SMX West 2018 - Competitive Intelligence - Igal Stolpner

#SMX #12c2 @igalst
Igal Stolpner
TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)Spotting New Trends First:
Competitive Intelligence
Lessons From Investing.com

#SMX #12c2 @igalst
 10M new users
 Generated over 70M sessions, 200M pageviews
 New links: over 2,000 new referring domains
 Crypto app: 600,000+ installs
Bottom line results: pivoting to cover Cryptocurrencies

#SMX #12c2 @igalst
Cryptocurrencies?

#SMX #12c2 @igalst
 A Cryptocurrency is a non-governmental digital currency using code to
both secure and verify every single transaction
 Bitcoin was the first Cryptocurrency, released back in 2009
Cryptocurrencies

#SMX #12c2 @igalst
The rise of Bitcoin - 2017

#SMX #12c2 @igalst
Now over 1,600 cryptocurrencies

#SMX #12c2 @igalst
 May 2017 - One aggregated article
on Ethereum got 40K pageviews
 Users were asking for
Cryptocurrency data via Support
 Competitors traffic
 Google News & Google Trends
 Unusual price changes
How we realized something big was going on

#SMX #12c2 @igalst
 Agility
 Hired new team: Product, Writers, SEO, PR
 Pushed other things aside to launch the section
Decision to quickly pivot

#SMX #12c2 @igalst
 Test a separate app for a specific
topic
 Google Play & iTunes – still focused
on a single topic
New section added to our app

#SMX #12c2 @igalst
 Users can easily find exactly what
they want
 Big ASO opportunity
 5,000 organic daily installs within
one month
 Returning developers – trust
benefit
Separate app

#SMX #12c2 @igalst
Share these #SMXInsights on your social channels!
#SMXInsights
 Once you decided to cover a trend, respond fast.
Sometimes it means you’ll have to push other
project to the sidelines
 Consider building a separate app for your next key
trend

#SMX #12c2 @igalst
What if we are not the first to spot the trend?

#SMX #12c2 @igalst
Unique Selling Point
 Fix a single drawback
– Real-time data for all Cryptocurrencies
on one page
– Built our own price index per coin to
clarify the market

#SMX #12c2 @igalst
 First to offer Crypto data in 8
countries
 December 2017 – 50% of
pageviews on the Dutch site
International potential

#SMX #12c2 @igalst
#SMXInsights
 Even if you are not the first to cover a topic:
– You can still be relevant by offering unique
value
– There’s probably an opportunity to be first in
specific countries

#SMX #12c2 @igalst
 Section position + “New” icon
 Desktop + app push notifications
 Email, Social Media, PR, Content Marketing to support SEO
Promoting a new section: Make sure users can see it

#SMX #12c2 @igalst
 Dedicated PR person
 Journalists are looking for help
 We offered them:
– Explanations and insights
– Local data
Public Relations

#SMX #12c2 @igalst
#SMXInsights
 With new trends, journalists and influencers often
won’t know everything at first. Help them,
educate them. The efforts can be VERY
worthwhile
 Local data for local journalists. You might already
have it without even knowing

#SMX #12c2 @igalst
Prices dictate content

#SMX #12c2 @igalst
 Influencers prefer breaking stories /
deep explanations
 There’s also a significant group of
people who don’t believe Crypto is
a legit market
 Writing for both is a win-win
situation for publishers
 Spreading the word – separate
Facebook page
The art of content amplification

#SMX #12c2 @igalst
#SMXInsights
 Breaking stories can be great for content
amplification, even if they aren’t great
 Be neutral - publish content for and against to
attract both audiences
 Consider opening a separate Facebook page for
your next key trend

#SMX #12c2 @igalst
 Trends can be very unstable
 The Cryptocurrency market is
VERY volatile
 New Cryptocurrencies introduced
on a daily basis
 Trend changes would dictate our
marketing strategy
Ongoing changes to trends

#SMX #12c2 @igalst
Internal links

#SMX #12c2 @igalst
New Trends:
Pay extra attention, they aren’t guaranteed to stay

#SMX #12c2 @igalst
#SMXInsights
 Sometimes user interest simply beats SEO best
practices
 New trends aren't guaranteed to stay there forever

#SMX #12c2 @igalst
Decrease since December when Bitcoin lost 30%
Temporary trends: How long will this
Cryptocurrency mania last?

