An SEO competition analysis is a process used by marketers to evaluate websites that rank higher on Search Engine Results (SERP) pages for search queries related to their products or services.
This analysis helps you identify the keywords that drive the most traffic to your competitors’ sites, the strategy they use to distance you, the backlinks they have earned, and how they communicate their value to their audience. Once you have identified what your competitors are doing to move forward, you can optimize your site and refine your content strategy to climb higher in the SERPs.
As you can see, the SEO analysis workflow is divided into four phases:
- Identify your potential competitors in SEO
This initial phase is particularly useful if you are starting an SEO process for a new customer or new industry that you do not know and you must start all over again to identify any potentially relevant competitors.
It is important to note that these are not necessarily limited to companies or websites offering the same type of content, services or products as you, but may be any website competing with you in the results of your search. search for targeted keywords.
- Validate your SEO Competitors
Once you have the potential competitors that you have gathered from different relevant sources, it is time to validate them, analyzing and filtering those who are already ranking and, to what extent, for the same keywords you are targeting.
In addition, at this point, you will also develop your list of potential target keywords by performing a keyword search. This should use sources other than those you have already identified from your competitors and your current organic search data. These sources could represent new opportunities.
- Compare with your SEO Competitors
Now that you have your SEO competitors and your potential target keywords, you can gather, list and compare your site to your competitors, using all the relevant data to select and prioritize these keywords. This will likely include the relevance of keywords, current rankings, search volume, ranked pages, as well as the popularity of domain links, content optimization and the characteristics of page results, among others.
- Select your target keywords
Finally, it’s time to analyze previously collected data for your own site and your competitors, using the specified criteria to select the best keyword to target for your own short, medium and long-term situation during your SEO process: with the highest relevance, research volume and profitability. The best starting point is the ranking in which you are competitive in terms of popularity and content.
The analysis of SEO competition is essential as it provides data on the tactics used in our industry and what we will have to do to start improving our keyword rankings. The information from this analysis helps us understand which tasks to prioritize and how we develop our campaigns. By seeing where our competitors are strongest and weakest, we can determine how hard it will be to surpass them and how many resources will be needed to do it.
Competitor analysis is essential for three reasons:
- You can find what they are doing well
- You can find strategic advantages
- You can find link opportunities