BRAUMGroup 1
Laura HoganWant to beat your
competitors?Learn from them@lauralouise90
[email protected]/LauraHogan1
BRAUMGroup 2@lauralouise90 | [email protected]
why should you care aboutyour competitors?
@lauralouise90 | [email protected]
you’d be naive to think that your competitors don’t have a
strategyand that they aren’t watching
you@lauralouise90 | [email protected]
but more importantly you’re targeting the same people, looking for the same product/service
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
so it they’re ranking better and have more social engagement, they’re capturing ROI that could have been yours….
@lauralouise90 | [email protected]
let’s break this down
www.yourwebsitename.com9
1.17B
40K searches every second
unique users
Brandwatch
on google alone there’s
@lauralouise90 | [email protected]
even the most niche of searches have a lot of competition
@lauralouise90 | [email protected]
results on p2 of google get less than 5% of clicks
@lauralouise90 | [email protected]
how do you get ahead?
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
alerts
set these up for your competitors and yourself
@lauralouise90 | [email protected]
now you know where the mentions are coming from, start to dig deeper
@lauralouise90 | [email protected]
where? is the content
what? is the coverage about
when? was it postedwhy? was it featured
how? did they get the coverage
@lauralouise90 | [email protected]
what? comment where? telegraph & bbcwhen? may 2016, euwhy? opinion on political eventhow? press conference held
@lauralouise90 | [email protected]
we can now predict that dyson will get coverage with any eu news/updates.
question: could our client havean input on this topic too?
@lauralouise90 | [email protected]
understanding where and why your competitors are featured, can create opportunities for you
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
rankings
www.yourwebsitename.com24
pick a handful of key terms
monitor who’s on page one and where they rank
you’ll notice changes over time@lauralouise90 |
how to analyse why rankings have
changed@lauralouise90 | [email protected]
www.yourwebsitename.com26
use site: search to check for newly indexed pages
@lauralouise90 | [email protected]
www.yourwebsitename.com27
it’s an easy way for you to see if your competitors have launched new category
pages, products or even blogs
@lauralouise90 | [email protected]
www.yourwebsitename.com28@lauralouise90 | [email protected]
have the meta titles or descriptions changed?
www.yourwebsitename.com29@lauralouise90 | [email protected]
if so, and they’ve increased (and haven’t done any other changes), clearly google
likes it
www.yourwebsitename.com30@lauralouise90 | [email protected]
has the landing page content changed?
www.yourwebsitename.com31@lauralouise90 | [email protected]
if so, what’s changed? is it more content, the layout, design?
www.yourwebsitename.com32
it’s not always a complete science though….
@lauralouise90 | [email protected]
www.yourwebsitename.com33
always ranked page one for engagement rings terms
despite meta issues
@lauralouise90 | [email protected]
BRAUMGroup 34@lauralouise90 | #brightonseo
if a tactic has helped the competition, try it yourself
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
social
follow them
@lauralouise90 | [email protected]
use tweetdeck to monitor posts
@lauralouise90 | [email protected]
sprout social offers a twitter listening report
shows trends in competitor growth and top tweets
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
great engagement and brands that target the same demographic as us
@lauralouise90@lauralouise90 | [email protected]
+1.7k likes+48k
comments+3.5k shares
creating conversation
monitor accounts & tailor to make it work for you
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
content
one: where is the content featured?
@lauralouise90 | [email protected]
www.yourwebsitename.com48@lauralouise90 | [email protected]
for graphics use a simple reverse image
search
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
www.yourwebsitename.com51@lauralouise90 | [email protected]
majestic is fantastic for this too
@lauralouise90 | [email protected]
check the ref domains of a specific url
@lauralouise90 | [email protected]
you’ve got an exported list of sites to target
two: why was the content featured?
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
let’s dig deeper
www.yourwebsitename.com57@lauralouise90 | [email protected]
so for us to get featured we need actionable cleaning tips,
to protect your family from the germs that lurk in your
home
three: how can we better this?
@lauralouise90 | [email protected]
let’s make an actionable
checklist and really push social
interaction with gifs
@lauralouise90 | [email protected]
learn from the success (and failure) of your competitors. apply it to your strategy
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]
links
www.yourwebsitename.com62
historic links are great for an overall
viewbut
new links are the key
@lauralouise90 | [email protected]
www.yourwebsitename.com63@lauralouise90 | [email protected]
how do you find new links?
www.yourwebsitename.com64@lauralouise90 | [email protected]
www.yourwebsitename.com65
export the data and filter by the
best quality sites.
dig deeper with the best to understand
exactly how the link was
obtained@lauralouise90 | [email protected]
www.yourwebsitename.com67@lauralouise90 | [email protected]
so if we can get an a-list celeb to sell on the site,
the links will come
www.yourwebsitename.com69
a simple search for dyson’s newest links led to #dysonchallenge
@lauralouise90 | [email protected]
www.yourwebsitename.com70@lauralouise90
so i googled #dysonchallen
ge
i now have a list of potential
bloggers to target
@lauralouise90 | [email protected]
www.yourwebsitename.com71@lauralouise90@lauralouise90 | [email protected]
how easy was that?
if you know the newest links your competitors have, you know what they’re targeting
@lauralouise90 | [email protected]
takeaways
@lauralouise90 | [email protected]
monitor brand & product mentions
be aware of new content created and where it’s featured
understand their social strategy
new links, highlight seo focusknow who’s on page one and understand movement
@lauralouise90 | [email protected]
@lauralouise90 | [email protected]