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A review of some best practices when looking at competitors in search marketing.
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@krismcdermott@krismcdermott
COMPETITIVE ANALYSIS: TOOLS, TRENDS AND TECHNOLOGIES
Kris McDermott@krismcdermott
@krismcdermott@krismcdermott
EVERYTHING IN MODERATION
“Comparison is the thief of joy” - Theodore Roosevelt
Remember:You don’t know your competitors’ goals!
@krismcdermott@krismcdermott
SPYING ON YOUR COMPETITORS
Rules of Engagement:
#1. Trust no one (source)
#2. Question everything
#3. Look at the whole picture
#4. Have a goal
@krismcdermott@krismcdermott
THERE ARE NO SHORTAGE OF OPTIONS
@krismcdermott@krismcdermott
WHAT KIND OF GOAL?
Consistent Questions:1.How is my site doing compared to my competition/is the traffic
I’m getting substantial?2.We don’t refer to our product as ‘X’ internally, why should we
call it ‘Y’ from a search standpoint?3.Who comes to my site? What is my demographic?4.Where does my traffic come from?5.Where do people go when they leave my site?6.How should I flight out my budget?7.Why should I invest more? (i.e. what is the competition
spending?)8.Who else is trying to bid/capitalize on my brand? 9.Who’s new to the market? 10.Who’s changed strategy?
@krismcdermott@krismcdermott
HOW MUCH TRAFFIC AM I GETTING?
@krismcdermott@krismcdermott
WE DON’T REFER TO OUR PRODUCT AS ‘X’ INTERNALLY, WHY SHOULD WE CALL IT ‘Y’?
@krismcdermott@krismcdermott
WHAT IS MY SITE DEMOGRAPHIC?
@krismcdermott@krismcdermott
WHERE DOES MY TRAFFIC COME FROM?
@krismcdermott@krismcdermott
WHERE DO PEOPLE GO WHEN THEY LEAVE MY SITE?
@krismcdermott@krismcdermott
HOW SHOULD I FLIGHT OUT MY BUDGET?
@krismcdermott@krismcdermott
WHY SHOULD I INVEST MORE? (I.E. WHAT IS THE COMPETITION SPENDING?)
@krismcdermott@krismcdermott
WHO IS TRYING TO CAPITALIZE ON MY BRAND?
@krismcdermott@krismcdermott
WHO’S NEW TO THE MARKET?
@krismcdermott@krismcdermott
WHO’S CHANGED STRATEGY?
