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What is your competitor doing online? #SEM11

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Conference: semkonferansen.no …

Conference: semkonferansen.no

The internet makes marketing efforts close to 100% transparent, you can track everything you do through analytics and file reports that would make any off-line marketer jealous. But that also has a dark site as there are tools out there that can be used by your competition to track your online marketing efforts and in some cases know things that not even you know if you are not vigilant and on the guard. Through tools and methods you can track your competitor, their PPC, their Organic strategy, see the banners they create and where they place them, how many people are coming to their site, where they come from and the list goes on. It can be said that you should not invent the wheel when it comes to internet marketing, track and learn from the best, then take that data and make a better use of it. But not only that you should use this same method to track your own brand and use that data to protect it.

Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing

Published in: Business, Technology, Design

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  • Day one 14:45 - 16:00      What is your competitor doing? The Internet makes marketing efforts close to 100% transparent, you can track everything you do through analytics and file reports that would make any off-line marketer jealous. But that also has a dark side as there are tools out there that can be used by your competition to track your online marketing efforts and in some cases know things that not even you know if you are not vigilant and on guard. Through tools and methods you can track your competitor, their PPC, their Organic strategy, see the banners they create and where they place them, how many people are coming to their site, where they come from and the list goes on. It can be said that you should not invent the wheel when it comes to Internet marketing. Track and learn from the best, then take that data and make better use of it. You should also use the same method to track your own brand and use that data to protect it. Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing
  • Quick analysis comparing Vistusapotek.no and Apote1.no – My bottom line is, they are leaving room for the competition
  • Slide that Bill Hunt gave me to share and underlines the chance an aggressive SEO can have in cat and dog products/food in the USA – No one site has a clear lead.
  • Transcript

