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Competitor Analysis and its
importance in 2016
Jeremy Spiller
January 2016
White Hat Media2
#whmweb
3
If you know the enemy and know
yourself, you need not fear the
result of 100 battles
Sun Tzu
White Hat Media4
Why do it?
It’s been 21 years
Image source; Digiresults
There’s much to consider
White Hat Media7
White Hat Media8
White Hat Media9
The stakes are high
Why aren’t more businesses doing it?
The elephant in the room
Data Insight Action
Quantitative
Hybrid; quantitative and qualitative
Qualitative
Plan it properly
White Hat Media18
Select one
to three
competitors
Add indirect
Create
chart
Action
7 key areas to keep an eye on
What do you think?
Their websites
What do you think?
22
Review their sites carefully
Messaging
Content
Navigation
Features
Calls to Action (CTAs)
Key-
phrase 1
Key-
phrase 2
Key-
phrase 3
Key-
phrase 4
Key-
phrase 5
Positions, then why?
CompetitorsYou
Search
www.sitecheckerapp.com
As of Nov 6, 2015
Organic Keyword Count (Approx.)
Organic Keyword Count (Approx.)
SEMrush's estimate of the number of word...
As of Nov 10, 2015
Inbound Links
Moz External Links
Hyperlinks that point at any domain other than the domain where the li...
White Hat Media28
Rank, strategy, search volume, traffic, url and more
Paid
Top 3 Most Engaging Cross-Channel Posts
Social
Content
Yes, sign up to their stuff
Email
You will not be judged
‘Net Results Newsletter’
‘6 Online Community Tips You Should Steal Today’
‘How to Build an All-Star Social Media Team’
White Hat Media36
Recruitment
What are the dangers?
White Hat Media38
Lack of clarity
It’s ongoing
Not knowing
what’s out there
Thinking they’re
all the same
No action
White Hat Media39
Some of the tools we use
40
Key takeaways
Do it
Then continue to do it
Identify
Decide what to monitor
Plan
Use the right tools
Gather insights
Tak...
Competitor Analysis and Its Importance in 2016
Competitor Analysis and Its Importance in 2016
Competitor Analysis and Its Importance in 2016
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Competitor Analysis and Its Importance in 2016

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Is your digital strategy missing this vital component? Competitive Intelligence could be the difference between getting (and staying) ahead of your competitors or constantly wondering how they are enjoying digital success. Presentation given at the 2016 New Year Digital Briefing (UK).

Published in: Data & Analytics
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Competitor Analysis and Its Importance in 2016

  1. 1. Competitor Analysis and its importance in 2016 Jeremy Spiller January 2016
  2. 2. White Hat Media2 #whmweb
  3. 3. 3 If you know the enemy and know yourself, you need not fear the result of 100 battles Sun Tzu
  4. 4. White Hat Media4 Why do it?
  5. 5. It’s been 21 years
  6. 6. Image source; Digiresults There’s much to consider
  7. 7. White Hat Media7
  8. 8. White Hat Media8
  9. 9. White Hat Media9 The stakes are high
  10. 10. Why aren’t more businesses doing it?
  11. 11. The elephant in the room
  12. 12. Data Insight Action
  13. 13. Quantitative
  14. 14. Hybrid; quantitative and qualitative
  15. 15. Qualitative
  16. 16. Plan it properly
  17. 17. White Hat Media18 Select one to three competitors Add indirect Create chart Action
  18. 18. 7 key areas to keep an eye on
  19. 19. What do you think? Their websites
  20. 20. What do you think?
  21. 21. 22 Review their sites carefully Messaging Content Navigation Features Calls to Action (CTAs)
  22. 22. Key- phrase 1 Key- phrase 2 Key- phrase 3 Key- phrase 4 Key- phrase 5 Positions, then why? CompetitorsYou Search
  23. 23. www.sitecheckerapp.com
  24. 24. As of Nov 6, 2015 Organic Keyword Count (Approx.) Organic Keyword Count (Approx.) SEMrush's estimate of the number of words for which you rank in the top 20 results.
  25. 25. As of Nov 10, 2015 Inbound Links Moz External Links Hyperlinks that point at any domain other than the domain where the link exists. (source:Moz).
  26. 26. White Hat Media28 Rank, strategy, search volume, traffic, url and more Paid
  27. 27. Top 3 Most Engaging Cross-Channel Posts Social
  28. 28. Content
  29. 29. Yes, sign up to their stuff Email
  30. 30. You will not be judged
  31. 31. ‘Net Results Newsletter’
  32. 32. ‘6 Online Community Tips You Should Steal Today’
  33. 33. ‘How to Build an All-Star Social Media Team’
  34. 34. White Hat Media36 Recruitment
  35. 35. What are the dangers?
  36. 36. White Hat Media38 Lack of clarity It’s ongoing Not knowing what’s out there Thinking they’re all the same No action
  37. 37. White Hat Media39 Some of the tools we use
  38. 38. 40 Key takeaways Do it Then continue to do it Identify Decide what to monitor Plan Use the right tools Gather insights Take action

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