SearchCon 2020 - Technical SEO Competitive Analysis

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The document discusses analyzing competitors from a technical search engine optimization perspective. It recommends identifying 3-5 main competitors and gathering data on their page speed, indexation, structured data, CMS and other technical metrics using tools like ScreamingFrog, SEMRush and the CoreVitals spreadsheet. The analysis looks for opportunities to improve those areas, such as fixing 404 errors or adding structured data, as case studies showed such changes increased keywords in the top search results, traffic and revenue. The process involves convincing clients of the need to address issues by prioritizing the highest impact opportunities.

Competitor Analysis From
A Technical Perspective
Niki Mosier // Two Octobers
SLIDESHARE.NET/NIKIMOSIER
@NIKERS85

“Keep your friends close, and your enemies closer.
Michael Corleone

Implementation struggles
@nikers85 #SearchCon

Drop in traﬃc or rank
@nikers85 #SearchCon

THE PROCESS
1.
Identify
competitors
@nikers85 #SearchCon

THE PROCESS
2.
Gather data
1.
Identify
competitors
@nikers85 #SearchCon

THE PROCESS
2.
Gather data
3.
Look for
opportunities
1.
Identify
competitors
@nikers85 #SearchCon

COMPETITORS
3-5 competitors
1.
Identify
competitors
@nikers85 #SearchCon

COMPETITORS
Mobile
Desktop
1.
Identify
competitors
@nikers85 #SearchCon

COMPETITORS
Search Volume
1.
Identify
competitors
@nikers85 #SearchCon

GATHER DATA
Sheets Template
2.
Gather data
@nikers85 #SearchCon

GATHER DATA
2.
Gather data
@nikers85 #SearchCon

GATHER DATA
○ ScreamingFrog
2.
Gather data
@nikers85 #SearchCon

GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
@nikers85 #SearchCon

GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
@nikers85 #SearchCon

GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
@nikers85 #SearchCon
○ CoreVitals GSheet

46% of people say waiting for
pages to load is what they dislike
most about browsing the web on
mobile
Source: Unbounce
@nikers85 #SearchCon

One full second can decrease
conversion rates by 70%
Source: Unbounce
@nikers85 #SearchCon

GATHER DATA
Mobile load time
@nikers85 #SearchCon

GATHER DATA
User Experience
@nikers85 #SearchCon

○ Duplicate content
○ Crawl budget
○ Crawl errors
@nikers85 #SearchCon

GATHER DATA
○ Number of URLs indexed
○ Number of URLs that are indexable
○ Crawl Depth
○ Word Count
@nikers85 #SearchCon

Clicks increased by 43 percent
Source: Search Engine Journal
@nikers85 #SearchCon

Average position increased
by 12 percent
Source: Search Engine Journal
@nikers85 #SearchCon

GATHER DATA
○ Pages with structured data
○ Types of structured data
○ Structured data format
○ Errors in structured data
@nikers85 #SearchCon

Most recently, Google has partnered with
open-source content management system (CMS)
WordPress, arguably the largest, with market share
nearing 59 percent and an estimated 1/3 of all web
content published through the platform
Source: Search Engine Land
@nikers85 #SearchCon

GATHER DATA
○ Use Builtwith Chrome extension
@nikers85 #SearchCon

Client 1 - LocalBusiness & FAQ Schema
★ 2 Keywords To Page One
@nikers85 #SearchCon

Client 2 - Implemented New Sitemap
★ 10% increase in sessions ★ 75% increase in revenue
@nikers85 #SearchCon

Client 3 - Page Indexation
★ 24 % increase in impressions
@nikers85 #SearchCon

Client 4 - FAQ Schema
★ FAQ in the SERP
@nikers85 #SearchCon

RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traﬃc
○ Decreased SERP
visibility
@nikers85 #SearchCon

RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traﬃc
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
@nikers85 #SearchCon

“The best place to bury a dead body is page 2 of
Google Search Results.
- Michael Corleone

THANKS!
Any questions?
You can ﬁnd me at @nikers85
https://twooctobers.com/

This talk is a case-study on how Apache Spark and the Spark-Solr library is being used at Flipp for driving search relevancy. Flipp is a Toronto based digital flyer and ecommerce company which helps shoppers save money on weekly shopping. Our customers have the option of browsing through our 5+ million products from the brick-and-mortar retailers in North America. This makes Search a very challenging function in our app. How to show the most relevant and personalized search results to users on a query? The talk will focus on using user signals such as Click Through Rate (CTR) and Impressions to increase search relevancy. I will also talk about how PySpark is used to create the Flipp Search ETL platform for collecting user signals and reading product data from Solr. The problem scenario will be explained in which keyword search and basic relevancy algorithms become ineffective when dealing with a large product database. The solutions will cover the following implementations being used at Flipp to drive relevancy: – Utilizing user clicks and popularity data to derive and index normalized item weights to implement the Search Crowd Curation models in Apache Solr – How around 5+ million items are classified into Google Categories in real time using Keras and Apache Spark to power product category curation in Solr. – How to create a crowd sourced query intent categorizer in Solr using the Spark-Solr library. – The use of offline and online metrics at Flipp for evaluating changes in search relevancy. – Future plans for incorporating Kafka-connect in Apache Solr with structured streaming to perform real-time product indexing with Spark-Solr library.

