Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015)

14,851 views

Published on

My BrightonSEO 2015 talk on Advanced Competitive Intelligence. Using the SERPs to reverse engineer what strategies are being employed by argos.co.uk, amazon.co.uk, eBay.co.uk.

Published in: Marketing

ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015)

  1. 1. ADVANCED COMPETITIVE INTELLIGENCE 3 questions only the SERPs can answer
  2. 2. @STATrob getSTAT.com
  3. 3. SERP ANALYTICS
  4. 4. DISCOVERING AND COMMUICATING MEANINGFUL PATTERNS IN SERP DATA @STATrob
  5. 5. WE LOVE TO EXPERIMENT We tracked 3 UK websites in the google.co.uk SERPs @STATrob
  6. 6. ARGOS.CO.UK
  7. 7. AMAZON.CO.UK
  8. 8. EBAY.CO.UK
  9. 9. WE’RE CURIOUS: What can we learn about these 3 sites just from looking at the SERP? @STATrob
  10. 10. QUESTION #1 What types of queries are most valuable to them? @STATrob
  11. 11. QUESTION #2 What user experiences are they optimizing for? @STATrob
  12. 12. QUESTION #3 Are they optimizing for mobile devices? @STATrob
  13. 13. THE DATA SET
  14. 14. 4,715 COMMERCIAL QUERIES tv shop online, LG tv, tv deals 50 inch, Samsung 22 inch led tv, cheap 42 inch led tv, 1080p television… @STATrob
  15. 15. TELEVISIONS
  16. 16. KEYWORDS ARE THE GREATEST Because they signal searcher intent. @STATrob
  17. 17. WE FOCUSED ON THE UK We didn’t use global search volume numbers because we wanted accurate market data. @STATrob
  18. 18. WE WEIGHTED THE SEARCH VOLUME Based on the rankings, of course. @STATrob
  19. 19. RANKING WEIGHTS Rank Weight 1 1.0 2 0.9 3 0.8 4 0.7 5 0.6 … … 10 0.1
  20. 20. IT’S PRETTY EASY Ranking weight x search volume = RANKING SCORE @STATrob
  21. 21. EXAMPLE: RANKING #2 WITH A SEARCH VOLUME OF 2,400 Ranking of 2 = weight of 0.9
 0.9 x 2,400 = ranking score of 2,160 @STATrob
  22. 22. IMAGINE THE RANKING SCORE LIKE POINTS IN A VIDEO GAME And we’re going to see which site wins. @STATrob
  23. 23. WE CREATED KEYWORD SEGMENTS BRAND buy samsung smart tv SCREEN SIZE 15 inch tv dvd combo SCREEN TYPE best oled television HD FORMAT 4k tv deals
  24. 24. TOTAL KEYWORDS PER SEGMENT 0 400 800 1200 1600 BRAND SCREEN SIZE HD FORMAT SCREEN TYPE 1,448 677 1,231 1,575
  25. 25. TOTAL SEARCH VOLUME PER SEGMENT 0 200,000 400,000 600,000 800,000 BRAND SCREEN SIZE HD FORMAT SCREEN TYPE 247,140 201,170 414,650 758,460
  26. 26. AVG SEARCH VOLUME PER KEYWORD 0 125 250 375 500 BRAND SCREEN SIZE HD FORMAT SCREEN TYPE 170.68 297.15 336.84 481.56
  27. 27. QUESTION #1 What types of queries are most valuable to them? @STATrob
  28. 28. FIRST UP: ARGOS.
  29. 29. PERCENTAGE OF TOTAL RANKING SCORE 15% 4% 46% 34% BRAND SCREEN SIZE HD FORMAT SCREEN TYPE
  30. 30. ‘SCREEN SIZE’ SEGMENT - RANKING SCORE 0 75000 150000 225000 300000 ARGOS AMAZON EBAY 169,481 187,366 278,432
