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Leap Frog your Competitors’ SEO Strategies 
Big Marketing Data™ & 
Software for Professional Marketers 
Dennis Hart, Presi...
Leap Frog your competitors’ SEO strategies 
5 Tips 
And overtake them on the SERPs that matter most
Leap Frog your competitor’s SEO strategies 
1. Competitive Landscape 
Find your “ONLINE Competitors” 
2. Competitive Audit...
1. Competitive 
Landscape
Marketplace Potential 
Who are your TRUE ONLINE Competitors 
1. Ask your client or internal stakeholder 
Terrestrial disto...
Marketplace Potential 
Find Your TRUE 
ONLINE Competitors 
1. Search for your top keywords 
and keep track of which 
websi...
Marketplace Potential 
You could also make 
use of Big Data to 
find lots and lots of 
overlapping keywords 
across lots a...
An old friend…The Venn Diagram 
A 
A 
B 
A 
B 
B 
C 
B 
C 
D 
A 
B 
C 
D 
E 
F 
G 
H 
I 
J 
K 
L 
M 
O 
N 
P 
R 
S 
T 
V 
...
But even Venn diagrams have their limita9ons! 
A 
B 
B 
C 
A 
D 
A 
A 
A 
A 
A 
B 
P 
R 
P 
R 
A 
B 
B 
C 
L 
B 
C 
D 
E 
...
Graph Databases for SERP data 
Imagine Venn Diagrams on Steroids!
Insights Big Data and Graph Databases can help with…. 
1. How big is your market? 
• How many competing sites? 
• How many...
2. Competitive 
Audit
Competitive Audit 
Once you understand your TRUE online competitors, 
you’ll need to assess the strengths and weakness acr...
Lots of Readily Available Site Metrics 
What 
Why 
How 
Site 
Maps 
They 
follow 
best 
pracJces 
Check 
manually, 
variou...
Lots of Readily Available Link Metrics 
What 
Why 
How 
Inbound 
Links 
Overall 
popularity 
MajesJc, 
Ahrefs, 
Moz, 
ASEO...
Competitive Audit 
Simple competitive matrix
Detailed Page Level Comparisons 
And much deeper page level analysis
Compe99ve Gap Analysis at Page Level 
3. 
Long-­‐term 
ROI 
100 
Prioritize your team’s actions 
1. 
Quick 
ROI 
4. 
Low/N...
3. Competitive 
Rankings
Overlapping Keywords = Opportunity 
SpyFu 
Analytics SEO 
1. Find your 
2. Compare your competitors’ rankings 
against you...
Rankings Across Competitors 
Multi-sort to see the Keywords your competitors are ranking better for than you 
Competitor 1...
4. Universal 
Search
Typical Scenario 
Search is no longer just about those 10 blue links. 
Step 1- Set up “Places” (Google 
+ Business Page) 
...
Finding the best opportunities 
Find the keywords that ALREADY generate 
Universal Search results- THEN Optimize 
Local, I...
5. Competitive 
Link Analysis
Competitive Link Analysis 
Even with equal amount of links, not all links are equal!
Competitive Link Analysis 
Target the competitor’s links with the highest: 
Trust Flow, Citation Flow, (Majestic) 
Domain ...
Leap Frog your competitors’ SEO strategies 
When empowered with this data you’ll be 
ready to overtake your competitors by...
Thank-you! 
Big Marketing Data™ & 
Software for Professional Marketers 
Dennis Hart, President Analytics SEO LLC 
@analyti...
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Leap Frog Your Competitors' SEO Strategies By Dennis Hart

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From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For SEO. PRESENTATION: Leap Frog Your Competitors' SEO Strategies - Given by Dennis Hart, @Click2Dennis, President - Analytics SEO. #SMX #12B

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Leap Frog Your Competitors' SEO Strategies By Dennis Hart

