How To Compile A Top-Notch Competitive Analysis For Search
In order to beat the competition in search engine rankings, you must first know what they're doing. Columnist Brian Harnish shares his tips for putting together a solid competitor analysis.
When it comes to search engine optimization (SEO), it’s crucial to research your competition. Knowing where you stand in relation to your competitors will help inform the strategy and tactics needed to achieve your client’s SEO goals, allowing you to focus your efforts and set realistic expectations.
Who are the top competitors? What is driving their results that you are not doing? When do they publish content? Where do they share their content? Why do they do what they do? And how do they do it? All of these questions should be answered thoroughly, because their answers will be a driving force in your optimization strategy.
Unfortunately, putting together a competitor analysis can be a tricky and time-consuming endeavor. But if you follow the steps below, analyzing your competitors just got a little easier.
1. Always Find Out What The Client Wants
The true measurement of any competitor analysis’ success is how well it helps the client achieve their primary objective(s). Whether it’s obtaining new leads, increasing brand perception, driving traffic for dollar conversions or something else, one thing is certain: success must be measurable.
Accurate reporting of clearly established success metrics is essential in communicating to the client that their goals and objectives have actually been achieved. Errors in interpretation of data from any campaign can turn to failure what otherwise would be a great success.
This is why it is important to find out the client’s main objective in the beginning and always make sure to keep it top of mind during the analysis.