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Digital Strategy Guide for 2014: Part 2 Competitor Research
- 1. Digital Strategy Guide for 2014 Part 2 – Competitor Research
- 2. Analyse Competitors • Web design and development • Keyword research • Content development and marketing • Social media • SEO
- 3. Web Design & Development • What platform a site is built with – eg. Wordpress or Joomla • The widgets and plugins that a site is using • Hosting providers • Server information
- 4. Calls to Action • Review contact calls to action • Newsletter sign up’s • PDF downloads, videos and images • Buy now buttons
- 5. USPs and Messaging • In the website design • Main landing page content • Product and service page content • Blog content
- 6. Keyword Research • Know what keywords are important to your competitors • Keeping up to date with industry terms • Helps you build your own keyword lists
- 7. Content Marketing • Home page, products and services pages • FAQs and resources – evergreen content etc. • Multimedia – slides, video content and Images • Blogs • Newsletters
- 8. Questions to Ask • What tone of voice is the content written in? • What multimedia are they using? • How often are they posting content? • How many social shares do they have for content? • Do they have a long term linkable asset? Eg. Resource area, guides etc.
- 9. Social Media Review • The number of fans or followers • How often they post on social media • Type of posts – e.g. competitions • Messaging and design of social media banners • Tone of voice for social media posts • Number of shares for each post
- 10. SEO Review • Meta Data (SEO Titles and Descriptions) • Structure Data • Backlinks • Social Shares • Internal linking structure • Content depth • User experience
- 11. Inspiration.ie T: +353 (1) 230 3184 E: ask@inspiration.ie
Editor's Notes
- Welcome to the Inspiration Marketing digital strategy guide for 2014. My name is Patrick Naughton and I am the head of digital marketing for Inspiration. In part 1 of our digital strategy guide I am going to give you an overview of SEO red and green lights. By red lights I mean techniques that you should not be performing and green lights - techniques that I would recommend for 2014 and beyond.
- To start off here is a snapshot of SEO red lights – techniques that fall under this category include building as many links as possible from as many sources as possible. The theory been – more links = better rankings. Using exact match anchor text used to manipulate the algorithm. An example been – I want to get found for the Keyword SEO – I am going to have 500 anchor text backlinks with the word SEO. Another outdated technique is SEO content writing to manipulate the algorithm. What I am talking about here is keyword stuffing and writing content that provides no real value to its audience. All of these methods will leave your website open to Google penalties.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
- Thanks for watching and I will hope you will join me in part 2 of our digital marketing guide next month.