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SEO Espionage: Beat Your Competitors in 3 Steps                         Today’s Host:                         Alex Dunks  ...
SEARCH ENGINE         PAY PER CLICK       SOCIAL MEDIA  OPTIMIZATION          MANAGEMENT          MARKETING•  Founded in 2...
Some Practical Matters  Are the slides available?   Yes! Just email                               seo@webmarketing123.com...
Some Practical Matters  Are the slides available?     Yes! Just email                                 seo@webmarketing123...
Some Practical Matters  Are the slides available?           Yes! Just email                                       seo@web...
There are 4 billion searches on Google every day.                                       #webmarketing123
Direct traffic often drives the most traffic. But traffic from searches onkeywords is growing faster.              Google ...
And even those “Direct” visits were oftenpreceded by non-branded keyword searches.                  -  SEO: Broad/generic ...
Agenda: SEO Espionage:        Beat the Competition in 3 Steps1   How Do You Stack Up Compared to Your Competitors?    Take...
Let’s imagine that you woke up this morning as CMO of acompany that sells Material Safety Data Sheets (MSDS).             ...
Know Thy Enemy…                  #webmarketing123
Know Thy Enemy…        What tools can I use to learn about them?   Do they get more web traffic than we do?How sophisticat...
#webmarketing123@webmarketing123
#webmarketing123
But what about all the other keywords?chemicalInventory chemicalManagement chemicalMsds environmentalCompliance environmen...
Let’s pause, before we go down that path...                                   #webmarketing123
Wharton: Focus on Profitability, not Market Share"Were not saying companies shouldnt pay attention to their competitors; t...
Reasons NOT to focus or dwell on competitors:They may have a different focus.                           Inspired by an art...
Reasons NOT to focus or dwell on competitors:You may have a stronger strategy.                                      #webma...
Reasons NOT to focus or dwell on competitors:Competitors can make mistakes.                                      #webmarke...
Reasons NOT to focus or dwell on competitors:You may face completely different competitors online vs. offline             ...
But on the other hand...Competitors define the overall market landscape.                                                  ...
But on the other hand...Are they engaging with customers in a way you should emulate?                                     ...
But on the other hand...A distracted competitor offers a huge opportunity.                                                ...
How about their Online Presence?Are your online and offline competitors the same?                                         ...
How about their Online Presence?Are your competitors pursuing SEO? Paid Search?                                           ...
How about their Online Presence?Are you playing catch-up online,or do you have a chance to establish leadership?          ...
Agenda: SEO Espionage:        Beat the Competition in 3 Steps1   How Do You Stack Up Compared to Your Competitors?    Are ...
Some Popular Tools for Estimating a Competitor’sWebsite Traffic & Demographics:  •  Doubleclick AdPlanner (owned by Google...
Let’s see what SEO Tools can show usabout your 3 main MSDS competitors.                                 #webmarketing123
What Are Your Competitors Optimizing For?How would you evaluate which keywordswere more important?                        ...
What Are Your Competitors Optimizing For?How would you evaluate which keywordswere more important?Which keywords have more...
What Are Your Competitors Optimizing For?Is it a strategy you should emulate?How would you evaluate which keywordswere mor...
What sort of keyword strategy are they employing?                                      #webmarketing123
What sort of keyword strategy are they employing?                                      #webmarketing123
What is the size of their online “footprint”?                                        #webmarketing123
Are they active in Search Engine Optimization?                                    #webmarketing123
Based on what you’ve learned, youcraft a strategic mix of keywords.                                 #webmarketing123
#webmarketing123
#webmarketing123
#webmarketing123
#webmarketing123
And in relation to the competition…                                 #webmarketing123
#webmarketing123
High Rankings Matter.                        #webmarketing123
Agenda: SEO Espionage:        Beat the Competition in 3 Steps1   How Do You Stack Up Compared to Your Competitors?    Are ...
But are we ranking for the RIGHT keywords?Turning to a different client story here...                                 digi...
