how to beat your competitors - internetretailing expo 2017

BRAUMGroup 1

Laura HoganWant to beat your

competitors?Learn from them@lauralouise90

laura@ricemedia.co.ukslideshare.net/LauraHogan1

BRAUMGroup 2@lauralouise90 | laura@ricemedia.co.uk

why should you care aboutyour competitors?

@lauralouise90 | laura@ricemedia.co.uk

you’d be naive to think that your competitors don’t have a

strategyand that they aren’t watching

you@lauralouise90 | laura@ricemedia.co.uk

but more importantly you’re targeting the same people, looking for the same product/service

so it they’re ranking better and have more social engagement, they’re capturing ROI that could have been yours….

let’s break this down

www.yourwebsitename.com9

40K searches every second

unique users

Brandwatch

on google alone there’s

even the most niche of searches have a lot of competition

results on p2 of google get less than 5% of clicks

how do you get ahead?

BRAUMGroup 13@lauralouise90 | laura@ricemedia.co.uk

social media

content links

rankingsalerts

alerts

set these up for your competitors and yourself

monitorbrand

servicesproductspersonne

l@lauralouise90 | laura@ricemedia.co.uk

buzzsumo alerts will tell

you if the coverage is

missing a link

now you know where the mentions are coming from, start to dig deeper

where? is the content

what? is the coverage about

when? was it postedwhy? was it featured

how? did they get the coverage

what? comment where? telegraph & bbcwhen? may 2016, euwhy? opinion on political eventhow? press conference held

we can now predict that dyson will get coverage with any eu news/updates.

question: could our client havean input on this topic too?

understanding where and why your competitors are featured, can create opportunities for you

rankings

pick a handful of key terms

monitor who’s on page one and where they rank

you’ll notice changes over time@lauralouise90 |

laura@ricemedia.co.uk

how to analyse why rankings have

changed@lauralouise90 | laura@ricemedia.co.uk

use site: search to check for newly indexed pages

it’s an easy way for you to see if your competitors have launched new category

pages, products or even blogs

www.yourwebsitename.com28@lauralouise90 | laura@ricemedia.co.uk

have the meta titles or descriptions changed?

if so, and they’ve increased (and haven’t done any other changes), clearly google

likes it

has the landing page content changed?

if so, what’s changed? is it more content, the layout, design?

it’s not always a complete science though….

always ranked page one for engagement rings terms

despite meta issues

BRAUMGroup 34@lauralouise90 | #brightonseo

if a tactic has helped the competition, try it yourself

social

follow them

use tweetdeck to monitor posts

and hashtags

and hashtags….. and it’s free

sprout social offers a twitter listening report

shows trends in competitor growth and top tweets

look outside your direct competitor set

great engagement and brands that target the same demographic as us

@lauralouise90@lauralouise90 | laura@ricemedia.co.uk

+1.7k likes+48k

comments+3.5k shares

creating conversation

monitor accounts & tailor to make it work for you

content

ask yourself three questions:

where?why?how?

one: where is the content featured?

for graphics use a simple reverse image

search

majestic is fantastic for this too

check the ref domains of a specific url

you’ve got an exported list of sites to target

two: why was the content featured?

let’s dig deeper

shock family

relate

cringe

take action

resonate

so for us to get featured we need actionable cleaning tips,

to protect your family from the germs that lurk in your

three: how can we better this?

let’s make an actionable

checklist and really push social

interaction with gifs

learn from the success (and failure) of your competitors. apply it to your strategy

historic links are great for an overall

viewbut

new links are the key

how do you find new links?

export the data and filter by the

best quality sites.

dig deeper with the best to understand

exactly how the link was

obtained@lauralouise90 | laura@ricemedia.co.uk

harry styles selling clothes = links….

so if we can get an a-list celeb to sell on the site,

the links will come

find your competitor’s

blogger list

a simple search for dyson’s newest links led to #dysonchallenge

www.yourwebsitename.com70@lauralouise90

so i googled #dysonchallen

i now have a list of potential

bloggers to target

www.yourwebsitename.com71@lauralouise90@lauralouise90 | laura@ricemedia.co.uk

how easy was that?

if you know the newest links your competitors have, you know what they’re targeting

takeaways

monitor brand & product mentions

be aware of new content created and where it’s featured

understand their social strategy

new links, highlight seo focusknow who’s on page one and understand movement

how to beat your competitors - internetretailing expo 2017

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