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London • 10–13 February 2014 • #SESLON @SESConf
Spy v Spy: Compe++ve Analysis Beyond The Keyword in A Secure Market Mark Mitchell BrightEdge Senior CS Director: Global Agencies and EMEA
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Quick IntroducCon @searchmitch
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Let’s talk about compeCtor analysis
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge Today there are over a MILLION SEO professionals worldwide
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
SEO CompeCtor Analysis is a digital markeCng team responsibility
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
“ SEO is now Measurable and Scalable ! “
“SEO as a channel is worth nearly $1.6B
for us”
Raj Rao VP Global
eTransformaCon
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
CMOs are seeing the results and geNng involved
65% are placing a greater strategic importance
on SEO in 2013, compared to 2012
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Huge amounts of data to analyze
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Landscape changes: 500+
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
SEO Data changing
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
A cultural shiX in SEO?
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
PrioriCzaCon is key
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
A New Market – A New Approach
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Compe++ve Analysis – Framework
Discover compe++on
Analyze Keyword Insight
Analyze Page and Content Insight
Ac+on upon insights
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Compe++ve Analysis – Framework
Discover compe++on
Analyze Keyword Insight
Analyze Page and Content Insight
Ac+on upon insights
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
It is essen+al to know your compe+tors in search
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Understand your compeCtors by page groupings
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Benchmark versus mulCple page groupings
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Compe++ve Analysis – Framework
Discover compe++on
Analyze Keyword Insight
Analyze Page and Content Insight
Ac+on upon insights
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Look at both compe+tor and landscape trends
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Rank data needs to be assessed at a universal search level
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Understand where your compeCtors are ge_ng their SEO traffic from
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
How are those pages appearing in the landscape?
q Op+mize for keywords, pages and content types where compe++on has universal results that you don’t
q Reinforce op+miza+on where you have universal results that compe++on doesn’t
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Mobile visibility will differ
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Does this keyword / page behavior difference by device?
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Compe++ve Analysis – Framework
Discover compe++on
Analyze Keyword Insight
Analyze Page and Content Insight
Ac+on upon insights
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Understand compe++ve strategies, spot opportuni+es
q What pages are ranking and for which keywords?
q Are these keywords relevant to your business?
q Where are the gaps?
q If not, track and op+mize for these keywords!
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Find backlink opportuni+es by tracking number & quality of compe++on’s links
q Do you have enough high-‐quality links compared to compe++on?
q Who is linking to your compe++on?
q What is the authority of these domains?
q Is lack of quality backlinks the answer?
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Drill down further into their link strategy
q High Value Link Targets -‐ Iden+fy Link Hubs that are driving rankings for this market segment.
q Iden+fy Link Strategies -‐ Classify Links
based on type (blog, news, PR,
partnerships, social, etc.)
q Discover Backlink Opportuni+es – Do you
have links of each type to to these hubs and domains?
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Compe++ve Analysis – Framework
Discover compe++on
Analyze Keyword Insight
Analyze Page and Content Insight
Ac+on upon insights
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Create acCon plan on insights
What Content areas to develop
Backlink / Outreach strategy
Who to benchmark
upon
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Support with an educaCon plan
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Have a monitoring strategy that helps you quickly and easily scale your performance versus compeCtors
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Summary Takeaways
Benchmark versus Pages
Understand universal visibility
Find content gaps
Automate and Educate Insights
London | 10–13 February 2014 | #SESLON | @SESConf
@brightedge
Thanks for listening
Mark Mitchell
@brightedge
@searchmitch
Deck will be on shared via Twieer / Slideshare today
