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Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounder

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How to drive your SEO for growth and win over your competitors? In this presentation I show you hot to identify the best opportunities to drive a competitive SEO process.

Published in: Marketing

Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounder

  1. 1. @aleyda COMPETITIVE SEO ANALYSIS: HOW TO IDENTIFY OPPORTUNITIES TO WIN VS. YOUR SEO COMPETITORS ALEYDA SOLIS #theinbounder Ponencia en inglés - Ponte los
  2. 2. #competitiveseo at #TheInbounder by @aleyda from @orainti Competitive SEO Analysis How to identify opportunities to win vs. your competitors
  3. 3. #competitiveseo at #TheInbounder by @aleyda from @orainti I speak I do SEO ORAINTI.COM I write I’m Aleyda I tweet @ALEYDA FB.COM/ALEYDASEOTIPS/ I share #competitiveseo at #TheInbounder by @aleyda from @orainti
  4. 4. #competitiveseo at #TheInbounder by @aleyda from @orainti Welcome to the biggest competitive battles of our times #competitiveseo at #TheInbounder by @aleyda from @orainti
  5. 5. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti
  6. 6. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti
  7. 7. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti
  8. 8. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti
  9. 9. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti
  10. 10. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti
  11. 11. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti You Your competition
  12. 12. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti You Your competition
  13. 13. #competitiveseo at #TheInbounder by @aleyda from @orainti My SEO grows, but my competitors are far more established, grow even more and they’re always above me #competitiveseo at #TheInbounder by @aleyda from @orainti
  14. 14. #competitiveseo at #TheInbounder by @aleyda from @orainti My SEO grows, but my competitors are far more established, grow even more and they’re always above me #competitiveseo at #TheInbounder by @aleyda from @orainti You Your competition
  15. 15. #competitiveseo at #TheInbounder by @aleyda from @orainti This happens because your SEO approach is canned, not strategical SEO #competitiveseo at #TheInbounder by @aleyda from @orainti
  16. 16. #competitiveseo at #TheInbounder by @aleyda from @orainti How to establish a winning SEO strategy that is efficient and feasible for me (and doesn’t take time I don’t have)? #competitiveseo at #TheInbounder by @aleyda from @orainti
  17. 17. #competitiveseo at #TheInbounder by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti#competenciaseo en #ClinicSEO del #eShowBCN16 por @aleyda de @orainti Vamo a calmarno #competitiveseo at #TheInbounder by @aleyda from @orainti LET’S CALM DOWN
  18. 18. #competitiveseo at #TheInbounder by @aleyda from @orainti Let’s start doing strategical SEO by acknowledging some principles to drive your work… #competitiveseo at #TheInbounder by @aleyda from @orainti
  19. 19. #competitiveseo at #TheInbounder by @aleyda from @orainti It’s fundamental to capitalize on your site strengths and turn your competitors weaknesses against them #competitiveseo at #TheInbounder by @aleyda from @orainti Big Players HIGH AUTHORITY BIG PROPERTY WITH MORE CONTENT MORE RESOURCES HIGHER BRAND & TECH RESTRICTIONS SLOW TO IMPLEMENT NON-FLEXIBLE TO MAKE CHANGES BROADER-NON SPECIFIC AUTHORITY NON-SPECIFIC CONTENT VS+ Small Players FAST TO IMPLEMENT FLEXIBLE TO MAKE CHANGES MORE TARGETED OFFER & CONTENT LOWER BUT SPECIFIC AUTHORITY LOW AUTHORITY LESS RESOURCES SMALL PROPERTY WITH LESS CONTENT +
  20. 20. #competitiveseo at #TheInbounder by @aleyda from @orainti This is why knowing your competitor and their status vs. yours it’s key to answer the questions to identify those opportunities #competitiveseo at #TheInbounder by @aleyda from @orainti
  21. 21. #competitiveseo at #TheInbounder by @aleyda from @orainti Start by validating who your real competitors are: Who are targeting the same terms that you do! #competitiveseo at #TheInbounder by @aleyda from @orainti SEMrush Sistrix
  22. 22. #competitiveseo at #TheInbounder by @aleyda from @orainti Identify not only the sites targeting the same terms, but those also going for more relevant queries in the same industry #competitiveseo at #TheInbounder by @aleyda from @orainti
  23. 23. #competitiveseo at #TheInbounder by @aleyda from @orainti Are there too many of them? Select those with the positive search traffic trend to start an analysis and comparison #competitiveseo at #TheInbounder by @aleyda from @orainti SimilarWeb
  24. 24. #competitiveseo at #TheInbounder by @aleyda from @orainti Do they have more indexed pages? Better average positions? Is it about a long-tail approach or short-head one? Do they rank for Mobile & images? Do they also do SEM & Social? #competitiveseo at #TheInbounder by @aleyda from @orainti sistrix.com
  25. 25. #competitiveseo at #TheInbounder by @aleyda from @orainti What’s their level of authority vs. yours? If the gap is too high then at the beginning you will need to focus on queries for which they’re not ranking with their main areas #competitiveseo at #TheInbounder by @aleyda from @orainti Opensiteexplorer CognitiveSEO
  26. 26. #competitiveseo at #TheInbounder by @aleyda from @orainti What’s their content standing vs. yours? Prioritize the analysis and optimization of those areas where not only you but they have issues… so it’s easier for you to outrank them! #competitiveseo at #TheInbounder by @aleyda from @orainti safecont.com
