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Internet Marketing Spying
 

Internet Marketing Spying

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This white paper examines numerous strategies and techniques used in the collection of competitor internet marketing data to be used in your internet marketing endeavors.

This white paper examines numerous strategies and techniques used in the collection of competitor internet marketing data to be used in your internet marketing endeavors.

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  • Hi Cybergenica,,


    I wrote an recent blog about

    'Spying on your Competition with Quantcast'
    http://trafficcoleman.com/blog/general-stuff/spying-competition-quantcast/

    People all over the net are looking for free things that will give them some kind of insight on how or what their competition is up to. I must say Dan, that Quantcast is one of the most easiest website that the average person can use.

    The other services you can use also are great also...Like
    Google AdWords Keyword Tool, Yahoo Site Explorer and SEO Link Analysis. They are a little more complex, but very information.

    Knowing what your competition traffic position and marketing history can give you an blue print of foot steps to follow.

    Thanks Cybergenica,, for an great well put together article.


    Antonio Coleman AKA 'TrafficColeman' Signing Off
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    Internet Marketing Spying Internet Marketing Spying Document Transcript

    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Strategies and Techniques Used to Collect Competitors’ Data. 01 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre EXECUTIVE SUMMARY Internet Marketing Spying is exactly what it means and more. This white paper examines numerous strategies and techniques used in the collection of competitor internet marketing data to be used in your internet marketing endeavors. Internet Marketing Spying Strategies and Techniques Used to Collect Competitors’ Data. Section 1: Meta Tag Analysis Section 2: Paid Search Analysis Section 3: Comparative Search Engine Ranking Report Section 4: SEO/Sitemap Analysis Section 5: Link Popularity Analysis The information featured within this document is believed to be accurate as of November 2, 2009, the date this white paper was produced. In the event discrepancies are found either in the information or links shared throughout this interactive document, please contact the author at danielstpierre@cybergenica.com. 02 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Section 1: Meta Tag Analysis Key Data used in Search Engine Optimization (SEO) Meta Tags are HTML elements used to provide structured metadata about a web page. Such elements must be placed as tags in the head section of an HTML document. Meta elements typically specify page title, description and keywords. Meta tags provide information about a given web page, most often to help search engines categorize them correctly. (1) Meta tags are meant to be invisible elements to users yet visible to search engine spiders, notably Google, Yahoo and MSN which constantly index and file the information contained in each web page’s Meta tags. This information is then used in the ranking process handled according to specific ranking formulas or algorithms. Here is an example screen shot of a result web page after a search was performed on Google: 03 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre In this instance, using Google to search for a “Christian seo company” we found the home page of the Cybergenica website. The following information was indexed and displayed by Google: Web Page Title Cybergenica :: Purpose Driven Internet Consulting :: Home Page Web Page Description Purpose driven internet consulting company that offers top notch web marketing services to website owners and/or corporate marketing executives worldwide. Linked Page (or Identifier-URL) www.cybergenica.com Here is the Meta tag encoded this web page: <TITLE>Cybergenica :: Purpose Driven Internet Consulting :: Home Page</TITLE> <META NAME=”Description” CONTENT=”Purpose driven internet consulting company that offers top notch web marketing services to website owners and/or corporate marketing executives worldwide.”> <META NAME=”Keywords” CONTENT=”Christian online marketing, Christian website search engine optimization, Christian search engines marketing, Christian website marketing, Christian web marketing”> <META NAME=”Identifier-URL” CONTENT=”http://www.cybergenica.com”> To see this HTML code for yourself simply follow 2 simple steps: 1/. Click here to visit the page mentioned above or go to www.cybergenica.com. 2/. From the top menu of your browser, click “View” then select “Page Source”. 3/. Voila! The web page’s meta tags are displayed right in front of you. 04 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Why are Meta Tags important? Since a good section of the text contained in the TITLE and DESCRIPTION tags is displayed on the search result page, it is critical this text copy is written to maximize click through. Essentially this title and short description (approximately 25-30 words) may be your only chance to make a good impression, enticing the user to click your link and visit your web site. What are your Competitors using in their Meta Tags? This is when the spying begins. There are 2 ways to spy on your competitors meta tags. The first method involves performing a search on a major search engine using keywords that are in tune with your business or target market. For example if you are a wedding photographer in Dallas, Texas you could perform a search using the following search string: wedding photographer Dallas TX Ideally your web site will rank at the top of the Organic list of web sites found on the search results page. From this search results page you can see competitors’ page titles and descriptions to be used in refining your page titles and descriptions. Another method used in meta tag spying involves visiting competitor web sites and pulling up the source code of each relevant web page (see page 4). If you and/or your competitors are doing it right, each web page throughout yours and their web site has different page titles and descriptions. 