SEO Espionage: Beat Your Competitors in 3 Steps        Today’s Host:                           Dial: +1 (646) 558-2122    ...
Some Practical Matters                         @webmarketing123
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.com  Connect with us on Social Medi...
Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com  Connect with us on Social Medi...
Some Practical Matters Use the chat box to ask questions & make comments.                                          @webmar...
There are 4 billion searches on Google every day.                                        @webmarketing123
Searches on your company name (“Direct”) drive the most traffic.          But search engine traffic is growing faster.    ...
And even those “Direct” searches               often start with keyword searches.                  -  SEO: Broad/generic  ...
Today’s Agenda: SEO Espionage:                Beat the Competition in 3 Steps1   How Do You Stack Up Compared to Your Comp...
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
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 ...
Reasons NOT to focus or dwell on competitors:You may have a stronger strategy.                                         @we...
Reasons NOT to focus or dwell on competitors:Competitors can make mistakes.                                         @webma...
But on the other hand...Competitors define the overall market landscape.                                                  ...
But on the other hand...They might show you how to successfully engage with customers.                                    ...
But on the other hand...A distracted competitor offers a huge opportunity.                                                ...
Regarding Digital Marketing…Are your online and offline competitors the same?                                             ...
Regarding Digital Marketing…Are your competitors pursuing SEO? Paid Search?                                               ...
Regarding Digital Marketing…Are you playing catch-up online,or do you have a chance to establish leadership?              ...
Today’s Agenda: SEO Espionage:                Beat the Competition in 3 Steps1   How Do You Stack Up Compared to Your Comp...
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 keywords weremore important?                        ...
What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore important?Which keywords have more...
What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore important?Which keywords have more...
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
Based on what you’ve learned, you craft astrategic mix of keywords.
@webmarketing123
@webmarketing123
@webmarketing123
@webmarketing123
And in relation to the competition…                                 @webmarketing123
@webmarketing123
High Rankings Matter.                        @webmarketing123
Today’s Agenda: SEO Espionage:                Beat the Competition in 3 Steps1   How Do You Stack Up Compared to Your Comp...
But are we ranking for the RIGHT keywords?Turning to a different client story here...                                    d...
But are we ranking for the RIGHT keywords?                                       @webmarketing123
But are we ranking for the RIGHT keywords?                                       @webmarketing123
@webmarketing123
@webmarketing123
Tying It All Together                        @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...
 Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!   Email seo@webmarketing123.co...
What can you expect from speaking with one of our analysts?    -  “Cost of the Problem” Analysis: Discover the cost of not...
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Webmarketing123 webinar seo espionage- beat the competition in 3 steps

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Webmarketing123 webinar seo espionage- beat the competition in 3 steps

  1. 1. SEO Espionage: Beat Your Competitors in 3 Steps Today’s Host: Dial: +1 (646) 558-2122 Access Code: 188-920-523 Mike Turner Senior SEO Strategist “Are they ahead of“What are my me on the searchcompetitors up to?” engines?” @webmarketing123 facebook.com/webmarketing123
  2. 2. Some Practical Matters @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 on Social Media @webmarketing123 facebook.com/webmarketing123 @webmarketing123
  5. 5. Some Practical Matters  Are the slides available?Yes! Just email seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123  Want to learn more?Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card! visit bit.ly/wm123seo @webmarketing123
  6. 6. Some Practical Matters Use the chat box to ask questions & make comments. @webmarketing123
  7. 7. There are 4 billion searches on Google every day. @webmarketing123
  8. 8. Searches on your company name (“Direct”) drive the most traffic. But search engine traffic is growing faster. Google Benchmark Results on Traffic Sources 2011 @webmarketing123
  9. 9. And even those “Direct” searches often start with 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
  10. 10. Today’s 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.3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability. @webmarketing123
  11. 11. Let’s imagine that you woke up this morning as CMO of acompany that sells Material Safety Data Sheets (MSDS). @webmarketing123
  12. 12. Know Thy Enemy… @webmarketing123
  13. 13. 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
  14. 14. @webmarketing123
  15. 15. @webmarketing123
  16. 16. But what about all the other keywords?chemicalInventory chemicalManagement chemicalMsds environmentalCompliance environmental compliance servicesghsmsdsghs solutionsglobally harmonized systemharmonized systemhazard communication msdshazard communication standardHazcom material safety data sheetmaterial safety data sheetsMsds authoring @webmarketing123
  17. 17. Let’s pause, before we go down that path... @webmarketing123
  18. 18. 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
  19. 19. 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
  20. 20. Reasons NOT to focus or dwell on competitors:You may have a stronger strategy. @webmarketing123
  21. 21. Reasons NOT to focus or dwell on competitors:Competitors can make mistakes. @webmarketing123
  22. 22. But on the other hand...Competitors define the overall market landscape. @webmarketing123
  23. 23. But on the other hand...They might show you how to successfully engage with customers. @webmarketing123
  24. 24. But on the other hand...A distracted competitor offers a huge opportunity. @webmarketing123
  25. 25. Regarding Digital Marketing…Are your online and offline competitors the same? @webmarketing123
  26. 26. Regarding Digital Marketing…Are your competitors pursuing SEO? Paid Search? @webmarketing123
  27. 27. Regarding Digital Marketing…Are you playing catch-up online,or do you have a chance to establish leadership? @webmarketing123
  28. 28. Today’s 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 @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 keywords weremore important? @webmarketing123
  32. 32. What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore important?Which keywords have more traffic? @webmarketing123
  33. 33. What Are Your Competitors Optimizing For?How would you evaluate which keywords weremore 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. Based on what you’ve learned, you craft astrategic mix of keywords.
  38. 38. @webmarketing123
  39. 39. @webmarketing123
  40. 40. @webmarketing123
  41. 41. @webmarketing123
  42. 42. And in relation to the competition… @webmarketing123
  43. 43. @webmarketing123
  44. 44. High Rankings Matter. @webmarketing123
  45. 45. Today’s 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
  46. 46. But are we ranking for the RIGHT keywords?Turning to a different client story here... digital magazines @webmarketing123
  47. 47. But are we ranking for the RIGHT keywords? @webmarketing123
  48. 48. But are we ranking for the RIGHT keywords? @webmarketing123
  49. 49. @webmarketing123
  50. 50. @webmarketing123
  51. 51. Tying It All Together @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-page andlink-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-page andlink-building efforts?•  Have you adopted a metrics-based approach that measuresoutcomes and captures data from keyword to closed deal? @webmarketing123
  55. 55.  Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card! Email seo@webmarketing123.com Or visit bit.ly/wm123seo
  56. 56. What can you expect from speaking with one of our analysts? -  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing. Visit bit.ly/wm123seoNext week: New From Google, Algorithm Changes & Social Media Analytics facebook.com/webmarketing123 @webmarketing123
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