1) The document discusses how to use competitive intelligence to improve one's own search marketing strategies. It advocates shifting from keyword-driven monitoring to market-driven monitoring to stay ahead of competitors. 2) Specific strategies are presented for "stealing" competitors' best performing keywords, copy approaches like emphasizing product ranges or sales, and integration tactics between paid search and organic search. 3) The key takeaways are to use market-driven monitoring to stay ahead of competitors, identify competitors' best strategies to outwit them, and increase ROI by effectively integrating paid and organic search.

1. Competitive Intelligence
How To Steal Your Competitor’s Lunch
Adthena.com/BrightonSEO

2. Shaun Russell
Product Manager &
Search Specialist
@adthena
Adthena.com/BrightonSEO

4. Keyword
targets
Weekly
Scheduling
What Would You Steal From Your Competitor’s Lunch?
Seasonal
Strategy
Promotional
Strategy
Unique
content
Paid and
organic copy
Adthena.com/BrightonSEO

5. 2004: Competitive Intelligence Emerges
Introducing keyword-driven search monitoring…
Input Your Keywords
Search
Monitoring
Tool Gathers
Data
Steal The Good Stuff!
Adthena.com/BrightonSEO

6. 2004 2013
2004-2014: Search Has Changed Radically
6 billion
searches
per day
200 million
searches
per day
(Not Provided)
Adthena.com/BrightonSEO

7. Keyword-driven Monitoring is D.E.A.D.
Your keyword lists are no longer fit for purpose:
• (not provided) – working from an ever
decreasing pool of provided keywords
• (not insightful) – they are limited to what
you already know
• (not dynamic) – static lists can’t be used
to accurately measure such a fast-changing,
complex environment
Adthena.com/BrightonSEO

8. A unique way to look at your entire relevant competitive landscape.
Keyword-Driven SOV
44% SOV
Market-Driven SOV
16% SOV
Introducing ‘Market-Driven’ Intelligence
Adthena.com/BrightonSEO

9. So… what are we
going to steal?
Adthena.com/BrightonSEO

10. Steal Their Keywords – stay ahead of (not provided)
Airfare deals cheap flight
bargain hols airline from B
cheap flight to Amsterdam fre
fly to Turkey 2014 low cost a
cheap flights from Liverp
La late deals to Egypt
Keyword Head-to-Head
Thousands of new
keyword targets
=
+ 567,041 clicks
per month
Adthena.com/BrightonSEO

11. Traffic
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Sale Copy
Adidas
Nike
JD Sports
Sports Direct
Buy Puma Online
www.JDSports.co.uk/Puma
Biggest Ever Online Sale Now On!
Up to 75% off Selected Items.
Steal Their Copy – Sales Pressure
Adthena.com/BrightonSEO

12. Steal Their Copy – Range Emphasis
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Emphasising Latest Gear
Emphasising Breadth of Range
Adidas
Nike
JD Sports
Sports Direct
Traffic
Nike Elite Socks
www.jdsports.co.uk/Nike-Elite-Socks
Huge Nike Range Available Online.
JD Exclusives, Shop Nike Today!
Adthena.com/BrightonSEO

13. Steal Their Integration Strategy – Finance vs. Travel

14. Steal Their Integration Strategy – Finance by the Keyword
American Express
doubling up on their
top organic listings with
high paid presence
Adthena.com/BrightonSEO

15. 1) Stay ahead of (not provided) with market-driven monitoring
2) Outwit your competitors by stealing their best strategies
3) Increase SEM ROI by effectively integrating PPC and SEO
3 Key Takeaways
Adthena.com/BrightonSEO

16. Adthena.com/BrightonSEO
@adthena