#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

You Need Competitive Intelligence

You should review what is working for your competitors including:

- Keywords- Acquisition- Content- Ad Strategy- Amplification (Who links to & shares their content)

You also need to set up systems to track competitorson a regular basis

Keywords – use SEMrush review

Keywords

Traffic Acquisition - how do we compare?

Content popular in Search

Review performing content with BuzzSumo

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?

Use BuzzSumo to 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

Search domain by topic

Review referring domains

Backlinks Comparison

Track Competitors

What did they publish today?

Who mentioned them today?

Who linked to them today?

What Local/Mobile positions were stolen?

BuzzSumo Content Alerts (Mentions, Links, New Content Published)

Be alerted every time they publish new content

Reports of Search Visibility Changes in Position Tracker

Review in SEMrush

Reports on competitors’ search results by location and mobile 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 leaders that share their contentTrack developments and react accordingly

#CompetitiveIntelligence

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

#CompetitiveIntelligence