• Like

How to Analyze & Beat Your Competitors' Search Strategy

  • 1,545 views
Uploaded on

Often times marketers get lost in the shuffle of furiously managing and tracking their own search marketing campaigns. While that’s a must, you cannot lose sight of your competitors’ progress either. …

Often times marketers get lost in the shuffle of furiously managing and tracking their own search marketing campaigns. While that’s a must, you cannot lose sight of your competitors’ progress either. You need to carefully monitor and track their strategies in order to stay ahead of the curve.
In Webmarketing123’s Webinar, How to Analyze & Beat Your Competitors’ Search Strategy, you’ll learn how to:

- Discover the keywords your competitors are trying to rank for
- Dissect your competitors’ inbound links and evaluate their worth
- Define processes that allow your own search marketing strategy to continually adjust to stay one step ahead of your competitors

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,545
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
30
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Analyzing Your Search Marketing CompetitorsStrategies for staying one step ahead of the competitionDial In: (312) 878-0222Access Code: 169-455-984 @webmarketing123 @bradleywjoe #wm123
  • 2. Webinar Agenda The Search Marketing Landscape 1 The importance of digital marketing in 2011 and beyond Getting Started with Competitive Intelligence 2 Discovering the industry trends and choosing the right keywords that will have the greatest business impact Specific SEO and PPC Tactics 3 Backlink analysis, monthly budgets for ad spend, and more Putting It All Together 4 Integrating competitive analysis into your search strategy#wm123
  • 3. Webinar Agenda The Search Marketing Landscape 1 The importance of digital marketing in 2011 and beyond Getting Started with Competitive Intelligence 2 Discovering the industry trends and choosing the right keywords that will have the greatest business impact Specific SEO and PPC Tactics 3 Backlink analysis, monthly budgets for ad spend, and more Putting It All Together 4 Integrating competitive analysis into your search strategy#wm123
  • 4. 1 The Digital Marketing Mix Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets Source: American Marketing Association, Forrester Research’s US Interactive Marketing Forecast 2009-2014; Cambridge, Mass#wm123
  • 5. 1 US Online Ad Spend (Billions) Specifically for online ad spend, budgets are increasing about 10% per year Source: eMarketer, Nov 2010#wm123
  • 6. 1 Why Competitive Intelligence Matters With ever-increasing data sources available, businesses need metrics that are straightforward and actionable Insight and Action - Removes the guesswork from marketing programs - Allows for projections and comparisons to past performance - True accountability at all levels (!) Competitive Advantage - Better alignment/deployment of resources - More accurate data to determine what’s working (and what’s not)#wm123
  • 7. Webinar Agenda The Search Marketing Landscape 1 The importance of digital marketing in 2011 and beyond Getting Started with Competitive Intelligence 2 Discovering the industry trends and choosing the right keywords that will have the greatest business impact Specific SEO and PPC Tactics 3 Backlink analysis, monthly budgets for ad spend, and more Putting It All Together 4 Integrating competitive analysis into your search strategy#wm123
  • 8. 2 Competitive Intelligence Basics Understanding how different tools pull data; their pros and cons 3rd Party Intelligence Tools (Paid) - Examples include Alexa, comScore, Hitwise, Compete, etc. - Data is collected differently, so you need to understand the pros and cons of each (Toolbar, ISP, Panel) Search Engine Data (Free) - Examples include the Google Adwords Keyword Tools, Google Trends, Webmaster Tools - Can use data with greater degree of confidence Overall - Use competitive data to understand trends, identify opportunities, and ensure your strategy is sound#wm123
  • 9. 2 Comparing Long-Term Traffic Trends Google Trends, www.google.com/trends#wm123
  • 10. 2 Digging Deeper for Top Keyword Trends Google Insights, www.google.com/insights/search#wm123
  • 11. 2 Dialing into Specific Keywords Google Keyword Tool, https://adwords.google.com/select/KeywordToolExternal and Google Wonder Wheel#wm123
  • 12. 2 Your “Share of Search” Use Webmaster Tools to learn how much market share you own#wm123
  • 13. Webinar Agenda The Search Marketing Landscape 1 The importance of digital marketing in 2011 and beyond Getting Started with Competitive Intelligence 2 Discovering the industry trends and choosing the right keywords that will have the greatest business impact Specific SEO and PPC Tactics 3 Backlink analysis, monthly budgets for ad spend, and more Putting It All Together 4 Integrating competitive analysis into your search strategy#wm123
  • 14. 3 Backlink Analysis Comparing the quality and quantity against your competitors#wm123
  • 15. 3 On-Page Optimization Examine content, page titles, and URLs#wm123
  • 16. 3 PPC Tactics Good for understanding overall trends, but don’t use it to “balance your books”#wm123
  • 17. Webinar Agenda The Search Marketing Landscape 1 The importance of digital marketing in 2011 and beyond Getting Started with Competitive Intelligence 2 Discovering the industry trends and choosing the right keywords that will have the greatest business impact Specific SEO and PPC Tactics 3 Backlink analysis, monthly budgets for ad spend, and more Putting It All Together 4 Integrating competitive analysis into your search strategy#wm123
  • 18. 4 Putting It All Together Monthly sustainment and iteration On-Page Changes Measuring Improvement in Link Building Rankings and Site Engagement Monitoring Visitor Tracking Spider Analytic Data Crawls#wm123
  • 19. Thank You!
  • 20. Contact Us for a Complimentary Digital Marketing Analysis Thank you for your attendance today! Custom Analysis includes: - Digital Planning Session: learn how your business can drive revenue growth through the web -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing - Keyword Analysis: detailing the keywords people are using to search for your product or service - Search Engine Friendliness Report: crawlability analysis of your site Please contact: Mark Powers (800) 619 1570 mark.p@webmarketing123.com#wm123