webmarketing123 webinar seo espionage- beat the competition in 3 steps

SEO Espionage: Beat Your Competitors in 3 Steps

facebook.com/webmarketing123

Dial: +1 (646) 558-2122 Access Code: 188-920-523 Today’s Host:

Mike Turner Senior SEO Strategist

“What are my competitors up to?”

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

@webmarketing123

@webmarketing123

Some Practical Matters

@webmarketing123

  Are the slides available? Yes! Just email seo@webmarketing123.com

Some Practical Matters

@webmarketing123

  Are the slides available? Yes! Just email seo@webmarketing123.com   Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123

Some Practical Matters

@webmarketing123

  Are the slides available? Yes! Just email seo@webmarketing123.com   Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123

  Want to learn more?

Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card!

visit bit.ly/wm123seo

Some Practical Matters

@webmarketing123

Use the chat box to ask questions & make comments.

Some Practical Matters

@webmarketing123

There are 4 billion searches on Google every day.

@webmarketing123

Searches on your company name (“Direct”) drive the most traffic. But search engine traffic is growing faster.

Google Benchmark Results on Traffic Sources 2011

@webmarketing123

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” searches often start with keyword searches.

@webmarketing123

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.

Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps

@webmarketing123

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

@webmarketing123

Know Thy Enemy…

What tools can I use to learn about them?

@webmarketing123

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…

@webmarketing123

@webmarketing123

@webmarketing123

But what about all the other keywords?

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

@webmarketing123

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

@webmarketing123

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."

@webmarketing123

They may have a different focus.

Reasons NOT to focus or dwell on competitors:

Inspired by an article by Seena Sharp, Sharp Market Intelligence

@webmarketing123

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

@webmarketing123

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

@webmarketing123

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

@webmarketing123

But on the other hand...

They might show you how to successfully engage with customers.

@webmarketing123

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

@webmarketing123

Regarding Digital Marketing… Are your online and offline competitors the same?

@webmarketing123

Regarding Digital Marketing…

Are your competitors pursuing SEO? Paid Search?

@webmarketing123

Regarding Digital Marketing…

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

@webmarketing123

Today’s 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.

@webmarketing123

Doubleclick AdPlanner (owned by Google) Google Keyword Tool (for searching on branded terms) Alexa (owned by Amazon) Compete Quantcast URL Trends

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

@webmarketing123

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

@webmarketing123

How would you evaluate which keywords were more important?

What Are Your Competitors Optimizing For?

@webmarketing123

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

What Are Your Competitors Optimizing For?

@webmarketing123

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?

@webmarketing123

What sort of keyword strategy are they employing?

@webmarketing123

What sort of keyword strategy are they employing?

@webmarketing123

What is the size of their online “footprint”?

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

@webmarketing123

@webmarketing123

@webmarketing123

@webmarketing123

@webmarketing123

And in relation to the competition…

@webmarketing123

@webmarketing123

High Rankings Matter.

@webmarketing123

Today’s 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.

@webmarketing123

But are we ranking for the RIGHT keywords?

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

@webmarketing123

But are we ranking for the RIGHT keywords?

@webmarketing123

But are we ranking for the RIGHT keywords?

@webmarketing123

@webmarketing123

@webmarketing123

Tying It All Together

@webmarketing123

Tying It All Together

•  Are you studying your competitors in a constructive way?

@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?

@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?

 Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card! Email seo@webmarketing123.com

Or visit bit.ly/wm123seo

@webmarketing123

What can you expect from speaking with one of our analysts?

-  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing.

Visit bit.ly/wm123seo

Next week: New From Google, Algorithm Changes & Social Media Analytics

facebook.com/webmarketing123