What is your competitor doing online? #SEM11

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Conference: semkonferansen.no

The internet makes marketing efforts close to 100% transparent, you can track everything you do through analytics and file reports that would make any off-line marketer jealous. But that also has a dark site as there are tools out there that can be used by your competition to track your online marketing efforts and in some cases know things that not even you know if you are not vigilant and on the guard. Through tools and methods you can track your competitor, their PPC, their Organic strategy, see the banners they create and where they place them, how many people are coming to their site, where they come from and the list goes on. It can be said that you should not invent the wheel when it comes to internet marketing, track and learn from the best, then take that data and make a better use of it. But not only that you should use this same method to track your own brand and use that data to protect it.

Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing

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  • Day one 14:45 - 16:00      What is your competitor doing? The Internet makes marketing efforts close to 100% transparent, you can track everything you do through analytics and file reports that would make any off-line marketer jealous. But that also has a dark side as there are tools out there that can be used by your competition to track your online marketing efforts and in some cases know things that not even you know if you are not vigilant and on guard. Through tools and methods you can track your competitor, their PPC, their Organic strategy, see the banners they create and where they place them, how many people are coming to their site, where they come from and the list goes on. It can be said that you should not invent the wheel when it comes to Internet marketing. Track and learn from the best, then take that data and make better use of it. You should also use the same method to track your own brand and use that data to protect it. Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing
  • Quick analysis comparing Vistusapotek.no and Apote1.no – My bottom line is, they are leaving room for the competition
  • Slide that Bill Hunt gave me to share and underlines the chance an aggressive SEO can have in cat and dog products/food in the USA – No one site has a clear lead.
  • What is your competitor doing online? #SEM11

