Beginner’s Guide on How To Do Keyword Competitive Analysis.
Imagine reverse engineering your competitor’s success by identifying their vulnerabilities so that you can win big, and make them lose customers. This, my friend, is the charm of keyword competitive analysis.
In the world of digital marketing, proper usage of keywords separates the winners from the losers. For the most successful business-to-business (B2B) marketers, keyword research is the backbone of search engine optimization (SEO).
By identifying the most used queries for a particular niche, product, or topic, even young entrepreneurs like you can propel your business to success. That is the core of keyword research, but it’s more than that.
When it comes to building your SEO strategy, which includes the right usage of keywords, your goal should be “to beat your business rivals at their game.”
How can you do this? You must evaluate the performance, strategy, keywords, and content of the top rankers. That’s easier said than done when you don’t know where to start.
Why Is It Crucial to SEO?
In the Godfather movie, Don Corleone said, “Keep your friends close, while your enemies closer.” When Mario Puzo wrote that in his novel, he never thought it would be relevant to digital marketers.
In search engine optimization, your competitors could be an ally even if they don’t know you’re treating them as such. Much like in any other industry, having knowledge of your rival’s strategies and campaigns provides helpful information.
You can use the data you’ve gathered to strategize and outrank rival sites. When you’re evaluating your competitor’s tactics, you should focus on discovering what they’re doing with their keywords.
Keyword competitor analysis also allows you to see gaps in their SEO strategy. It’s a method of reverse engineering your own marketing strategies by learning from the people who are above you.
To be better than them, you must provide what they don’t and you’ve got to structure your content like they do.
How to Do Keyword Competitive Analysis
Specifically, this method is divided into five steps. Keyword research sits at the top, and determining the barrier of entry lies at the bottom.
First, you’ve to know the keywords your website can really target. For example, the term “jewelry” is used by the brands Kay and Tiffany. Online, they’re the authority in the accessories niche.
In this step, it’s best to use mind mapping to organize thoughts, words, items, and tasks. By using a non-linear graphical layout, you can place a target keyword at the center, and link the relevant concepts and styles that your competitor is using.
If you enter “jewelry” on SEMrush, a Software as a Service (SaaS) company that offers SEO toolkits, including keyword research and ranking searches, you’ll find the top keywords for the said term: jewelry store and jewelry armoire.
Identifying your top-ranked competitors
Once you’re done with keyword research, type those phrases into Bing and Google and list down the webpages that are in the top ten. Often, you’ll see the same websites for each keyword you enter.
Analyzing your competitors
After listing rival websites, you must thoroughly peruse their profile. To do this, collect their general metrics, such as domain authority, social shares, link velocity, domain age, and inbound links.
Are their webpages faster than yours? How much traffic do their websites receive? On average, how many keywords do they use in their articles? By knowing the answers to these questions, you can optimize your content accordingly.
Most importantly, you need to know their backlink profile. How many websites are linking out to them?
Most top rankers have at least one backlink on their web pages.
Do include statistics, surveys, polls, studies, and other valuable information in your articles so that you can entice other marketers to link out to your website.
Content and social media audit
When you’re finished with step four, you should research their social media and content marketing strategies. To make this part easy for you, just find the answers to the following questions.
- How often do they post on social media platforms?
- What social sharing platforms are they using?
- Are they active on Facebook, Twitter, or Instagram?
- What hashtags do they include in their posts?
- Do they use ads buying?
- Do they focus on organic searches or paid advertising?
Determining your barrier of entry
Once you thoroughly understand their marketing strategies, you can design yours based on the averages from your gathered data.
For example, by knowing the outbound links in the top ten pages in SERP for a particular keyword, you can determine which links are considered good or bad. Bad links can hurt your website’s reputation, while good links can increase your page’s ranking.
The data you’ve gathered from conducting a keyword competitor analysis can be used to shape the foundations of your SEO strategy. By finding weaknesses and gaps in your competitors’ content, you can provide what searchers and prospects additionally need.
In doing so, you can improve your website’s online reputation and your brand’s awareness, and ultimately, your content’s ranking in SERP will considerably improve. If you do everything right, you can even land a sweet spot on the first page.
If you want to get more knowledge on how to do keyword competitive analysis, click here to get a free course on the subject.