But are we ranking for the RIGHT keywords?                                     #webmarketing123
But are we ranking for the RIGHT keywords?                                     #webmarketing123
#webmarketing123
#webmarketing123
Tying It All Together•  Are you studying your competitors in a constructive way?                                          ...
Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strat...
Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strat...
Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strat...
Request Your Customized SEO Assessment Today.                          #webmarketing123
What can you learn from speaking with one of our analysts?    Social Media Audit             Take a hard look at your comp...
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[Webmarketing123] seo espionage beat the competition in 3 steps

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Transcript of "[Webmarketing123] seo espionage beat the competition in 3 steps"

  1. 1. SEO Espionage: Beat Your Competitors in 3 Steps Today’s Host: Alex Dunks Senior SEO Account Manager “Are they ahead of“What are my me on the searchcompetitors up to?” engines?” facebook.com/webmarketing123 #webmarketing123
  2. 2. SEARCH ENGINE PAY PER CLICK SOCIAL MEDIA OPTIMIZATION MANAGEMENT MARKETING•  Founded in 2004 •  Proprietary Attribution Tool•  Custom KPI-based Scorecards •  120+ Clients #webmarketing123
  3. 3. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com #webmarketing123
  4. 4. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123 #webmarketing123
  5. 5. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123  Want to learn more? Request a Complimentary SEO Assessment Today. #webmarketing123
  6. 6. There are 4 billion searches on Google every day. #webmarketing123
  7. 7. Direct traffic often drives the most traffic. But traffic from searches onkeywords is growing faster. Google Benchmark Results on Traffic Sources 2011 #webmarketing123
  8. 8. And even those “Direct” visits were oftenpreceded by non-branded keyword searches. -  SEO: Broad/generic keyword searchesA Introducers -  Display advertising -  Email marketing -  Social media -  Brand namesB Influencers -  Remarketing -  Search advertising -  Search marketingC Closers -  Model numbers -  Branded terms #webmarketing123
  9. 9. Agenda: SEO Espionage: Beat the Competition in 3 Steps1 How Do You Stack Up Compared to Your Competitors? Take a look at their web traffic and demographics. Look Deeper with SEO Tools2 Are you aware of the “Myth of Market Share”? Look more deeply into your competitors’ “online footprint”, keywords and metadata. Use Analytics for a Process of Continuous3 Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. #webmarketing123
  10. 10. Let’s imagine that you woke up this morning as CMO of acompany that sells Material Safety Data Sheets (MSDS). #webmarketing123
  11. 11. Know Thy Enemy… #webmarketing123
  12. 12. Know Thy Enemy… What tools can I use to learn about them? Do they get more web traffic than we do?How sophisticated are Should I try to copy whattheir digital marketing they’re doing with theirefforts? SEO? #webmarketing123
  13. 13. #webmarketing123@webmarketing123
  14. 14. #webmarketing123
  15. 15. But what about all the other keywords?chemicalInventory chemicalManagement chemicalMsds environmentalCompliance environmental compliance servicesghsMsds ghs solutionsglobally harmonized systemharmonized systemhazard communication msdshazard communication standardHazcom material safety data sheetmaterial safety data sheetsMsds authoring #webmarketing123
  16. 16. Let’s pause, before we go down that path... #webmarketing123
  17. 17. Wharton: Focus on Profitability, not Market Share"Were not saying companies shouldnt pay attention to their competitors; they might be doingreasonable things that you may also want to do," Wharton’s Armstrong says. "What were saying isthat the objective should not be to try to beat your competitor. The objective should beprofitability. In view of all the damage that occurs by focusing on market share, companies wouldbe better off not measuring it." Source: Wharton Research: bit.ly/mythmarket #webmarketing123
  18. 18. Reasons NOT to focus or dwell on competitors:They may have a different focus. Inspired by an article by Seena Sharp, Sharp Market Intelligence #webmarketing123
  19. 19. Reasons NOT to focus or dwell on competitors:You may have a stronger strategy. #webmarketing123
