how to win with competitive intelligence
TRANSCRIPT
#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
BuzzSumo 30% off for 3 months, no further commitment Coupon code: buzzsumo_semrushOffer Valid until April
SEMrush 30-day Free Trial Guru http://bit.ly/SEMrushFREE30-RaysonStart your Trial NOW! Expires March 3, 2015.
#CompetitiveIntelligence
{Poll}
#CompetitiveIntelligence
Thank you for participating! Questions? @SEMrush @RadioMS @Buzzsumo @steverayson
#CompetitiveIntelligence
Winning with Competitive Intelligence@SEMrush @RadioMS @Buzzsumo @steverayson
#CompetitiveIntelligence