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For successful SEO promotion, it is important to know your competitors in search and be able to evaluate the results of their work. But what criteria should be used for such an analysis? Typically, there are several key factors for this:
These indicators play an important role, but often we do not have access to all the information about a competitor’s site and do not know:
It is worth noting that even the competitor himself does not always have accurate information about the share of sales received through SEO. However, this is a topic for another article.
To get around these limitations, you can try a different approach. Let's imagine that we have data on search engine results (for example, TOP-100) for all queries that users search for during the month. This will give us useful information about our competitors.
We can analyze the queries for which our site was in the TOP 100, and then compile a list of sites that are also in the TOP 100 for these queries. After this, we can normalize the data by the frequency of these queries and their positions in the TOP, obtaining, for example, 30 sites with the highest visibility.
In the diagram it will look like this:
We will receive a list of competitors in search, which will allow us to conduct a more in-depth analysis, for example, identifying common queries between our site and competitors, as well as finding queries for which competitors rank, but our site does not.
A big plus for us was that they collected an extensive database of search queries for the region, including large cities, which allows us to more accurately analyze competitors and their strategies.
Using the “Site Analysis / Domain Analysis / SEO Analysis / Competitors” tool, we can quickly find the main competing sites in the search results. After executing the query, we receive a table with the results, which can be used for further analysis:
Let's look at two key columns:
Visibility helps us compare sites and determine which competitors are in the lead and who are the underdogs.
Missing key phrases show for which queries our site does not appear in search results, but competitors occupy positions for these queries.
Although the service provides a fairly wide list of competitors, not all of them may be direct competitors for us. To clarify the picture, it is useful to use the “competitor graph” tool.
In the final report you can see a graph that helps you quickly identify your main competitors. The closer the competitor’s circle is to our site (higher and to the right on the graph), the more likely it is that it is our direct competitor.
For a more detailed analysis of competitor requests, we can go to a special report by clicking on the number in the “Missing key phrases” column.
In this report, we see queries for which our site is not presented in search results, but a competitor does. We can evaluate the competitor's position, the frequency of queries and the cost of clicks on these queries in contextual advertising. This data can be exported in a convenient format, such as .xlsx, and analyzed in Excel. It is worth noting that export can take from 2 to 4 minutes, which is a small disadvantage of the service.
After we download the queries in .xlsx format, we can conduct additional analysis in Excel:
After the requests are processed, we select those that are suitable for our site and add them to the semantic core.
In addition to queries, using the “Leading Pages” tool, you can analyze the most popular pages of your competitors that generate traffic. This gives us ideas for our own website.
For example, we may notice that pages with URL filters (/type/) rank well, and this can become the basis for our future content.
One of the useful functions of the service is the “Domain Comparison” tool. It allows you to compare the semantics of up to three sites simultaneously.
This makes it possible to see that our site has a broader semantic core compared to competitors. This may indicate higher rankings and better growth prospects for our site.
Conducting competitive SEO intelligence and regular analysis allows you not only to track current successes, but also to quickly adjust your strategy. Competitors do not stand still, and it is important to always be aware of new opportunities.
If you have any questions about SEO analysis, you can contact the SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
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