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Using Competitive Analysis to Shape Your Company's SEO Strategies

Ecommerce SEO is imperative to online marketing success for digital retailers. With most people relying on quick Google searches for products, online reviews, and information pertaining to the needs they have, attaining the highest ranks online within your marketing is going to help you grow.

SEO Competitive Analysis

But how do you know what your competitors are doing, and how can you keep up with them. Leveraging their SEO strategies will help you build your company, grow, and stay ahead of the curve. These are a few ways to mimic your competition.

1. Mirror backlinks

As a staple in most ecommerce SEO competitive analysis, learn how they are building inbound backlinks. Google has gotten sharper with the new algorithms, so figuring out how to properly use links is important for higher SEO rank. Finding the high quality sources in your niche is a daunting task, so learn how your competitors do it to cut the time.

There are free and paid for tools out there to help you gain insight as to what your competitors do. Although you don't want to copy their strategy, you can use some of their tactics to find reputable links within your niche.

2. Content marketing

Content marketing via video, email marketing, blogs, and other content, is also important to your SEO rank. Therefore, you can see what competitors are doing within this field, in order to learn what works, what doesn't, and what to incorporate to your SEO strategy.

You don't want to duplicate what works, but simply gain insight about your audience to learn what is most appealing to them. From there, you can build new content which works best within your niche, and for your target audience as well.

3. Geography

To gain SEO rank for long tailed keywords, you want to write articles about your niche, in the local geographic area your business is located in. You have to keep it within your industry niche as well as geographic area. This gives you a competitive advantage, but if there are many local companies in your niche, learn what works and what doesn't.

Again, you don't want to copy what they do. But rather look at what works, but gains traction, which posts are most read, and so forth. By knowing what your competitors are doing locally, you gain new insight, and also learn about what your niche audience is looking for within your industry as well.

There is no single method to increase SEO rankings over night; but, doing a few things, making certain modifications, and learning the new Google algorithm, is imperative if you do want to see your rank jump for long and short tailed keywords.

Further, learning from your competition allows you to learn what to do, and what you should avoid doing within your business niche. Not only will using these three tactics help you see what your competitors are doing well (and where they are failing), it will also give you insight as to how you can rebuild and re-brand your company, in order to gain visibility on the web.

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How SERP Analysis Can Help Shape a Solid SEO Strategy

SERP AnalysisWith today's univeral Google SERP (Search Engine Results Page), SEOs are now competing with news items, products, image results, social media content, local listings, and other types of searchable content that was not otherwise being displayed in the regular SERPs of the past.

So, how does an SEO review the SERP to determine the actual content they are competing with the results page so as to improve the quality of their strategy? Below we share some solid insights as to how you can embrace SERP analysis to help shape a solid SEO strategy.

First, Pinpoint the Right Keywords

The starting point to every SEO procedure is identifying the right keywords to optimize a given website or web content. Depending on the uniqueness of your niche and the extent of your SEO exercise, you can settle on a couple of keywords to review the SERP. There are various tools that are available to help you get the ideal keywords to optimize for a given website. Three of the top tools that you can use are:

Some of the SEO tools and resources can help you shape a click centric SEO strategy that's data driven and actionable.

Review the Organic Listings on Page 1

Once you have identified the keywords to use in your SEO campaign, you will then review the search results page of each of the keywords. For a start, you can focus on the organic results. Of importance to note are the type of content that is on the results page and the target market of the content available in the results.

Are there any predominant types of content? How much social media back-links point to the websites? Are the websites from specific brand and authority domains or from regular websites? Are the results blended, that is, news results, images, videos, shopping, local search or other Google categories? Are there any predominant characteristics of the websites on the results page?

Google has over the years evolved its results page to have more dynamic results in a bid to meet the needs of divergent searchers. Some people want straight answers, infographics, PDF results and other non-typical results. These changing results now demand for a paradigm shift in the way SEOs optimize and compete for SERP slots.

The in-depth review of the SERP page will reveal who your true SERP Competitors are, where your direct competitors rank and how this plays out in your optimization and search engine marketing campaign. The tools that you can use for this SERP analysis will include:

Review the Paid Search Results

Another important analysis of the SERP is the sponsored links and paid advertisements featuring in a results page. The type of advertisements will give you an indication of the perception that marketing have to a given keyword.

Some keywords will have localized advertisements, price focused advertisement, variation keyword advertisements and other more sophisticated advertisements. The wording, locations and designs of the advertisements are also important to note. You can also analyze the type of predominant advertisers.

Are the advertisers manufacturers, big distributors, affiliates, providing a free product or service, or networking websites? You can also review the level of competition for a given keyword. All these factors will give you a more in-depth perspective about the keywords that you are seeking to optimize. For analyzing the paid results, you can use various tools including:

Making Sense of Your SERP Analysis for SEO

The SEO analysis of the SERP will significantly impact your SEO tactics. You may need to adjust your landing page and redesign it in a way that is more favorable to the results pages. You may also want to consider non traditional content for landing pages including blogs, PDFs, question and answer (Q&A) pages, images, forums and social media pages.

You must also manage the expectations of the leads from the search results pages to ensure high conversion rate. This may call for more creativity and a paradigm shift of how to get to your target market.

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