05 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Section 2: Paid Search Analysis Find Out Which Keywords Your Competitors are Buying Paid search or Pay-per-Click advertising has become one of the most cost effective way to drive targeted traffic to a web site. While all major search engines offer paid search services, our spying will focus on Google Adwords since it is the most widely used. To find out which keywords your competitors are bidding on Google Adwords, if any, simply follow the link below: http://www.keywordspy.com/?af=cybergenica The above web site provides detailed information about paid search campaigns with Google’s Adwords program. Some of the data available for analysis includes: > PPC Keywords Purchased > Daily Ad Budget > Average Cost/Click > Total Clicks/Day > Organic Keywords > Paid Search Competitors > Number and Type of Ads When it come to paid search, a little research goes a long way. Simply type in your competitors’ website address in the search box and find out how much money they have been spending on Google Adwords and more importantly, how much business they have been taking from you. Once you have accumulated sufficient information about your competitors, use the data found therein to refine your paid search campaigns on Google, Yahoo and MSN. 06 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Section 3: Comparative Search Engine Ranking Report Find Out Where You Rank on Search Engines vs Your Competitors Ranking reports are valuable tools used in the collection of ranking data for specific keywords or search phrases. Ranking reports can also be used as a comparative tool that provides insight as to the placement of your web site versus your competition. Ranking reports are produced using professional grade software typically used by internet marketing companies. One of the leading software used in reporting is Web Position, a Webtrends, Inc. title currently retailing around USD$400.00. An alternative to purchasing the software and undergoing training on this complex reporting application is to retain the services of an internet marketing agency, such as Cybergenica to produce these reports for you. Comparative search engine ranking reports display the position of 2 or more web sites in one concise, user friendly report according to specific keywords. 07 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Section 4: SEO/Sitemap Analysis How Detailed are Your Competitors’ SEO & Sitemaps SEO and Sitemaps are critical tools to any web site’s organic ranking success. Spying on competitors’ search engine optimization can be time consuming and often not provide as detailed a picture as a sitemap. For example a competitor might use several pages to target a local market, for example their web site might feature a near identical services page for various cities, counties and state. By altering the title and description meta tags as well as the text copy that pertains to a locality, your competitors could establish a monopoly in your market. If this were the case a sitemap would be one of the only places where you could retrieve such valuable information. Sitemaps are typically found either as a part of a web site’s displayed content or in some cases, meant to be crawled by search engine spiders. Either meant for user convenience or spider use, sitemaps contain the complete linked architecture of a web site. To see a website’s sitemap simply visit any URL and look for a sitemap link, usually located at the footer of the page. Alternatively sitemap files can be found by typing a domain name followed by the standard text sitemap extension (urllist.txt) per the example below: http://www.cybergenica.com/urllist.txt 08 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre How to Process SEO/Sitemap Data One quick glance at a competitor’s sitemap will tell you wether or not they are involved in aggressive search engine optimization. A simple sitemap with a number of links matching the various sections of a web site means your competitor has not implemented SEO strategies. On the other hand a sitemap populated with 100’s of web pages means your competitor did their homework. To maximize search engine exposure your goal should be to have a more extensive number of web pages and relevant text content thereby providing a larger sitemap than your competitors resulting in increased share of the market. Section 5: Link Popularity Analysis How Popular are Your Competitors? Since link popularity is an important variable within all major search engines’ ranking algorithms, it is critical you find out how popular your competitors’ web sites are among the web community. To find out the number of inbound links associated with your competitors’ web sites simply follow this link or visit http://www.linkpopularity.com, a free link popularity service that provides linking data from Google, Yahoo and MSN. To beat your competition your should have more inbound links pointing to your website than your competitors. There are numerous ways to increase link popularity: > Blogging > Social Networks > Press Releases > Ezines > Link Building Campaigns 09 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com
    • Cybergenica purpose driven Internet Marketing internet marketing SPYING By Daniel St.Pierre Conclusion While collecting competitor data is essential to your web site’s success, processing this data and acting upon it is critical. Comparing your web site’s meta tags to your competitors will show you what potential customers see on search engines. Finding out how much your competitors are spending on Google Adwords, how many visitors their budget produces and which keywords they are bidding on is only a few clicks away and well worth the analysis. A comparative search engine ranking report tells you where your website ranks versus your competition. To find out if your competitors are aggressively optimizing their web sites pull up their sitemap and see for yourself. Using a free link popularity tool will shed light on your competitors’ inbound linkage and help you plan accordingly. Internet Marketing Spying Produced by Daniel St.Pierre ©2009 Cybergenica References & Resources 1. Definition Meta Elements Wikipedia http://en.wikipedia.org/wiki/Meta_tags 010 The Cybergenica Company Based in Tampa, FL PH: (727) 674-5681 www.cybergenica.com