Have you ever run out of arguments to talk to your client about the importance of implementing your recommendations? Or have you ever felt like you were lacking of ideas to improve your client's website? If so, then SEO competitive analysis might be exactly that thing you were missing!
In this session you will learn:
1. What is the most effective way to identify your competitors?
2. What are the key things you should focus on when comparing yourself to your competitors?
3. How to make the most of your on-site content using the information from the analysis?
Uncommon Grace The Autobiography of Isaac Folorunso
Justyna Pruszyńska. "How to conduct SEO competitive analysis that will inspire your clients to take action?"
1. How to conduct SEO competitive analysis
to inspire your clients to take action?
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Justyna Pruszyńska
SEO Executive / Content Marketing Creative Support
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9. Organic traffic (year to year)
Month E-commerce section Section A Section B Section C Section D
November 2017 +25% +2% +1% +4% +40%
December 2017 +23% -16% -43% -15% +7%
January 2018 +21% -15% -41% -24% +1%
February 2018 +16% -25% -54% -31% -27%
March 2018 +15% -16% -55% -40% -15%
April 2018 +20% -21% -48% -42% -21%
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12. Organic traffic (year to year)
Month E-commerce section Section A Section B Section C Section D
November 2017 +25% +2% +1% +4% +40%
December 2017 +23% -16% -43% -15% +7%
January 2018 +21% -15% -41% -24% +1%
February 2018 +16% -25% -54% -31% -27%
March 2018 +15% -16% -55% -40% -15%
April 2018 +20% -21% -48% -42% -21%
May 2018 +14% -20% -41% -49% -38%
June 2018 +10% -23% -50% -48% -35%
July 2018 +7% -24% -57% -46% -37%
August 2018 +6% -26% -50% -43% -36%
13. SEO COMPETITIVE ANALYSIS!
To warn our client To share with our client
some good news
To simply check the condition
of our client’s website
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15. How to effectively identify your competitors?
Don’t think too much about identifying the type of your trade or commerce
THINK ABOUT KEYWORDS
Your competitors in real life don’t have to be your competitors in Google!
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How to effectively identify your competitors?
Empik.com
Client: „Well, I want to sell. But I also want
to continue growing my blog that publishes
articles about culture and DIY projects”
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How to effectively identify your competitors?
Empik.com
E-commerce + blog with lots of content
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How to effectively identify your competitors?
Empik.com
Categorise your client site!
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How to effectively identify your competitors?
Empik.com
e-commerce
„culture”
e-commerce
„DIY / stationery”
content about culture
(reviews, toplists,
news etc.)
content about DIY,
back to school,
scrapbooking etc.
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How to effectively identify your competitors?
Empik.com
4 categories for keyword research:
- e-commerce „culture” (X keywords)
- e-commerce „diy” (X keywords)
- content „culture” (X keywords)
- content „diy” (X keywords)
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How to effectively identify your competitors?
SERP crawl
SERP crawl for each category of keywords
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28. How to effectively identify your competitors?
Chosen keywords analysis
List of domains by number of key phrases
in TOP 10 search results with estimated visibility
No. Domain
Keywords
in TOP 10
Visibility*
1 1st competitor 4 5%
2 2nd competitor 4 5%
3 empik.com 3 3,75%
4 3rd competitor 2 2,5%
5 4th competitor 2 2,5%
6 5th competitor 2 2,5%
*Visibility - number of occupied places in top 10 divided by the number of available places in top 10
for all analysed phrases
29. How to effectively identify your competitors?
Chosen keywords analysis
List of domains by number of key phrases
in TOP 10 search results with estimated visibility
No. Domain
Keywords
in TOP 10
Visibility*
1 1st competitor 4 5%
2 2nd competitor 4 5%
3 empik.com 3 3,75%
4 3rd competitor 2 2,5%
5 4th competitor 2 2,5%
6 5th competitor 2 2,5%
*Visibility - number of occupied places in top 10 divided by the number of available places in top 10
for all analysed phrases
These are your
competitors for the
chosen group
of keywords!
