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Competitive analysis a different approach - Dave Sottimano

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Competitive analysis a different approach - Dave Sottimano

  1. 1. Competitive Analysis A different approach Dave Sottimano
  2. 2. Reactive VS Proactive
  3. 3. ReactiveWhen:Understand the landscape (Rankchecking, site audits, link analysis)Understand what works. (Algorithmchanges, keyword targeting, traffic data)It becomes dangerous when:Fuelled by emotional decisions based onpanic and fear
  4. 4. There’s a time and place forreactiveExpose dev/test/staging servers
  5. 5. Leak information on socialmedia
  6. 6. What do I want to know about theleaders? What they’re doing now?
  7. 7. Not cool, you’re too late.You know what’s really cool?
  8. 8. Knowing thethe Future.
  9. 9. Being ProactiveWhen:Getting insider informationStaying ahead of the curve - “skating to wherethe puck is”Beating the competitor NOT copying.It becomes dangerous when:You start using illegal tactics to uncoverinformation
  10. 10. Getting insider informationSet up a couple of niche sites (satellite sites).Optimize site for:
  11. 11. Hi Will,I am writing on behalf of a large English kitchen retailer and would liketo enquire about text link advertising on your site. Please will youprovide the options and pricing you offer?I look forward to your responseKind regards,Turned into “can I buy a link”
  12. 12. There’s anunbeatable, unpredictable competitor gaining ground.
  13. 13. Source: Aaron Wall http://www.seobook.com/google-mmo
  14. 14. Staying ahead of the curve. Notjust SEO anymore.
  15. 15. You know what’s coming, what areyou doing about it?
  16. 16. Can you see yourself in thispicture?
  17. 17. Putting it into practiceYou know Schema.org has been designed to assistsearch engines, mark it up!You know that mobile devices are taking a biggerpiece of the pie, where’s your mobile version?You know writing quality content will always getyou through tough algo updatesYou know that creating a Chrome Experiment willget you a link from Google
  18. 18. Chrome Experiments http://www.chromeexperiments.com/detail/robots-are-people-too/?f=
  19. 19. There is no tool to beat yourcompetitors, it’s just a change of mindset
  20. 20. Here’s a tool anyways. http://dis.tl/a4u-2011
  21. 21. What you can expect to find. 2 3 1
  22. 22. Your 2 simple actionsSet up a satellite site trapDon’t make silly mistakes and exposeyourself!Try something new & “cool”Stay ahead of the curve, don’t worry aboutfailingJust keep trying
  23. 23. Thank you!  Twitter: @dsottimanoHere’s the tool again: http://dis.tl/a4u-2011 Send hate mail here: David.Sottimano@distilled.net

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