#SMX #12c2 @igalst
 We exposed the website, brand,
apps, to millions of new users
 Some of them are already coming
back for other sections of the site
Even if the interest in Cryptocurrencies will fade away

#SMX #12c2 @igalst
#SMXInsights
 If the trend is big enough, it may be worth latching
on to it, even if it's temporary

#SMX #12c2 @igalst
• Competitors
• Our own data
• Additional tools & methods
Spotting new trends

#SMX #12c2 @igalst
 Look for changes, look for new:
– Menu links
– Content
– Features
Competitors: First, simply observe

#SMX #12c2 @igalst
Keep an eye on your competitors
Competitor traffic changes

#SMX #12c2 @igalst
 Yesterday’s traffic – quick view
– Top sources
– Article pageviews
– A few goals
– Custom report/dashboard
Tracking on a regular basis

#SMX #12c2 @igalst
New pages

#SMX #12c2 @igalst
 Identify new pages that are
performing very well
 Same concept if pages are
decreasing in traffic
 Content gap analysis
New pages popping up on competitor sites

#SMX #12c2 @igalst
New keywords

#SMX #12c2 @igalst
We have a long history with keywords, don’t we?
#seo

#SMX #12c2 @igalst
Competitors’ new keywords can tell a whole story

#SMX #12c2 @igalst
 Rankings have improved
 Keyword search volume has
increased over the sudden
 In both cases you want to know
If a new keyword is now bringing them traffic

#SMX #12c2 @igalst
Press Releases / Newsletters /
Social Media

#SMX #12c2 @igalst
 Official Press Releases
 Competitor newsletters
 Social media channels
– Initial user feedback to the new trend
Enough with the tools

#SMX #12c2 @igalst
#SMXInsights
 By looking at your competitors, you won't be the first
to spot a trend, but you can still see it early
enough to join in
 Watch your competitor's traffic regularly
 Traffic changes to competitor keywords/pages can
tell the story of their current focus

#SMX #12c2 @igalst
Spotting new trends through your own data

#SMX #12c2 @igalst
 For any type of product,
instrument, book, recipe etc. etc.
 Your users may start looking for
new trends on your own site
 Make sure you track it
Site search

#SMX #12c2 @igalst
 Branded Google search
 Search Console>Search
Performance report
Site search

#SMX #12c2 @igalst
 Users may ask for new trends through your customer support
 Even if Support isn’t your day job, make sure you know what your
customers are asking for
 Social media inboxes
Customer support channels

#SMX #12c2 @igalst
 People within your company might
be aware of trends themselves
 Make sure there’s an open channel
for it
 A company wide Slack channel
(just for that) will get the job done
Internal channel for new trends

#SMX #12c2 @igalst
#SMXInsights
 The next big trend could be inside your internal site
search data or even your Search Console
branded queries report
 Your customers might be asking for a new product
when it just starts trending
 A company wide Slack channel could be a good
idea, including for spotting new trends

#SMX #12c2 @igalst
Additional ways to spot trends

#SMX #12c2 @igalst
Spotting new trends
Google: News, Trends, Alerts

#SMX #12c2 @igalst
 Manage sections
– Choose a query for your own news
section
 “For You” area
– Manage your interests
Google News

#SMX #12c2 @igalst
 Current trending search terms
– General and by category
 Related and Rising Topics, when
searching by keyword
– Download CSV for breakdown
Google Trends

#SMX #12c2 @igalst
 Often used to track mentions
 Alerts you every time a keyword
you chose is indexed
 Less advanced, but great to
monitor narrow niche trends
Google Alerts

#SMX #12c2 @igalst
Spotting new trends
Reddit: the front page of the internet

#SMX #12c2 @igalst
Spotting new trends
Twitter search

#SMX #12c2 @igalst
Twitter trends

#SMX #12c2 @igalst
 Twitter.com/search-home
 Search operators
 Advanced search
Twitter search

#SMX #12c2 @igalst
 List of keywords
– bitcoin OR snap OR beyonce OR ufc
 Location based trends
– "festival" near:"los angeles"
Twitter search operators

#SMX #12c2 @igalst
Spotting new trends
BuzzSumo

#SMX #12c2 @igalst
Trending now

#SMX #12c2 @igalst
Spotting new trends
HARO

#SMX #12c2 @igalst
 PR opportunities
 Both for sources and journalists
 Watch for trends journalists are
looking to cover, before they
become mainstream
HARO - Help a Reporter Out

#SMX #12c2 @igalst
 Product Hunt
 Google Play/iTunes Trending Apps
 Specific eCommerce market research tools
And a few more

#SMX #12c2 @igalst
#SMXInsights
 You can tailor your own Google News sections
 A new trend, relevant to you, was probably
already mentioned on Reddit
 By checking HARO's emails daily, you can spot new
trends, before they become mainstream

#SMX #12c2 @igalst
SEOs have the opportunity to be the first to spot
business opportunities for the entire company

#SMX #12c2 @igalst
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

SMX West 2018 - Competitive Intelligence - Igal Stolpner

Recommended

Recommended

More Related Content

Similar to SMX West 2018 - Competitive Intelligence - Igal Stolpner

Similar to SMX West 2018 - Competitive Intelligence - Igal Stolpner (20)

Recently uploaded

Recently uploaded (20)

SMX West 2018 - Competitive Intelligence - Igal Stolpner

Editor's Notes