Axa Assurance Maroc - Insurer Innovation Award 2024
[Webmarketing123] seo espionage beat the competition in 3 steps
1. SEO Espionage: Beat Your Competitors in 3 Steps
Today’s Host:
Alex Dunks
Senior SEO Account Manager
“Are they ahead of
“What are my me on the search
competitors up to?”
engines?”
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2. SEARCH ENGINE PAY PER CLICK SOCIAL MEDIA
OPTIMIZATION MANAGEMENT MARKETING
• Founded in 2004 • Proprietary Attribution Tool
• Custom KPI-based Scorecards • 120+ Clients
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3. Some Practical Matters
Are the slides available? Yes! Just email
seo@webmarketing123.com
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4. Some Practical Matters
Are the slides available? Yes! Just email
seo@webmarketing123.com
Connect with us!
@webmarketing123
We’re live tweeting
webinar highlights. facebook.com/webmarketing123
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5. Some Practical Matters
Are the slides available? Yes! Just email
seo@webmarketing123.com
Connect with us!
@webmarketing123
We’re live tweeting
webinar highlights. facebook.com/webmarketing123
Want to learn more?
Request a Complimentary SEO Assessment Today.
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6. There are 4 billion searches on Google every day.
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7. Direct traffic often drives the most traffic. But traffic from searches on
keywords is growing faster.
Google Benchmark Results on Traffic Sources 2011
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8. And even those “Direct” visits were often
preceded by non-branded keyword searches.
- SEO: Broad/generic
keyword searches
A Introducers - Display advertising
- Email marketing
- Social media
- Brand names
B Influencers - Remarketing
- Search advertising
- Search marketing
C Closers
- Model numbers
- Branded terms
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9. Agenda: SEO Espionage:
Beat the Competition in 3 Steps
1 How Do You Stack Up Compared to Your Competitors?
Take a look at their web traffic and demographics.
Look Deeper with SEO Tools
2 Are you aware of the “Myth of Market Share”?
Look more deeply into your competitors’ “online footprint”, keywords and metadata.
Use Analytics for a Process of Continuous
3 Improvement
Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.
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10. Let’s imagine that you woke up this morning as CMO of a
company that sells Material Safety Data Sheets (MSDS).
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12. Know Thy Enemy…
What tools can I use to learn about them? Do they get more web traffic than we do?
How sophisticated are Should I try to copy what
their digital marketing they’re doing with their
efforts? SEO?
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15. But what about all the other keywords?
chemical
Inventory chemical
Management chemical
Msds environmental
Compliance environmental compliance services
ghs
Msds ghs solutions
globally harmonized system
harmonized system
hazard communication msds
hazard communication standard
Hazcom material safety data sheet
material safety data sheets
Msds authoring
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17. Wharton: Focus on Profitability, not Market Share
"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."
Source: Wharton Research: bit.ly/mythmarket
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18. Reasons NOT to focus or dwell on competitors:
They may have a different focus.
Inspired by an article by Seena Sharp, Sharp Market Intelligence
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19. Reasons NOT to focus or dwell on competitors:
You may have a stronger strategy.
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20. Reasons NOT to focus or dwell on competitors:
Competitors can make mistakes.
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21. Reasons NOT to focus or dwell on competitors:
You may face completely different competitors online vs. offline
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22. But on the other hand...
Competitors define the overall market landscape.
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23. But on the other hand...
Are they engaging with customers in a way you should emulate?
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24. But on the other hand...
A distracted competitor offers a huge opportunity.
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25. How about their Online Presence?
Are your online and offline competitors the same?
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26. How about their Online Presence?
Are your competitors pursuing SEO? Paid Search?
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27. How about their Online Presence?
Are you playing catch-up online,
or do you have a chance to establish leadership?
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28. 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”?
Look Deeper with SEO Tools.
2 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
29. Some Popular Tools for Estimating a Competitor’s
Website Traffic & Demographics:
• Doubleclick AdPlanner (owned by Google)
• Google Keyword Tool (for searching on branded terms)
• Alexa (owned by Amazon)
• Compete
• Quantcast
• URL Trends
• SEMRush
• SpyFu
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30. Let’s see what SEO Tools can show us
about your 3 main MSDS competitors.
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31. What Are Your Competitors Optimizing For?
How would you evaluate which keywords
were more important?
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32. What Are Your Competitors Optimizing For?
How would you evaluate which keywords
were more important?
Which keywords have more traffic?
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33. What Are Your Competitors Optimizing For?
Is it a strategy you should emulate?
How would you evaluate which keywords
were more important?
Which keywords have more traffic?
Which have more traffic that leads to sales?
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34. What sort of keyword strategy are they employing?
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35. What sort of keyword strategy are they employing?
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36. What is the size of their online “footprint”?
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37. Are they active in Search Engine Optimization?
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38. Based on what you’ve learned, you
craft a strategic mix of keywords.
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46. 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”?
Look Deeper with SEO Tools.
2 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
47. But are we ranking for the RIGHT keywords?
Turning to a different client story here...
digital magazines
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48. But are we ranking for the RIGHT keywords?
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49. But are we ranking for the RIGHT keywords?
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52. Tying It All Together
• Are you studying your competitors in a constructive way?
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53. 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?
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54. 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?
#webmarketing123
55. 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?
#webmarketing123
57. What can you learn from speaking with one of our analysts?
Social Media Audit Take a hard look at your competitors
“Cost of the Problem” Analysis Compare digital strategies
Request a Consultation: seo@webmarketing123.com
bit.ly/wm123seo
Connect with the Host:
Alex.d@webmarketing123.com
facebook.com/webmarketing123 #webmarketing123
