Rob Garner - SES NYC Competitive research and Assessment


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Presentation on SEO ompeitive assessment, given by Rob Garner of iCrossing at Search Engine Strategies NYC, 2012, on Tuesday, March 20.

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Rob Garner - SES NYC Competitive research and Assessment

  1. 1. Competitive AssessmentDirect, Indirect, and InternalRob GarnerVP Strategy, iCrossing@robgarnerSpeaker Logo Here New York | March 19–23
  2. 2. iCrossing - Agency services New York | March 19–23
  3. 3. with clients including…
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  5. 5. Competitive research Your logo here @robgarner New York | March 19–23
  6. 6. New York | March 19–23, 2012 | #sesnyThink• Evaluate past and current marketing programs• Perform SWOT analysis (strength, weaknesses, opportunities, threats)• Set goals• Identify primary and secondary metrics• Perform in-depth keyword and market research• Analyze market research and identify opportunities• Evaluate and customize dashboards and analytics platforms to accommodate new metrics Your logo here @robgarner
  7. 7. New York | March 19–23, 2012 | #sesnyYour competitors are direct, indirect, and internal• Direct: Your typical business competitors• Indirect: Those sites that dominate in search, for a variety of reasons• Internal: Your organization – who is going to help, and who is going to impede progress? Your logo here @robgarner
  8. 8. New York | March 19–23, 2012 | #sesnyAre rankings the best thing to measure?• Don’t get hung on competitor’s rankings • You don’t know if they convert • Competitive ranking data is directional at best • Personalization, social search, universal, etc. have scrambled the SERPs Your logo here @robgarner
  9. 9. New York | March 19–23, 2012 | #sesnyA company’s biggest SEO competitor is itself• Some companies are overly obsessed with their pet rankings• Educate on the value and returns of SEO• Implement the proper tools and analytics for measuring what you get from SEO• Break down barriers that prevent effective SEO• Focus on growing the good things that result from SEO, and reinvesting in SEO• Know your site’s SEO and content value inside and out Your logo here @robgarner
  10. 10. New York | March 19–23, 2012 | #sesnyContent Your logo here @robgarner
  11. 11. New York | March 19–23, 2012 | #sesnyContent audit – Internal competitive research1) Finding out what you have2) Finding out what you don’t have Your logo here @robgarner
  12. 12. New York | March 19–23, 2012 | #sesnyHow well do you know the content of your own site?• How many unique pages reside within your domain, or domains?• How many pages within your site match a given phrase, or set of phrases?• How much of your site’s content is duplicated or repurposed in other parts of your site, or on other sites outside of your domain?• How well your content inventory matches up to your targeted keyword lists (in other words, does your content literally support your keywords, at the page and site theme levels)? Your logo here @robgarner
  13. 13. New York | March 19–23, 2012 | #sesnyHow well do you know the content of your own site?• Is your site optimized for search engines, and also optimized for social networks (shareable, portable, keyword-friendly and researched, etc.)?• How fresh is your content, and at what time frequency do you publish?• How many backlinks does your site have at the domain level?• When checking your analytics and log files, do you notice any distinct patterns of declining or increasing traffic? Why or why not?• Does your site push content out via RSS and XML feeds? Your logo here @robgarner
  14. 14. New York | March 19–23, 2012 | #sesnyYou have to have at least one page in the game intitle:”keyword phrase here” Your logo here @robgarner
  15. 15. New York | March 19–23, 2012 | #sesnyOr many intitle:”keyword phrase here” Your logo here @robgarner
  16. 16. New York | March 19–23, 2012 | #sesnyDepth of content is directly proportional to what youwill get from natural Your logo here @robgarner
  17. 17. New York | March 19–23, 2012 | #sesnyExample of direct and indirect competition Your logo here @robgarner
  18. 18. New York | March 19–23, 2012 | #sesnyCharacteristics of highly visible sites• Well-written, and well-edited.• Significant word counts at both the page-level, and site level.• Provides substantial content that backs up the theme of the site, as it relates to the respective keyword set.• The content is generally engaging, and good enough that people would want to link and share it without being asked.• Each site has a high number of high-quality unique pages within the domain. Your logo here @robgarner
  19. 19. New York | March 19–23, 2012 | #sesnyRecap• Don’t become obsessed with rankings• Focus on the three types of competitors: direct, indirect, and internal• Know your own site(s) inside and out• Shoot for broader goals, such as content depth, external linkage and social signals Your logo here @robgarner