Organic Benchmarking – SEO Strategy Based on Competitor Analysis

1. Organic Benchmarking SEO Strategy based on Competitor Analysis Date: 21/09/17 Alan Reeves Director of Search www.click.co.uk alan.reeves@click.co.uk

2. www.click.co.uk

5. www.click.co.uk

7. www.click.co.uk Link Features Outreach Link Acquisition Earning Links Digital PR Content Marketing

8. www.click.co.uk

9. Organic Marketplace Analysis 1. Conduct thorough keyword research 2. Determine the top 50 listings for each 3. Plot the data on a scatter graph www.click.co.uk

10. 0 5 10 15 20 25 30 35 40 45 50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OrganicSearchAverageRank Organic Search Engine Coverage % Organic Visibility YourDomain.co.uk

11. currys.co.uk appliancesdirect.co.uk argos.co.uk ao.com johnlewis.com tesco.com ebay.co.uk beko.co.uk amazon.co.uk gumtree.com lg.com very.co.uk reevoo.com which.co.uk electricaldiscountuk.co.uk bosch-home.co.uk smeguk.com appliancecity.co.uk euronics.co.uksamsung.comhotpoint.co.uk espares.co.uk miele.co.uk 0 5 10 15 20 25 30 35 40 45 50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OrganicSearchAverageRank Organic Search Engine Coverage % White Goods Organic Visibility

15. moneysupermarket.com bennetts.co.uk gocompare.comconfused.comtravelsupermarket.com comparethemarket.comthebikeinsurer.co.uk mustard.co.ukinsureandgo.com uswitch.com quotezone.co.uk money.co.ukmotorcyclenews.com moneysavingexpert.com onesureinsurance.co.uk tescobank.com aviva.co.uk money.asda.com axa.co.uk admiral.com policybazaar.com rac.co.uk 0 5 10 15 20 25 30 35 40 45 50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OrganicSearchAverageRank Organic Search Engine Coverage % Insurance Organic Visibility

20. moneysupermarket.com gocompare.com bennetts.co.ukthebikeinsurer.co.ukmoney.asda.com comparethemarket.com confused.com motorcyclenews.com onesureinsurance.co.ukscooterinsurance.co.uk elephant.co.uk hastingsdirect.com swinton.co.ukquotezone.co.uk carolenash.competerjamesinsurance.co.uk motorbikeinsurance.org.uk moneymaxim.co.uk fairinvestment.co.uk money.co.uk bikesure.co.uk mcncompare.com rac.co.uk tempcover.com motorcycledirect.co.uk mceinsurance.comboughtbymany.com aviva.co.uk admiral.com ebikeinsurance.co.uk cornmarketinsurance.co.uk abbeyinsurance.co.uk 0 5 10 15 20 25 30 35 40 45 50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OrganicSearchAverageRank Organic Search Engine Coverage % Motorbike Insurance Organic Visibility

24. Searchmetrics Visibility www.click.co.uk

25. Searchmetrics Visibility www.click.co.uk

26. www.click.co.uk 1. What quality of links 2. How quickly we need to earn links 3. What kind of anchor text 4. Where to link to

27. Referring Domains Analysis 1. Download all referring domains for each competitor 2. Categorise all domains into Domain Authority (DA) buckets 3. Plot results on a line graph www.click.co.uk

28. www.click.co.uk 0 20 40 60 80 100 120 140 160 <10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 NumberofDomains Domain Authority Domain Authority Distribution bennetts.co.uk thebikeinsurer.co.uk scooterinsurance.co.uk carolenash.com

29. www.click.co.uk 0 200 400 600 800 1000 1200 1400 <10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 NumberofDomains Domain Authority Domain Authority Distribution moneysupermarket.com gocompare.com bennetts.co.uk thebikeinsurer.co.uk

30. www.click.co.uk 0 5 10 15 20 25 30 <10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 NumberofDomains Domain Authority Domain Authority Distribution bennetts.co.uk thebikeinsurer.co.uk scooterinsurance.co.uk carolenash.com You 18% 23% 25% 15% 6% 4% 3% 3% 3%

31. What do we need to know? What quality of links How quickly we need to earn links What kind of anchor text Where to link to www.click.co.uk

32. Referring Domains Analysis 1. Download ‘new’ referring domains 2. Review pace of link acquisition last 3 months www.click.co.uk

33. www.click.co.uk Competitor Jun-17 Jul-17 Aug-17 bennetts.co.uk 100 87 112 thebikeinsurer.co.uk 13 12 12 carolenash.com 50 53 61 scooterinsurance.co.uk 12 11 16 Referring Domains Analysis Number of ‘new’ referring domains per month

35. Anchor Text Analysis 1. Download lists of your competitors’ backlinks 2. Categorise their anchor text into: - URL / Naked Links - Brand / Domain Name - Generic / Headline Keywords - Long-tail keyword - Hybrid / Brand + Keyword - Noise www.click.co.uk

36. URL / Naked Links

37. Brand / Domain Name

38. Generic / Headline Keywords

39. Long-tail Keyword

40. Hybrid / Brand + Keyword

41. Noise

42. www.click.co.uk

43. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk %ofanchortext Anchor Text Category Analysis Noise Longtail Keyword Exact Match Hybrid URL Brand

45. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk 7.6% 6.5% 5.8% 1.00% 26.1% 74.6% 10.0% 9.60% %ofanchortext Anchor Text Category Analysis Noise Longtail Keyword Exact Match Hybrid URL Brand carolenash.com

46. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk 25.7% 1.2% 45.3% 0.00% %ofanchortext Anchor Text Category Analysis Noise Longtail Keyword Exact Match Hybrid URL Brand carolenash.com

47. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk 2.6% 1.1% 4.4% 72.20% 0.4% 6.2% 7.4% 14.20% %ofanchortext Anchor Text Category Analysis Noise Longtail Keyword Exact Match Hybrid URL Brand carolenash.com

49. Linked Page Analysis 1. Download lists of your competitors’ backlinks 2. Categorise their linked pages into: - Homepage - Commercial Pages - Content Pages www.click.co.uk

50. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk %ofbacklinks Linked Page Category Analysis Content Commercial Homepage carolenash.com

51. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk 38.4% 69.5% 57.2% 88.3% %ofbacklinks Linked Page Category Analysis Content Commercial Homepage carolenash.com

52. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bennetts.co.uk thebikeinsurer.co.uk carloenash.com scooterinsurance.co.uk 0.5% 7.0% 16.3% 11.7% %ofbacklinks Linked Page Category Analysis Content Commercial Homepage carolenash.com

54. Thank you Alan Reeves Director of Search DDI 0845 205 0270 Email alan.reeves@click.co.uk Website www.click.co.uk uk.linkedin.com/in/alanreeves1

Organic Benchmarking – SEO Strategy Based on Competitor Analysis

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