Given that you will probably be glancing every now and then at how your competitors are doing anyway – it’s difficult to resist checking whether they are ranking higher or lower than you for a particular keyword – it makes sense to know how to undertake a more formal analysis of their search engine optimisation (SEO).
It’s worth remembering that while simply copying your rivals’ approach to SEO is not a fast ticket to success – after all, you’ll need to figure out the best ways to beat them, not merely match them – a competitor analysis can nonetheless provide vital insight into how your own site could do better.
The five steps to a successful competitor SEO analysis
There are five basic components to an analysis of your rivals’ SEO that will actually provide the information you need about where your competitors are going right or wrong – and by extension, what moves you could make to better challenge them in the search engine results pages (SERPs).
These are (1) determining your critical keyword themes and the sites competing with you for such themes; (2) conducting an organic ranking audit; (3) analysing the top-ranking pages; (4) identifying the elements valued by search engines; and (5) developing a plan to improve on these elements for your own site.
Even a relatively basic analysis can go a long way
As we mentioned above, picking out keywords and competitors is an important part of an effective SEO competitor analysis. If you have a keyword strategy already, this should be a straightforward step – and if you don’t, our team here at Piranha Designs can help to put one together for you.
Some rudimentary keyword research can be carried out through the use of a tool like the free Google Keyword Planner. However, pinpointing your competitors from an SEO standpoint can be a little trickier, as they aren’t always the same as those your marketing team may have in mind. Remember that both large and small ecommerce sites can be SEO rivals of yours, as well as media companies and sites with different business models.
Then, there’s the SEO ranking audit to undertake. You could do this with a dedicated enterprise SEO platform or even just manually with a spreadsheet, documenting how highly various rivals are ranking for certain keywords.
Finally, once you’ve got such invaluable ranking data, you’ll need to start scrutinising and making some conclusions from it. It is at this stage that you will need to dissect the competitor pages that are outranking you, and consider just what is making those pages so special in the eyes of Google.
It could be that certain high-performing competitor pages have more content than yours, or are optimised more effectively for the keyword themes you have identified. Perhaps they’re simply more engaging to read, which makes it more likely that the average reader will remain on that page, instead of simply leaving (‘bouncing’) a few seconds after arrival?
Take your next big step to SEO success with Piranha Designs
We could go into greater detail about how your business could make leaps and bounds online – but of course, we only have so much space here. So why not contact the Piranha Designs team to discuss how we could devise a search engine optimisation strategy that delivers big results for your brand?