[Webmarketing123] seo espionage beat the competition in 3 steps

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SEO Espionage: Beat Your Competitors in 3 Steps

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Today’s Host: Alex Dunks Senior SEO Account Manager

“What are my competitors up to?”

“Are they ahead of me on the search engines?”

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Some Practical Matters

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  Are the slides available?

 Connect with us! We’re live tweeting webinar highlights.

Some Practical Matters

Yes! Just email seo@webmarketing123.com

@webmarketing123

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  Are the slides available?

 Connect with us! We’re live tweeting webinar highlights.  Want to learn more?

Some Practical Matters

Yes! Just email seo@webmarketing123.com

@webmarketing123

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Request a Complimentary SEO Assessment Today.

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There are 4 billion searches on Google every day.

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Direct traffic often drives the most traffic. But traffic from searches on keywords is growing faster.

Google Benchmark Results on Traffic Sources 2011

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Introducers

Influencers

Closers

A

B

C

-  SEO: Broad/generic keyword searches

-  Display advertising

-  Email marketing

-  Social media -  Brand names

-  Remarketing

-  Search advertising

-  Search marketing -  Model numbers

-  Branded terms

And even those “Direct” visits were often preceded by non-branded keyword searches.

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1 How Do You Stack Up Compared to Your Competitors? Take a look at their web traffic and demographics.

2 Look Deeper with SEO Tools Are you aware of the “Myth of Market Share”? Look more deeply into your competitors’ “online footprint”, keywords and metadata.

3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.

Agenda: SEO Espionage: Beat the Competition in 3 Steps

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Let’s imagine that you woke up this morning as CMO of a company that sells Material Safety Data Sheets (MSDS).

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Know Thy Enemy…

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What tools can I use to learn about them? Do they get more web traffic than we do?

Should I try to copy what they’re doing with their SEO?

How sophisticated are their digital marketing efforts?

Know Thy Enemy…

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But what about all the other keywords?

chemical Inventory chemical Management chemical Msds environmental Compliance environmental compliance services ghs Msds ghs solutions globally harmonized system harmonized system hazard communication msds hazard communication standard Hazcom material safety data sheet material safety data sheets Msds authoring

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Let’s pause, before we go down that path...

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Wharton: Focus on Profitability, not Market Share

Source: Wharton Research: bit.ly/mythmarket

"We're not saying companies shouldn't pay attention to their competitors; they might be doing reasonable things that you may also want to do," Wharton’s Armstrong says. "What we're saying is that the objective should not be to try to beat your competitor. The objective should be profitability. In view of all the damage that occurs by focusing on market share, companies would be better off not measuring it."

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They may have a different focus.

Reasons NOT to focus or dwell on competitors:

Inspired by an article by Seena Sharp, Sharp Market Intelligence

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Reasons NOT to focus or dwell on competitors: You may have a stronger strategy.

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Reasons NOT to focus or dwell on competitors: Competitors can make mistakes.

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Reasons NOT to focus or dwell on competitors: You may face completely different competitors online vs. offline

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But on the other hand... Competitors define the overall market landscape.

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But on the other hand...

Are they engaging with customers in a way you should emulate?

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But on the other hand... A distracted competitor offers a huge opportunity.

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How about their Online Presence? Are your online and offline competitors the same?

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Are your competitors pursuing SEO? Paid Search?  

How about their Online Presence?

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Are you playing catch-up online, or do you have a chance to establish leadership?

How about their Online Presence?

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Agenda: SEO Espionage: Beat the Competition in 3 Steps

1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”?

2 Look Deeper with SEO Tools. Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.

3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.

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•  Doubleclick AdPlanner (owned by Google)

•  Google Keyword Tool (for searching on branded terms)

•  Alexa (owned by Amazon)

•  Compete

•  Quantcast

•  URL Trends

•  SEMRush

•  SpyFu

Some Popular Tools for Estimating a Competitor’s Website Traffic & Demographics:

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Let’s see what SEO Tools can show us about your 3 main MSDS competitors.

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How would you evaluate which keywords were more important?

What Are Your Competitors Optimizing For?

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How would you evaluate which keywords were more important? Which keywords have more traffic?

What Are Your Competitors Optimizing For?

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How would you evaluate which keywords were more important? Which keywords have more traffic? Which have more traffic that leads to sales?

What Are Your Competitors Optimizing For? Is it a strategy you should emulate?

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What sort of keyword strategy are they employing?

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What sort of keyword strategy are they employing?

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What is the size of their online “footprint”?

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Are they active in Search Engine Optimization?

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Based on what you’ve learned, you craft a strategic mix of keywords.

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And in relation to the competition…

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High Rankings Matter.

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1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”?

2 Look Deeper with SEO Tools. Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.

3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.

Agenda: SEO Espionage: Beat the Competition in 3 Steps

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But are we ranking for the RIGHT keywords?

Turning to a different client story here... digital magazines

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But are we ranking for the RIGHT keywords?

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But are we ranking for the RIGHT keywords?

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Tying It All Together

•  Are you studying your competitors in a constructive way?

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Tying It All Together

•  Are you studying your competitors in a constructive way? •  Do you have a diversified keyword strategy for your on-page and link-building efforts?

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Tying It All Together

•  Are you studying your competitors in a constructive way? •  Do you have a diversified keyword strategy for your on-page and link-building efforts? •  Have you adopted a metrics-based approach that measures outcomes and captures data from keyword to closed deal?

#webmarketing123

Tying It All Together

•  Are you studying your competitors in a constructive way? •  Do you have a diversified keyword strategy for your on-page and link-building efforts? •  Have you adopted a metrics-based approach that measures outcomes and captures data from keyword to closed deal?

#webmarketing123

Request Your Customized SEO Assessment Today.

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Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo

Connect with the Host: Alex.d@webmarketing123.com

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