Each time Google makes revisions on its “Google algorithm, webmasters go gaga trying to figure out and finding new means to cope with the abrupt change fearing that it may bring about tremendous effect on their page rank in the SERPs. This means prolonged working hours and sleepless nights for them trying to figure out the effects as well as remedies for this abrupt change.
So, you think that’s too bad, right? Well, you haven’t clearly seen the entire picture yet. It’s bad enough that you have to constantly keep yourself abreast of the latest features, updates and releases made by Google, and on top of that, you also have to find solutions and techniques so that this sudden change in the Google algorithm won’t greatly affect your page rank. However, it doesn’t end there. After you have figured out how the algorithm works, and optimized your website in order to dance with the tune of the new formula, you still have to consider the fact that you are not alone on your chosen niche. You have competitors who could have found better ways to outsmart the algorithm, thus you also have to find ways to outsmart them. This is the part where competitive research and analysis enters the picture.
Competitive Research and Analysis
Competitive research is the process of examining all aspects that may be affecting a business environment. It mainly asks questions about your competitors, the latest economic trends, government regulations, market structure, etc. However, when it comes to SEO competitive research, the processes involved include studying those websites that are ranking for your targeted keywords in order to have an edge over your competitors. In other words, competitive research is basically the study of your competitors, especially the ones that outranked your position in the SERPs.
Competitor Analysis’ main goal is to create a delineation of every move and technique a competitor of the same niche may be doing or might do in case of an abrupt change in the Google algorithm or other search engines. This also includes the strategies and possible response or contingency plans a competitor might employ in case another competitor of the same niche made strategic and crucial changes to their site; and the most probable reaction that your competitors will do in cases of environmental shifts and industry changes. Competitor Analysis has been proven to be an effective and efficient approach to analyze and figure out your competitors’ marketing techniques and this will help you to find ways and means to outsmart and step up to them.
Both processes mentioned above are huge parts and two of the most important aspects of organic search engine optimization, which every webmaster should focus on.
Importance of Doing Competitive Research and Analysis
In order to get ahead of your competitors and to totally outsmart them, first, you must understand and figure out why your competitors ranks well and how your site matches up compared to theirs. This will give you a better picture which will help you in setting your goals, which will further help you as to which area you should pay close attention to, for you to have an edge over your competitors.
Determining Your Direct Competitors
Before going gung-ho over analyzing your direct competitors, you also have to consider that not all of your competitors’ techniques will work, thus you should only focus on those competitors’ whose techniques actually worked and are producing great and valuable results in the SERPs. Also, pay close attention to those sites that are ranking well for your keywords, even if they do not belong to the same niche. May be you’re wondering why you have to bother checking sites belonging to other niches --- well, if search engines considered those sites as relevant, thereby giving them high ranking, perhaps it’s also high time for you to pay attention to those sites, scrutinize and figure out why they are ranking so well.
In selecting your direct competitors, the major search engines (Google, Yahoo!, and Bing) play an important role. Consider the top 10 ranking sites, having your targeted keywords as gauge, in the major search engines as your most important competitors.
Conducting Competitive Research
The first step would be to know your position in the SERPs for your targeted keywords. Look for those sites that have higher page rank than yours, and try to analyze what they may be doing to get a better position in the SERPs. To do this, you need the right kind of keyword tool because a properly conducted research involves good keyword research tool. There are lots of keyword research tools out there, which may help you, but if you want intensive and up to date data, then you better use KeywordSpy.
KeywordSpy will not only show you your PPC Competitors, but it will also provide you useful data that will greatly help you with your competitor analysis such as the positioning of your competitors in terms of PPC Keywords and Organic Keywords. Aside from the most effective and profitable keywords being used by your competitors, other information that you can get from KeywordSpy are the following: the Daily Ad Budget of your competitor, Average Ad Position, Average Cost per click, PPC Ad Copies, and PPC and Organic Keywords.
After searching for your competitor in terms of your targeted keywords, you can now start doing your competitor analysis to look for ways to beat them such as examining your competitor’s link structure, the way your competitor’s website has been optimized, and the effective keywords that your competitor is using, which is missing in your own campaign. After proper analysis and after you have figured out the key areas in your site that needs improvement and the areas on your competitors’ site that have loopholes, then you can work on this to your advantage.
As you continue to optimize your site, competitive analysis allows you to retain your edge and stay on top of your competitors. However, getting on top of the SERPs is not as easy as staying there. The game goes on as you continuously need to find techniques and develop strategies that will give you an assurance of staying on top.
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