How to Perform SEO Competitive Analysis Pt.1

By | August 20, 2019


First, we’re gonna talk about understanding
the competitive landscape. The first thing you need to know when looking at the competitive
landscape is who is currently ranking for your top keywords. Doing keyword research,
for example, can tell you a lot more about the environment than just about your own ranks.
Usually we do keyword research, we’re self-focused, we’re thinking about okay, well what are we
doing here, doing there? If we could actually look at who the winners are already, we can
start to have a pretty good idea of what Google is looking for, at least up to this point
to give a high ranking. Generally going through and taking your keywords
that you’re most interested in, these are the ones that you feel both will contribute
most to you are business, but also the ones that have the best combination of any pre-existing
traction plus low difficulty scores, use something like Moz to evaluate that and decent search
volume. If you have a mix of those things and these seem like good keywords, making
a list of them, obviously is important and writing keyword research and seeing where
we should emphasize SEO optimization and so forth is good. We also want to to see who are the number
one ranking results for those different terms. If we can create a list of those winners,
it’ll be a pretty useful strategy for us to then go through and analyze. We’ll talk a
little bit about that analysis in more detail momentarily. To go through and analyze those
pages and sort of figure out what a good strategy might actually be. One sort of way of thinking
about this in terms of the way we’re framing the environment is to think about emulating
these people who are doing very well until you’re highly competitive with them. Once
you’re highly competitive with them, then you can start to explore different ideas and
new strategies to try to surpass them. You might as well take what Google is giving you
at the beginning, which is a bunch of clear ideas as to what they’re looking for, what
kind of answers they think are good or correct and sort of playing ball with them until you’re
competitive and then working on surpassing. The other thing to sort of ask ourselves is
what does an opportunity look like? I like to say you can use both your metrics and you
can use your eyeballs to look at what good opportunities are. At the end of the day,
Google is trying to optimize for a good answer to a query, finding a good solution to someone’s
problem. If you go to one of those sites on the list we made a moment ago and it just
doesn’t have a good user experience, the site doesn’t look very clean, it’s a little bit
tricky to find your information, it’s a little uncomfortable. Maybe the content’s not extremely
engaging or dynamic. That would actually indicate a pretty decent opportunity using the eyeball
test, which is to say that Google probably wants something better than that to give to
its users, it just doesn’t know where it is or doesn’t have it yet. That’s a decent opportunity. Also if you’re looking at content and it’s
top ranking content and it’s outdated. If some things are discussing and relying on
technologies that are no longer at the forefront of the market, this is something that is a
good opportunity for you to potentially outrank them. One area where you can actually, maybe jump
a bunch of ranks and be pretty sneaky on, in terms of opportunities is looking at the
featured snippets. If for your term there is not a featured snippet, optimizing your
work or optimizing your pages surrounding that term to try to create featured snippet
content of a certain length could be a great way to jump. If you haven’t seen or if you
don’t know what a featured snippet is, I’ve got the featured snippet for featured snippets
on the right, which is basically that box that stands out that Google as basically started
to promote these snippets as your best likely answer to your question. Which actually can
sometimes jump ranking even higher, you can also do it for infographic images and things
like that. A good opportunity is one where obviously
we have the metrics that we discussed a moment ago, we’ve got low difficulty score, high
search volumes, strong relevance, any pre-existing traction. You also have maybe some visual
tests, looking at whether or not the site is actually delivering the content that you
think it should be, as well as if there’s a snippet opportunity, that’s a good chance
to be competitive

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