how to beat your competitors - internetretailing expo 2017

BRAUMGroup 1

Laura HoganWant to beat your

competitors?Learn from them@lauralouise90

[email protected]/LauraHogan1

BRAUMGroup 2@lauralouise90 | [email protected]

why should you care aboutyour competitors?

@lauralouise90 | [email protected]

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

strategyand that they aren’t watching

you@lauralouise90 | [email protected]

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

1.17B

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 | [email protected]

social media

content links

rankingsalerts


alerts

set these up for your competitors and yourself


monitorbrand

servicesproductspersonne

l@lauralouise90 | [email protected]

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 |

[email protected]

how to analyse why rankings have

changed@lauralouise90 | [email protected]


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 | [email protected]

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

too


great engagement and brands that target the same demographic as us

@lauralouise90@lauralouise90 | [email protected]

+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

home

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



links


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 | [email protected]


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

ge

i now have a list of potential

bloggers to target


www.yourwebsitename.com71@lauralouise90@lauralouise90 | [email protected]

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

Marketing