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Taylor	
  Pratt	
  
Raven	
  Internet	
  Marketing	
  Tools	
  
       smx.raventools.com	
  
  Identifying	
  targets	
  
  Operation:	
  Search	
  
     On-­‐site	
  optimization	
  information	
  gathering	
  
...
Determining	
   W ho	
  Your	
  Competitors	
   A re	
  
  Identify	
  broad	
  and	
  niche	
  competitors	
  
      Broad	
  competitor:	
  competitor	
  in	
  your	
  market	...
On-­‐site	
  o ptimization	
  information	
  g athering	
  
Goal:	
  Determine	
  w hat	
   t heir	
  s trategy	
  is,	
  how	
  s uccessful	
  
  they	
  a re	
  a t	
  implementing...
  What	
  keywords	
  do	
  they	
  believe	
  are	
  a	
  priority?	
  

  What	
  keywords	
  they	
  are	
  targeting...
  What	
  keywords	
  are	
  they	
  focusing	
  their	
  headlines	
  on?	
  
  Are	
  they	
  focusing	
  heavily	
  o...
  How	
  well	
  is	
  their	
  site	
  rendering	
  in	
  the	
  search	
  engines?	
  
  How	
  are	
  they	
  optimiz...
Off-­‐site	
  o ptimization	
  tactics	
  
Goal:	
  Determine	
  w hat	
   t heir	
  e xternal	
  s ite	
  o ptimization	
  
   strategy	
  is	
  a nd	
   to	
  lear...
  Total	
  number	
  of	
  backlinks	
  
  Date	
  backlinks	
  were	
  created	
  
     Pay	
  close	
  attention	
  t...
  What	
  forums	
  are	
  they	
  participating	
  in?	
  
  What	
  associations/organizations	
  are	
  they	
  membe...
  What	
  are	
  they	
  doing	
  to	
  acquire	
  these	
  links?	
  
  What	
  is	
  their	
  content	
  creation	
  s...
Competitive	
  a nalysis	
   s trategy	
  
  After	
  initial	
  competitor	
  review,	
  revisit	
  every	
  quarter	
  
  Determine	
  how	
  their	
  strategy	
...
Taylor	
  Pratt	
  -­‐	
  @RavenPratt	
  
               smx.raventools.com	
  
For	
  a	
  complete	
  competitor	
  c he...
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SEO Competitor Analysis

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Learn the best way to gain insight into your Competitor's SEO strategy. Learn more at http://raventools.com/

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SEO Competitor Analysis

  1. 1. Taylor  Pratt   Raven  Internet  Marketing  Tools   smx.raventools.com  
  2. 2.   Identifying  targets     Operation:  Search     On-­‐site  optimization  information  gathering     Operation:  Anchor     Off-­‐site  optimization  tactics     Enemy  surveillance  program     Competitive  analysis  strategy  
  3. 3. Determining   W ho  Your  Competitors   A re  
  4. 4.   Identify  broad  and  niche  competitors     Broad  competitor:  competitor  in  your  market     Niche  competitor:  competitor  for  a  segment  of  your   market     How  to  identify:     Take  note  of  competitors  routinely  showing  up  for   related  searches     Ask  client  to  compile  a  top  10-­‐20  list  of  online  and  offline   competitors     Survey  customers     Research  industry  associations,  forums  and  networks  
  5. 5. On-­‐site  o ptimization  information  g athering  
  6. 6. Goal:  Determine  w hat   t heir  s trategy  is,  how  s uccessful   they  a re  a t  implementing  it  a nd   to  learn   f rom  it  
  7. 7.   What  keywords  do  they  believe  are  a  priority?     What  keywords  they  are  targeting  that  you  should?     How  well  are  they  ranking  for  their  targeted   keywords?     How  are  they  optimizing  their  title  tag  structure?  
  8. 8.   What  keywords  are  they  focusing  their  headlines  on?     Are  they  focusing  heavily  on  branding  or   optimization?     Are  they  optimizing  their  internal  link  structure?     Which  keywords  are  they  using  the  most  as  anchor  text?     How  often  are  they  creating  new  content?     What  types  of  content  are  they  creating?     Is  it  link-­‐bait  like  content  or  just  branded  content?  
  9. 9.   How  well  is  their  site  rendering  in  the  search  engines?     How  are  they  optimizing  their  navigation?     What  are  their  calls  to  action?     Are  they  obvious?     How  well  is  their  site  being  indexed  in  the  SERPs?     How  clean  is  their  HTML?     Does  it  look  they  are  actively  optimizing  their  code?     How  quickly  is  their  site  rendering?       How  does  it  compare  to  yours?  
  10. 10. Off-­‐site  o ptimization  tactics  
  11. 11. Goal:  Determine  w hat   t heir  e xternal  s ite  o ptimization   strategy  is  a nd   to  learn  how   to  c apitalize  o n  it  
  12. 12.   Total  number  of  backlinks     Date  backlinks  were  created     Pay  close  attention  to  growth  patterns     The  pages  receiving  the  most  backlinks     Outside  of  the  homepage     Anchor  text  being  used     Pay  special  attention  to  which  pages  are  being  linked  to     What  percentage  are  images/no-­‐follow?  
  13. 13.   What  forums  are  they  participating  in?     What  associations/organizations  are  they  members   of?     What  conferences  are  they  sponsoring?     What  blogs  are  they  guest  posting  on?     At  what  frequency     On  what  topics     Can  you  tell  if  they  are  buying  links?  
  14. 14.   What  are  they  doing  to  acquire  these  links?     What  is  their  content  creation  strategy?     Are  they  inviting  guest  bloggers?     Are  they  creating  viral  content?     Are  they  creating  free  tools  and  widgets?     Are  they  conducting  interviews?     Are  they  holding  contests?     Are  people  reviewing  their  products  on  their  own   sites?     Where  are  they  getting  mentioned  and  what  is  the   sentiment  of  those  mentions?  
  15. 15. Competitive  a nalysis   s trategy  
  16. 16.   After  initial  competitor  review,  revisit  every  quarter     Determine  how  their  strategy  is  evolving:     How  have  their  rankings  increased/decreased?     How  many  inbound  links  have  they  built?     How  much  has  their  site  grown?     Did  they  launch  any  major  link  bait  programs?     What  were  their  successes  and  failures?     How  does  this  compare  to  your  site?     Are  there  any  new  links,  communities,  keywords  for   you  to  target?  
  17. 17. Taylor  Pratt  -­‐  @RavenPratt   smx.raventools.com   For  a  complete  competitor  c hecklist,  e mail:   taylor@raventools.com    

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