A different approach to competitive analysis, from a technical SEO perspective.

1. COMPETITOR
ANALYSIS
FROM A TECHNICAL
PERSPECTIVE

2. Hello!
I AM NIKI MOSIER
Sr. SEO Manager/ SEO Practice @ Two Octobers
@nikers85
https://www.linkedin.com/in/niki-mosier/

4. TECHNICAL
COMPETITIVE
ANALYSIS

5. “Keep your friends close, and your enemies closer.
Michael Corleone

6. 6

7. ○ Implementation struggles
@nikers85

9. @nikers85
○ Drop in traffic or rank

11. @nikers85
○ Provide value

13. THE PROCESS
2.
Gather data
3.
Look for
opportunities
1.
Identify
competitors
@nikers85

14. COMPETITORS
○ 3-5 competitors
1.
Identify
competitors
@nikers85

15. COMPETITORS
○ Mobile
○ Desktop
1.
Identify
competitors
@nikers85

16. COMPETITORS
○ Search Volume
1.
Identify
competitors
@nikers85

17. GATHER DATA
○ Sheets Template
2.
Gather data
@nikers85

18. GATHER DATA
2.
Gather data
@nikers85

19. GATHER DATA
○ ScreamingFrog
2.
Gather data
@nikers85
○ ThinkWithGoogle
○ MobileMoxie
○ Structured Data Testing Tool

20. 3.
Look for
opportunities
@nikers85

21. 21
@nikers85

22. PAGE SPEED
@nikers85

23. 23

24. 46% of people say waiting for
pages to load is what they dislike
most about browsing the web on
mobile
Source: Unbounce
@nikers85

25. One full second can decrease
conversion rates by 70%
Source: Unbounce
@nikers85

26. GATHER DATA
○ Mobile load time
○ Time to First Byte
○ CrUX Performance
@nikers85

27. @nikers85

28. PAGE
INDEXATION
@nikers85

29. ○ Duplicate content
○ Crawl budget
○ Crawl errors
@nikers85

30. GATHER DATA
○ Number of URLs indexed
○ Number of URLs that are indexable
○ Crawl Depth
○ Word Count
@nikers85

31. @nikers85

32. PAGE INDEXATION
@nikers85

33. 404 ERRORS
@nikers85

34. Clicks increased by 43 percent
Source: SearchEngine Journal
@nikers85

35. STRUCTURED
DATA
@nikers85

36. Average position increased
by 12 percent
Source: SearchEngine Journal
@nikers85

37. GATHER DATA
○ Pages with structured data
@nikers85
○ Types of structured data
○ Structured data format
○ Errors in structured data

38. STRUCTURED DATA
@nikers85

39. CMS
@nikers85

40. Most recently, Google has partnered with
open-source content management system (CMS)
WordPress, arguably the largest, with market share
nearing 59 percent and an estimated 1/3 of all web
content published through the platform
Source: Search Engine Land
@nikers85

41. GATHER DATA
○ Use Builtwith Chrome extension
@nikers85

42. GATHER DATA
@nikers85

43. CMS
@nikers85

44. Real Life Examples
@nikers85

45. Client 1 - LocalBusiness & FAQ Schema
★ 2 Keywords To Page One
@nikers85

46. Client 2 - Implemented New Sitemap
★ 10% increase in sessions ★ 75% increase in revenue
@nikers85

47. Client 3 - Page Indexation
★ 24 % increase in impressions
@nikers85

48. Client 4 - FAQ Schema
★ FAQ in the SERP
@nikers85

49. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
Convince the Client
○ Approach the right
person
○ Prioritize
opportunities
@nikers85

50. “The best place to bury a dead body is page 2 of
Google Search Results.
- Michael Corleone

51. THANKS!
Any questions?
You can find me at @nikers85
https://twooctobers.com/
Slides: http://bit.ly/MNSearchTSEO
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