Is your digital strategy missing this vital component? Competitive Intelligence could be the difference between getting (and staying) ahead of your competitors or constantly wondering how they are enjoying digital success. Presentation given at the 2016 New Year Digital Briefing (UK).

1. Competitor Analysis and its
importance in 2016
Jeremy Spiller
January 2016

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#whmweb

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If you know the enemy and know
yourself, you need not fear the
result of 100 battles
Sun Tzu

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Why do it?

5. It’s been 21 years

6. Image source; Digiresults
There’s much to consider

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The stakes are high

10. Why aren’t more businesses doing it?

11. The elephant in the room

12. Data Insight Action

14. Quantitative

15. Hybrid; quantitative and qualitative

16. Qualitative

17. Plan it properly

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Select one
to three
competitors
Add indirect
Create
chart
Action

19. 7 key areas to keep an eye on

20. What do you think?
Their websites

21. What do you think?

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Review their sites carefully
Messaging
Content
Navigation
Features
Calls to Action (CTAs)

23. Key-
phrase 1
Key-
phrase 2
Key-
phrase 3
Key-
phrase 4
Key-
phrase 5
Positions, then why?
CompetitorsYou
Search

24. www.sitecheckerapp.com

25. As of Nov 6, 2015
Organic Keyword Count (Approx.)
Organic Keyword Count (Approx.)
SEMrush's estimate of the number of words for which you rank in the top 20 results.

27. As of Nov 10, 2015
Inbound Links
Moz External Links
Hyperlinks that point at any domain other than the domain where the link exists. (source:Moz).

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Rank, strategy, search volume, traffic, url and more
Paid

29. Top 3 Most Engaging Cross-Channel Posts
Social

30. Content

31. Yes, sign up to their stuff
Email

32. You will not be judged

33. ‘Net Results Newsletter’

34. ‘6 Online Community Tips You Should Steal Today’

35. ‘How to Build an All-Star Social Media Team’

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Recruitment

37. What are the dangers?

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Lack of clarity
It’s ongoing
Not knowing
what’s out there
Thinking they’re
all the same
No action

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Some of the tools we use

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Key takeaways
Do it
Then continue to do it
Identify
Decide what to monitor
Plan
Use the right tools
Gather insights
Take action