hauksson seo competitive analysis - final
TRANSCRIPT
New York | March 19–23
SEO Competitive AnalysisThe Brain
Kristjan Mar HaukssonOwner / Director Internet Marketing and CommsNordic eMarketing@optimizeyourweb
New York | March 19–23, 2012 | #sesny
Crawl the competition site
• Get answers to questions like
• Are their PDFs or word files “crawlable”?
• What about their SWF files?
• How do they store their data if they are not using typical web standard document file types?
• Understand the dynamics of their content
Your logo here @optimizeyourweb
New York | March 19–23, 2012 | #sesny
Image data
Your logo here @optimizeyourweb
• How are they storing their images?
• Are they accessible?
• Alt tags?
• What about image naming?
• Image type and size?
New York | March 19–23, 2012 | #sesny
Having your “own” crawler
• Boost understanding
• Reverse engineering
• Filter data and understand dynamics
• Crawl the site regularly looking for changes
Your logo here @optimizeyourweb
New York | March 19–23, 2012 | #sesny
The weighting
• What is it that impacts your site versus the competitor’s site?
• Reverse engineer: what is the competition doing better than you?
• Change the weighting of…
• The Page Title
• Description
• Headings
• File names
• Etc….