Competitive SEO Analysis
You need to clearly undestand the keywords that you will be targeting. If you do not get a handle on the types of keywords you are targeting, your competitive analysis will not work. Approaching this process with this in mind will allow you to discover more keywords over time. Remember that users’ intent is paramount if you want to identify the right keywords. So targeting keywords like “Sony Experia cases under $15” is always a good idea. This type of keyword tells you exactly what a user wants, so you can create content around this specific information right away.
You might know who your competitors are in your industry, but these competitors might not be your SEO competitor. Your SEO competitors are the pages rankings on the first two pages of search engines for a particular keyword. In addition to this, you might not know anything about some direct competitors, and this is one of the reasons why you should use competitive intelligence tools such as KeywordSpy and SEMRush. These tools help you determine which sites are getting rankings for a particular set of keywords. Go to the KeywordSpy’s Organic Competitors tab, and you will see the top 10 sites competing for a particular keyword.
Determining Competitor’s Authority
Determining the authority of your competitors is a key component of any competitive analysis. This information will allow you to have realistic aspirations or expectation for your very own site. Domain autority, number of backlinks and age of the domain are important factors to bear in mind. So plug your competitor’s data into a competitive intelligence tool called MOZ to get page authority, domain authority, social metrics, and other data. Make sure your site has the right authority so that you can outperform your competitors.
Comparing Pages and Sites
Performing a detailed analysis of how your site will stand against your competitors is always useful. So run this analysis at both the site and page-wide level. QuickSprout will give you a detailed comparison for up to 4 sites. Social media has become an important SEO factor and you need to know how you fare against competitors in this regard. Klout is an excellent tool to know how influential a Twitter user or individual is on the social media landscape. To compare influence at a site-wide level, Alexa is a great tool for this. Firefox has an add-on called Rank Checker by SEO Book allowing you to gauge how you rank against your competitors for a particular set of keywords.
Mixing all the Ingredients
Now that you have an idea of who you will be fighting with, and how all parties rank among search engines, you are more prepared to reach your goal. Understanding which keywords and competitors will be worth targeting is also paramount. You should also know why a competitor has attained a high position in a search engine and how your site or page will compete in the SEO world. Your competitive SEO analysis should include a wide range of long-tail keywords and the right tools to do the job.