how to win with competitive intelligence

#CompetitiveIntelligence

Steve RaysonDirector, BuzzSumoGuest

Michael StrickerMarketing Director

SEMrush, Host

#CompetitiveIntelligence

{Poll}

#CompetitiveIntelligence

Dangers of CopyingCompetitors

#CompetitiveIntelligence

Always a step behind

Plan A

Plan B

Plan C

Do youexcel or match?

© telegraph.co.uk

Always a step behind

Who Are Your Competitors?

Who Are Your Competitors?

What is Working?

KeywordsAcquisition

ContentAd Strategy

Amplification (Links & Shares)

Track Competitors

Keywords

Keywords

Traffic Acquisition - how do we compare?

Content popular in Search

Content most-shared & who shared it

Most shared content

Ad Strategy

• Keywords bringing visitors to a site through paid search.

• Traffic volume generated through paid ads.• Competitive Ad Spend estimates by domain,

keyword, sector. CTR. CPC. • A comparative chart of key paid ad competitors.

Use SEMrush to review

Domain-level Paid Ad Traffic, Traffic Cost

…and Paid Ad Keywords & Positions

Paid Search Ads – costs, traffic and competition levels

Paid Search Ads – classic brand poaching

Paid Search Ads – text, keywords in groups

AmplificationWho Shares & Links?

View sharers of competitor content

View sharers

Analyze the fans of your competitor’s content.Filter by:

• Number of followers• Retweet ratio• Reply ratio• Page Authority

Follow and engageExport for Twitter tailored audience list

Backlinks Comparison

Search domain by topic

Review referring domains

Track Competitors

What did they publish today?

Who mentioned them today?

Who linked to them today?

What Local/Mobile positions were stolen?

Content Alerts (Brand, Author Mentions)

Be alerted every time they publish new content

Reports of Search Visibility Changes in Position Tracker

Reports on competitors’ search results by location andmobile device

Reports on competitive landscape, winners, losers

Your Competitive Intelligence1. ID Competitors, see their keyword performance (SEMrush)

2. Take those Keywords & Competitors to review most shared content & formats (BuzzSumo)

3. Analyze Paid Ad Strategy (SEMrush)

4. See who is amplifying competitors’ content- who is sharing their content (BuzzSumo)

- who is linking to their content (SEMrush)

5. Create competitor content alerts - keyword, domain & link alerts (BuzzSumo)

- keyword, search visibility in local and mobile (SEMrush)

Summary

Review competitors’ strategies and what is working

Copy and improve content and strategies that workIdentify keyword opportunitiesProduce better content (formats and headlines)Reach out to backlink opportunitiesTarget influential leaders who share competitors’ contentTrack developments and react accordingly

#CompetitiveIntelligence

Offers

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SEMrush 30-day Free Trial Guru http://bit.ly/SEMrushFREE30-RaysonStart your Trial NOW! Expires March 3, 2015.

#CompetitiveIntelligence

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#CompetitiveIntelligence

Thank you for participating! Questions? @SEMrush @RadioMS @Buzzsumo @steverayson

#CompetitiveIntelligence

Winning with Competitive Intelligence@SEMrush @RadioMS @Buzzsumo @steverayson

#CompetitiveIntelligence