Understanding your competitor’s business to be truly successful at SEO
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The document discusses the importance of understanding competitors for SEO success. It recommends researching competitors through tools like Google Trends, SEM Rush and social media to learn who they are. It also advises analyzing competitors' on-site SEO, backlink strategies, content and more to understand them "under the skin." Additionally, it suggests examining competitors' business models by researching their financials and market conditions to fully comprehend what they are up against.
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Understanding your competitor’s business to be truly successful at SEO
- 1. Understanding your competitor’s business to be truly successful at SEO Slideshare.Net/varnmedia @VarnMedia Tom Vaughton | Varn linkedin.com/in/tomvaughton/
- 3. “I find your lack of competitor knowledge disturbing…”
- 4. You can only succeed if you know what you are up against
- 5. Being truly successful at SEO Outrank and out manoeuvre your competition where it matters most =
- 6. If you don’t understand your competition > Your marketing strategy won’t deliver a good ROI > Neither will your SEO
- 7. So what do I mean by understand the competition?
- 8. WHO ARE THEY? UNDER THE SKIN BUSINESS MODEL 01 02 03 Understand the Competition
- 9. 01 WHO ARE THEY So who are they?
- 10. 01 WHO ARE THEY PR/Google News Google Trends Google Ads/Spy Fu Research SEM Rush Market Research Social Media Engagement Just Ask :)
- 11. 01 WHO ARE THEY Don’t presume that your competition know what they are doing!
- 12. 02 UNDER THE SKIN
- 13. Don’t just use competitive analysis tools to analyse your competitors’ on-site SEO 02 UNDER THE SKIN
- 14. Uncover target keyword clusters, not vanity SEO. Examine metadata, headline strategy & internal linking strategies 02 UNDER THE SKIN
- 15. How does your website usability compare? 02 UNDER THE SKIN
- 16. Where are your competition getting their back links from and how? 02 UNDER THE SKIN
- 17. What’s the competition’s website technology? 02 UNDER THE SKIN
- 18. What’s the competition’s website’s architecture? 02 UNDER THE SKIN
- 19. What are they doing with content? 02 UNDER THE SKIN
- 20. Is the competition outspending you in paid media? 02 UNDER THE SKIN
- 21. How good are their SEO team? 02 UNDER THE SKIN
- 22. 03 BUSINESS MODEL So what do we mean by understand the business model of your competition?
- 23. 03 BUSINESS MODEL What is the financial picture?
- 24. 03 BUSINESS MODEL Companies House - gov.uk/government/organisations/companies-house Plimsoll.co.uk - compare companies, get good and bad performance alerts, acquisition info Companycheck.co.uk - for credit checks, financial performance, assets and cash reports etc
- 25. 03 BUSINESS MODEL What’s happening in the market?
- 27. 03 BUSINESS MODEL What is the competition’s USP?
- 28. 03 BUSINESS MODEL Evaluate trends
- 29. 03 BUSINESS MODEL SWOT it!
- 30. Some other things to consider…
- 31. You need to take the client or senior team on a long journey with you
- 32. Do you actually need to do SEO?
- 33. Don’t ever stand still
- 34. Understanding means you can always explain
- 35. Thank you
- 36. Useful Resources
- 37. Useful Resources Research www.plimsoll.co.uk www.mintel.com (Brighton60, and give a 10% discount on any Mintel report on https://store.mintel.com) www.gov.uk/government/organisations/companies-house www.companycheck.co.uk/ www.mintel.com/ www.nielsen.com/ markets.ft.com/data/sectors www.ibisworld.com/
- 38. Useful Resources Tools semrush.com/ trends.google.com/ brandmentions.com/ (track competitor and your mentions) archive.org/web/ (wayback machine) look at previous competitor iterations https://majestic.com/ (monitor backlinks and offsite SEO for competitors) BuiltWith Screaming Frog Majestic SEM Rush
- 39. Useful Resources Tools Sken.io (website change monitor) Visualping.io (website change monitor) Google News BuzzSumo Owletter
- 40. Understanding your competitor’s business to be truly successful at SEO Slideshare.Net/varnmedia @VarnMedia Tom Vaughton | Varn linkedin.com/in/tomvaughton/