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taking_your_analytics_data_beyon-geoff_mack.ppt

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taking_your_analytics_data_beyon-geoff_mack.ppt

  1. 1. Alexa Internet
  2. 2. Beyond the Pageview
  3. 4. Competitive Landscape
  4. 5. http://cardea.alexa.com
  5. 6. 1. Who are my competitors? 2. How successful are they? 3. Where do they get their traffic?
  6. 7. Who are my competitors?
  7. 8. Example: leisurepro.com
  8. 9. Leisurepro.com <ul><li>Scuba site </li></ul><ul><li>E-commerce </li></ul><ul><li>Visitors per month: 70,000 </li></ul><ul><li>Alexa Rank: 57,000 </li></ul><ul><li>Page Rank: 4 </li></ul>
  9. 10. leisurepro.com competitors <ul><li>S.O.P. </li></ul><ul><ul><li>Search Google for keywords: </li></ul></ul><ul><ul><ul><li>Scuba, diving, divers, snorkel </li></ul></ul></ul><ul><ul><li>Compile a list </li></ul></ul><ul><ul><ul><li>Be sure to search ALL relevant keywords </li></ul></ul></ul><ul><ul><li>Look up Alexa rank for each site </li></ul></ul><ul><li>Elapsed time: All day… </li></ul>
  10. 11. Is there a better way?
  11. 12. Sites with a similar audience…
  12. 13. Alternatively, Site Screener…
  13. 14. Dig even deeper… by content
  14. 15. And deeper… by demographics
  15. 16. And deeper… by traffic.
  16. 17. You have your list
  17. 18. What now? <ul><li>Now that you know your competition… </li></ul>
  18. 19. How successful are they? <ul><li>S.O.P. </li></ul><ul><ul><li>Search Google for keywords: </li></ul></ul><ul><ul><ul><li>Scuba, diving, divers, snorkel </li></ul></ul></ul><ul><ul><li>For all sites in your list </li></ul></ul><ul><ul><ul><li>Scuba.com, scubaboard.com, scubatoys.com, etc </li></ul></ul></ul><ul><ul><li>Look up Alexa rank for each site </li></ul></ul><ul><ul><ul><li>And on, and on, and on… </li></ul></ul></ul><ul><li>Elapsed time: Another day… </li></ul>
  19. 20. Is there a better way?
  20. 21. A better way…
  21. 22. A look at the competition
  22. 23. How are they performing?
  23. 24. What now? <ul><li>Now that you know your competition… </li></ul><ul><li>Now that you know how successful they are… </li></ul>
  24. 25. Where do they get their traffic? <ul><li>S.O.P. </li></ul><ul><ul><li>Search Google for keywords: </li></ul></ul><ul><ul><ul><li>Scuba, diving, divers, snorkel </li></ul></ul></ul><ul><ul><li>For all sites in your list </li></ul></ul><ul><ul><ul><li>Scuba.com, scubaboard.com, scubatoys.com, etc </li></ul></ul></ul><ul><ul><li>Make guesses about click-throughs </li></ul></ul><ul><li>Elapsed time: Another day… </li></ul>
  25. 26. Is there a better way?
  26. 27. Search terms…
  27. 28. Dig deeper… Sites Linking in.
  28. 29. And deeper… How do I compare?
  29. 30. And deeper… Where are visitors from?
  30. 31. And deeper still… Upstream sites.
  31. 32. And deeper still… Overlap detail.
  32. 33. What now? <ul><li>Now that you know your competition… </li></ul><ul><li>Now that you know how successful they are… </li></ul><ul><li>Now that you know how they did it… </li></ul>
  33. 34. Get your head out of the sand…
  34. 35. Study your competitors…
  35. 36. Learn their secrets…
  36. 37. Fly…
  37. 38. Thank you <ul><li>Geoffrey Mack </li></ul><ul><li>Alexa Internet </li></ul><ul><li>[email_address] </li></ul><ul><li>415-561-6973 </li></ul><ul><li>The beta: http://cardea.alexa.com </li></ul>

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