Staying on top of what competitors are doing is an important part of any marketing initiative. There is a lot of valuable information we can learn about our competitors when we look at their website from a technical perspective.

1. Competitor Analysis From
A Technical Perspective
Niki Mosier // Two Octobers
SLIDESHARE.NET/NIKIMOSIER
@NIKERS85

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

4. 4

5. Implementation struggles
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6. Drop in traffic or rank
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7. Provide value
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8. THE PROCESS
1.
Identify
competitors
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9. THE PROCESS
2.
Gather data
1.
Identify
competitors
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10. THE PROCESS
2.
Gather data
3.
Look for
opportunities
1.
Identify
competitors
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11. COMPETITORS
3-5 competitors
1.
Identify
competitors
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12. COMPETITORS
Mobile
Desktop
1.
Identify
competitors
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13. COMPETITORS
Search Volume
1.
Identify
competitors
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14. GATHER DATA
Sheets Template
2.
Gather data
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15. GATHER DATA
2.
Gather data
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16. GATHER DATA
○ ScreamingFrog
2.
Gather data
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17. GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
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18. GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
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19. GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
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○ CoreVitals GSheet

20. 3.
Look for
opportunities
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21. 21
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22. PAGE SPEED
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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
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25. One full second can decrease
conversion rates by 70%
Source: Unbounce
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26. GATHER DATA
Mobile load time
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27. GATHER DATA
User Experience
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28. PAGE
INDEXATION
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29. ○ Duplicate content
○ Crawl budget
○ Crawl errors
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30. GATHER DATA
○ Number of URLs indexed
○ Number of URLs that are indexable
○ Crawl Depth
○ Word Count
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31. @nikers85 #BrightonSEO

32. PAGE INDEXATION
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33. 404 ERRORS
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34. Clicks increased by 43 percent
Source: Search Engine Journal
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35. STRUCTURED
DATA
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36. Average position increased
by 12 percent
Source: Search Engine Journal
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37. GATHER DATA
○ Pages with structured data
○ Types of structured data
○ Structured data format
○ Errors in structured data
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38. STRUCTURED DATA
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39. CMS
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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
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41. GATHER DATA
○ Use Builtwith Chrome extension
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42. GATHER DATA
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43. CMS
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44. Real Life Examples
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45. Client 1 - LocalBusiness & FAQ Schema
★ 2 Keywords To Page One
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46. Client 2 - Implemented New Sitemap
★ 10% increase in sessions ★ 75% increase in revenue
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47. Client 3 - Page Indexation
★ 24 % increase in impressions
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48. Client 4 - FAQ Schema
★ FAQ in the SERP
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49. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
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50. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
@nikers85 #BrightonSEO

51. 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

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

53. THANKS!
Any questions?
You can find me at @nikers85
https://twooctobers.com/