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SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Saved $337,000

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In order to edge out your competition you need to know who your competition is, what their marketing strategies are, and how audiences respond to them. Zee will walk through how Distilled performs its own competitive analyses, what kind of actionable insights a great analysis can uncover, and when it’s worth it to go toe-to-toe with your competitors vs. when it’s a better idea to run off with a new approach.

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SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Saved $337,000

  1. 1. A Competitive Analysis that Saved $337,000 Zee Hoffmann Jones - @itszeezle SearchLove London 2017
  2. 2. New phone, who dis?
  3. 3. Who are your search competitors? Build customer profilesWho are your audiences? What are your business goals?
  4. 4. If you can’t answer these questions, how do you know what features you need?
  5. 5. If you can’t answer these questions, how do you know what features you need?
  6. 6. Activity
  7. 7. So, how do we find our competitors?
  8. 8. We start with our favorite tool(s). SearchMetrics
  9. 9. We start with our favorite tool(s). SEMRush Link to the “hard” way is in this post: moz.com/blog/competitive-analysis
  10. 10. Sense check your domain picks. Do they write about Broadway? Build customer profiles Are they associated with irrelevant industries? Do they sell tickets to Broadway shows?
  11. 11. Sense check your domain picks. SearchMetrics
  12. 12. Sense check your domain picks. SEMRush
  13. 13. Next we need our sample page sets.
  14. 14. Picking 5 sample pages per domain. Editorial Pages? Build customer profilesBrowse Pages? Product Pages? Build customer profilesHome Pages?
  15. 15. Picking 5 sample pages per domain.
  16. 16. The Balanced Digital Scorecard PLATFORM AUDIENCE MEASUREMENT CONTENT CONVERSION
  17. 17. The Balanced Digital Scorecard PLATFORM AUDIENCE MEASUREMENT CONTENT CONVERSION
  18. 18. What about these line items?
  19. 19. Platform PAGES ARE WELL OPTIMIZED GOT SCHEMA? HOME FOR NEW CONTENT INTERNAL LINKING PROMOTES INDEXABLE CONTENT NOT MESSING UP TECHNICAL SEO
  20. 20. Platform
  21. 21. Post Platform Fixes
  22. 22. Content PAGES ARE EDITORIALLY OPTIMIZED APPROPRIATE TRANSACTIONAL & INFORMATIONAL CONTENT QUALITY OF IMAGES AND VIDEO? INTERNAL LINKING SUPPORTS ORGANIC CONTENT QUALITY OF CONTENT?
  23. 23. Content
  24. 24. Audience LINKING ROOT DOMAINS PROMOTING CONTENT CREATING ENGAGING CONTENT FOR USERS QUALITY OF LINKING ROOT DOMAINS CREATING CONTENT TO ATTRACT ORGANIC TRAFFIC
  25. 25. Audience
  26. 26. Our New Content & Audience Targets
  27. 27. Conversion CLEAR CTAS ON SITE CTAS MATCH USER INTENT STEPS TO CONVERSIONS ARE APPROPRIATE CLEAR LINK BETWEEN CONVERSIONS AND REVENUE
  28. 28. Conversion
  29. 29. How did this change our roadmap? And save all that cash?
  30. 30. Opening Our Eyes
  31. 31. The secret to edging out your competition? Empathy.
  32. 32. Avg. Time on Page Sessions YoY Sitewide 2:07 15.5% Original Editorials 2:39 – Newly Targeted Editorials 3:50 37.3%
  33. 33. Thank you! @itszeezle
  34. 34. Links to Resources HOW TO USE THE CHECKLIST SEMRUSH THE CHECKLIST SEARCHMETRICS

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