Competitiveness analysis | Weboptim

One of the most important parts of the search engine optimisation process is competitor analysis. It can help you identify key objectives and develop a comprehensive, effective strategy.

The process can be divided into 4 main parts:

1. Identifying potential competitors

It is very useful in the initial phase, as the new customer usually does not know anything about potential competitors. However, these may not only be websites/companies offering the same services or products, but any website that is competing for the same keyword in organic searches.

2. Competitor analysis

Once we have identified potential competitors, we need to analyse them. Our goal is to see how they rank for the same keywords we want to optimize our site for.

It is also usually necessary to perform keyword research to expand the list of keywords already selected. This can be done based on organic search data from competitors and your own website - to get ideas for words that they or we don't yet rank for.

3. Compare competitors

Once you have your competitors and keywords, you need to compare your website with theirs (in order of importance for each keyword), using all the data you have. It is important to include the following: keyword relevance, current rankings, search volume (how often users search for that keyword in Google), ranked pages, referring domain popularity, content, other page characteristics.

4. Choosing keywords

Using the previously collected data, we need to select the keywords that we want to use to optimise our website in the short, medium or long term. Taking into account relevance, search volume and profitability. Identify the areas where the website is most competitive in terms of popularity and content.

Tools

Some tools to make it easier to collect the above data:

• identify competitors: alexa.com
• define keywords: ubersuggest.org
• to establish the rankings: advancedwebranking.com
• analysis of the popularity of sites: explorer.cognitiveseo.com
• testing the optimisation of the site: seoptimer.com

The following infographic summarises the main steps in the process:

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