30. How to effectively identify your competitors?
Chosen keywords analysis
Table of positions for the chosen keyword group
Keywords Search Volume empik.com 1st competitor 2nd competitor 3rd competitor Client’s URL Competitor’s URL
agatha christie books 18100 7 6 10 2 https://... https://...
roald dahl books 18100 7 4 8 >20 https://... https://...
top scary movies 12100 >20 >20 >20 >20 https://... https://...
new release horror movies 1900 13 >20 >20 >20 https://... https://...
new alternative music 1600 18 >20 >20 >20 https://... https://...
popular scary movies 1300 >20 >20 >20 >20 https://... https://...
science fiction short stories 1000 12 8 18 4 https://... https://...
top alternative bands 720 >20 >20 >20 >20 https://... https://...
Average position 16.5 17.88 20.13 19.5
31. How to effectively identify your competitors?
Chosen keywords analysis
1 2 3
1. POS. - CTR 31,24%
3. POS. - CTR 9,85%
4. POS. - CTR 6,97%
5. POS. - CTR 5,5%
6-10. POS.
CTR 3,73%
2. POS. - CTR 14,04%LP Domain
No of phrases
in top 10
Estimated
traffic*
1 1st competitor 2 8195
2 2nd competitor 5 7515
3 empik.com 3 4257
4 3rd competitor 2 3045
5 4th competitor 2 2611
6 5th competitor 9 2533
List of domains by estimated traffic
for the chosen keyword group
Estimated traffic: search volume of the phrase multiplied by CTR
summed up for all analysed phrases
32. How to effectively identify your competitors?
Chosen keywords analysis
What my competitors do better? What I do better?
First conclusions – where is the problem or where I see the oportunity?
34. SEO Competitive Analysis
Content analysis
Category URL Title
Empik.com
Category
name
https://
1st competitor https://
2nd competitor https://
3rd competitor https://
4th competitor https://
1. Title <title></title>
35. SEO Competitive Analysis
Content analysis
2. Meta description
Category URL Meta description
Empik.com
Category
name
https://
1st competitor https://
2nd competitor https://
3rd competitor https://
4th competitor https://
36. SEO Competitive Analysis
Content analysis
Category URL Number of H1’s
Content of H1
headings
Number of H2’s
Content of H2
headings
Empik.com
Category
name
https://
1st competitor https://
2nd competitor https://
3rd competitor https://
4th competitor https://
3. Headings
37. SEO Competitive Analysis
Content analysis
Category URL Number of characters without spaces
Empik.com
Category name
https://
1st competitor https://
2nd competitor https://
3rd competitor https://
4th competitor https://
4. Content in categories in e-commerce section
38. SEO Competitive Analysis
Content analysis
5. Content comparison of articles
with the same topic
Empik.com 1st competitor 2nd competitor 3rd competitor
Topic of the similar articles
URL https:// https:// https:// https://
Number of words
Number of
keywords /
keyword used
41. SEO Competitive Analysis
Content analysis
Domain URL Title of the article Keywords
Search
Volume
Position
in SERPs
Keyword
SEO potential
Article
SEO potential
empik.com https:// Top 10 scariest movies of all time
top 10 scariest movies of all time 880 1 274,91
411,12
best scary movies to watch 480 3 47,28
10 scariest movies 260 1 81,22
a good scary movie 140 5 7,70
1st competitor https:// Scariest movies of all time
scariest movies of all time 22 200 1 6935,28
6935,28
top horror films 590 2 82,84
best scary movies to watch 480 5 26,40
a good scary movie 140 10 5,22
Keyword SEO potential = keyword search volume x CTR from the position in SERPs
Article SEO potential = sum of all keyword SEO potential
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SEO Competitive Analysis
So what do we get from that analysis really?
You show your client the SEO competitive analysis focused on content which:
• Analyses your actual competitors in Google based on chosen keywords rather than type of your business
• What domains are the most visible for the chosen phrases
• Which phrases you are showing higher or lower than your competitors and what is your average position
on the chosen phrases
• Shows websites that have the biggest amounts of organic traffic for a chosen keyword groups
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SEO Competitive Analysis
So what do we get from that really?
You show your client the SEO competitive analysis focused on content which:
• Gives the complete recipe on how to create titles, meta descriptions and headings to beat your competitors
• Shows your client EXACTLY what amount of content is missing from his website
• Gives your client a lot of information on how his competitors create articles
• Shows your client NUMBERS that are explaining why his content is not ranking very well
