In this session you will learn how to effectively apply reverse engineering to search engine analytics in order to discover the trade secrets of competitors both in paid and organic search results, providing you with a profitable edge in your market. A review will be completed of the various types of tools at your disposal that can assist in creating more successful and lucrative PPC and SEO marketing campaigns. The details of competitors such as budgets, spending, keywords, link-building strategies and ROIs will be revealed with a minimal amount of research.

1. Practical approach to competitor analysis
in SEO and PPC – figures and facts
(Capitalone.com case)
Webinar
Anna Korolekh, Sean Malseed,
SEO consultant, SEMrush VP of Strategic
Marketing Manager at Promodo Development and API Integration
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

2. Practical approach to
competitor analysis in SEO
Keywords
Link-building methods
On-site SEO tricks
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

3. Research? Compare!
Make sure you already have an idea of what you are going to be
doing (draft keywords, link-building ideas etc.)
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

4. What do I do next?
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

5. Where do they all come from?
Traffic Source Monthly Daily
Organic Search Traffic 3, 205, 453 106, 848
Paid Search Traffic 435, 982 14, 532
Overall Traffic 33, 103, 954 1, 103, 465
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

6. Organic visitors, where do
they come from?
SEMrush will only consider queries with at
least 5 monthly searches
Little keyword and organic traffic data for
sites with mostly low volume queries traffic
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

7. What do I do next?
Filter out branded keywords
61%
Filter out branded traffic
85%
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

8. Yay! Getting to more realistic
numbers!
Traffic Source Monthly Daily
Non-branded Organic Search Traffic 480, 557 16, 019
Filter out keywords with less than 500 searches per month
120 keywords
61 000 monthly
7 avg. ranking
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

9. Looking for most valuable
keywords
Look through the list again, pick up the words you
have not yet considered
Go back to keyword suggestion tool insert new
words there and look through the ideas it offers
Cleanse the list from rubbish queries, too general,
one-words, less relevant..
Your competitor has helped you to create a solid
foundation of your SEO campaign! 
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

10. Moving to Link Building
Strategies
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

11. What is really useful for us?
So we are very much interested in:
Anchor texts
% of Keyword rich Anchor texts vs Branded and No-anchors
Sitewide vs Not Sitewide
Follow vs No Follow
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

12. Penguin-friendly anchors
To be exact all in all
Capitalone.com has:
Less than 12% of Keyword
rich anchor texts
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

13. What are those 12%?
http://irwan.net/auto-loan-options-for-people-with-bad-credit/
http://vdgalerias.com/index.php?album=virginia-e-valdemar
http://www.pedroneto.com.br/blog/2011/09/folder-de-ferias/
http://www.feedmashup.com/preview/1412/
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

14. Sorting the links
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

15. On-site SEO
What should be checked in the first place:
Site structure
Indexation rules they have created
Inner linking patterns and ruses
Title tag templates
{A combination of two most relevant kws | Kw + Brand Name}
Loading speed
History, background
Find their weak places and
strike there!
Make them your benefit!
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633

16. Thank you for your attention!
Questions?
Anna Korolekh, Sean Malseed,
Promodo SEMrush
a.moseva@promodo.com sean.malseed@semrush.com
www.promodo.com United Kingdom United States www.semrush.com United States Non-US
contact@promodo.com © 2013 mail@seoquaketeam.com +1-855-814-4510
+44 0203 1376 681 +1 347 809-34-86 +1-408-844-4633