Digital Strategy Guide for 2014
Part 2 – Competitor Research
Analyse Competitors• Web design and development• Keyword research• Content development and marketing• Social media• SEO
Web Design & Development• What platform a site is built with – eg. Wordpress or
Joomla• The widgets and plugins that a site is using• Hosting providers• Server information
Calls to Action• Review contact calls to action • Newsletter sign up’s• PDF downloads, videos and images• Buy now buttons
USPs and Messaging • In the website design• Main landing page content• Product and service page content• Blog content
Keyword Research• Know what keywords are important to your
competitors • Keeping up to date with industry terms• Helps you build your own keyword lists
Content Marketing• Home page, products and services pages• FAQs and resources – evergreen content etc.• Multimedia – slides, video content and Images• Blogs• Newsletters
Questions to Ask• What tone of voice is the content written in?• What multimedia are they using? • How often are they posting content?• How many social shares do they have for content?• Do they have a long term linkable asset? Eg.
Resource area, guides etc.
Social Media Review• The number of fans or followers• How often they post on social media • Type of posts – e.g. competitions • Messaging and design of social media banners• Tone of voice for social media posts• Number of shares for each post
SEO Review• Meta Data (SEO Titles and Descriptions)• Structure Data • Backlinks• Social Shares • Internal linking structure• Content depth• User experience
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