SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
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It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – their keywords, optimization techniques, linking tactics, campaign management efforts – everything that they’re doing to enhance their own visibility and jostle you out of position. It’s relatively easy to apply the time-tested techniques of competitive intelligence to give yourself an edge, and this session shows you how.
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SMX West 2012 | Seth Bestmertnik: "SMX West - Search Marketing & Competitive Analysis - Seth Bestmertnik It’s not enough to be brilliant with your own search marketing efforts. You also need to have an intimate understanding of your competitors – the
- 1. Identify & Prioritizing Your Competitive Landscape • Who are your real competitors? • Spotting competitive trends Which to focus on? • Competitor analysis and reporting. DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 2. Building a Competitive Database Selecting Keywords Extracting Search Data Calculating Avg. Position and Saturation Categorization Competitors and Trending Identify and Prioritizing New Competitors 1 2 3 4 5 DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 3. Top 50% by Avg. Rank Top 50% by Saturation How to Understand Who Your Real Competitors Are… 800 keywords x 100 positions 80,000 Site/Keyword/ Position Data points Can subdivide by Category for Ecommerce Sites / high variability on competitor domains DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 4. A Data Driven Way to Discover Competitors Domain % Saturation Average Rank 68.35 59.73 58.47 3.2 6.7 2.4 DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 5. “Typecasting” Your Competitors 4 Direct Competitor Indirect Competitor • Traditional/ Business • SEO Driven Competitors • Affiliates • Retailers • Manufacturers • Family Sites • Review Sites • Newspapers/ Magazines • The Wikipedia • User groups/Forums • Social sites DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 6. Are Universal Results a Competitor? DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 7. Understand Your Competitors Momentum… Competitor trending - Follow ranking shifts of competitors to identify aggressive movement either positively or negatively 659 625 543 -0.15 +5.28 -0.02 # Keyword 05/30/2011 Avg. Rank 06/06/2011 Avg. Rank 7.34 7.49 14.20 8.92 2.12 2.14 Delta
- 8. New Competitor Alerts 3rd Query – New Competitor Alerts - look at top three pages and identify new competitors that did not exist in previous time interval Keyword 1 Keyword 1 Keyword 1Keyword Domain 4 Rank Movement 6 6 4 2 New Competitor DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 9. Competitive Dashboard DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 10. Destination And Volume Modified Movement RANKING REPORT JANUARY DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR DATTM = ( ) PreviousRank - CurrentRank PreviousRank DestinationVolumeModifier SearchVolume * Average(AllTermsVolume) *
- 11. Competitive Snapshot Lowes Competitive Snapshot vs. Home Depot DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR
- 12. Download Today’s Presentation and Tools www.conductor.com/ smxwest Twitter: @besmertnik DOWNLOAD WWW.CONDUCTOR.COM/SMXWEST TWITTER: @CONDUCTOR