  27. 27. #competitiveseo at #TheInbounder by @aleyda from @orainti Their Web architecture matches the hierarchy of products & services? Do they have crawling & indexation issues? Which are their worst internally linked areas? Capitalize on those! #competitiveseo at #TheInbounder by @aleyda from @orainti onpage.org
  28. 28. #competitiveseo at #TheInbounder by @aleyda from @orainti Get to know your enemy better than yourself they say! #competitiveseo at #TheInbounder by @aleyda from @orainti
  29. 29. #competitiveseo at #TheInbounder by @aleyda from @orainti Now that you understand their overall SEO status vs. your own let’s look closer to see how they’re targeting users vs. your site to set & prioritize your competitive actions! #competitiveseo at #TheInbounder by @aleyda from @orainti
  30. 30. #competitiveseo at #TheInbounder by @aleyda from @orainti Which are the terms being targeted by all vs. those unique for some sites? Prioritize those with higher search volume! #competitiveseo at #TheInbounder by @aleyda from @orainti
  31. 31. #competitiveseo at #TheInbounder by @aleyda from @orainti Check also which are those terms for which they have lost their visibility & select to analyze those with high volume #competitiveseo at #TheInbounder by @aleyda from @orainti
  32. 32. #competitiveseo at #TheInbounder by @aleyda from @orainti And if they have SEM: Which are those best performing keywords over time that they’re using #competitiveseo at #TheInbounder by @aleyda from @orainti
  33. 33. #competitiveseo at #TheInbounder by @aleyda from @orainti Verify which are those only targeted by a few of them with lower competition and for which they’re ranking above! #competitiveseo at #TheInbounder by @aleyda from @orainti
  34. 34. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Why are they ranking better? Is it authority, content or technical reasons? Use the Moz SERP analysis to identify those where you can easily improve & target too
  35. 35. #competitiveseo at #TheInbounder by @aleyda from @orainti Remember that SEO is not about just higher rankings though, but maximizing your visibility in SERPs to connect w/ your audience #competitiveseo at #TheInbounder by @aleyda from @orainti
  36. 36. #competitiveseo at #TheInbounder by @aleyda from @orainti Sometimes SERPs features will bring even more visibility, traffic & conversions #competitiveseo at #TheInbounder by @aleyda from @orainti https://moz.com/blog/eye-tracking-2016-how- searchers-interact-mobile-serps-desktop Non-local big players cannot be here!
  37. 37. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti For those terms ranked because of their authority: Search for similar queries with high-medium volume and SERP functionalities that you can use to improve your visibility SEMRush Keyword Difficulty Tool
  38. 38. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti This should be a critical criteria when prioritizing efforts like structured markup, Maps registration, AMP, App Indexing… https://developers.google.com/structured-data/
  39. 39. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Verify and take into consideration how your competitors are already targeting those universal SERP queries and their relevant content & positions with Sistrix too
  40. 40. #competitiveseo at #TheInbounder by @aleyda from @orainti It’s also important to remember that SEO doesn’t work like this either… #competitiveseo at #TheInbounder by @aleyda from @orainti SEOContent Branding ProductDesign Development Usability
  41. 41. #competitiveseo at #TheInbounder by @aleyda from @orainti This is a thinking that drives situations like this one #competitiveseo at #TheInbounder by @aleyda from @orainti Don’t change my CONTENT You just need to add a few KEYWORDS
  42. 42. #competitiveseo at #TheInbounder by @aleyda from @orainti … or this one #competitiveseo at #TheInbounder by @aleyda from @orainti Don’t change my CODE You just need to add a few TAGS
  43. 43. #competitiveseo at #TheInbounder by @aleyda from @orainti SEO works when it’s used as a cross-functional growth driver that optimizes your multichannel actions & presence #competitiveseo at #TheInbounder by @aleyda from @orainti SEO Product Branding Usability Content Design Development Paid Search SocialEmail SEO Affiliates Referrals
  44. 44. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Supporting your cross-platform presence across the customer journey & through the funnel, by answering your audience questions
  45. 45. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti For example, by allowing you to help achieve some of the most strategical content goals that will drive competitive growth! Providing input to create content that will effectively give support to your customers Giving input to craft content in the format that will better engage with your community Maximizing your content exposure in any searchable platform Helping your landing pages copy to answer common user questions when deciding to convert
  46. 46. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Start by identifying those queries and topics of pages & categories bringing more visibility to your competitors that you can target in different ways
  47. 47. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Expand the queries to answer the most common user questions across the customer journey, like when deciding to convert Targeting comparisons with your competitors
  48. 48. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti This will give you input to create diverse content like a product comparison landing page to help the user decide