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SearchCon 2020 - Technical SEO Competitive Analysis

1. Competitor Analysis From A Technical Perspective Niki Mosier // Two Octobers SLIDESHARE.NET/NIKIMOSIER @NIKERS85

2. “Keep your friends close, and your enemies closer. Michael Corleone

3. 3

4. Implementation struggles @nikers85 #SearchCon

5. Drop in traﬃc or rank @nikers85 #SearchCon

6. Provide value @nikers85 #SearchCon

7. THE PROCESS 1. Identify competitors @nikers85 #SearchCon

8. THE PROCESS 2. Gather data 1. Identify competitors @nikers85 #SearchCon

9. THE PROCESS 2. Gather data 3. Look for opportunities 1. Identify competitors @nikers85 #SearchCon

10. COMPETITORS 3-5 competitors 1. Identify competitors @nikers85 #SearchCon

11. COMPETITORS Mobile Desktop 1. Identify competitors @nikers85 #SearchCon

12. COMPETITORS Search Volume 1. Identify competitors @nikers85 #SearchCon

13. GATHER DATA Sheets Template 2. Gather data @nikers85 #SearchCon

14. GATHER DATA 2. Gather data @nikers85 #SearchCon

15. GATHER DATA ○ ScreamingFrog 2. Gather data @nikers85 #SearchCon

16. GATHER DATA ○ ScreamingFrog 2. Gather data ○ MobileMoxie @nikers85 #SearchCon

17. GATHER DATA ○ ScreamingFrog 2. Gather data ○ MobileMoxie ○ SEMRush/Ahrefs @nikers85 #SearchCon

18. GATHER DATA ○ ScreamingFrog 2. Gather data ○ MobileMoxie ○ SEMRush/Ahrefs @nikers85 #SearchCon ○ CoreVitals GSheet

19. 3. Look for opportunities @nikers85

20. 20 @nikers85 #SearchCon

21. PAGE SPEED @nikers85 #SearchCon

22. 22

23. 46% of people say waiting for pages to load is what they dislike most about browsing the web on mobile Source: Unbounce @nikers85 #SearchCon

24. One full second can decrease conversion rates by 70% Source: Unbounce @nikers85 #SearchCon

25. GATHER DATA Mobile load time @nikers85 #SearchCon

26. GATHER DATA User Experience @nikers85 #SearchCon

27. PAGE INDEXATION @nikers85 #SearchCon

28. ○ Duplicate content ○ Crawl budget ○ Crawl errors @nikers85 #SearchCon

29. GATHER DATA ○ Number of URLs indexed ○ Number of URLs that are indexable ○ Crawl Depth ○ Word Count @nikers85 #SearchCon

30. @nikers85 #SearchCon

31. PAGE INDEXATION @nikers85 #SearchCon

32. 404 ERRORS @nikers85 #SearchCon

33. Clicks increased by 43 percent Source: Search Engine Journal @nikers85 #SearchCon

34. STRUCTURED DATA @nikers85 #SearchCon

35. Average position increased by 12 percent Source: Search Engine Journal @nikers85 #SearchCon

36. GATHER DATA ○ Pages with structured data ○ Types of structured data ○ Structured data format ○ Errors in structured data @nikers85 #SearchCon

37. STRUCTURED DATA @nikers85 #SearchCon

38. CMS @nikers85 #SearchCon

39. Most recently, Google has partnered with open-source content management system (CMS) WordPress, arguably the largest, with market share nearing 59 percent and an estimated 1/3 of all web content published through the platform Source: Search Engine Land @nikers85 #SearchCon

40. GATHER DATA ○ Use Builtwith Chrome extension @nikers85 #SearchCon

41. GATHER DATA @nikers85 #SearchCon

42. CMS @nikers85 #SearchCon

43. Real Life Examples @nikers85 #SearchCon

44. Client 1 - LocalBusiness & FAQ Schema ★ 2 Keywords To Page One @nikers85 #SearchCon

45. Client 2 - Implemented New Sitemap ★ 10% increase in sessions ★ 75% increase in revenue @nikers85 #SearchCon

46. Client 3 - Page Indexation ★ 24 % increase in impressions @nikers85 #SearchCon

47. Client 4 - FAQ Schema ★ FAQ in the SERP @nikers85 #SearchCon

48. RECAP Why ○ Client isn’t implementing ○ Drop in organic traﬃc ○ Decreased SERP visibility @nikers85 #SearchCon

49. RECAP Why ○ Client isn’t implementing ○ Drop in organic traﬃc ○ Decreased SERP visibility Process ○ Identify competitors ○ Gather data ○ Identify opportunities @nikers85 #SearchCon

50. RECAP Why ○ Client isn’t implementing ○ Drop in organic traﬃc ○ Decreased SERP visibility Process ○ Identify competitors ○ Gather data ○ Identify opportunities Convince the Client ○ Approach the right person ○ Prioritize opportunities @nikers85 #SearchCon

51. “The best place to bury a dead body is page 2 of Google Search Results. - Michael Corleone

52. THANKS! Any questions? You can ﬁnd me at @nikers85 https://twooctobers.com/

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