Post on 27-Jan-2015
description
Search Analytics and Competitive
Intelligence@theukseo
Who am I?Who am I? Neil Walker
Twitter: @theukseo
Current Position: • Group CTO for Getupdated Internet Marketing• CTO for Domain Invest (US)
Background: • Chief technical Officer (CTO) for Just Search Ltd
Experience• 10 Years Online Marketing Experience• Worked or been involved with SEO for over 2500
clients in the UK and nearly 5000 clients for Pan Europe.
My Objectives
• Increase market Share.•Become a brand name.• Take a slice of the pie.
SEO as a Channel
Identify Competition
Choose at least 3
Competitor Websites
Get to know your Competition“Sites such as Alexa.com and Google Ad planner give a free guide to demographic data.”
Your Competitors Audience
Are they a Brand?
Keep up to date with Movements?
“Google Alerts keep you up to date with Competitors Actions”
Industry Research
171 Google Analytics Accounts• 106 SEO (Only)Clients• 65 PPC & SEO Clients
• Avg. Figures were been used in most cases• With the assumption that Goals had been set
up correctly for each site.
Industry Research
1 Words14%
2 Words36%3 Words
26%
4 Words15%
5 Words6%
6 Words3%
% traffic value
1 Words2 Words3 Words4 Words5 Words6 Words
1 Words3%
2 Words15%
3 Words31%4 Words
27%
5 Words16%
6 Words7%
% of Long tail Phrases
1 Words2 Words3 Words4 Words5 Words6 Words
• In General 3 word phrases are the most used searches
• 2 Word Phrase will provide the majority of traffic.
Industry ResearchIf We Multiply the No. of Visits by the Conversion % We get a figure of how valuable a set of keywords are i.e.
Value = Visits X Conversion Rate
1 Words6%
2 Words35%
3 Words28%
4 Words18%
5 Words9%
6 Words4%
1 Words2 Words3 Words4 Words5 Words6 Words
2 Word Phrases – Will provide the highest value (I.e. Traffic and Conversion)
Keyword Research
Alexa Top impacting Keywords
• Google Adwords tool• Keyword Spy• Spyfu• Word tracker
Grouping Keywords
Action Audience Type SizeColour Price
BuyReview
Compare
Men’sWomen’sChildren’s
JeansShortsSkirts
BlackGreyRed
Under £5£30 +
Brand
Jack & JonesG-Star
SmallMedium
Large
Categorising Links
View Results of Competitor
Link profiles by:
- Type of Link- Anchor text
type- Linking Page
strength
View Profiles
Track the anchor text in
terms of: - Brand
- Keyword- Other
Categorisation Stage 2
Access lists of:- Directory
websites- PR Websites
- Blog Networks- Forums
Place filter (or vlookup’s) for:
- Academic Domains
- Government domains
Categorisation stage 1
Download a CSV of you and
your competitors back links.
Opensiteexplorer.org
Linking Page Strength
0
100
200
300
400
500
600
Linking Page Authority
No.
of L
inks
Type of Site Linking to competitors
7%4%
1%
6% 2%
80%
DirectoryArticle DistroAcademicBlog NetworkForumOther
Branded Links
http://www.boonty.co
m/
http://www.denda.co
m/
http://www.downloadsta
d.nl/0
1000
2000
3000
4000
5000
6000
BrandKeywordMisc
Anchor Text Variations
Your site Site one Site two0
10
20
30
40
50
60
70
80
No. of Brand anchor textNo. of keyword Anchor textNo. of Misc anchor texts
Top Anchor Text
0
500
1000
1500
2000
2500
3000
3500
http://www.boonty.com/http://www.denda.com/http://www.downloadstad.nl/
Top 10 Anchor Texts
No.
of L
inks
Top Linking Pages
050
100150200250300
Total
URL
No
. o
f Lin
ks
Identify which avenues your competitors are chasing.
Spot potential content which went social or viral
Using Social Media for Opportunities
View Results of Competitor
Social profiles by:
- Medium- Influencers
- Timeline
View Results
Access lists of:
- Media Types- Sources
- Keywords
Categorisation stage
Download a CSV of you and your
competitors mentions.
Socialmention .com
Social Media TypesAggregator Micromedia Social bookmarkingtechmeme identica blogmarks
Blogs twitter deliciousblogcatalog Multimedia diggcocomment clipmarks netvibesgoogle_blog photobucket reddit
Forums pixsy stumbleuponboardreader plurk Social knowledge
Images News Wikipediaflickr ask Social Networkspicasaweb bing facebooksmugmug google_news linkedinwebshots prweb myspace
yahoo VideoYahoo News blip
google_videometacafetruveoyoutube
Social Mediums
News
Social bookmarking
Video
Multimedia
Images
Social Networks
Micromedia
0 50 100 150 200 250
Your siteCompetitor 1Industry
No. of Mentions
Med
ium
Top Influencers
fergusfishtreyandmeghancloudytags.com
theaquariusvieweprnetwork
susan9wesleyburgen
TJ Formal.comlindathi
MissesDressyjohntmccracken
0 5 10 15 20 25 30 35 40
Top Influencers
Count
No. of Mentions
Use
r
Timeline
1 4 7 10 13 16 19 22 25 28 310
50
100
150
200
250
Count of IndustryCount of Competitor 1Count of Your site
Day in July 2011
No.
of M
entio
nsWhat Major event happened here?
Tracking
Impact:
Create changes to your strategy based on what appears to be successful or
unsuccessful for you and your competitors.
Make Changes
Watch:How changes you and your competitors
make have an impact.
Cause and Effect
Record:Information
about you and your
competitors- Choose
common criteria
Choose K.P.I’s
Tracking
Feb Mar April May Jun Jul Aug Sep Oct0
20
40
60
80
100
120 0
1,000
2,000
3,000
4,000
5,000
6,000
Competitor Changes over time
Client Backlinks SEO MOZ Backlinks Total SEOMOZCompetitor 1 Backlinks SEO MOZ Back-links Total SEOMOZClient Positions keyword 1 WebrankerClient Positions keyword 2 WebrankerClient Positions keyword 3 WebrankerCompetitor 1 Positions keyword 1 WebrankerCompetitor 1 Positions keyword 2 WebrankerCompetitor 1 Positions keyword 3 Webranker
Time Line
Posi
tion
in G
oogl
e
Back
links
Fro
m S
EOM
OZ
Conclusion
Take Away• Know your Competition and their Audience
• Look at brand Signals
• Group Keywords to see if your missing something.
• Categorise link Profiles
• Find Opportunities through Social
• Track Details!
• Track Details!
• Track Details!
Questions
Thank You
Twitter/theukseowww.justsearch.co.ukwww.getupdated.comwww.seohosting.co.ukwww.seomad.com