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Competitor Analysis - SMX Stockholm
 

Competitor Analysis - SMX Stockholm

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This is my deck from SMX STockholm

This is my deck from SMX STockholm

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    Competitor Analysis - SMX Stockholm Competitor Analysis - SMX Stockholm Presentation Transcript

    • Who am I? Neil WalkerTwitter: @theukseoCurrent Position: • Group CTO for Getupdated Internet Marketing • CTO for Domain Invest (US)Background: • Chief technical Officer (CTO) for Just Search LtdExperience • 10 Years Online Marketing Experience • Worked or been involved with SEO for over 2500 clients in the UK and nearly 5000 clients for Pan Europe.
    • • Increase market Share.• Become a brand name.• Take a slice of the pie.
    • Choose at least 3Competitor Websites
    • “Sites such as Alexa.com and Google Ad plannergive a free guide to demographic data.”
    • “Google Alerts keep you up to date with Competitors Actions”
    • 171 Google Analytics Accounts • 106 SEO (Only)Clients • 65 PPC & SEO Clients • Avg. Figures were been used in most cases• With the assumption that Goals had been set up correctly for each site.
    • 1 Words % of Long tail Phrases 6 Words 3% 7% 5 Words 2 Words 15% 1 Words • In General 3 16% 2 Words word phrases are 3 Words 4 Words the most used 3 Words 5 Words searches 4 Words 31% 6 Words 28% 6 Words5 Words 3% % traffic value • 2 Word Phrase 1 Words 6% 14% 1 Words will provide the4 Words 15% 2 Words majority of 3 Words 4 Words traffic. 2 Words 5 Words 36% 3 Words 6 Words 26%
    • If We Multiply the No. of Visits by the Conversion % We get a figure of howvaluable a set of keywords are i.e. Value = Visits X Conversion Rate 5 Words 6 Words 9% 4% 1 Words 6% 1 Words 2 Words 4 Words 3 Words 2 Words 18% 35% 4 Words 5 Words 6 Words 3 Words 28%2 Word Phrases – Will provide the highest value (I.e. Traffic and Conversion)
    • • Google Adwords tool• Keyword Spy• Spyfu• Word tracker
    • Buy Jeans Black Under £5 Review Shorts Grey £30 +Compare Skirts RedAction Audience Type Brand Colour Size Price Men’s Jack & Small Women’s Jones Medium Children’s G-Star Large
    • Categorisation View ProfilesOpensiteexplorer Categorisation stage 1 Stage 2 .org Download a Access lists of: Track the View Results CSV of you and - Directory anchor text in of Competitor your websites terms of: Link profiles competitors - PR Websites - Brand by: back links. - Blog Networks - Keyword - Forums - Other - Type of Link Place filter (or - Anchor text vlookup’s) for: type - Academic - Linking Page Domains strength - Government domains
    • 600 500 400No. of Links 300 200 100 0 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 68 72 77 Linking Page Authority
    • 4% 7% 1% 6% Directory 2% Article Distro Academic Blog Network Forum80% Other
    • 60005000400030002000 Brand1000 Keyword 0 Misc
    • 80706050 No. of Brand anchor text40 No. of keyword Anchor text No. of Misc anchor texts302010 0 Your site Site one Site two
    • 3500 3000 2500No. of Links 2000 1500 1000 http://www.boonty.com/ 500 http://www.denda.com/ 0 http://www.downloadstad.nl/ Top 10 Anchor Texts
    • 300 Identify which avenues your competitors are chasing. 250 200No. of Links 150 Spot potential content which went social or viral 100 50 Total 0 URL
    • Socialmention Categorisation View Results .com stageDownload a CSV Access lists of: View Results ofof you and your Competitor competitors - Media Types Social profiles mentions. - Sources by: - Keywords - Medium - Influencers - Timeline
    • Aggregator Micromedia Social bookmarking techmeme identica blogmarksBlogs twitter delicious blogcatalog Multimedia digg cocomment clipmarks netvibes google_blog photobucket redditForums pixsy stumbleupon boardreader plurk Social knowledgeImages News Wikipedia flickr ask Social Networks picasaweb bing facebook smugmug google_news linkedin webshots prweb myspace yahoo Video Yahoo News blip google_video metacafe truveo youtube
    • Micromedia Social Networks ImagesMedium Multimedia Your site Competitor 1 Video Industry Social bookmarking News 0 50 100 150 200 250 No. of Mentions
    • Top Influencers johntmccracken MissesDressy lindathi TJ Formal.com wesleyburgenUser susan9 eprnetwork Count theaquariusview cloudytags.com treyandmeghan fergusfish 0 5 10 15 20 25 30 35 40 No. of Mentions
    • What Major event happened here? 250 200No. of Mentions 150 Count of Industry 100 Count of Competitor 1 Count of Your site 50 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 Day in July 2011
    • Cause and Effect Make ChangesChoose K.P.I’s Record: Watch: Impact: Information How changes about you and you and your Create changes your competitors to your strategy competitors make have an based on what - Choose impact. appears to becommon criteria successful or unsuccessful for you and your competitors.
    • Competitor Changes over time Time Line Client Backlinks SEO MOZ Backlinks Total Feb Mar April May Jun Jul Aug Sep Oct SEOMOZ 0 Competitor 1 Backlinks SEO MOZ Backlinks Total SEOMOZ 6,000 Client Positions keyword 1 Webranker 20 Backlinks From SEOMOZ 5,000 Client Positions keyword 2 WebrankerPosition in Google 40 4,000 Client Positions keyword 3 Webranker 60 3,000 Competitor 1 Positions keyword 1 Webranker 80 2,000 Competitor 1 Positions keyword 2 Webranker 100 1,000 Competitor 1 Positions keyword 3 Webranker 120 0
    • • Know your Competition and their Audience• Look at brand Signals• Group Keywords to see if your missing something.• Categorise link Profiles• Find Opportunities through Social• Track Details!• Track Details!• Track Details!
    • Thank YouTwitter/theukseowww.justsearch.co.ukwww.getupdated.comwww.seohosting.co.ukwww.seomad.com