Competitive analysis is the process of researching what keywords and content are driving organic traffic to a competitor’s website, and either adopting the specific strategy or countering it.
There is no need for a business to develop a content/keyword strategy from scratch when competitive analysis can help them evaluate their competition’s SEO so see what is working and what is not.
Business owners can then replicate what’s working and try new strategies for areas that are not.
Competitive analysis involves researching keywords, website copy, blog posts and links.
This process helps a business reverse engineer their competitor’s success while uncovering opportunities their competition is not taking advantage of yet.
These opportunities involve:
The key is finding opportunities that require the least amount of resources yet generate the highest ROI.
Here are several reasons why competitive analysis is important to integrate into your SEO strategy:
#1 – Competitive Analysis helps you identify your true SEO competitors.
It is important to know which companies show up in the SERPs based on specific keywords so you can identify who your true SEO competitors really are.
Your true SEO competitors will be identified using keyword research, and you can then develop a keyword seed list based on that research.
#2 – Competitive Analysis helps you identify valuable keywords that your competition is (and is not) ranking for.
To be valuable, keywords need to have a high search volume, be related to your business and have a likelihood of converting on your website (i.e. having a visitor complete a specific and desired action on your site, like placing an order or filling out a form to request more information).
With millions of search queries occurring every day, ranking for a wide variety of keywords is almost impossible.
This is why it is important to learn what keywords are generating site traffic to your competitor’s websites so you can evaluate what keywords you want to compete on for rank and which ones you don’t.
It also helps you identify valuable keywords to rank for that your competitors are not challenging you on yet.
#3 – Competitive Analysis helps you analyze top-performing content created by your SEO competitors.
The “value” of content is analyzed by the level of engagement it receives:
When individuals or websites find content online valuable, they often want to share it with other people.
Search engines closely analyze content engagement, so the more times and ways a piece of content is shared the higher likelihood it will rank higher in a SERP.
High engagement communicates value to search engines because they are in the business of delivering relevant and useful links in every search result, and want to recommend content they know other people find value in.
Competitive Analysis allows you to learn what content and topics are most effective for your competition so you can invest in content for your website and brand that drives the best ROI.
For determining the keywords that will be the most valuable to our clients, we start by using several paid tools to enter in their top competitors (which they provide for us in advance).
If these competitor sites don’t generate a list of thousands of different keywords, we request a larger competitor to research.
We then analyze what keywords carry a SD score (SD means “SEO Difficulty) or 40 or less. The higher an SD score a keyword carries, the harder it is to rank for it.
A low SD score means a keyword is easier to rank for.
We also want to ensure keywords chosen are searched often, so from this list we only choose keywords that have a search volume of 500 or more per month.
Search volume tells us how many people a month are searching for that specific keyword.
There is no point in ranking for a keyword that nobody searches for, as this is not going to get new users (and potential customers) to your site.
We run a report to examine what the most visited pages on a competitor’s website are.
From those pages, we examine the keywords that again have a SD score of 40 or less and a search volume of at least 500.
We then click on these pages individually to analyze the types of content written and the subject matter.
This helps us understand what site visitors are finding useful and valuable, and that correlates to how Google ranks these pages.
The more popular and useful a page is, the higher likelihood Google will recommend it to others through their SERPs.
We take this webpage and content analysis and apply it when developing blog content and subject matter for our clients.
If your competitors are creating “sticky” content with relevant keywords that people are finding useful (and Google is ranking well), so can you!
Organix Digital is here to execute this strategy for you and start driving an increase in new organic visitors to your site.
Learn how our results-driven campaigns can help you achieve your business goals. Request your confidential marketing assessment call with our digital marketing strategists today!