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Competitor Analysis: A Structured Method - Paola Didone
SEO Competitor Analysis
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
@latenitebird
@latenitebird
@latenitebird
Competitors outrank you
@latenitebird
You used to be the
winner
@latenitebird
You just expanded into a
new market
@latenitebird
You’re worried about a
few specific competitors
@latenitebird
Competitor Analysis: A Structured Method - Paola Didone
@latenitebird
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Why “a structured
method”?
Works for every
language
@latenitebird
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Identify weaknesses &
opportunities
@latenitebird
1. Track keywords
@latenitebird
1. Track keywords
2. Analyse rankings
@latenitebird
1. Track keywords
2. Analyse rankings
3. Content outreach
opportunity
@latenitebird
1. Track keywords
2. Analyse rankings
3. Content outreach
opportunity
4. Topic searches & trends
@latenitebird
1. Track
keywords
2. Analyse
ranking
3. Content
outreach
opportunity
4. Topic
searches and
trends @latenitebird
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
1. Track keywords
List of keywords you
are targeting
You’ll need:
@latenitebird
In my case...
@latenitebird
@latenitebird
Competitor Analysis: A Structured Method - Paola Didone
Tip: Categorise keywords
@latenitebird
Tip: Categorise keywords
1. By page targeted
2. By topic
3. Informational vs Transactional
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
@latenitebird
Do not rely on Google
translate
@latenitebird
Exclude branded
keywords
@latenitebird
Track by geographic zone
@latenitebird
1. Track
keywords
2. Analyse
ranking
3. Content
outreach
opportunity
4 . Topic
searches and
trends
2. Analyse ranking
results
Your goals
Discover all your organic
ranking competitors
@latenitebird
How much traffic
competitors are getting
@latenitebird
Traffic calculation
Search volume x CTR
@latenitebird
Traffic calculation
Site list
Ranking
frequency
Traffic
Paola.com 105 5,560
SEOhelp.org 213 7,775
@latenitebird
@latenitebird
@latenitebird
@latenitebird
Keyword-to-URL
mapping
@latenitebird
Should you rank or
could you rank?
@latenitebird
Competitor Analysis: A Structured Method - Paola Didone
1. Track
keywords
2. Analyse
ranking
3. Content
outreach
opportunity
4 . Topic
searches and
trends
3. Content outreach
opportunity
Competitor Analysis: A Structured Method - Paola Didone
Compare backlink
quality
@latenitebird
@latenitebird
https://www.distilled.net/resources/da-is-the-
wrong-metric-for-reporting-on-link-building/
@latenitebird
@latenitebird
@latenitebird
Download backlink list
@latenitebird
Competitor Analysis: A Structured Method - Paola Didone
Find opportunities
@latenitebird
Find: High quality
pages linking to
competitors
@latenitebird
Competitor
@latenitebird
Competitor
50
10
40
@latenitebird
Competitor
50
10
40
@latenitebird
@latenitebird
What type of pages are
they linking to?
@latenitebird
Check hreflang
@latenitebird
Competitor’s
page
50
40
Competitor’s
page
@latenitebird
Competitor’s
page
50
40
Competitor’s
page
@latenitebird
How do these pages
compare to yours?
@latenitebird
Is there an opportunity to
improve/change your
page?
@latenitebird
Are there topics you could
target on your content?
@latenitebird
List:
1. High quality domains
@latenitebird
List:
1. High quality domains
2. Pages to change/improve
@latenitebird
List:
1. High quality domains
2. Pages to change/improve
3. New topics to target
@latenitebird
1. Track
keywords
2. Analyse
ranking
3. Content
outreach
opportunity
4 . Topic
searches &
trends
4. Topic searches &
trends
Why now?
Who your
competitors are
Now you know:
@latenitebird
Where they are stronger
Now You Know:
@latenitebird
Which topics/products
are more important?
@latenitebird
Topic trend
@latenitebird
Topic trend
@latenitebird
Avoid targeting these
trends
@latenitebird
One time spike:
@latenitebird
One time spike
@latenitebird
One time spike
@latenitebird
Be aware of seasonality
@latenitebird
Topic trend
@latenitebird
Find evergreen content
@latenitebird
Topic trend
@latenitebird
Topic trend
@latenitebird
Topic trend
@latenitebird
1. Topics to target
@latenitebird
1. Topics to target
2. How to prioritize them
@latenitebird
1. Track
keywords
2. Analyse
ranking
3. Content
outreach
opportunity
4 . Topic
searches and
trends
よくやった できたね
とても賢い すごい
優秀な
2. Analyse
ranking
3. Content
outreach
opportunity
4 . Topic
searches and
trends
よくやった できたね
とても賢い すごい
優秀な
3. Content
outreach
opportunity
4 . Topic
searches and
trends
よくやった できたね
とても賢い すごい
優秀な
4 . Topic
searches and
trends
High
quality
domains
Pages to
improve
Topics for
content
よくやった できたね
とても賢い すごい
優秀な
High
quality
domains
Pages to
improve
Topics
for
content
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
Competitor Analysis: A Structured Method - Paola Didone
1. Track
keywords
2. Analyse
ranking
3. Content
outreach
opportunity
4. Branded
searches and
trends
Competitor Analysis: A Structured Method - Paola Didone
@latenitebird

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