Shawn Cohen - “A Programmatic Approach to SEO Competitive Analysis”
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This document discusses how competitive analysis can help improve SEO and content strategy. It provides an overview of how to conduct a competitive analysis and content gap analysis, combining data from tools like SEMRush, Moz, and Excel pivot tables. The process involves identifying keywords, competitors, and the top-ranking content for each. Insights from analyzing competitors' content can then be used to improve one's own content and rankings. An example case study shows how this approach helped triple organic traffic for a client's landing page.
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Shawn Cohen - “A Programmatic Approach to SEO Competitive Analysis”
- 2. How Competitive Analysis Saved GM…in 1921
- 9. Ford Quote “Any customer can have a car painted any colour that he wants so long as it is black.” Henry Ford, 1908
- 10. Model T Black
- 11. Competitive Manufacturer F*ck that sh*t.
- 19. Want to motivate a client or an executive? Show them what the competition is doing. HOW TO LEVERAGE COMPETITIVE INTELLIGENCE
- 20. FINDING THE STORY IN THE DATA
- 21. Financial technology software Software helps CFOs make better decisions Where’s the data? We have 127,000 leads in our CRM. LEVERAGE DATA FOR INSIGHT AND ACTION
- 22. Where’s the Story? Email Marketing
- 23. @midnight Themes by popularity in SEMRush
- 24. @midnight Themes by popularity in SEMRush
- 25. @midnight Themes by popularity in SEMRush Post about jobs for veterans in August. Don’t post about jobs for veterans in March.
- 26. Comp analysis and content gap analysis
- 27. Who is beating me? How are they beating me? What is Competitive Analysis?
- 28. What content is winning? How can I create something better? What Is a Content Gap Analysis?
- 29. Where Competitive and Content Gap Analysis Fit In Brand Identity $Marketing Objectives Digital Goals Objectives & KPIs Business Objectives Test and Learn Comp Set and Content Gap Analysis Keyword Research Content Strategy and Execution Planning the Overall Marketing Mix
- 30. Old Process: Competitive Analysis Identify keywords we want to rank for Type keywords into Google manually Rely on gut-level feelings about what’s worthwhile Gain an understanding of domain-level competitors
- 31. Old Process: Content Gap Analysis Search the keywords we want to rank for Look for content patterns Produce content to beat competitors
- 32. Old Process: What’s Missing Efficiency A comprehensive view of the digital landscape Full understanding of competitor URLs’ visibility Keywords that aren’t on your radar yet Domains we aren’t competing directly against
- 33. Advantages of the New Process Fast and efficient Uncovers new keywords Identifies new competitors Offers comprehensive view of direct competitors
- 34. Competitor’s competitor’s competitor Competitor’s competitor A Growth Strategy Based on Competitive Analysis Competitor 1 KW set My KW Set Competitor 2 KW Set Competitor 3 KW Set
- 35. Success Story: Texas Veterans’ Land Loans Problem: organic landing page had stagnated in rankings and traffic Objective: Increase keyword rankings and traffic from the organic channel
- 36. Success Story: Texas Veterans’ Land Loans Problem: organic landing page had stagnated in rankings and traffic Objective: Increase keyword rankings and traffic from the organic channel
- 37. Success Story
- 38. Success Story
- 39. Problem: Rankings and traffic weren’t growing Objective: Rank higher, rank for more terms, and increase organic traffic Current state: 25 keywords represented on 2,800 searches per month Success Story: Texas Veterans’ Land Loans
- 40. Success Story: Texas Veterans’ Land Loans Outcome: KWs volume doubled, visibility up 150%, traffic tripled
- 41. BUT WHY? WHY did I know it should be 800 words? WHY not 500 or 1,000? WHY not video or a pretty graphic?
- 42. Combining the Competitive and Content Gap Analyses Hook into the SEMRush API Pull results for all keywords I rank for Pull results for all keywords my competitors rank for Analyze top results Make necessary changes to my client’s content
- 43. The Process
- 44. Subscriptions - SEMRush - Moz Excel Skills - VLOOKUP - Pivot tables - Turning add-ins on/off REQUIRED SKILLS & SUBSCRIPTIONS
- 45. WHAT IS SEMRUSH?
- 46. @midnight Themes by popularity in SEMRush
- 47. Copy/paste Process: Plug into API
- 48. OPEN THE SERP ANALYSIS SPREADSHEET
- 49. Process: Add Moz KW difficulty
- 50. Open in Pivot PASTE KW DIFFICULTY INTO SERP ANALYSIS
- 51. Open in Pivot Process: Pivot table
- 52. Use OneTab Make observations - Content type - Word count Do link and social analysis Eval Excel spreadsheet EVALUATE MOST AUTHORITATIVE URLS
- 53. EXCEL SKILLS TO LEARN VLOOKUP Pivot tables Turning add-ins on/off
- 54. WHY THIS COMBINES COMP AND CONTENT GAP While you’re identifying competitors, you’re also granularly analyzing their content to find a solution to your biggest SEO growth inhibitors.
- 55. Conclusion
- 56. View large amounts of data at once Don’t waste time Don’t conflate offline and online competitors Beat the hell out of them Analysis Manifesto
Editor's Notes
- 1908 shocked staff
- 1921 alfred p sloan took over;
- In 1923, “Duco has become so popular that customers are now demanding it.”
- In 1923, “Duco has become so popular that customers are now demanding it.”
- 1925 cadillac 1926 all paris is color mad
- By 1927, sales of the Model T in black were falling Model A was then made available in four colors
- By 1927, sales of the Model T in black were falling Model A was then made available in four colors
- By 1927, sales of the Model T in black were falling Model A was then made available in four colors
- By 1927, sales of the Model T in black were falling Model A was then made available in four colors
- Type anything into Google and you’ll get results Need to find out what results are being delivered for the keywords that align with your goals
- Type in any domain and SEMRush gives you: KWs the website ranks for and a rough idea of the position it ranks in Search volume by KW A list of competitors that rank for what you do and for what you might want to rank for
- Remember this slide? This is an excel download from SEMRush
- https://builtvisible.com/seogadget-for-excel/
- It’ll tie up your excel for a few minutes Mac users (like me) you need bootcamp or parallels
- Theory: not going to jump exponentially in KW difficulty
- URLS ARE AUTHORITATIVE WHEN THEY RANK FOR CMPETIVE KEYWORDS AND/OR A LOT OF KEYWORDS
- http://www.annielytics.com/blog/excel-tips/vlookup-tips-tricks-marketers/ http://www.annielytics.com/blog/excel-tips/how-to-create-and-customize-pivot-tables-in-excel/
- Thanks everyone and I look forward to interacting with you the rest of the conference