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Using Competitive Analysis to Drive Your Organic Search Strategy
Josh McCoyLead Strategist
Vizion Interactive
We are a Full Service Web Marketing Agency
-SEO -Social Media -Email
-PPC -Web Design/Development -Audits
We are Thought Leaders!
@vizionweb
Where do I need to compete?SEO Today…
What will I need to do to succeed?
Strengths and Weaknesses
How will I counter my competitors?
Strategic Planning (Content, Link-building, Engagement)
@vizionweb
The “Where”
Address Competitive Landscape
The “Who”
Identify Competitors
Competitive Tool Utilization
The “How”
Competitive Content Analysis
Competitive Link Analysis
Off-site Competitive Analysis
@vizionweb
Competitive Analysis, the Successor of Keyword Research!
What terms mean the most to our company?
Online isn’t Offline!
The landscape has changed and so has your content needs! Organic, Paid Sponsorship, Local, Universal
Channel Coverage: Social has to be considered now too!
@vizionweb
Whoops, wait a second…@vizionweb
We know the “Where” and see the “Who”, or do we? Keyword vs. Direct Competitors
Who are they and what is their Search Strength? How long have they been competitive? Breadth of visibility Breadth of content Channel coverage
@vizionweb
Lean on ToolsWhat to Focus on…
and not so much on… @vizionweb
Lean on ToolsThey have the breadth of visibility…
but, from where?
@vizionweb
Types of Content Video News/Blog Images
Testimonials How-to’s Articles
Case Studies User Generated Content
This is where you find ideas to fill your content gaps!
How much non-traditional page content is getting indexedGoogle News site:
Google Video site:
Google Images site:
@vizionweb
Link Profile
How many links from unique domains is important?
and…
What content is getting links and from where?
Once again, lean on tools to close the gap…
@vizionweb
Competitive Link Monitoring - Make it Easy on Yourself!
@vizionweb
Social is Akin to Search, How’s their Approach?
YouTube/ Views, Subscribers
Facebook/ Fans-Likes
Twitter/ Followers
Social Bookmarks
@vizionweb
How does this Affect your Organic Search Strategy?
We now understand what types of content we can/need to create-Think content type before you think solely about the keyword.
We understand the types of content that work or entice engagement
-What content gets links, likes and shares?
We gain insight on channels for content we should be focusing on-It’s not just text anymore and it’s not just Search.
We have a much better sense of the types/sources of links we need to create. Get Creative!
-Competitive Link Monitoring
@vizionweb
Organic Search (SEO) is a competition, there’s winners and losers.
How competitive will you be?
@vizionweb