    • 1. What is your competitor doing Online?
      SEM Konferansen - Oslo
    • 2. Before We Start
    • 3. Agenda
      What is your competitor doing Online?
      Introduction
      1
      Tools
      2
      3
      4
      5
      6
      7
      PPC data
      Organic data
      Analytics data
      Other data
      Summary
    • 4. Introduction
      With the web close to transparant, we can see how the competition moves online
      We can see their:
      PPC spend
      Organic traffic
      In-bound links and Anchor-tags
      Estimate their traffic
      Understand their type of traffic
    • 5. The Opportunities
      Study Your Competitors
      What are they doing now?
      What will their next steps be?
      What is their budget?
      Understand them
      Know their strengths and weaknesses
      How should you use your analysis?
      Benchmarking
      Forecasting
      Forensics
      Act on it!
    • 6. But there is more...
      You can also call out “shady” usage of PPC such as:
      - Trademark use in ads
      - Are they steeling your content
      - Not playing by rules
    • 7. Be One Step Ahead!
    • 8. What is your competitor doing Online?
      The Tools
    • 9. The Goals with this session?
    • 10. The Tools
      Spyfu for International
      UK and USA
      SEMRush for International
      Russian, German, French, Brazil and more
      Trellian
      MajesticSEO
      Google Keyword Tool
      Alexa
      Keywordspy.com
      trafficestimate.com
      ... and the list goes on
    • 11. What is your competitor doing Online?
      PPC Data
    • 12. PPC data
      The data out there is public, so there is nothing unethical about gathering it
      The data might be wrong
      Make sure you normalize it
      Look at it in terms of the big picture
      Don’t take things out of context
      Is it actionable?
      What can you really do with it?
    • 13. SpyFu
      Limited to USA and UK
      Monthly cost ranging from around $69
      Gives both organic and PPC data
      Focuses on Google
      PPC Data
    • 14. Boots.com in the UK
      PPC Data
    • 15. SEMRush
      Cost per month from $49.95
      Does similar things as Spyfu but adds languages and locations
      Beside USA and the UK there is Russia, Germany, France, Spain, Italy, Brazil and Australia
      PPC Data
    • 16. Trellian
      Expensive (around $199 per domain per month)
      Takes longer time to collect/show data
      Shows Yahoo!/Bing data
      Has some indications of Norwegian keyword data
      Allows you to monitor without paying
      PPC Data
    • 17. Google Keyword tool
      Free to use and International
      Gives insights into how Google sees the competition
      Use to full potential to find missed opportunities in regards to keywords and cost
      You need login information
      PPC Data
    • 18. Google Keyword Tool
      Even shows the landing page
      PPC Data
    • 19. KeywordSpy
      The most Norwegian friendly PPC/Organic friendly tool
      PPC Data
    • 20. What is your competitor doing Online?
      Organic Data
    • 21. Organic Data
      The data out there is public, so there is nothing unethical about gathering it
      The data might be wrong
      Make sure you normalize it
      Look at it in terms of the big picture
      Don’t take it out of context
      Collect data over a period of time
      Again, is it actionable?
      What can you really do with it?
      Organic Data
    • 22. MajesticSEO
      Who is linking to your competition?
      With what type of anchor tags?
      What are the most prominent landing pages?
      You can use this for free for your own site and get basic reports for others.
      Organic Data
    • 23. Organic Data
    • 24. MajesticSEO
      Aptotek1 versus vitusapotek.no
      Vitusapotek ranks number one for Apotek
      Has less inbound links
      Referring domains 176 (307) total external backlinks 2,127 (4,353)
      Gulesider.no strong in referring to Vitusapotek
      Opportunity for Apotek1?
      Organic Data
    • 25. Keyword Spy
      Organic Data
    • 26. Alexa
      Remember to collect over a period of time and normalize the data
      Organic Data
    • 27. SEMRush
      Gives insight into keywords returning traffic
      Organic Data
    • 28. Google Alerts
      Google Alerts is a fantastic way to monitor brands and search terms
      Organic Data
    • 29. Others
      SEOmoz
      Keyword Competitors
      Ad Gooroo
      Compete
      Xenu
      The SITE: and the LINK: commands in Google
      Webmastertools
      Organic Data
    • 30. What is your competitor doing Online?
      Analytics Data
    • 31. Analytics Data
      Look at your own analytics and check if the competition is coming in
      Are they reading your press releases?
      Are they interacting with your content?
      What content?
    • 32. What is your competitor doing Online?
      Other Data
    • 33. Trafficestimator.com
      How much traffic is the competitor getting
      Remember to normalize the data
      Other Data
    • 34. Alexa
      Gives you traffic data and top organic keywords
      Remember to normalize!
      Other Data
    • 35. Compete.com
      Struggles outside of the USA
      Organic ranking seems to be close to reality
      Costs from $199 per month
      Other Data
    • 36. What is your competitor doing Online?
      Quick Case Study
    • 37. When I Google Apotek, I get...
      Case
    • 38. When I analyze the links
      Apotek 1 has more inbound links
      Apotek 1 has more mentions of the word Apotek in the title, and the flow of internal links is smoother
      Apotek 1 has more traffic, 110k monthly versus 83k
      Alexa does not agree and gives me NO Rank 979 for Vistus and 1501 for Apotek1 (lower is better)
      Then there are pages and links
      Vistusapotek.no has more pages indexed
      Vitus: Omtrent 6 880 resultater (0,14 sekunder)
      Apotek1: Omtrent 2 170 resultater (0,14 sekunder)
      Vitus has has the Gullesider.no links
      Case
    • 39. There is a twist to this!
      Case
    • 40. Conclusion in short
      Vistusseems to have stronger links with a better build of anchor tags, giving them the little nudge needed to rank number one for Apotek in Norway
      This would need to be analyzed further
      But both sites have left room for the competition to gain that number one seat
      Can do much better in regards of onside SEO
      Lack of strategic build of external endorsement
      Case
      3.
    • 41. What are the “Authority Sites?”
      Case
      • Organic ranking was run against all Tier 1 & 2 + keywords (1,700) looking for ranking in the first 10 pages of results
      * No site dominates!
      Dominating Domains
      Cats.about.com: 428 (information)
      Petco: 276 (retail site)
      Purina.com: 170 (pet food brand)
    • 42. What is your competitor doing Online?
      Summary
    • 43. Summary
      Follow best practices and take competitive data as guidance - Directional
      Monitor competition focusing on any PPC clues
      Remember you could be monitored also
      Try different tools to help give insight into missed opportunities
      Be Sensible
      Don't obsess over Competitors
      Worry more about bettering yourself
      Be aware of Intelligence limitations/blind spots
      Also manual searches on keywords
      Geographic ad presentation
      Be ethical
    • 44. Kristján Már Hauksson
      Thank you

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