  31. 31. NEXT UP: AMAZON.
  32. 32. PERCENTAGE OF TOTAL RANKING SCORE 18% 8% 35% 40% BRAND SCREEN SIZE HD FORMAT SCREEN TYPE
  33. 33. ‘BRAND’ SEGMENT - RANKING SCORE 0 55000 110000 165000 220000 ARGOS AMAZON EBAY 60,117 211,296207,730
  34. 34. DON’T FORGET EBAY!
  35. 35. PERCENTAGE OF TOTAL RANKING SCORE 17% 4% 58% 21% BRAND SCREEN SIZE HD FORMAT SCREEN TYPE
  36. 36. ‘SCREEN SIZE’ SEGMENT - RANKING SCORE 0 75000 150000 225000 300000 ARGOS AMAZON EBAY 169,481 187,366 278,432
  37. 37. THE ANSWER TO QUESTION #1 ARGOS AMAZON EBAY BRAND 207,730 211,296 60,117 SCREEN SIZE 278,432 187,366 169,481 HD FORMAT 24,600 40,888 11,277 SCREEN TYPE 92,227 94,950 50,267
  38. 38. PICK ACCESSIBLE KEYWORDS Argos is beating Amazon by focusing on the 2nd most valuable keyword segment @STATrob
  39. 39. IT’S TIME TO TALK CONTENT.
  40. 40. PRODUCT PAGE (ARGOS)
  41. 41. PRODUCT PAGE (AMAZON)
  42. 42. PRODUCT PAGE (EBAY)
  43. 43. SEARCH PAGE (ARGOS)
  44. 44. SEARCH PAGE (AMAZON)
  45. 45. SEARCH PAGE (EBAY)
  46. 46. QUESTION #2 What user experiences are they optimizing for? @STATrob
  47. 47. HERE’S ARGOS.
  48. 48. PERCENTAGE OF TOTAL RANKING SCORE 4% 69% 27% PRODUCT PAGES SEARCH PAGES OTHER
  49. 49. AND NOW, AMAZON.
  50. 50. PERCENTAGE OF TOTAL RANKING SCORE 5% 57% 38% PRODUCT PAGES SEARCH PAGES OTHER
  51. 51. TOTAL KEYWORDS 451 1,461 2,713 PRODUCT PAGES SEARCH PAGES OTHER
  52. 52. Two birds, with one stone!
  53. 53. FINALLY, EBAY.
  54. 54. PERCENTAGE OF TOTAL RANKING SCORE 4% 94% 2% PRODUCT PAGES SEARCH PAGES OTHER
  55. 55. THE ANSWER TO QUESTION #2 ARGOS AMAZON EBAY PRODUCT PAGES 27% 38% 2% SEARCH PAGES 69% 57% 94% OTHER 4% 5% 4%
  56. 56. AVG SEARCH VOLUME PER KEYWORD 0 175 350 525 700 ARGOS AMAZON EBAY 566.81587.78 550.73 198.27 463.17 384.6 PRODUCT PAGES SEARCH PAGES
  57. 57. ALWAYS RANK YOUR BEST UX User experience should inform your ranking strategy. @STATrob
  58. 58. QUESTION #3 Are they optimizing for mobile devices? @STATrob
  59. 59. TOTAL RANKING SCORE PER SITE 0 250,000 500,000 750,000 1,000,000 ARGOS AMAZON EBAY 332,844 864,469 909,020 312,344 783,824 891,356 MOBILE DESKTOP
  60. 60. AVG RANKING PER SITE 0 5 10 15 20 ARGOS AMAZON EBAY 17.04 10.6110.08 17.48 11.110.51 MOBILE DESKTOP
  61. 61. AVG SEARCH VOLUME PER KEYWORD FOR UNIVERSAL RESULTS 0 750 1,500 2,250 3,000 ANSWERS CAROUSEL IMAGES NEWS SHOPPING VIDEOS 340356 2,350 756 197 1,629
  62. 62. WATCH OUT FOR MOBILE. And, hire a PR specialist. @STATrob
  63. 63. THAT’S A WRAP
  64. 64. THE FINAL SCORE 0 250000 500000 750000 1000000 ARGOS AMAZON EBAY 332,844 864,469909,020
  65. 65. ANYONE CAN DO THIS We used STAT, but it’s platform agnostic. @STATrob
  66. 66. WE’LL BE SENDING YOU THE FULL CASE STUDY NEXT WEEK. @STATrob
  67. 67. THANK YOU!
  68. 68. getSTAT.com @STATrob

×