@billhunt 1Bill HuntBack Azimuth ConsultingMission ImpossibleBecoming a Search MarketingSpy
@billhunt 2“If you are ignorant of both yourenemy and yourself, then you area fool and certain to be defeated inevery batt...
@billhunt 34 C’s of Competitive Intel• Collecting the right information• Converting to Intelligence• Communicate the Intel...
@billhunt 4Who is your competition?• Named Competitors– Typically management only cares about that compete with you onsale...
@billhunt 5Who is your real competition?• Search Results Competitors– These are the companies that rank in the top positio...
@billhunt 6
@billhunt 7What do you need to know?• PPC Advertising Spend & Cycles– Insight on what your competition is spending on paid...
@billhunt 8What do you need to know?• Keyword Lists– What keywords are they focused on using in PPC and/or rankingwell for...
@billhunt 9
10@billhuntCompetitor Ad Performance10
11@billhuntSmirnoff Paid Ad – Lost Intent11
@billhunt 12What do you need to know?• Team Size and Bench Strength– How do they manage program? In-house, agency– How man...
13@billhuntSearch Team Size13US Comp1 Comp2 Comp3 Comp4 Comp4Structure Central Central/BU Central/BU BU/Central BU Central...
@billhunt 14What do you want to know?• Inbound Links– What quality and relevant sites are linking to them?– What is the ve...
15@billhuntCompetitive ResearchTakeaways1. Care about competitors once your house is in order2. Monitor performance agains...
@billhunt 16eMail: bill@back-azimuth.comBlog: www.whunt.comSite: www.back-azimuth.comThank you!
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Mission Impossible Becoming a Search Marketing Spy

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Mission Impossible Becoming a Search Marketing Spy

  1. 1. @billhunt 1Bill HuntBack Azimuth ConsultingMission ImpossibleBecoming a Search MarketingSpy
  2. 2. @billhunt 2“If you are ignorant of both yourenemy and yourself, then you area fool and certain to be defeated inevery battle.”  – Sun Tzu
  3. 3. @billhunt 34 C’s of Competitive Intel• Collecting the right information• Converting to Intelligence• Communicate the Intelligence• Countering the Competitor Actions
  4. 4. @billhunt 4Who is your competition?• Named Competitors– Typically management only cares about that compete with you onsales and market share.– Who are your biggest direct competitors IBM vs. HP– The larger the company typically the poorer they do in SEO
  5. 5. @billhunt 5Who is your real competition?• Search Results Competitors– These are the companies that rank in the top positions of searchengines and may not be a direct competitor – like Wikipedia or aTrade Journal or even a partner– Need to understand “why they are ranking” and if you canleverage their ranking via advertising or links
  6. 6. @billhunt 6
  7. 7. @billhunt 7What do you need to know?• PPC Advertising Spend & Cycles– Insight on what your competition is spending on paid search– Do they have “dark cycles” or “strategic spends”– What keywords do they seem be be performing well for?– What ad messages are they using?• Business & Actionability Value– Justify spending increases on media and resources– Alignment of competitive ads– Hijacking keywords and messages– Understand strategic initiatives
  8. 8. @billhunt 8What do you need to know?• Keyword Lists– What keywords are they focused on using in PPC and/or rankingwell for in SEO– How are they performing for various keywords?– What pages are ranking well – home page or deep pages• Business & Actionability Value– How are we doing for similar strategic keywords– Where are we seeing change in performance?– Competitive Message alignment and focus
  9. 9. @billhunt 9
  10. 10. 10@billhuntCompetitor Ad Performance10
  11. 11. 11@billhuntSmirnoff Paid Ad – Lost Intent11
  12. 12. @billhunt 12What do you need to know?• Team Size and Bench Strength– How do they manage program? In-house, agency– How many team members? Skills?– How big is the agency and their reputation?• Business & Actionability Value– Leverage their team size to increase mine– Expect lack or quality performance based on team
  13. 13. 13@billhuntSearch Team Size13US Comp1 Comp2 Comp3 Comp4 Comp4Structure Central Central/BU Central/BU BU/Central BU Central/BUPaidApproachAgency In-House Hybrid Hybrid Agency In-HouseEarnedApproachIn-House In-House In-House In-House In-House In-HouseGlobal SEMManagerNo Yes Yes Yes Yes YesTeam Size 4 32 25 15* 14 16Paid 0.7* 18 8 5 2 8Earned 3.5 8 12 5 6 5Owned 0 3 2 1 3 1Analytics 0 3 3 1 3 2
  14. 14. @billhunt 14What do you want to know?• Inbound Links– What quality and relevant sites are linking to them?– What is the velocity of link acquisition?– What practices are they using?• Business & Actionability Value– Leverage their link research to get my links– Justify resources for link acquisition
  15. 15. 15@billhuntCompetitive ResearchTakeaways1. Care about competitors once your house is in order2. Monitor performance against your baselines3. Use multiple tools to “Monitor” competition but don’tobsess over it4. Spend time diagnosing site performance5. Share any and all findings with wider audience!15
  16. 16. @billhunt 16eMail: bill@back-azimuth.comBlog: www.whunt.comSite: www.back-azimuth.comThank you!
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