The document discusses performing a competitive analysis of other websites for SEO purposes. It recommends crawling a competitor's site to analyze factors like whether their files are crawlable, how images are stored and named, and how their content is structured. Having your own crawler allows you to regularly monitor competitors for changes. The analysis also involves reverse engineering what your competitor is doing well to identify ways to improve weighting of elements like page titles, descriptions, and headings on your own site.

1. SEO Competitive Analysis
The Brain
Kristjan Mar Hauksson
Owner / Director Internet Marketing and Comms
Nordic eMarketing
@optimizeyourweb
New York | March 19–23

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There are so many tools…
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One of the best kept SEO secrets…
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Crawl the competition site
• Get answers to questions like
• Are their PDFs or word files “crawlable”?
• What about their SWF files?
• How do they store their data if they are not using
typical web standard document file types?
• Understand the dynamics of their content
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Image data
• How are they storing their images?
• Are they accessible?
• Alt tags?
• What about image naming?
• Image type and size?
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Having your “own” crawler
• Boost understanding
• Reverse engineering
• Filter data and understand dynamics
• Crawl the site regularly looking for changes
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The weighting
• What is it that impacts your site versus the competitor’s
site?
• Reverse engineer: what is the competition doing better
than you?
• Change the weighting of…
• The Page Title
• Description
• Headings
• File names
• Etc….

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Internal Weightings
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Thank you
Kristjan Mar Hauksson
Nordic eMarketing
Owner
@optimizeyourweb