This document discusses the differences between reactive and proactive approaches in competitive analysis. Reactive approaches involve understanding current search engine algorithms and competitor tactics, but can be driven by fear. Proactive approaches aim to stay ahead of trends by getting insider information, testing new strategies, and focusing on long-term goals rather than copying others. While both have a time and place, proactive strategies are preferable as they prevent being too late to emerging opportunities and avoid potentially dangerous reactive decisions.

1. Competitive Analysis
A different approach
Dave Sottimano

2. Reactive VS Proactive

3. Reactive
When:
Understand the landscape (Rank
checking, site audits, link analysis)
Understand what works. (Algorithm
changes, keyword targeting, traffic data)
It becomes dangerous when:
Fuelled by emotional decisions based on
panic and fear

4. There’s a time and place for
reactive
Expose dev/test/staging servers

5. Leak information on social
media

6. What do I want to know about the
leaders?
What they’re
doing now?

7. Not cool, you’re too late.
You know what’s really
cool?

8. Knowing the
the Future.

9. Being Proactive
When:
Getting insider information
Staying ahead of the curve - “skating to where
the puck is”
Beating the competitor NOT copying.
It becomes dangerous when:
You start using illegal tactics to uncover
information

10. Getting insider information
Set up a couple of niche sites (satellite sites).
Optimize site for:

13. Hi Will,
I am writing on behalf of a large English kitchen retailer and would like
to enquire about text link advertising on your site. Please will you
provide the options and pricing you offer?
I look forward to your response
Kind regards,
Turned into “can I buy a link”

14. There’s an
unbeatable, unpredictable
competitor gaining ground.

15. Source: Aaron Wall http://www.seobook.com/google-mmo

17. Staying ahead of the curve. Not
just SEO anymore.

18. You know what’s coming, what are
you doing about it?

19. Can you see yourself in this
picture?

20. Putting it into practice
You know Schema.org has been designed to assist
search engines, mark it up!
You know that mobile devices are taking a bigger
piece of the pie, where’s your mobile version?
You know writing quality content will always get
you through tough algo updates
You know that creating a Chrome Experiment will
get you a link from Google

21. Chrome Experiments 
http://www.chromeexperiments.com/detail/robots-are-people-too/?f=

22. There is no tool to beat your
competitors, it’s just a change of
mindset

23. Here’s a tool anyways. http://dis.tl/a4u-
2011

24. What you can expect to find.
2
3
1

25. Your 2 simple actions
Set up a satellite site trap
Don’t make silly mistakes and expose
yourself!
Try something new & “cool”
Stay ahead of the curve, don’t worry about
failing
Just keep trying

26. Thank you! 
Twitter:
@dsottimano
Here’s the tool again: http://dis.tl/a4u-2011
Send hate mail here:
David.Sottimano@distilled.net