  49. 49. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Or to give support to your customers after buying, including other formats & external platforms with higher authority that will have it easier to compete with high popularity competitors
  50. 50. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Like in this case! Snapchat should have produced this content! YES
  51. 51. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti And beyond topics: Helping to craft & promote content in the format & places that will better engage with your community … and get links! buzzsumo.com
  52. 52. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti From the best performing social platforms to promote at, to the length and topics of best performing content
  53. 53. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti … as well as best performing content per format from your own competitors take this all into consideration!
  54. 54. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti and SEO requires not only a multi-platform but multi-device approach too…
  55. 55. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Especially with mobile that is only getting more and more critical and if your “big” competition is having a hard time to catch-up
  56. 56. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Not only for search, but from a conversion perspective too Improving the Speed Targeting the right queries with the relevant content Identifying configuration issues
  57. 57. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Let’s start by targeting the specific mobile search queries that you should prioritize to answer over your competitors http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/
  58. 58. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Select those players with a higher share of mobile search visibility already to see how they’re approaching it sistrix.com
  59. 59. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Which are the specific top queries coming from mobile to your site & top mobile competitors? semrush.com
  60. 60. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti … and in your industry in general? Expand them, group them and verify their mobile share to prioritize kwfinder.com moz.com Google Keyword Finder
  61. 61. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti You can easily start by identifying cross-platform & cross- device queries, like app ones, that need to be answered through your Website too
  62. 62. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti … and for which you can help cross- platform conversions to happen! YES
  63. 63. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Look for additional, mobile targeted modifiers too!
  64. 64. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Expand them with the queries you can also identify from your own and your app competitors in the app stores
  65. 65. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti And then verify their mobile SERPs: How are they ranking for them? Prioritize your actions accordingly! App Indexing AMP in News Carrousel App Pack
  66. 66. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti For those that you’re already targeting: Verify your CTR vs. rankings, to prioritize the optimization of low hanging fruits
  67. 67. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti And what about Mobile speed? Especially if your own or competitors are not so good with it!
  68. 68. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Obtain your pages with highest mobile visibility but lower CTR & Position than average
  69. 69. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti You can also alternatively use OnPage.org Impact to filter data & see pages along their URLs directly
  70. 70. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Identify your pages with highest mobile traffic: which have a lower engagement & conversion rate?
  71. 71. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Export them to verify with URLProfiler which of them are not mobile friendly & have speed issues
  72. 72. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti You can now prioritize your fundamental mobile optimization efforts towards the most critical pages Mobile Friendliness Mobile Speed
  73. 73. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti … and easily identify the assets causing the performance issues
  74. 74. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti So you can focus your mobile optimization on what matters the most to grow not only your visibility… but conversions too
  75. 75. #competitiveseo at #TheInbounder by @aleyda from @orainti By asking all these questions to drive & prioritize your SEO actions you’ll be able to establish a winning strategy #competitiveseo at #TheInbounder by @aleyda from @orainti
  76. 76. #competitiveseo at #TheInbounder by @aleyda from @orainti Just remember to track & monitor not only but for your own targeted queries, but your competitors & the overall SERPs for mobile & desktop to be able to react along the way #competitiveseo at #TheInbounder by @aleyda from @orainti seomonitor.com serpwoo.com
  77. 77. #competitiveseo at #TheInbounder by @aleyda from @orainti … and you’ll see the results: From industry newbie to a established competitor! #competitiveseo at #TheInbounder by @aleyda from @orainti You
  78. 78. #competitiveseo at #TheInbounder by @aleyda from @orainti#competitiveseo at #TheInbounder by @aleyda from @orainti Now is my and your time!
  79. 79. ¿PREGUNTAS? QUESTIONS? @aleyda ALEYDA SOLIS #theinbounder

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