webmarketing123 webinar seo espionage- beat the competition in 3 steps
TRANSCRIPT
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SEO Espionage: Beat Your Competitors in 3 Steps
facebook.com/webmarketing123
Dial: +1 (646) 558-2122 Access Code: 188-920-523 Today’s Host:
Mike Turner Senior SEO Strategist
“What are my competitors up to?”
“Are they ahead of me on the search engines?”
@webmarketing123
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Some Practical Matters
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Are the slides available? Yes! Just email [email protected] Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123
Some Practical Matters
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@webmarketing123
Are the slides available? Yes! Just email [email protected] Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123
Want to learn more?
Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
Some Practical Matters
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Use the chat box to ask questions & make comments.
Some Practical Matters
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There are 4 billion searches on Google every day.
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Searches on your company name (“Direct”) drive the most traffic. But search engine traffic is growing faster.
Google Benchmark Results on Traffic Sources 2011
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Introducers
Influencers
Closers
A
B
C
- SEO: Broad/generic keyword searches
- Display advertising
- Email marketing
- Social media - Brand names
- Remarketing
- Search advertising
- Search marketing - Model numbers
- Branded terms
And even those “Direct” searches often start with keyword searches.
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1 How Do You Stack Up Compared to Your Competitors? Take a look at their web traffic and demographics.
2 Look Deeper with SEO Tools Are you aware of the “Myth of Market Share”? Look more deeply into your competitors’ “online footprint”, keywords and metadata.
3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.
Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps
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Let’s imagine that you woke up this morning as CMO of a company that sells Material Safety Data Sheets (MSDS).
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Know Thy Enemy…
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What tools can I use to learn about them?
@webmarketing123
Do they get more web traffic than we do?
Should I try to copy what they’re doing with their SEO?
How sophisticated are their digital marketing efforts?
Know Thy Enemy…
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@webmarketing123
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@webmarketing123
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But what about all the other keywords?
chemical Inventory chemical Management chemical Msds environmental Compliance environmental compliance services ghs msdsghs solutions globally harmonized system harmonized system hazard communication msds hazard communication standard Hazcom material safety data sheet material safety data sheets Msds authoring
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Let’s pause, before we go down that path...
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Wharton: Focus on Profitability, not Market Share
Source: Wharton Research: bit.ly/mythmarket
"We're not saying companies shouldn't pay attention to their competitors; they might be doing reasonable things that you may also want to do," Wharton’s Armstrong says. "What we're saying is that the objective should not be to try to beat your competitor. The objective should be profitability. In view of all the damage that occurs by focusing on market share, companies would be better off not measuring it."
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They may have a different focus.
Reasons NOT to focus or dwell on competitors:
Inspired by an article by Seena Sharp, Sharp Market Intelligence
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Reasons NOT to focus or dwell on competitors: You may have a stronger strategy.
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Reasons NOT to focus or dwell on competitors: Competitors can make mistakes.
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But on the other hand... Competitors define the overall market landscape.
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But on the other hand...
They might show you how to successfully engage with customers.
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But on the other hand... A distracted competitor offers a huge opportunity.
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@webmarketing123
Regarding Digital Marketing… Are your online and offline competitors the same?
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Regarding Digital Marketing…
Are your competitors pursuing SEO? Paid Search?
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@webmarketing123
Regarding Digital Marketing…
Are you playing catch-up online, or do you have a chance to establish leadership?
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@webmarketing123
Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps
1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”?
2 Look Deeper with SEO Tools. Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.
3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.
![Page 29: Webmarketing123 webinar seo espionage- beat the competition in 3 steps](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5557b8f2d8b42a4a5d8b5412/html5/thumbnails/29.jpg)
@webmarketing123
Doubleclick AdPlanner (owned by Google) Google Keyword Tool (for searching on branded terms) Alexa (owned by Amazon) Compete Quantcast URL Trends
Some Popular Tools for Estimating a Competitor’s Website Traffic & Demographics:
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@webmarketing123
Let’s see what SEO Tools can show us about your 3 main MSDS competitors.
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@webmarketing123
How would you evaluate which keywords were more important?
What Are Your Competitors Optimizing For?
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@webmarketing123
How would you evaluate which keywords were more important? Which keywords have more traffic?
What Are Your Competitors Optimizing For?
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@webmarketing123
How would you evaluate which keywords were more important? Which keywords have more traffic? Which have more traffic that leads to sales?
What Are Your Competitors Optimizing For?
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@webmarketing123
What sort of keyword strategy are they employing?
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@webmarketing123
What sort of keyword strategy are they employing?
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@webmarketing123
What is the size of their online “footprint”?
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Based on what you’ve learned, you craft a strategic mix of keywords.
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@webmarketing123
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And in relation to the competition…
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@webmarketing123
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High Rankings Matter.
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@webmarketing123
Today’s Agenda: SEO Espionage: Beat the Competition in 3 Steps
1 How Do You Stack Up Compared to Your Competitors? Are you aware of the “Myth of Market Share”?
2 Look Deeper with SEO Tools. Take a look at their web traffic and demographics. Look more deeply into your competitors’ “online footprint”, keywords and metadata.
3 Use Analytics for a Process of Continuous Improvement Use what you’ve learned to inform your SEO. Evaluate & optimize for profitability.
![Page 46: Webmarketing123 webinar seo espionage- beat the competition in 3 steps](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5557b8f2d8b42a4a5d8b5412/html5/thumbnails/46.jpg)
@webmarketing123
But are we ranking for the RIGHT keywords?
Turning to a different client story here... digital magazines
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@webmarketing123
But are we ranking for the RIGHT keywords?
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@webmarketing123
But are we ranking for the RIGHT keywords?
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@webmarketing123
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@webmarketing123
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Tying It All Together
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@webmarketing123
Tying It All Together
• Are you studying your competitors in a constructive way?
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@webmarketing123
Tying It All Together
• Are you studying your competitors in a constructive way? • Do you have a diversified keyword strategy for your on-page and link-building efforts?
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@webmarketing123
Tying It All Together
• Are you studying your competitors in a constructive way? • Do you have a diversified keyword strategy for your on-page and link-building efforts? • Have you adopted a metrics-based approach that measures outcomes and captures data from keyword to closed deal?
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Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card! Email [email protected]
Or visit bit.ly/wm123seo
![Page 56: Webmarketing123 webinar seo espionage- beat the competition in 3 steps](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5557b8f2d8b42a4a5d8b5412/html5/thumbnails/56.jpg)
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What can you expect from speaking with one of our analysts?
- “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. - Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing.
Visit bit.ly/wm123seo
Next week: New From Google, Algorithm Changes & Social Media Analytics
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