Why Your Competitor’s Are Outranking You?Strategies for staying one step ahead of the competition

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Webinar Agenda

1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond

2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will

have the greatest business impact

3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more

4 Putting It All TogetherIntegrating competitive analysis into your search strategy

#wm123

Webinar Agenda

1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond

2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will

have the greatest business impact

3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more

4 Putting It All TogetherIntegrating competitive analysis into your search strategy

#wm123

Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets

1 The Digital Marketing Mix

Source: American Marketing Association, Forrester Research’s US

Interactive Marketing Forecast 2009-2014; Cambridge, Mass

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Specifically for online ad spend, budgets are increasing about 10% per year

1 US Online Ad Spend (Billions)

Source: eMarketer, Nov 2010

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With ever-increasing data sources available, businesses need metrics that are straightforward and actionable

1 Why Competitive Intelligence Matters

Insight and Action

- Removes the guesswork from marketing programs

- Allows for projections and comparisons to past performance

- True accountability at all levels (!)

Competitive Advantage

- Better alignment/deployment of resources

- More accurate data to determine what’s working (and what’s not)

#wm123

Webinar Agenda

1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond

2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will

have the greatest business impact

3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more

4 Putting It All TogetherIntegrating competitive analysis into your search strategy

#wm123

Understanding how different tools pull data; their pros and cons

2 Competitive Intelligence Basics

3rd Party Intelligence Tools (Paid)

- Examples include Alexa, comScore, Hitwise, Compete, etc.

- Data is collected differently, so you need to understand the pros and cons of each (Toolbar, ISP, Panel)

Search Engine Data (Free)

- Examples include the Google Adwords Keyword Tools, Google Trends, Webmaster Tools

- Can use data with greater degree of confidence

Overall

- Use competitive data to understand trends, identify opportunities, and ensure your strategy is sound

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Google Trends, www.google.com/trends

2 Comparing Long-Term Traffic Trends

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Google Insights, www.google.com/insights/search

2 Digging Deeper for Top Keyword Trends

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Google Keyword Tool, https://adwords.google.com/select/KeywordToolExternal and Google Wonder Wheel

2 Dialing into Specific Keywords

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Use Webmaster Tools to learn how much market share you own

2 Your “Share of Search”

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Webinar Agenda

1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond

2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will

have the greatest business impact

3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more

4 Putting It All TogetherIntegrating competitive analysis into your search strategy

#wm123

Comparing the quality and quantity against your competitors

3 Backlink Analysis

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Examine content, page titles, and URLs

3 On-Page Optimization

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Good for understanding overall trends, but don’t use it to “balance your books”

3 PPC Tactics

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Webinar Agenda

1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond

2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will

have the greatest business impact

3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more

4 Putting It All TogetherIntegrating competitive analysis into your search strategy

#wm123

On-Page Changes

Link Building

Tracking Spider Crawls

Monitoring Visitor Analytic Data

Measuring Improvement in

Rankings and Site Engagement

Monthly sustainment and iteration

4 Putting It All Together

Thank You!

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Thank you for your attendance today!

Contact Us for a Complimentary Digital Marketing Analysis

Custom Analysis includes:

- Digital Planning Session: learn how your business can drive revenue

growth through the web

-Competitive Report: find out where you rank against your top

competitors and what tactics they’re employing

- Website Analytics: detailing the keywords, sources, and referrals that

visitors are using to disvoer your website

- Search Engine Friendliness Report: crawlability analysis of your site

Please contact:

seo@webmarketing123.com