Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
A Competitive Analysis that
Saved $337,000
Zee Hoffmann Jones - @itszeezle
SearchLove London 2017
New phone, who dis?
Who are your search competitors?
Build customer profilesWho are your audiences?
What are your business goals?
If you can’t answer these
questions, how do you know
what features you need?
If you can’t answer these
questions, how do you know
what features you need?
Activity
So, how do we find our competitors?
We start with
our favorite
tool(s).
SearchMetrics
We start with
our favorite
tool(s).
SEMRush
Link to the “hard” way is in this post: moz.com/blog/competitive-analysis
Sense check
your domain
picks.
Do they write about Broadway?
Build customer profiles
Are they associated with irrelevant
i...
Sense check
your domain
picks.
SearchMetrics
Sense check
your domain
picks.
SEMRush
Next we need our sample page sets.
Picking 5
sample pages
per domain.
Editorial Pages?
Build customer profilesBrowse Pages?
Product Pages?
Build customer pro...
Picking 5
sample pages
per domain.
The Balanced Digital Scorecard
PLATFORM
AUDIENCE
MEASUREMENT
CONTENT
CONVERSION
The Balanced Digital Scorecard
PLATFORM
AUDIENCE
MEASUREMENT
CONTENT
CONVERSION
What about these line items?
Platform
PAGES ARE WELL OPTIMIZED
GOT SCHEMA?
HOME FOR NEW CONTENT
INTERNAL LINKING PROMOTES INDEXABLE CONTENT
NOT MESSING...
Platform
Post Platform Fixes
Content
PAGES ARE EDITORIALLY OPTIMIZED
APPROPRIATE TRANSACTIONAL & INFORMATIONAL CONTENT
QUALITY OF IMAGES AND VIDEO?
INT...
Content
Audience
LINKING ROOT DOMAINS
PROMOTING CONTENT
CREATING ENGAGING CONTENT FOR USERS
QUALITY OF LINKING ROOT DOMAINS
CREATI...
Audience
Our New Content & Audience Targets
Conversion
CLEAR CTAS ON SITE
CTAS MATCH USER INTENT
STEPS TO CONVERSIONS ARE APPROPRIATE
CLEAR LINK BETWEEN CONVERSIONS A...
Conversion
How did this change our roadmap?
And save all that cash?
Opening Our Eyes
The secret to edging out your
competition?
Empathy.
Avg. Time
on Page
Sessions
YoY
Sitewide 2:07 15.5%
Original
Editorials
2:39 –
Newly
Targeted
Editorials
3:50 37.3%
Thank you!
@itszeezle
Links to Resources
HOW TO USE THE CHECKLIST
SEMRUSH
THE CHECKLIST
SEARCHMETRICS
SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Saved $337,000
SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Saved $337,000
Nächste SlideShare
Wird geladen in …5
×

SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Saved $337,000

6.337 Aufrufe

Veröffentlicht am

In order to edge out your competition you need to know who your competition is, what their marketing strategies are, and how audiences respond to them. Zee will walk through how Distilled performs its own competitive analyses, what kind of actionable insights a great analysis can uncover, and when it’s worth it to go toe-to-toe with your competitors vs. when it’s a better idea to run off with a new approach.

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Saved $337,000

  1. 1. A Competitive Analysis that Saved $337,000 Zee Hoffmann Jones - @itszeezle SearchLove London 2017
  2. 2. New phone, who dis?
  3. 3. Who are your search competitors? Build customer profilesWho are your audiences? What are your business goals?
  4. 4. If you can’t answer these questions, how do you know what features you need?
  5. 5. If you can’t answer these questions, how do you know what features you need?
  6. 6. Activity
  7. 7. So, how do we find our competitors?
  8. 8. We start with our favorite tool(s). SearchMetrics
  9. 9. We start with our favorite tool(s). SEMRush Link to the “hard” way is in this post: moz.com/blog/competitive-analysis
  10. 10. Sense check your domain picks. Do they write about Broadway? Build customer profiles Are they associated with irrelevant industries? Do they sell tickets to Broadway shows?
  11. 11. Sense check your domain picks. SearchMetrics
  12. 12. Sense check your domain picks. SEMRush
  13. 13. Next we need our sample page sets.
  14. 14. Picking 5 sample pages per domain. Editorial Pages? Build customer profilesBrowse Pages? Product Pages? Build customer profilesHome Pages?
  15. 15. Picking 5 sample pages per domain.
  16. 16. The Balanced Digital Scorecard PLATFORM AUDIENCE MEASUREMENT CONTENT CONVERSION
  17. 17. The Balanced Digital Scorecard PLATFORM AUDIENCE MEASUREMENT CONTENT CONVERSION
  18. 18. What about these line items?
  19. 19. Platform PAGES ARE WELL OPTIMIZED GOT SCHEMA? HOME FOR NEW CONTENT INTERNAL LINKING PROMOTES INDEXABLE CONTENT NOT MESSING UP TECHNICAL SEO
  20. 20. Platform
  21. 21. Post Platform Fixes
  22. 22. Content PAGES ARE EDITORIALLY OPTIMIZED APPROPRIATE TRANSACTIONAL & INFORMATIONAL CONTENT QUALITY OF IMAGES AND VIDEO? INTERNAL LINKING SUPPORTS ORGANIC CONTENT QUALITY OF CONTENT?
  23. 23. Content
  24. 24. Audience LINKING ROOT DOMAINS PROMOTING CONTENT CREATING ENGAGING CONTENT FOR USERS QUALITY OF LINKING ROOT DOMAINS CREATING CONTENT TO ATTRACT ORGANIC TRAFFIC
  25. 25. Audience
  26. 26. Our New Content & Audience Targets
  27. 27. Conversion CLEAR CTAS ON SITE CTAS MATCH USER INTENT STEPS TO CONVERSIONS ARE APPROPRIATE CLEAR LINK BETWEEN CONVERSIONS AND REVENUE
  28. 28. Conversion
  29. 29. How did this change our roadmap? And save all that cash?
  30. 30. Opening Our Eyes
  31. 31. The secret to edging out your competition? Empathy.
  32. 32. Avg. Time on Page Sessions YoY Sitewide 2:07 15.5% Original Editorials 2:39 – Newly Targeted Editorials 3:50 37.3%
  33. 33. Thank you! @itszeezle
  34. 34. Links to Resources HOW TO USE THE CHECKLIST SEMRUSH THE CHECKLIST SEARCHMETRICS

×