Anything you can do I can do better - Sam Crocker

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  • You should know areas you won’t talk about, topics you won’t mention, and things you won’t do. This can be offensive and defensive (e.g. We will go to this length to get a link or we will not mention xyz on our blog)
  • Anything you can do I can do better - Sam Crocker

    1. 1. Anything You Can Do, I Can Do Better<br />a4uexpo 2010<br />@SamuelCrocker<br />
    2. 2. www.twitter.com/samuelcrocker<br />Sam is a lead SEO in Distilled’s London offices.<br />He is an SEOmoz Global Associate and Distilled’s resident meme expert.<br />He regrets never having made any money in affiliate marketing.<br />
    3. 3. Why Do You Want To Do Competitor Analysis?<br />Are you just entering the market?<br />Are you worried about new entries to the market?<br />Are you just keeping an eye on a certain group of competitors?<br />Are you looking for new tactics?<br />Are you at the board level, looking for new opportunities/threats?<br />@SamuelCrocker<br />
    4. 4. Not Losing vs. Winning<br />Patent Applications?<br />Create new revenue streams<br />Identify potential industry “game changers”<br />Find “Movers and Shakers”<br />Make your site faster than Competitors<br />Monitor Job Boards<br />Create links that CANNOT be duplicated<br />Scrape Competitors for 404s<br />Identify Sites Linking to Competitors<br />Identify Subjects to avoid discussing<br />Check competitor’s Robots.txt<br />Replicate Competitors links<br />Robots.txt<br />Track competitors<br />Figure out how to get a link from a competitor<br />Monitor SERPs<br />Market Analysis<br />Identify Competitors<br />Expand on Competitors Links<br />Offence (Winning)<br />Defence (Limit Losses)<br />@SamuelCrocker<br />
    5. 5. Static vs. Dynamic<br />Dynamic<br />Find “Movers and Shakers”<br />Patent Applications?<br />Scrape Competitors for 404s<br />Track competitors<br />Monitor Job Boards<br />Monitor SERPs<br />Identify Competitors<br />Robots.txt<br />Replicate Competitors links<br />Identify Sites Linking to Competitors<br />Identify potential industry “game changers”<br />Check competitor’s Robots.txt<br />Market Analysis<br />Make your site faster than Competitors<br />Expand on Competitors Links<br />Figure out how to get a link from a competitor<br />Create new revenue streams<br />Create links that CANNOT be duplicated<br />Identify Subjects to avoid discussing<br />Static<br />@SamuelCrocker<br />
    6. 6. The Four Quadrants<br />Dynamic<br />Beating them at Their Own (Evolving) Game<br />Stalking<br />Loss Limiting<br />Advantage Gaining<br />Identifying Your Weaknesses & Learning Your Market<br />Identifying Your Competitors’ Weaknesses<br />Static<br />@SamuelCrocker<br />
    7. 7. The Goal: Leadership and Protection<br />Defence Will NOT Win Championships...<br />Simply put: our aim should be to lead the market and protect what is ours. <br />@SamuelCrocker<br />
    8. 8. Competitor Stalking<br />@SamuelCrocker<br />
    9. 9. Dynamic Stalking<br />@SamuelCrocker<br />
    10. 10. Industry News & Blogs<br />Use Google Docs and Xpath to Scrape Blog & News Results<br />AUTOMATED, WIN!<br />@SamuelCrocker<br />
    11. 11. Watching All of your Competitor’s Subdomains?<br />@SamuelCrocker<br />
    12. 12. Stupid is as Stupid Does<br />Don’t make these mistakes.<br />Shady Tip – <br />Common Test/Dev Sites:<br /><ul><li>Dev.competitor.com
    13. 13. Playground.competitor.com
    14. 14. Test.competitor.com
    15. 15. Sandbox.competitor.com
    16. 16. Preview.competitor.com</li></ul>@SamuelCrocker<br />
    17. 17. Turn Defensive Tactics into Offence<br />Knowing your competitors weaknesses and doing nothing about it is stupid.<br />@SamuelCrocker<br />
    18. 18. Turn Defensive Tactics into Offence<br />Step 1: Find 404’s on a Competitor’s Site<br />@SamuelCrocker<br />
    19. 19. Step 2: Find Backlinks to those Pages<br />@SamuelCrocker<br />
    20. 20. Step 3: De-dupe and Outreach<br />@SamuelCrocker<br />
    21. 21. Turn Defensive Tactics into Offence<br />Knowing your competitors weaknesses and doing nothing about it is stupid.<br />@SamuelCrocker<br />
    22. 22. Competitor Downtime<br />@SamuelCrocker<br />
    23. 23. Competitor Downtime<br />@SamuelCrocker<br />
    24. 24. Next-Level Defence<br />Get that weak s**t out of here!<br />@SamuelCrocker<br />
    25. 25. Defence Against the Dark Arts<br />IP Capture for price listings? Not in my house!<br />@SamuelCrocker<br />
    26. 26. They Climbin in Yo’ Windows... They SnatchinYo’ Data Up<br />Break into my dev site? In your face!<br />@SamuelCrocker<br />
    27. 27. Defence Meets Stalking<br />Keep your eye on Job-boards, Linked In and patent applications!<br />@SamuelCrocker<br />
    28. 28. Image Credits<br />http://t1.gstatic.com/images?q=tbn:Ao8dGmSQtnDMdM:http://pix.motivatedphotos.com/2009/7/26/633842115949330060-NEGOTIATION.jpg&t=1<br />http://a.espncdn.com/photo/2008/0324/ncb_g_green_block_300.jpg<br />http://www.wdtprs.com/images/08_11_29_chickenvader.jpg<br />http://anonymousradioshow.files.wordpress.com/2008/05/xenu7.jpg<br />http://www.smashingmagazine.com/2009/01/29/404-error-pages-one-more-time/<br />http://www.apartmenthomeliving.com/404.html<br />http://madmikey.mu.nu/archives/Assknob.jpg<br />http://activerain.com/blogsview/999308/be-vewwy-vewwy-quiet-<br />http://flashtrue.info/wp-content/uploads/2010/08/asimo-robot_48.jpg<br />http://www.giantbomb.com/magic-johnsons-fast-break/61-1725/<br />http://www.wirelessfundraiser.com/<br />http://www.fabbricantidiuniversi.it/universi/hpswENG.htm<br />http://techcrunch.com/2010/09/21/so-a-blogger-walks-into-a-bar/<br />
    29. 29. Resources<br />Crawling/Find 404s:<br />http://home.snafu.de/tilman/xenulink.html<br />http://pro.seomoz.org<br />https://siteexplorer.search.yahoo.com/<br />https://www.majesticseo.com/<br />http://www.opensiteexplorer.org<br />Sitespeed:<br />http://www.webpagetest.org<br />http://tools.pingdom.com/<br />Stalking:<br />http://docs.google.com<br />http://www.w3schools.com/xpath/default.asp<br />Changes to a Competitor Site:<br />http://www.changedetection.com/monitor.html<br />http://pipes.yahoo.com/pipes/<br />Downtime:<br />http://monitor.finalwebsites.com<br />http://pingdom.com/<br />http://downforeveryoneorjustme.com<br />Defence:<br />A good developer!<br />@SamuelCrocker<br />
    30. 30. www.twitter.com/samuelcrocker<br />Sam is a lead SEO in Distilled’s London offices.<br />He is an SEOmoz Global Associate and Distilled’s resident meme expert.<br />He regrets never having made any money in affiliate marketing.<br />

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