How to Perform SEO Competitive Analysis Pt.2

By | August 16, 2019


Once we’ve got that list, the next thing we
need to do is really learn from it. So we have this list of people. So for example,
I searched for search engine services or SEO services, and these guys are one of the top
ranking things here. So what can I learn here? I can look at this meta information here,
title tag and meta information, and see, okay, well, this is really what Google thought was
the best answer for SEO services, as far as maybe other agencies go. Right here in the
title tag, it’s in the slug. Interestingly, they don’t actually have the keyword here
in the meta description, but they certainly have a lot of … it’s very to the point,
it’s got a lot of information in there, it seems useful, which probably gets a lot of
clicks. Google likes it a lot. Then you go to their website itself, and you
see pretty clean, not super text-heavy above the fold. They have the focus keyword. Again,
it’s in the slug up here, and then they’ve got it here in the main banner, and then they
also have it here in their h1, and then they have it again here below the h1, so they’re
really emphasizing that term a lot, and sending a very clear signal to Google. If I compared
that with our site or someone else’s site that’s not competing as well, maybe we could
say, “Okay, well, how can we emulate this and adjust our site in such a way that we’d
be competitive in Google’s eyes, in terms of answering a quick question for this?” This
is another reason why having great landing page architecture is really useful, because
this sends a very clear signal. If we tried to put this on our homepage or on another
page that didn’t have as clear of a signal and mix it with other ideas, it’s harder for
Google to come to your conclusion that this is the cleanest and most effective answer. There’s a lot you can look at when you visit
a competitor’s website. I just put a list together here of the main things that you
might be able to extract from your competitor’s strategies, but for any given page, we can
see, we just looked at this a little bit, but we looked at their title tags, their URL
structures, their meta information and their page structures. We also looked at their keyword
placement just now. I’ve listed primary and secondary here, but because we’re really focusing
on our primary ones, I would say probably the primary keyword’s the most important to
look at, but you also might look at the supporting content. How does the supporting content emphasize
or promote the primary keywords in a such a way? One thing that we noticed on that page I looked
at just a moment ago, there wasn’t a lot of image content and there wasn’t a lot of video
content, or there wasn’t any video content, I didn’t think. Go back here for a second,
we can see. Yeah, I mean, this is the only image down here, pretty straightforward and
no video or anything like that. Perhaps that’s an area of opportunity. If you had both the
really strong optimization in terms of the page structure and in terms of the keyword
placement, you might be able to show Google something extra special by having even more
dynamic and more engaging content. One benefit of having great content like that is it keeps
people on your site longer. So one of Google’s key metrics is going to be bounce rate, how
often are people clicking into your site and then immediately leaving. But having something
really strongly engaging, like maybe a great chatbot or great video content, might really
improve those metrics and give you a chance to outrank. Then, again, we’re looking at linking. Are
we linking to other valuable assets within the page, or within the domain? Are we linking
to valuable assets outside of the domain? Evaluating those things and seeing whether
or not Google has rewarded the competitor for these things is a pretty good way of getting
yourself set up for your own strategy. I will say one thing, we look at a lot of website
at Digital Reach, and I don’t think I have ever seen a perfectly optimized page before,
that has all of these things perfectly nailed and is invincible or infallible in Google’s
eyes. There’s always some sort of an opportunity to provide a better answer, so we’re looking
at this to critically identify what those opportunities might be. So that’s onsite SEO conversation, the next
thing that’s important is to think about offsite SEO. I mean, links are still more or less
the king of SEO, even if they are … if Google’s content abilities are increasing. So evaluating
your competition’s link profile is a pretty great way to give you a sense of where to
develop links on your own. We’ll talk about link building here in more detail momentarily,
but looking at where they have their main links, and using a tool like ahrefs.com is
a pretty good tool for this, but asking yourself, what content are they creating that’s actually
resonating? Who is respecting that content by giving them links? And then how can you
create a strategy with that content, that will emulate their success or create links
on your own? We’ll go into more detail on this in here, just a minute.

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