Often times marketers get lost in the shuffle of furiously managing and tracking their own search marketing campaigns. While that’s a must, you cannot lose sight of your competitors’ progress either. You need to carefully monitor and track their strategies in order to stay ahead of the curve. In Webmarketing123’s Webinar, How to Analyze & Beat Your Competitors’ Search Strategy, you’ll learn how to: - Discover the keywords your competitors are trying to rank for - Dissect your competitors’ inbound links and evaluate their worth - Define processes that allow your own search marketing strategy to continually adjust to stay one step ahead of your competitors

1. Analyzing Your Search Marketing Competitors
Strategies for staying one step ahead of the competition
Dial In: (312) 878-0222
Access Code: 169-455-984
@webmarketing123
@bradleywjoe
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2. Webinar Agenda
The Search Marketing Landscape
1 The importance of digital marketing in 2011 and beyond
Getting Started with Competitive Intelligence
2 Discovering the industry trends and choosing the right keywords that will
have the greatest business impact
Specific SEO and PPC Tactics
3 Backlink analysis, monthly budgets for ad spend, and more
Putting It All Together
4 Integrating competitive analysis into your search strategy
#wm123

3. Webinar Agenda
The Search Marketing Landscape
1 The importance of digital marketing in 2011 and beyond
Getting Started with Competitive Intelligence
2 Discovering the industry trends and choosing the right keywords that will
have the greatest business impact
Specific SEO and PPC Tactics
3 Backlink analysis, monthly budgets for ad spend, and more
Putting It All Together
4 Integrating competitive analysis into your search strategy
#wm123

4. 1 The Digital Marketing Mix
Budgets for digital marketing initiatives are increasing both in
absolute total, as well as in their proportion of entire marketing
budgets
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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5. 1 US Online Ad Spend (Billions)
Specifically for online ad spend, budgets are increasing about 10%
per year
Source: eMarketer, Nov 2010
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6. 1 Why Competitive Intelligence Matters
With ever-increasing data sources available, businesses need
metrics that are straightforward and actionable
Insight and Action
- Removes the guesswork from marketing programs
- Allows for projections and comparisons to past
performance
- True accountability at all levels (!)
Competitive Advantage
- Better alignment/deployment of resources
- More accurate data to determine what’s working (and
what’s not)
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7. Webinar Agenda
The Search Marketing Landscape
1 The importance of digital marketing in 2011 and beyond
Getting Started with Competitive Intelligence
2 Discovering the industry trends and choosing the right keywords that will
have the greatest business impact
Specific SEO and PPC Tactics
3 Backlink analysis, monthly budgets for ad spend, and more
Putting It All Together
4 Integrating competitive analysis into your search strategy
#wm123

8. 2 Competitive Intelligence Basics
Understanding how different tools pull data; their pros and cons
3rd Party Intelligence Tools (Paid)
- Examples include Alexa, comScore, Hitwise, Compete, etc.
- Data is collected differently, so you need to understand the pros and cons of
each (Toolbar, ISP, Panel)
Search Engine Data (Free)
- Examples include the Google Adwords Keyword Tools, Google Trends,
Webmaster Tools
- Can use data with greater degree of confidence
Overall
- Use competitive data to understand trends, identify opportunities, and ensure
your strategy is sound
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9. 2 Comparing Long-Term Traffic Trends
Google Trends, www.google.com/trends
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10. 2 Digging Deeper for Top Keyword Trends
Google Insights, www.google.com/insights/search
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11. 2 Dialing into Specific Keywords
Google Keyword Tool, https://adwords.google.com/select/KeywordToolExternal
and Google Wonder Wheel
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12. 2 Your “Share of Search”
Use Webmaster Tools to learn how much market share you own
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13. Webinar Agenda
The Search Marketing Landscape
1 The importance of digital marketing in 2011 and beyond
Getting Started with Competitive Intelligence
2 Discovering the industry trends and choosing the right keywords that will
have the greatest business impact
Specific SEO and PPC Tactics
3 Backlink analysis, monthly budgets for ad spend, and more
Putting It All Together
4 Integrating competitive analysis into your search strategy
#wm123

14. 3 Backlink Analysis
Comparing the quality and quantity against your competitors
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15. 3 On-Page Optimization
Examine content, page titles, and URLs
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16. 3 PPC Tactics
Good for understanding overall trends, but don’t use it to “balance
your books”
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17. Webinar Agenda
The Search Marketing Landscape
1 The importance of digital marketing in 2011 and beyond
Getting Started with Competitive Intelligence
2 Discovering the industry trends and choosing the right keywords that will
have the greatest business impact
Specific SEO and PPC Tactics
3 Backlink analysis, monthly budgets for ad spend, and more
Putting It All Together
4 Integrating competitive analysis into your search strategy
#wm123

18. 4 Putting It All Together
Monthly sustainment and iteration
On-Page Changes
Measuring
Improvement in
Link Building
Rankings and Site
Engagement
Monitoring Visitor Tracking Spider
Analytic Data Crawls
#wm123

19. Thank You!

20. Contact Us for a Complimentary Digital Marketing Analysis
Thank you for your attendance today!
Custom Analysis includes:
- Digital Planning Session: learn how your business can drive revenue
growth through the web
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
- Keyword Analysis: detailing the keywords people are using to search for
your product or service
- Search Engine Friendliness Report: crawlability analysis of your site
Please contact:
Mark Powers
(800) 619 1570
mark.p@webmarketing123.com
#wm123