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Digital Strategy
Guide for 2014
Part 2 – Competitor Research
Analyse Competitors
• Web design and development
• Keyword research
• Content development and marketing
• Social media
• S...
Web Design & Development
• What platform a site is built with – eg. Wordpress or
Joomla
• The widgets and plugins that a s...
Calls to Action
• Review contact calls to action
• Newsletter sign up’s
• PDF downloads, videos and images
• Buy now butto...
USPs and Messaging
• In the website design
• Main landing page content
• Product and service page content
• Blog content
Keyword Research
• Know what keywords are important to your
competitors
• Keeping up to date with industry terms
• Helps y...
Content Marketing
• Home page, products and services pages
• FAQs and resources – evergreen content etc.
• Multimedia – sl...
Questions to Ask
• What tone of voice is the content written in?
• What multimedia are they using?
• How often are they po...
Social Media Review
• The number of fans or followers
• How often they post on social media
• Type of posts – e.g. competi...
SEO Review
• Meta Data (SEO Titles and Descriptions)
• Structure Data
• Backlinks
• Social Shares
• Internal linking struc...
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T: +353 (1) 230 3184 E: ask@inspiration.ie
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Digital Strategy Guide for 2014: Part 2 Competitor Research

Welcome to part 2 of our digital strategy guide for 2014. In part 1, we outlined the best and worst SEO techniques.

This month we will be giving you vital information on conducting competitor research.

Competitor research is a key component for every digital marketing strategy. It helps you understand your competitor’s online marketing tactics and helps you keep one step ahead of them. The areas that we recommend are included in this presentation.

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Digital Strategy Guide for 2014: Part 2 Competitor Research

  1. 1. Digital Strategy Guide for 2014 Part 2 – Competitor Research
  2. 2. Analyse Competitors • Web design and development • Keyword research • Content development and marketing • Social media • SEO
  3. 3. Web Design & Development • What platform a site is built with – eg. Wordpress or Joomla • The widgets and plugins that a site is using • Hosting providers • Server information
  4. 4. Calls to Action • Review contact calls to action • Newsletter sign up’s • PDF downloads, videos and images • Buy now buttons
  5. 5. USPs and Messaging • In the website design • Main landing page content • Product and service page content • Blog content
  6. 6. Keyword Research • Know what keywords are important to your competitors • Keeping up to date with industry terms • Helps you build your own keyword lists
  7. 7. Content Marketing • Home page, products and services pages • FAQs and resources – evergreen content etc. • Multimedia – slides, video content and Images • Blogs • Newsletters
  8. 8. Questions to Ask • What tone of voice is the content written in? • What multimedia are they using? • How often are they posting content? • How many social shares do they have for content? • Do they have a long term linkable asset? Eg. Resource area, guides etc.
  9. 9. Social Media Review • The number of fans or followers • How often they post on social media • Type of posts – e.g. competitions • Messaging and design of social media banners • Tone of voice for social media posts • Number of shares for each post
  10. 10. SEO Review • Meta Data (SEO Titles and Descriptions) • Structure Data • Backlinks • Social Shares • Internal linking structure • Content depth • User experience
  11. 11. Inspiration.ie T: +353 (1) 230 3184 E: ask@inspiration.ie

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