The document discusses competitive analysis in search engine optimization (SEO). It provides a framework for competitive analysis that includes discovering competitors, analyzing keyword and page insights, and taking action on insights. The speaker notes that with over a million SEO professionals worldwide, competitive analysis has become an important responsibility. Proper competitive analysis can help identify opportunities, benchmark performance against competitors, and optimize strategies.

1. London
•
10–13
February
2014
•
#SESLON
@SESConf
Spy
v
Spy:
Compe++ve
Analysis
Beyond
The
Keyword
in
A
Secure
Market
Mark
Mitchell
BrightEdge
Senior
CS
Director:
Global
Agencies
and
EMEA

2. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Quick
IntroducCon
@searchmitch

3. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Let’s
talk
about
compeCtor
analysis

4. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Today
there
are
over
a
MILLION
SEO
professionals
worldwide

5. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
SEO
CompeCtor
Analysis
is
a
digital
markeCng
team
responsibility

6. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
“
SEO
is
now
Measurable
and
Scalable
!
“
“SEO
as
a
channel
is
worth
nearly
$1.6B
for
us”
Raj
Rao
VP
Global
eTransformaCon

7. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
CMOs
are
seeing
the
results
and
geNng
involved
65%
are
placing
a
greater
strategic
importance
on
SEO
in
2013,
compared
to
2012

8. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Huge
amounts
of
data
to
analyze

9. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Landscape
changes:
500+

10. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
SEO
Data
changing

11. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
A
cultural
shiX
in
SEO?

12. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
PrioriCzaCon
is
key

13. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
A
New
Market
–
A
New
Approach

14. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Compe++ve
Analysis
–
Framework
Discover
compe++on
Analyze
Keyword
Insight
Analyze
Page
and
Content
Insight
Ac+on
upon
insights

15. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Compe++ve
Analysis
–
Framework
Discover
compe++on
Analyze
Keyword
Insight
Analyze
Page
and
Content
Insight
Ac+on
upon
insights

16. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
It
is
essen+al
to
know
your
compe+tors
in
search

17. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Understand
your
compeCtors
by
page
groupings

18. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Benchmark
versus
mulCple
page
groupings

19. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Compe++ve
Analysis
–
Framework
Discover
compe++on
Analyze
Keyword
Insight
Analyze
Page
and
Content
Insight
Ac+on
upon
insights

20. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Look
at
both
compe+tor
and
landscape
trends

21. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Rank
data
needs
to
be
assessed
at
a
universal
search
level

22. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Understand
where
your
compeCtors
are
ge_ng
their
SEO
traffic
from

23. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
How
are
those
pages
appearing
in
the
landscape?
q Op+mize
for
keywords,
pages
and
content
types
where
compe++on
has
universal
results
that
you
don’t
q Reinforce
op+miza+on
where
you
have
universal
results
that
compe++on
doesn’t

24. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Mobile
visibility
will
differ

25. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Does
this
keyword
/
page
behavior
difference
by
device?

26. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Compe++ve
Analysis
–
Framework
Discover
compe++on
Analyze
Keyword
Insight
Analyze
Page
and
Content
Insight
Ac+on
upon
insights

27. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Understand
compe++ve
strategies,
spot
opportuni+es
q What
pages
are
ranking
and
for
which
keywords?
q Are
these
keywords
relevant
to
your
business?
q Where
are
the
gaps?
q If
not,
track
and
op+mize
for
these
keywords!

28. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Find
backlink
opportuni+es
by
tracking
number
&
quality
of
compe++on’s
links
q Do
you
have
enough
high-­‐quality
links
compared
to
compe++on?
q Who
is
linking
to
your
compe++on?
q What
is
the
authority
of
these
domains?
q Is
lack
of
quality
backlinks
the
answer?

29. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Drill
down
further
into
their
link
strategy
q High
Value
Link
Targets
-­‐
Iden+fy
Link
Hubs
that
are
driving
rankings
for
this
market
segment.
q Iden+fy
Link
Strategies
-­‐
Classify
Links
based
on
type
(blog,
news,
PR,
partnerships,
social,
etc.)
q Discover
Backlink
Opportuni+es
–
Do
you
have
links
of
each
type
to
to
these
hubs
and
domains?

30. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Compe++ve
Analysis
–
Framework
Discover
compe++on
Analyze
Keyword
Insight
Analyze
Page
and
Content
Insight
Ac+on
upon
insights

31. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Create
acCon
plan
on
insights
What
Content
areas
to
develop
Backlink
/
Outreach
strategy
Who
to
benchmark
upon

32. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Support
with
an
educaCon
plan

33. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Have
a
monitoring
strategy
that
helps
you
quickly
and
easily
scale
your
performance
versus
compeCtors

34. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Summary
Takeaways
Benchmark
versus
Pages
Understand
universal
visibility
Find
content
gaps
Automate
and
Educate
Insights

35. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@brightedge
Thanks
for
listening
Mark
Mitchell
@brightedge
@searchmitch
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