    1. 1. What is your competitor doing Online?<br />SEM Konferansen - Oslo<br />
    2. 2. Before We Start<br />
    3. 3. Agenda<br />What is your competitor doing Online?<br />Introduction<br />1<br />Tools<br />2<br />3<br />4<br />5<br />6<br />7<br />PPC data<br />Organic data<br />Analytics data<br />Other data<br />Summary<br />
    4. 4. Introduction<br />With the web close to transparant, we can see how the competition moves online<br />We can see their:<br />PPC spend<br />Organic traffic<br />In-bound links and Anchor-tags<br />Estimate their traffic<br />Understand their type of traffic<br />
    5. 5. The Opportunities<br />Study Your Competitors<br />What are they doing now?<br />What will their next steps be?<br />What is their budget?<br />Understand them<br />Know their strengths and weaknesses<br />How should you use your analysis?<br />Benchmarking<br />Forecasting<br />Forensics<br />Act on it!<br />
    6. 6. But there is more...<br />You can also call out “shady” usage of PPC such as:<br /> - Trademark use in ads<br /> - Are they steeling your content<br /> - Not playing by rules<br />
    7. 7. Be One Step Ahead!<br />
    8. 8. What is your competitor doing Online?<br />The Tools<br />
    9. 9. The Goals with this session?<br />
    10. 10. The Tools<br />Spyfu for International<br />UK and USA<br />SEMRush for International<br />Russian, German, French, Brazil and more<br />Trellian<br />MajesticSEO<br />Google Keyword Tool<br />Alexa<br />Keywordspy.com<br />trafficestimate.com<br /> ... and the list goes on<br />
    11. 11. What is your competitor doing Online?<br />PPC Data<br />
    12. 12. PPC data<br />The data out there is public, so there is nothing unethical about gathering it<br />The data might be wrong<br />Make sure you normalize it<br />Look at it in terms of the big picture<br />Don’t take things out of context<br />Is it actionable?<br />What can you really do with it?<br />
    13. 13. SpyFu<br />Limited to USA and UK<br />Monthly cost ranging from around $69<br />Gives both organic and PPC data<br />Focuses on Google<br />PPC Data<br />
    14. 14. Boots.com in the UK<br />PPC Data<br />
    15. 15. SEMRush<br />Cost per month from $49.95<br />Does similar things as Spyfu but adds languages and locations<br />Beside USA and the UK there is Russia, Germany, France, Spain, Italy, Brazil and Australia<br />PPC Data<br />
    16. 16. Trellian<br />Expensive (around $199 per domain per month)<br />Takes longer time to collect/show data<br />Shows Yahoo!/Bing data<br />Has some indications of Norwegian keyword data<br />Allows you to monitor without paying<br />PPC Data<br />
    17. 17. Google Keyword tool<br />Free to use and International<br />Gives insights into how Google sees the competition<br />Use to full potential to find missed opportunities in regards to keywords and cost<br />You need login information<br />PPC Data<br />
    18. 18. Google Keyword Tool<br />Even shows the landing page<br />PPC Data<br />
    19. 19. KeywordSpy<br />The most Norwegian friendly PPC/Organic friendly tool<br />PPC Data<br />
    20. 20. What is your competitor doing Online?<br />Organic Data<br />
    21. 21. Organic Data<br />The data out there is public, so there is nothing unethical about gathering it<br />The data might be wrong<br />Make sure you normalize it<br />Look at it in terms of the big picture<br />Don’t take it out of context<br />Collect data over a period of time<br />Again, is it actionable?<br />What can you really do with it?<br />Organic Data<br />
    22. 22. MajesticSEO<br />Who is linking to your competition?<br />With what type of anchor tags?<br />What are the most prominent landing pages?<br />You can use this for free for your own site and get basic reports for others.<br />Organic Data<br />
    23. 23. Organic Data<br />
    24. 24. MajesticSEO<br />Aptotek1 versus vitusapotek.no<br />Vitusapotek ranks number one for Apotek<br />Has less inbound links<br />Referring domains 176 (307) total external backlinks 2,127 (4,353)<br />Gulesider.no strong in referring to Vitusapotek<br />Opportunity for Apotek1?<br />Organic Data<br />
    25. 25. Keyword Spy<br />Organic Data<br />
    26. 26. Alexa<br />Remember to collect over a period of time and normalize the data<br />Organic Data<br />
    27. 27. SEMRush<br />Gives insight into keywords returning traffic<br />Organic Data<br />
    28. 28. Google Alerts<br />Google Alerts is a fantastic way to monitor brands and search terms<br />Organic Data<br />
    29. 29. Others<br />SEOmoz<br />Keyword Competitors<br />Ad Gooroo<br />Compete<br />Xenu<br />The SITE: and the LINK: commands in Google<br />Webmastertools<br />Organic Data<br />
    30. 30. What is your competitor doing Online?<br />Analytics Data<br />
    31. 31. Analytics Data<br />Look at your own analytics and check if the competition is coming in<br />Are they reading your press releases?<br />Are they interacting with your content?<br />What content?<br />
    32. 32. What is your competitor doing Online?<br />Other Data<br />
    33. 33. Trafficestimator.com<br />How much traffic is the competitor getting<br />Remember to normalize the data<br />Other Data<br />
    34. 34. Alexa<br />Gives you traffic data and top organic keywords<br />Remember to normalize!<br />Other Data<br />
    35. 35. Compete.com<br />Struggles outside of the USA<br />Organic ranking seems to be close to reality<br />Costs from $199 per month<br />Other Data<br />
    36. 36. What is your competitor doing Online?<br />Quick Case Study<br />
    37. 37. When I Google Apotek, I get...<br />Case<br />
    38. 38. When I analyze the links<br />Apotek 1 has more inbound links<br />Apotek 1 has more mentions of the word Apotek in the title, and the flow of internal links is smoother<br />Apotek 1 has more traffic, 110k monthly versus 83k<br />Alexa does not agree and gives me NO Rank 979 for Vistus and 1501 for Apotek1 (lower is better)<br />Then there are pages and links<br />Vistusapotek.no has more pages indexed<br />Vitus: Omtrent 6 880 resultater (0,14 sekunder)<br />Apotek1: Omtrent 2 170 resultater (0,14 sekunder)<br />Vitus has has the Gullesider.no links<br />Case<br />
    39. 39. There is a twist to this!<br />Case<br />
    40. 40. Conclusion in short<br />Vistusseems to have stronger links with a better build of anchor tags, giving them the little nudge needed to rank number one for Apotek in Norway<br />This would need to be analyzed further<br />But both sites have left room for the competition to gain that number one seat<br />Can do much better in regards of onside SEO<br />Lack of strategic build of external endorsement<br />Case<br />3.<br />
    41. 41. What are the “Authority Sites?”<br />Case<br /><ul><li>Organic ranking was run against all Tier 1 & 2 + keywords (1,700) looking for ranking in the first 10 pages of results</li></ul>* No site dominates! <br />Dominating Domains<br />Cats.about.com: 428 (information) <br />Petco: 276 (retail site)<br />Purina.com: 170 (pet food brand)<br />
    42. 42. What is your competitor doing Online?<br />Summary<br />
    43. 43. Summary<br />Follow best practices and take competitive data as guidance - Directional<br />Monitor competition focusing on any PPC clues<br />Remember you could be monitored also<br />Try different tools to help give insight into missed opportunities<br />Be Sensible<br />Don't obsess over Competitors<br />Worry more about bettering yourself<br />Be aware of Intelligence limitations/blind spots<br />Also manual searches on keywords<br />Geographic ad presentation<br />Be ethical<br />
    44. 44. Kristján Már Hauksson<br />Thank you<br />

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