Competitive Intelligence - How To Track Your Competitors
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Overview of how to use SEMrush adn BuzzSumo to comprehensively track your competitors. Includes how to track: Keyword performance Content performance Ad strategy Amplifiers (who shares & links to content) Also how to set up alerts to be notified daily on new competitor content, mentions of them and links to them.
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Competitive Intelligence - How To Track Your Competitors
- 3. Always a step behind Plan A Plan B Plan C
- 4. Do you excel or match? © telegraph.co.uk
- 7. You should review what is working for your competitors including: - Keywords - Acquisition - Content - Ad Strategy - Amplification (Who links to & shares their content) You also need to set up systems to track competitors on a regular basis
- 8. Keywords – use SEMrush review
- 9. Keywords
- 10. Traffic Acquisition - how do we compare?
- 11. Content popular in Search
- 12. Review performing content with BuzzSumo
- 19. Ad Strategy
- 20. • Keywords bringing visitors to a site through paid search. • Traffic volume generated through paid ads. • Competitive Ad Spend estimates by domain, keyword, sector. CTR. CPC. • A comparative chart of key paid ad competitors. Use SEMrush to review
- 21. Domain-level Paid Ad Traffic, Traffic Cost …and Paid Ad Keywords & Positions
- 22. Paid Search Ads – costs, traffic and competition levels
- 23. Paid Search Ads – classic brand poaching
- 24. Paid Search Ads – text, keywords in groups
- 27. Amplification Who Shares & Links?
- 28. Use BuzzSumo to view sharers of competitor content
- 29. View sharers Analyze the fans of your competitor’s content. Filter by: • Number of followers • Retweet ratio • Reply ratio • Page Authority Follow and engage Export for Twitter tailored audience list
- 30. Search domain by topic
- 34. What did they publish today? Who mentioned them today? Who linked to them today? What Local/Mobile positions were stolen?
- 35. BuzzSumo Content Alerts (Mentions, Links, New Content Published)
- 38. Be alerted every time they publish new content
- 39. Reports of Search Visibility Changes in Position Tracker Review in SEMrush
- 40. Reports on competitors’ search results by location and mobile device
- 42. Your Competitive Intelligence 1. ID Competitors, see their keyword performance (SEMrush) 2. Take those Keywords & Competitors to review most shared content & formats (BuzzSumo) 3. Analyze Paid Ad Strategy (SEMrush) 4. See who is amplifying competitors’ content - who is sharing their content (BuzzSumo) - who is linking to their content (SEMrush) 5. Create competitor content alerts - keyword, domain & link alerts (BuzzSumo) - keyword, search visibility in local and mobile (SEMrush)
- 43. Summary Review competitors’ strategies and what is working Copy and improve content and strategies that work Identify keyword opportunities Produce better content (formats and headlines) Reach out to backlink opportunities Target leaders that share their content Track developments and react accordingly #CompetitiveIntelligence
- 44. Winning with Competitive Intelligence @SEMrush @RadioMS @Buzzsumo @steverayson #CompetitiveIntelligence
Editor's Notes
- Do you know what’s working, are you copying something that is not working?
- Are you simply copying content or strategy, or are you taking it to the next level?
- Even if it is working, are you always a step behind.
- Lets look at some key areas
- If we look at quicksprout we can see their top performing organic keywords, arranged by what keywords deliver the highest proportion of their organic search traffic. This also points out that Position, or Rank, is not the sole arbiter of how valuable a keyword is for them. Ranking 8 still earns them the second-highest volume of Google searchers. Counter-intuitive data, based on actual search performance, provides a win that might otherwise escape you. Would you have ever guessed, that searchers seeking instagram followers drive 5% of their traffic?