  20. 20. Reasons NOT to focus or dwell on competitors:Competitors can make mistakes. #webmarketing123
  21. 21. Reasons NOT to focus or dwell on competitors:You may face completely different competitors online vs. offline #webmarketing123
  22. 22. But on the other hand...Competitors define the overall market landscape. #webmarketing123
  23. 23. But on the other hand...Are they engaging with customers in a way you should emulate? #webmarketing123
  24. 24. But on the other hand...A distracted competitor offers a huge opportunity. #webmarketing123
  25. 25. How about their Online Presence?Are your online and offline competitors the same? #webmarketing123
  26. 26. How about their Online Presence?Are your competitors pursuing SEO? Paid Search?   #webmarketing123
  27. 27. How about their Online Presence?Are you playing catch-up online,or do you have a chance to establish leadership? #webmarketing123
  28. 28. Agenda: SEO Espionage: Beat the Competition in 3 Steps1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”? Look Deeper with SEO Tools.2 Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. #webmarketing123
  29. 29. Some Popular Tools for Estimating a Competitor’sWebsite Traffic & Demographics: •  Doubleclick AdPlanner (owned by Google) •  Google Keyword Tool (for searching on branded terms) •  Alexa (owned by Amazon) •  Compete •  Quantcast •  URL Trends •  SEMRush •  SpyFu #webmarketing123
  30. 30. Let’s see what SEO Tools can show usabout your 3 main MSDS competitors. #webmarketing123
  31. 31. What Are Your Competitors Optimizing For?How would you evaluate which keywordswere more important? #webmarketing123
  32. 32. What Are Your Competitors Optimizing For?How would you evaluate which keywordswere more important?Which keywords have more traffic? #webmarketing123
  33. 33. What Are Your Competitors Optimizing For?Is it a strategy you should emulate?How would you evaluate which keywordswere more important?Which keywords have more traffic?Which have more traffic that leads to sales? #webmarketing123
  34. 34. What sort of keyword strategy are they employing? #webmarketing123
  35. 35. What sort of keyword strategy are they employing? #webmarketing123
  36. 36. What is the size of their online “footprint”? #webmarketing123
  37. 37. Are they active in Search Engine Optimization? #webmarketing123
  38. 38. Based on what you’ve learned, youcraft a strategic mix of keywords. #webmarketing123
  39. 39. #webmarketing123
  40. 40. #webmarketing123
  41. 41. #webmarketing123
  42. 42. #webmarketing123
  43. 43. And in relation to the competition… #webmarketing123
  44. 44. #webmarketing123
  45. 45. High Rankings Matter. #webmarketing123
  46. 46. Agenda: SEO Espionage: Beat the Competition in 3 Steps1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”? Look Deeper with SEO Tools.2 Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. #webmarketing123
  47. 47. But are we ranking for the RIGHT keywords?Turning to a different client story here... digital magazines #webmarketing123
  48. 48. But are we ranking for the RIGHT keywords? #webmarketing123
  49. 49. But are we ranking for the RIGHT keywords? #webmarketing123
  50. 50. #webmarketing123
  51. 51. #webmarketing123
  52. 52. Tying It All Together•  Are you studying your competitors in a constructive way? #webmarketing123
  53. 53. Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strategy for your on-pageand link-building efforts? #webmarketing123
  54. 54. Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strategy for your on-pageand link-building efforts?•  Have you adopted a metrics-based approach thatmeasures outcomes and captures data from keyword toclosed deal? #webmarketing123
  55. 55. Tying It All Together•  Are you studying your competitors in a constructive way?•  Do you have a diversified keyword strategy for your on-pageand link-building efforts?•  Have you adopted a metrics-based approach thatmeasures outcomes and captures data from keyword toclosed deal? #webmarketing123
  56. 56. Request Your Customized SEO Assessment Today. #webmarketing123
  57. 57. What can you learn from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors “Cost of the Problem” Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Alex.d@webmarketing123.com facebook.com/webmarketing123 #webmarketing123
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