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Competitor Analysis From
A Technical Perspective
Niki Mosier // Two Octobers
SLIDESHARE.NET/NIKIMOSIER
@NIKERS85
“Keep your friends close, and your enemies closer.
Michael Corleone
4
Implementation struggles
@nikers85 #BrightonSEO
Drop in traffic or rank
@nikers85 #BrightonSEO
Provide value
@nikers85 #BrightonSEO
THE PROCESS
1.
Identify
competitors
@nikers85 #BrightonSEO
THE PROCESS
2.
Gather data
1.
Identify
competitors
@nikers85 #BrightonSEO
THE PROCESS
2.
Gather data
3.
Look for
opportunities
1.
Identify
competitors
@nikers85 #BrightonSEO
COMPETITORS
3-5 competitors
1.
Identify
competitors
@nikers85 #BrightonSEO
COMPETITORS
Mobile
Desktop
1.
Identify
competitors
@nikers85 #BrightonSEO
COMPETITORS
Search Volume
1.
Identify
competitors
@nikers85 #BrightonSEO
GATHER DATA
Sheets Template
2.
Gather data
@nikers85 #BrightonSEO
GATHER DATA
2.
Gather data
@nikers85 #BrightonSEO
GATHER DATA
○ ScreamingFrog
2.
Gather data
@nikers85 #BrightonSEO
GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
@nikers85 #BrightonSEO
GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
@nikers85 #BrightonSEO
GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
@nikers85 #BrightonSEO
○ CoreVitals GSheet
3.
Look for
opportunities
@nikers85 #BrightonSEO
21
@nikers85 #BrightonSEO
PAGE SPEED
@nikers85 #BrightonSEO
23
46% of people say waiting for
pages to load is what they dislike
most about browsing the web on
mobile
Source: Unbounce
@nikers85 #BrightonSEO
One full second can decrease
conversion rates by 70%
Source: Unbounce
@nikers85 #BrightonSEO
GATHER DATA
Mobile load time
@nikers85 #BrightonSEO
GATHER DATA
User Experience
@nikers85 #BrightonSEO
PAGE
INDEXATION
@nikers85 #BrightonSEO
○ Duplicate content
○ Crawl budget
○ Crawl errors
@nikers85 #BrightonSEO
GATHER DATA
○ Number of URLs indexed
○ Number of URLs that are indexable
○ Crawl Depth
○ Word Count
@nikers85 #BrightonSEO
@nikers85 #BrightonSEO
PAGE INDEXATION
@nikers85 #BrightonSEO
404 ERRORS
@nikers85 #BrightonSEO
Clicks increased by 43 percent
Source: Search Engine Journal
@nikers85 #BrightonSEO
STRUCTURED
DATA
@nikers85 #BrightonSEO
Average position increased
by 12 percent
Source: Search Engine Journal
@nikers85 #BrightonSEO
GATHER DATA
○ Pages with structured data
○ Types of structured data
○ Structured data format
○ Errors in structured data
@nikers85 #BrightonSEO
STRUCTURED DATA
@nikers85 #BrightonSEO
CMS
@nikers85 #BrightonSEO
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 #BrightonSEO
GATHER DATA
○ Use Builtwith Chrome extension
@nikers85 #BrightonSEO
GATHER DATA
@nikers85 #BrightonSEO
CMS
@nikers85 #BrightonSEO
Real Life Examples
@nikers85 #BrightonSEO
Client 1 - LocalBusiness & FAQ Schema
★ 2 Keywords To Page One
@nikers85 #BrightonSEO
Client 2 - Implemented New Sitemap
★ 10% increase in sessions ★ 75% increase in revenue
@nikers85 #BrightonSEO
Client 3 - Page Indexation
★ 24 % increase in impressions
@nikers85 #BrightonSEO
Client 4 - FAQ Schema
★ FAQ in the SERP
@nikers85 #BrightonSEO
RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
@nikers85 #BrightonSEO
RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
@nikers85 #BrightonSEO
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 #BrightonSEO
“The best place to bury a dead body is page 2 of
Google Search Results.
- Michael Corleone
THANKS!
Any questions?
You can find me at @nikers85
https://twooctobers.com/

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