- Sort by vol of searches and can see High vol and high cpc means area to focus on organic, (e.g. seek longer-tail terms and phrases that are easier to win or less taxing on budget) High vol and low cpc may be ad opportunities as in case of those seeking more instagram followers, here
- Domain VS Domain - Compare your site with competitors. Analyze and apply SWOT strategy. Initially, you may see what looks like Strength for a competitor. But, reorder keywords to find opportunity – see where they are weak and you are stronger, to apply effort to threaten their positions. This may be preferable to attacking their highest rankings head-on.
- Can then look at their organic content, to see pages that drive traffic with SEMrush. View their best-performing search landing pages for subject treatment, angle, spin, headlines, formatting. Can see results historically for an understanding of market shares and shifts. Organic. Paid. Backlinks. Display. Paid Search (AdWords) data is the complement to Google organic Search data But, what about that other, highly-trusted source of content? What about genuine word of mouth? What about Social Sharing?
- Can turn to buzzsumo and see what is working socially, what is resonating and being shared. Filter by time etc.
- Hubspot were ranking number 1 for searches on term, “landing pages”, so can begin to see why, by using domain and “landing pages”.
- Can do an analysis report of all their content by social shares and see what formats are working. Infographic & list posts. As well as what networks are most receptive to those types. Now, we can crib strategy notes.
- Can filter by infographics to see which ones working
- Can add numbers to my search to see what lists posts are working
- Can equally add quiz to a domain or a topic to see what quizzes or other content models are working
- Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- You can look in detail at these aspects, lets look at some
- Can see that Marketo have recently increased their ad spend - why? The cost for that traffic that is going up. Is competition driving up the bids for their AdWords keywords? Three slices. Contrast their trends: traffic, keywords being budgeted, and traffic cost. Overlaying Traffic Cost onto Traffic points out Marketo’s Traffic is spiky but recently increased. Traffic follows spend, but inefficiencies emerge at their highest spending levels. The number of Keywords budgeted declined, conserving budget for top 3 ad positions. Despite reducing the number of keywords that they bid for, their overall traffic costs appear to whipsaw and more than double. Could this be a traffic quality play for higher conversions?
- Can explore keywords, costs and destination URL, so can explore landing pages. An inverse relationship between costs and traffic signals a challenge: outspending. Costly bids for highly competitive terms yielding disproportionately low traffic levels. Their own brand costs less to advertise for. A major ‘head term’ costs much more. Advertising to appear on competitor Brand terms is costly – but is it worthwhile? What kind of ad could pay off in that instance?
- What kind of ad could pay off in that instance? A comparison, BOTF and close to conversion.
- Can review ads, can also review consistency of use.
- Can see competitor domains entire spend, how many keywords they apply effort to, consistent bidding -- repeated use over time suggests it is working
- Coverage of a keyword over the last 12 months paints a clear picture of the Paid Ad Keyword territory that this domain invests in. Still, this is Paid Traffic… manuverable, ROI, yet with ongoing costs associated. What if you could attract traffic for free? Or, even better, let others attract traffic for you?
- Content analysis report
- Content analysis report – pick your targets to court influence – work to scale
- Use SEMrush for backlinks analysis. Overview for hubspot. Engineered link profile? Natural? Try competitors’ link sources if they have many backlinks of their own? What types of links are most frequent? Is there an appropriate mix of follow/nofollow, of various TLDs?
- Overview of referring domains – unnatural numbers of links from each? A strong, upstream source of traffic for a competitor? Added recently? Abandoned? Clickthrough for a Domain Overview to see how many links they have themselves, how well they are ranked and received by Google.
- Overview of backlinks data comparison, at Buzzsumo we have some way to go to catch hubspot with 4m links.
- Create alerts using BuzzSumo to receive notifications to track competitors
- Get alerted every time they are mentioned in content
- Link alert will tell every time they acquire a new link in real time or get a daily digest
- Content analysis report
- Content analysis report
- Content analysis report
- Content analysis report
- You can know more about your competitors than they do across search and social
- Use understanding to take action, for example
- Thanks for attending