6 Ways to Win with Competitive Intelligence
•Download as PPTX, PDF•
1 like•1,892 views
Competing effectively requires competitive intelligence, not simply watching and copying competitors. Yet, there is a dizzying amount of data to be sifted, in search, social and content. Steve Rayson of Buzz Sumo explores how you can gather competitive intelligence and actionable insights using SEMrush and BuzzSumo to beat your competitors.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 6 Ways to Win with Competitive Intelligence
Similar to 6 Ways to Win with Competitive Intelligence (20)
Recently uploaded
Recently uploaded (20)
6 Ways to Win with Competitive Intelligence
- 1. Winning With Competitive Intelligence
- 2. Steve Rayson Director, BuzzSumo Guest Patrick Whalen Webinar Host, SEMrush
- 4. “Too often, people substitute opinions for facts and emotions for analysis.” Andrew S. Grove, Only the Paranoid Survive
- 5. Who Are Your Competitors?
- 6. Who Are Your Competitors?
- 7. What Is Working For Them?
- 8. Keywords
- 9. Keywords
- 10. Traffic Acquisition - how do we compare?
- 11. Content popular in Search
- 19. What is Working For Them On Facebook?
- 20. Amplification Who Shares & Links?
- 21. View sharers of competitor content
- 22. View sharers Analyze the fans of your competitor’s content. Filter by: • Number of followers • Retweet ratio • Reply ratio • Page Authority Follow and engage Export for Twitter tailored audience list
- 23. Search domain by topic
- 25. View who links to content See who links to a specific article, sub-domain or domain
- 27. What did they publish today? Who mentioned them today? Who linked to them today?
- 28. Content Alerts
- 31. Be alerted every time they publish new content
- 32. Track mentions over time
- 33. Track links acquired over time
- 34. Track volume of content published
- 35. Reports of Search Visibility Changes in Position Tracker
- 36. Reports on competitors’ search results by location and mobile device
- 38. Ad Strategy
- 39. • Keywords bringing visitors to a site through paid search. • Traffic volume generated through paid ads. • Competitive Ad Spend estimates by domain, keyword, sector. CTR. CPC. • A comparative chart of key paid ad competitors. Use SEMrush to review
- 40. Domain-level Paid Ad Traffic, Traffic Cost …and Paid Ad Keywords & Positions
- 41. Paid Search Ads – text, keywords in groups
- 44. Your Competitive Intelligence 1. ID Competitors, see their keyword performance (SEMrush) 2. Review their most shared content & formats (BuzzSumo) 3. See who is amplifying competitors’ content - who is sharing their content (BuzzSumo) - who is linking to their content (SEMrush/BuzzSumo) 4. Create competitor content alerts - keyword, domain & link alerts (BuzzSumo) - keyword, search visibility in local and mobile (SEMrush) 5. Analyze Paid Ad Strategy (SEMrush)
- 48. • Review competitors’ strategies and what is working • Can you improve on content and strategies that work? • Identify opportunities that fit your strengths • Produce better content (research, formats & headlines) #CompetitiveIntelligence
- 49. • Reach out to backlink opportunities • Target influencers that share their content • Track developments and react accordingly #CompetitiveIntelligence
- 50. Offers BuzzSumo 14-day Free trial Also 20% off Pro for 3 months, no commitment SEMrush 15-day Free trial Guru #CompetitiveIntelligence
- 51. Thank You – Questions? @SEMrush @2PatWhelan @Buzzsumo @steverayson
Editor's Notes
- Good to have paranoid curiosity, one of common causes of business failure is not keeping up with competition.
- In content marketing your competitors may not just be your business competitors. There may be competitors in search who are not business competitors. Use SEMrush to have a look.
