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Technical SEO Competitive Analysis - BrightonSEO 2020

Staying on top of what competitors are doing is an important part of any marketing initiative. There is a lot of valuable information we can learn about our competitors when we look at their website from a technical perspective.

Technical SEO Competitive Analysis - BrightonSEO 2020

  1. 1. Competitor Analysis From A Technical Perspective Niki Mosier // Two Octobers SLIDESHARE.NET/NIKIMOSIER @NIKERS85
  2. 2. “Keep your friends close, and your enemies closer. Michael Corleone
  3. 3. 4
  4. 4. Implementation struggles @nikers85 #BrightonSEO
  5. 5. Drop in traffic or rank @nikers85 #BrightonSEO
  6. 6. Provide value @nikers85 #BrightonSEO
  7. 7. THE PROCESS 1. Identify competitors @nikers85 #BrightonSEO
  8. 8. THE PROCESS 2. Gather data 1. Identify competitors @nikers85 #BrightonSEO
  9. 9. THE PROCESS 2. Gather data 3. Look for opportunities 1. Identify competitors @nikers85 #BrightonSEO
  10. 10. COMPETITORS 3-5 competitors 1. Identify competitors @nikers85 #BrightonSEO
  11. 11. COMPETITORS Mobile Desktop 1. Identify competitors @nikers85 #BrightonSEO
  12. 12. COMPETITORS Search Volume 1. Identify competitors @nikers85 #BrightonSEO
  13. 13. GATHER DATA Sheets Template 2. Gather data @nikers85 #BrightonSEO
  14. 14. GATHER DATA 2. Gather data @nikers85 #BrightonSEO
  15. 15. GATHER DATA ○ ScreamingFrog 2. Gather data @nikers85 #BrightonSEO
  16. 16. GATHER DATA ○ ScreamingFrog 2. Gather data ○ MobileMoxie @nikers85 #BrightonSEO
  17. 17. GATHER DATA ○ ScreamingFrog 2. Gather data ○ MobileMoxie ○ SEMRush/Ahrefs @nikers85 #BrightonSEO
  18. 18. GATHER DATA ○ ScreamingFrog 2. Gather data ○ MobileMoxie ○ SEMRush/Ahrefs @nikers85 #BrightonSEO ○ CoreVitals GSheet
  19. 19. 3. Look for opportunities @nikers85 #BrightonSEO
  20. 20. 21 @nikers85 #BrightonSEO
  21. 21. PAGE SPEED @nikers85 #BrightonSEO
  22. 22. 23
  23. 23. 46% of people say waiting for pages to load is what they dislike most about browsing the web on mobile Source: Unbounce @nikers85 #BrightonSEO
  24. 24. One full second can decrease conversion rates by 70% Source: Unbounce @nikers85 #BrightonSEO
  25. 25. GATHER DATA Mobile load time @nikers85 #BrightonSEO
  26. 26. GATHER DATA User Experience @nikers85 #BrightonSEO
  27. 27. PAGE INDEXATION @nikers85 #BrightonSEO
  28. 28. ○ Duplicate content ○ Crawl budget ○ Crawl errors @nikers85 #BrightonSEO
  29. 29. GATHER DATA ○ Number of URLs indexed ○ Number of URLs that are indexable ○ Crawl Depth ○ Word Count @nikers85 #BrightonSEO
  30. 30. @nikers85 #BrightonSEO
  31. 31. PAGE INDEXATION @nikers85 #BrightonSEO
  32. 32. 404 ERRORS @nikers85 #BrightonSEO
  33. 33. Clicks increased by 43 percent Source: Search Engine Journal @nikers85 #BrightonSEO
  34. 34. STRUCTURED DATA @nikers85 #BrightonSEO
  35. 35. Average position increased by 12 percent Source: Search Engine Journal @nikers85 #BrightonSEO
  36. 36. GATHER DATA ○ Pages with structured data ○ Types of structured data ○ Structured data format ○ Errors in structured data @nikers85 #BrightonSEO
  37. 37. STRUCTURED DATA @nikers85 #BrightonSEO
  38. 38. CMS @nikers85 #BrightonSEO
  39. 39. Most recently, Google has partnered with open-source content management system (CMS) WordPress, arguably the largest, with market share nearing 59 percent and an estimated 1/3 of all web content published through the platform Source: Search Engine Land @nikers85 #BrightonSEO
  40. 40. GATHER DATA ○ Use Builtwith Chrome extension @nikers85 #BrightonSEO
  41. 41. GATHER DATA @nikers85 #BrightonSEO
  42. 42. CMS @nikers85 #BrightonSEO
  43. 43. Real Life Examples @nikers85 #BrightonSEO
  44. 44. Client 1 - LocalBusiness & FAQ Schema ★ 2 Keywords To Page One @nikers85 #BrightonSEO
  45. 45. Client 2 - Implemented New Sitemap ★ 10% increase in sessions ★ 75% increase in revenue @nikers85 #BrightonSEO
  46. 46. Client 3 - Page Indexation ★ 24 % increase in impressions @nikers85 #BrightonSEO
  47. 47. Client 4 - FAQ Schema ★ FAQ in the SERP @nikers85 #BrightonSEO
  48. 48. RECAP Why ○ Client isn’t implementing ○ Drop in organic traffic ○ Decreased SERP visibility @nikers85 #BrightonSEO
  49. 49. RECAP Why ○ Client isn’t implementing ○ Drop in organic traffic ○ Decreased SERP visibility Process ○ Identify competitors ○ Gather data ○ Identify opportunities @nikers85 #BrightonSEO
  50. 50. RECAP Why ○ Client isn’t implementing ○ Drop in organic traffic ○ Decreased SERP visibility Process ○ Identify competitors ○ Gather data ○ Identify opportunities Convince the Client ○ Approach the right person ○ Prioritize opportunities @nikers85 #BrightonSEO
  51. 51. “The best place to bury a dead body is page 2 of Google Search Results. - Michael Corleone
  52. 52. THANKS! Any questions? You can find me at @nikers85 https://twooctobers.com/

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