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SearchLeeds 2019 - Laura Hogan - There’s Nothing Wrong With Being A Vulture – Using Your Competitors For SEO Wins

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In this talk Laura focuses on how e-commerce brands can use their competitors to their advantage: from picking up broken links, to cool UX features; there’s no doubt that your competitors are watching your every move and waiting to strike… so do it back.

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SearchLeeds 2019 - Laura Hogan - There’s Nothing Wrong With Being A Vulture – Using Your Competitors For SEO Wins

  1. 1. there’s nothing wrong with being a vulture using your competitors for wins laura hogan @lauralouise90
  2. 2. BRAUMGroup 2#SearchLeeds @lauralouise90 competition is everywhere
  3. 3. BRAUMGroup 3#SearchLeeds @lauralouise90
  4. 4. BRAUMGroup 4#SearchLeeds @lauralouise90 competitor analysis is vastly underused
  5. 5. BRAUMGroup 5#SearchLeeds @lauralouise90
  6. 6. BRAUMGroup 6@lauralouise90 | #brightonseo first of all we need to go back to basics #SearchLeeds @lauralouise90
  7. 7. BRAUMGroup 7@lauralouise90 | #brightonseo ranking anyone in the top 10/20 audience those targeting the same buyers #SearchLeeds @lauralouise90
  8. 8. BRAUMGroup 8@lauralouise90 | #brightonseo get alerts set up too #SearchLeeds @lauralouise90
  9. 9. BRAUMGroup 9@lauralouise90 | #brightonseo monitor the serps #SearchLeeds @lauralouise90
  10. 10. BRAUMGroup 10#SearchLeeds @lauralouise90 broken link building
  11. 11. BRAUMGroup 11#SearchLeeds @lauralouise90 this works really well with products and guides
  12. 12. BRAUMGroup 12#SearchLeeds @lauralouise90 luke’s deck
  13. 13. BRAUMGroup 13#SearchLeeds @lauralouise90
  14. 14. BRAUMGroup 14@lauralouise90 | #brightonseo use screaming frog to find 404s and their links #SearchLeeds @lauralouise90
  15. 15. BRAUMGroup 15@lauralouise90 | #brightonseo include / exclude will break the data down more #SearchLeeds @lauralouise90
  16. 16. BRAUMGroup 16@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 deepcrawl pulls it all into one place
  17. 17. BRAUMGroup 17@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90
  18. 18. BRAUMGroup 18#SearchLeeds @lauralouise90 if a competitor has closed, there’s a pool of links
  19. 19. BRAUMGroup 19#SearchLeeds @lauralouise90 50% success rate
  20. 20. BRAUMGroup 20#SearchLeeds @lauralouise90 building your media list
  21. 21. BRAUMGroup 21@lauralouise90 | #brightonseo download a competitor’s graphic that did well and drag and drop it into google images #SearchLeeds @lauralouise90
  22. 22. BRAUMGroup 22@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90
  23. 23. BRAUMGroup 23@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 if you don’t have alerts setup do a simple brand search in news
  24. 24. BRAUMGroup 24@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90
  25. 25. BRAUMGroup 25@lauralouise90 | #brightonseo get those author details #SearchLeeds @lauralouise90
  26. 26. BRAUMGroup 26@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 consider your outreach style thread link
  27. 27. BRAUMGroup 27@lauralouise90 | #brightonseo backlink analysis #SearchLeeds @lauralouise90
  28. 28. BRAUMGroup 28@lauralouise90 | #brightonseo let’s not forget the basics #SearchLeeds @lauralouise90
  29. 29. BRAUMGroup 29@lauralouise90 | #brightonseo my favourite for this is semrush gap analysis #SearchLeeds @lauralouise90
  30. 30. BRAUMGroup 30@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90
  31. 31. BRAUMGroup 31@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90
  32. 32. BRAUMGroup 32@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90
  33. 33. BRAUMGroup 33@lauralouise90 | #brightonseo i like to filter links based on how i can approach them #SearchLeeds @lauralouise90
  34. 34. BRAUMGroup 34@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 majestic’s new index is perfect for frequent analysis
  35. 35. BRAUMGroup 35@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 how about some sneaky bidding?
  36. 36. BRAUMGroup 36@lauralouise90 | #brightonseo althleisure > gyms resale > online stores construction > builder merchants #SearchLeeds @lauralouise90
  37. 37. BRAUMGroup 37@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 8:1 roi low spend low quality score
  38. 38. BRAUMGroup 38@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 check out their social ads
  39. 39. BRAUMGroup 39@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 ads library
  40. 40. BRAUMGroup 40@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 target their followers with your ads too
  41. 41. BRAUMGroup 41@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 let’s recap
  42. 42. BRAUMGroup 42@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 ● crack on with their broken links ● build your media list with their contacts ● bon’t underestimate a classic backlink analysis ● bid on their audience via social ● complimentary brands offer ppc opportunities
  43. 43. BRAUMGroup 43@lauralouise90 | #brightonseo #SearchLeeds @lauralouise90 keep analysing
  44. 44. cheers kids laura hogan @lauralouise90 www.jellybeanagency.co.uk

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