- Can use SEMrush to review their top performing keywords in search. In case of quickspout neil patel drives 7% of their search traffic & content marketing 3% but instagram 5%. If we look at quicksprout we can see their top performing organic keywords, arranged by what keywords deliver the highest proportion of their organic search traffic. This also points out that Position, or Rank, is not the sole arbiter of how valuable a keyword is for them. Ranking 8 still earns them the second-highest volume of Google searchers. Counter-intuitive data, based on actual search performance, provides a win that might otherwise escape you. Would you have ever guessed, that searchers seeking instagram followers drive 5% of their traffic?
- Sort by vol of searches and can see High vol and high cpc means area to focus on organic, (e.g. seek longer-tail terms and phrases that are easier to win or less taxing on budget) High vol and low cpc may be ad opportunities as in case of those seeking more instagram followers, here
- Domain VS Domain - Compare your site with competitors. Analyze and apply SWOT strategy. Initially, you may see what looks like Strength for a competitor. But, reorder keywords to find opportunity – see where they are weak and you are stronger, to apply effort to threaten their positions. This may be preferable to attacking their highest rankings head-on.
- Can then look at their organic content, to see pages that drive traffic with SEMrush. View their best-performing search landing pages for subject treatment, angle, spin, headlines, formatting. Can see results historically for an understanding of market shares and shifts. Organic. Paid. Backlinks. Display. Paid Search (AdWords) data is the complement to Google organic Search data But, what about that other, highly-trusted source of content? What about genuine word of mouth? What about Social Sharing?
- Can turn to buzzsumo and see what is working socially, what is resonating and being shared. Filter by time etc.
- Hubspot were ranking number 1 for searches on term, “landing pages”, so can begin to see why, by using domain and “landing pages”.
- Can do an analysis report of all their content by social shares and see what formats are working. Infographic & list posts. As well as what networks are most receptive to those types. Now, we can crib strategy notes.
- Can filter by infographics to see which ones working
- Can add numbers to my search to see what lists posts are working
- Can equally add quiz to a domain or a topic to see what quizzes or other content models are working
- Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- Content analysis report
- Content analysis report – pick your targets to court influence – work to scale
- Use SEMrush for backlinks analysis. Overview for hubspot. Engineered link profile? Natural? Try competitors’ link sources if they have many backlinks of their own? What types of links are most frequent? Is there an appropriate mix of follow/nofollow, of various TLDs?
- Overview of backlinks data comparison, at Buzzsumo we have some way to go to catch hubspot with 4m links.
- Content analysis report
- Create alerts using BuzzSumo to receive notifications to track competitors
- Get alerted every time they are mentioned in content
- Link alert will tell every time they acquire a new link in real time or get a daily digest
- Content analysis report
- Web mentions matter
- Content analysis report
- Content analysis report
- Content analysis report
- You can look in detail at these aspects, lets look at some
- Can see that Marketo have recently increased their ad spend - why? The cost for that traffic that is going up. Is competition driving up the bids for their AdWords keywords? Three slices. Contrast their trends: traffic, keywords being budgeted, and traffic cost. Overlaying Traffic Cost onto Traffic points out Marketo’s Traffic is spiky but recently increased. Traffic follows spend, but inefficiencies emerge at their highest spending levels. The number of Keywords budgeted declined, conserving budget for top 3 ad positions. Despite reducing the number of keywords that they bid for, their overall traffic costs appear to whipsaw and more than double. Could this be a traffic quality play for higher conversions?
- Can review ads, can also review consistency of use.
- Coverage of a keyword over the last 12 months paints a clear picture of the Paid Ad Keyword territory that this domain invests in. Still, this is Paid Traffic… manuverable, ROI, yet with ongoing costs associated. What if you could attract traffic for free? Or, even better, let others attract traffic for you?
- You can know more about your competitors than they do across search and social
- Even if it is working, are you always a step behind.
- Are you simply copying content or strategy, or are you taking it to the next level?
- Use understanding to take action, for example
- Use understanding to take action, for example
- As a thank-you to Webinar attendees, please take advantage of these resources to strengthen your abliity to meet and beat the competition
- Thanks for attending