  1. 1. Leap Frog your Competitors’ SEO Strategies Big Marketing Data™ & Software for Professional Marketers Dennis Hart, President Analytics SEO LLC @analyticsseo www.analyticsseo.com
  2. 2. Leap Frog your competitors’ SEO strategies 5 Tips And overtake them on the SERPs that matter most
  3. 3. Leap Frog your competitor’s SEO strategies 1. Competitive Landscape Find your “ONLINE Competitors” 2. Competitive Audit Compare key metrics to understand your competitor’s strategy 3. Competitive Rankings Find Your Keyword Competition 4. Universal Search Find the opportunities 5. Find Competitive Linking Opportunities Target competitors’ high quality links
  4. 4. 1. Competitive Landscape
  5. 5. Marketplace Potential Who are your TRUE ONLINE Competitors 1. Ask your client or internal stakeholder Terrestrial distortion- local competitors may be the least of your worries ONLINE 2. Check the “first page” for a few keywords Market distortion- may identify competitors that are way to big or way too small 3. Use various available tools Using a bucket of keywords you can assess your actual online “marketplace” Define your market and your competitors
  6. 6. Marketplace Potential Find Your TRUE ONLINE Competitors 1. Search for your top keywords and keep track of which websites are ranking better or worse than you are. 2. The Sites that are ranking better are your targets. Those below you may be targeting you. 3. Based on the available volume of searches for those keywords, you can calculate your Marketplace Potential. Define your market and your competitors
  7. 7. Marketplace Potential You could also make use of Big Data to find lots and lots of overlapping keywords across lots and lots of domains But that has its challenges… How ‘Big’ do you want to go?
  8. 8. An old friend…The Venn Diagram A A B A B B C B C D A B C D E F G H I J K L M O N P R S T V U W Y X Z You need a method for comparing A against everyone, then B against everyone and so on….
  9. 9. But even Venn diagrams have their limita9ons! A B B C A D A A A A A B P R P R A B B C L B C D E F G H I J K L M A A A A O B N P R S L T V U W Y X Z A B B A C B C D E F G H I J K L M O N P R S T V U W Y X Z A B B C B C D E F G H I J K L M N V U W Y X Z A B C B C D E G H I J K M N O S V U Y B A C B C E F G H I J K M N V U W Y X Z A B C B C D E F G H I J K M P R V U Y Z
  10. 10. Graph Databases for SERP data Imagine Venn Diagrams on Steroids!
  11. 11. Insights Big Data and Graph Databases can help with…. 1. How big is your market? • How many competing sites? • How many organic ranking keywords? • What is the market search volume (add SEMRush, Adwords)? • Is the market growing or declining? Is it seasonal? • Which keywords are trending up/down, which are seasonal? 2. Who you are really competing with… Examples: • MeetingZone.com vs Match.com • Snowandrock.com ^ There are a number of studies that give you CTR% estimates by ranking position. We use anonymized data from GWT.
  12. 12. 2. Competitive Audit
  13. 13. Competitive Audit Once you understand your TRUE online competitors, you’ll need to assess the strengths and weakness across various SEO metrics. You can pick up clues as to what your competitors are doing and how you may be able to overtake them. Analyze your Competitors
  14. 14. Lots of Readily Available Site Metrics What Why How Site Maps They follow best pracJces Check manually, various tools Robots.txt They are direcJng the SEs Check manually, various tools Page Load Speed RelaJvely new indicator Pingdom, Google Page Speed Insights Custom 404 They care about overall user experience Check manually, 404checker Domain Age How long have they been in the market? Webconfs.com (mulJ), manually Alexa Rank Kinda old, but not a bad indicator of site overall Alexa Site level SEO metrics
  15. 15. Lots of Readily Available Link Metrics What Why How Inbound Links Overall popularity MajesJc, Ahrefs, Moz, ASEO Referring Domains Overall diversity MajesJc, ASEO Referring IP’s More specific diversity metric MajesJc, ASEO Referring Subnets Most specific diversity metric MajesJc, ASEO Deep Link RaJo Did they buy a bunch of links? MajesJc, Ahrefs, Moz, ASEO Link metrics
  16. 16. Competitive Audit Simple competitive matrix
  17. 17. Detailed Page Level Comparisons And much deeper page level analysis
  18. 18. Compe99ve Gap Analysis at Page Level 3. Long-­‐term ROI 100 Prioritize your team’s actions 1. Quick ROI 4. Low/No ROI 2. Maintain ROI RelaJve Strength Organic Growth PotenJal 0 100 0
  19. 19. 3. Competitive Rankings
  20. 20. Overlapping Keywords = Opportunity SpyFu Analytics SEO 1. Find your 2. Compare your competitors’ rankings against your own rankings keyword competition There are lots of providers to choose from!
  21. 21. Rankings Across Competitors Multi-sort to see the Keywords your competitors are ranking better for than you Competitor 1 ranking 1-10 AND Competitor 2 ranking 1-50 AND Competitor 3 ranking 1-50 AND “Your Site” ranking >10 You CAN overtake them!
  22. 22. 4. Universal Search
  23. 23. Typical Scenario Search is no longer just about those 10 blue links. Step 1- Set up “Places” (Google + Business Page) Step 2- Add Categories, Descriptions, Images, etc. Step 3- Hope you’ve done it right and check back later. OR… Local, Images, Video, Shopping, etc.
  24. 24. Finding the best opportunities Find the keywords that ALREADY generate Universal Search results- THEN Optimize Local, Images, Video, Shopping, etc.
  25. 25. 5. Competitive Link Analysis
  26. 26. Competitive Link Analysis Even with equal amount of links, not all links are equal!
  27. 27. Competitive Link Analysis Target the competitor’s links with the highest: Trust Flow, Citation Flow, (Majestic) Domain Authority, Page Authority (Moz) Domain Rank (ahrefs)
  28. 28. Leap Frog your competitors’ SEO strategies When empowered with this data you’ll be ready to overtake your competitors by: • Implementing technical best practices • Writing better content • Sharing in more relevant neighborhoods
  29. 29. Thank-you! Big Marketing Data™ & Software for Professional Marketers Dennis Hart, President Analytics SEO LLC @analyticsseo www.analyticsseo.com

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