The document discusses analyzing competitors from a technical search engine optimization perspective. It recommends identifying 3-5 main competitors and gathering data on their page speed, indexation, structured data, CMS and other technical metrics using tools like ScreamingFrog, SEMRush and the CoreVitals spreadsheet. The analysis looks for opportunities to improve those areas, such as fixing 404 errors or adding structured data, as case studies showed such changes increased keywords in the top search results, traffic and revenue. The process involves convincing clients of the need to address issues by prioritizing the highest impact opportunities.

1. Competitor Analysis From
A Technical Perspective
Niki Mosier // Two Octobers
SLIDESHARE.NET/NIKIMOSIER
@NIKERS85

2. “Keep your friends close, and your enemies closer.
Michael Corleone

3. 3

4. Implementation struggles
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5. Drop in traffic or rank
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6. Provide value
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7. THE PROCESS
1.
Identify
competitors
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8. THE PROCESS
2.
Gather data
1.
Identify
competitors
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9. THE PROCESS
2.
Gather data
3.
Look for
opportunities
1.
Identify
competitors
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10. COMPETITORS
3-5 competitors
1.
Identify
competitors
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11. COMPETITORS
Mobile
Desktop
1.
Identify
competitors
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12. COMPETITORS
Search Volume
1.
Identify
competitors
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13. GATHER DATA
Sheets Template
2.
Gather data
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14. GATHER DATA
2.
Gather data
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15. GATHER DATA
○ ScreamingFrog
2.
Gather data
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16. GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
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17. GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
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18. GATHER DATA
○ ScreamingFrog
2.
Gather data
○ MobileMoxie
○ SEMRush/Ahrefs
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○ CoreVitals GSheet

19. 3.
Look for
opportunities
@nikers85

20. 20
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21. PAGE SPEED
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22. 22

23. 46% of people say waiting for
pages to load is what they dislike
most about browsing the web on
mobile
Source: Unbounce
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24. One full second can decrease
conversion rates by 70%
Source: Unbounce
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25. GATHER DATA
Mobile load time
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26. GATHER DATA
User Experience
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27. PAGE
INDEXATION
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28. ○ Duplicate content
○ Crawl budget
○ Crawl errors
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29. GATHER DATA
○ Number of URLs indexed
○ Number of URLs that are indexable
○ Crawl Depth
○ Word Count
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30. @nikers85 #SearchCon

31. PAGE INDEXATION
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32. 404 ERRORS
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33. Clicks increased by 43 percent
Source: Search Engine Journal
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34. STRUCTURED
DATA
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35. Average position increased
by 12 percent
Source: Search Engine Journal
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36. GATHER DATA
○ Pages with structured data
○ Types of structured data
○ Structured data format
○ Errors in structured data
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37. STRUCTURED DATA
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38. CMS
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39. Most recently, Google has partnered with
open-source content management system (CMS)
WordPress, arguably the largest, with market share
nearing 59 percent and an estimated 1/3 of all web
content published through the platform
Source: Search Engine Land
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40. GATHER DATA
○ Use Builtwith Chrome extension
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41. GATHER DATA
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42. CMS
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43. Real Life Examples
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44. Client 1 - LocalBusiness & FAQ Schema
★ 2 Keywords To Page One
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45. Client 2 - Implemented New Sitemap
★ 10% increase in sessions ★ 75% increase in revenue
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46. Client 3 - Page Indexation
★ 24 % increase in impressions
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47. Client 4 - FAQ Schema
★ FAQ in the SERP
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48. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
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49. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
@nikers85 #SearchCon

50. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
Convince the Client
○ Approach the right
person
○ Prioritize
opportunities
@nikers85 #SearchCon

51. “The best place to bury a dead body is page 2 of
Google Search Results.
- Michael Corleone

52. THANKS!
Any questions?
You can find me at @nikers85
https://twooctobers.com/