Competitive analysis is one of the most important parts of any project we do. It provides detailed intelligence across technical SEO, local SEO, backlinks (off-page SEO), content structure/quality (on-page SEO). It looks at what issues could be hindering top-notch performance, opportunities/recommendations on easy things to fix with high impact (e.g. the ‘low-hanging fruit’), as well as deeper issues that may need further attention.
Data/insights are one thing. Actionable recommendations and strategy are another.
There are many tools that provide valuable insight. However, unless there are digital strategists to turn those insights/research into tangible next steps, there’s simply no value-add. The research and the numbers would just be a small part of this project. Understanding the competitive landscape, understanding what they’re doing, and folding that into the digital strategy is when this exercise becomes vital in driving organizational success.
Competitive research can be boiled down to the simplest form. We understand what competition is doing, why they’re doing it, the results from that activity – so we can do it better. We break down the competitive analysis into two different areas; Organic and Named. Organic is completely objective. We learn about keywords/phrases that they wanted to rank for (either locally or nationally), and understand which companies are currently ranking for those. We would dig in to understand where this traffic is coming from, so again – we can learn, leverage and improve on what they’re currently doing.
We did an extremely thorough, top to bottom, research of the logistics industry so we could provide tangible next steps (both data-driven and substancially conclusive based upon research) so our client could best navigate a competitive industry.
*The visuals/ data screenshots on this case study were generated by us, using the tools at our disposal, but have been recreated using different competitors and data points to protect our client work.
Before looking at other organizations, we first analyzed how this particular client was doing. There were key metrics we pulled from onsite analytics combined with third-party data. This information helps paint a picture of where they were at, and where we need to go. We use tools to do a first diagnose, and then get an understanding of the effort/benefit of fixes. Many times, one small tweak can significantly reduce major issues across a digital property. We use tools/data to diagnose, but then utilize our experience to turn that data into strategic recommendations.