuine word of mouth? What about Social Sharing?
  10. Can turn to buzzsumo and see what is working socially, what is resonating and being shared. Filter by time etc.
  11. Hubspot were ranking number 1 for searches on term, “landing pages”, so can begin to see why, by using domain and “landing pages”.
  12. Can do an analysis report of all their content by social shares and see what formats are working. Infographic & list posts. As well as what networks are most receptive to those types. Now, we can crib strategy notes.
  13. Can filter by infographics to see which ones working
  14. Can add numbers to my search to see what lists posts are working
  15. Can equally add quiz to a domain or a topic to see what quizzes or other content models are working
  16. Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
  17. You can look in detail at these aspects, lets look at some
  18. Can see that Marketo have recently increased their ad spend - why? The cost for that traffic that is going up. Is competition driving up the bids for their AdWords keywords? Three slices. Contrast their trends: traffic, keywords being budgeted, and traffic cost. Overlaying Traffic Cost onto Traffic points out Marketo’s Traffic is spiky but recently increased. Traffic follows spend, but inefficiencies emerge at their highest spending levels. The number of Keywords budgeted declined, conserving budget for top 3 ad positions. Despite reducing the number of keywords that they bid for, their overall traffic costs appear to whipsaw and more than double. Could this be a traffic quality play for higher conversions?
  19. Can explore keywords, costs and destination URL, so can explore landing pages. An inverse relationship between costs and traffic signals a challenge: outspending. Costly bids for highly competitive terms yielding disproportionately low traffic levels. Their own brand costs less to advertise for. A major ‘head term’ costs much more. Advertising to appear on competitor Brand terms is costly – but is it worthwhile? What kind of ad could pay off in that instance?
  20. What kind of ad could pay off in that instance? A comparison, BOTF and close to conversion.
  21. Can review ads, can also review consistency of use.
  22. Can see competitor domains entire spend, how many keywords they apply effort to, consistent bidding -- repeated use over time suggests it is working
  23. Coverage of a keyword over the last 12 months paints a clear picture of the Paid Ad Keyword territory that this domain invests in. Still, this is Paid Traffic… manuverable, ROI, yet with ongoing costs associated. What if you could attract traffic for free? Or, even better, let others attract traffic for you?
  24. Content analysis report
  25. Content analysis report – pick your targets to court influence – work to scale
  26. Overview of backlinks data comparison, at Buzzsumo we have some way to go to catch hubspot with 4m links.
  27. Use SEMrush for backlinks analysis. Overview for hubspot. Engineered link profile? Natural? Try competitors’ link sources if they have many backlinks of their own? What types of links are most frequent? Is there an appropriate mix of follow/nofollow, of various TLDs?
  28. Overview of referring domains – unnatural numbers of links from each? A strong, upstream source of traffic for a competitor? Added recently? Abandoned? Clickthrough for a Domain Overview to see how many links they have themselves, how well they are ranked and received by Google.
  29. Create alerts using BuzzSumo to receive notifications to track competitors
  30. Get alerted every time they are mentioned in content
  31. Link alert will tell every time they acquire a new link in real time or get a daily digest
  32. Content analysis report
  33. Content analysis report
  34. Content analysis report
  35. Content analysis report
  36. You can know more about your competitors than they do across search and social
  37. Use understanding to take action, for example
  38. As a thank-you to Webinar attendees, please take advantage of these resources to strengthen your abliity to meet and beat the competition
  39. Tell us what we can do for you
  40. Thanks for attending
  41. Thanks for attending