To stay competitive, you must welcome the competition. It prevents you from becoming complacent, encourages innovation, and forces you to improve every aspect of your business and not only do better SEO. You must be watchful of your competitor and take full advantage of analyzing what they are doing so that you can beat them in their game by seeking guidance from an SEO consultant who can help you to take full advantage of the exercise.
To build a solid internet marketing strategy based on SEO, competitor analysis is a must. The more you know what others are doing and gather enough data; the better will be your decisions as you can learn about what worked well for them and what did not. Lack of insight and data can lead to ineffective decisions that can cripple the marketing campaign.
Knowing what your competitors are doing, you will gain more confidence, have a better grasp of the various marketing aspects, and know what would be the best thing to do in any given situation and what would be the best products or services to offer. Therefore, even before you indulge in keyword research, invest in content marketing, and start a link building campaign, make sure that you are entirely in command of the competitive landscape.
Why undertake competitor research for SEO?
Analyzing your SEO competition is vital for developing your overall SEO strategy that includes many more things like on-page and off-page optimization techniques. By doing competitor analysis, you can avoid discovering strategy and techniques from scratch instead of capitalizing on the ideas that have proven success. You can enjoy a strong position right from the start by avoiding the mistakes that your competitor committed. When you know about what your competitors are doing in SEO, you can make well-informed decisions that place you ahead of many others by creating a winning SEO strategy.
What you can derive from competitor analysis will become clear from this article.
Know your competitors
If you think you already know who your competitors are, then you are highly mistaken because just hearing about it is not enough to be sure who you are up against. Things are never that obvious. You have competitors online as well as offline, and these need not be the same companies, although some might be common. The competition that you face in SEO is not just from companies that market products and services like yours but also the kind of informational resources and media that occupy the SERPs for the keywords that people use to search your products or services or website. Moreover, website ranking can sharply drop suddenly due to algorithm updates by changing the scenario entirely by search engines.
Tools like SpyFu can help you identify your competitors based on the number of keywords that the domains have in common. You can identify a competitor by knowing who ranks for the same set of keywords that you have chosen. By typing a domain name in the tool, you can glance at your competitor’s digital strategy.
By looking across the paid search segment, you can identify the SEO rivals; you are likely to encounter in the future. These companies are mostly new entrants who depend on PPC to reach to the top of the ranking quickly instead of spending time on organic searches.
After doing an initial competitor analysis, you must revise the list periodically, maybe every other month, and at the beginning of each campaign.
Know the competitor keywords that rank well
The biggest takeaway from competitor analysis is that you come to know about keywords that you are missing out, but your competitor is gaining from. You can do a quick gap analysis of your keyword research by identifying valuable keywords that your competitor is benefiting from but not utilized by you. The SpyFu dashboard allows you to check the gap at a glance after you type the domain name. To look at the keyword details like keyword volume, ranking difficulty, and CPC estimate, you can refer to the Kombat report for elaborate information.
By identifying the keyword gap, you can adjust your SEO strategy and attempt to rank those keywords by creating new content for these keywords. Incorporate these to your existing content, build links to the pages that contain the keywords, and refine on-page elements on the pages that include the keywords.
Monitor PPC behavior of competitors
Although competitor analysis will help to bolster your SEO strategies and make it more effective, it is not necessary to stay confined within the precincts of SEO but instead, look beyond it to understand what the competitors are doing. Besides organic search, your competitors would be using PPC, too, and you must track their activities in that area. It is vital to have a complete view of the competition because many companies use PPC and SEO to ensure a more emphatic presence on the SERPs. A common PPC strategy is to reach the top rungs of SERP by using keywords that do not fare well on the website.
Knowing the keywords targeted by your competitor for bidding will help you understand what products/services they are offering and their most desired keywords and whether you can use them in your SEO strategy.
Know about the sources of links
Link building is critical for SEO because links help to enhance website authority that improves ranking. A strong backlink profile boosts SEO, and you must acquire high-quality links that come from authoritative websites in your industry segment. But searching for websites that can offer quality links is not easy and takes time. To do it fast, competitor research should help you identify gaps in backlinks just as you have done for keywords. You will know the domains that link to your competitor’s website, but not with you.
Type your competitor’s domains in the Backlink report, and you can see the list of websites that connect with them. If you have a similar content like your competitor, you can approach those websites for links.
Even if you need to get out of your comfort zone, it is worth doing competitor analysis.