Search Engine Optimisation (SEO) is a constantly evolving industry, and staying on top of the latest trends and strategies is essential for success. One key aspect of effective SEO is competitive research. By analysing the competition, you can identify what is working for them and use that information to improve your own SEO efforts. In this guide, we will walk you through the steps of conducting competitive research in SEO.
Step 1: Identify your competitors
The first step in competitive research is to identify your competitors. These are the websites that are ranking for the same keywords as you and are competing for the same audience. You can start by conducting a Google search for the keywords you want to rank for and making a list of the top-ranking websites. You can also use tools like SEMrush, Ahrefs, or Moz to identify your competitors and get insights into their SEO strategies.
Step 2: Analyse their website structure and content
Once you have identified your competitors, the next step is to analyze their website structure and content. Look for factors like site architecture, URL structure, internal linking, and the use of header tags. These are all important SEO factors that can impact rankings. You should also analyse their content strategy, including the types of content they are creating, the topics they are covering, and the keywords they are targeting.
Step 3: Evaluate their backlink profile
Backlinks are a critical factor in SEO, and analyzing your competitors’ backlink profiles can give you insights into how they are acquiring links. Look for factors like the number of backlinks, the quality of those links, and the anchor text used in the links. You can use tools like Ahrefs, Majestic, or Moz to get a comprehensive view of your competitors’ backlink profiles.
Step 4: Assess their social media presence
Social media can play a role in SEO, so it’s important to assess your competitors’ social media presence. Look for factors like the number of followers, the engagement rate, and the types of content they are sharing. You can also analyse their social media strategy to see if they are using social media to drive traffic to their website or if they are using it primarily for branding and awareness.
Step 5: Identify opportunities for improvement
After you have completed your analysis, it’s time to identify opportunities for improvement. Look for areas where your competitors are weak or where you can differentiate yourself. For example, if your competitors are not targeting a particular keyword, you could create content around that keyword and potentially rank higher. You can also look for gaps in their content strategy and create content that fills those gaps.
Here are some additional tips to keep in mind when conducting competitive research in SEO:
Look for patterns: Don’t just focus on individual factors like backlinks or content topics. Look for patterns and trends in your competitors’ SEO strategies. For example, do they tend to focus on long-form content or do they prioritize video content? Identifying patterns can help you develop a more comprehensive understanding of their strategy.
Consider user experience: SEO is not just about rankings and traffic; it’s also about providing a great user experience. Analyse your competitors’ websites to see how easy they are to navigate, how fast they load, and how engaging their content is. These factors can all impact user behavior and ultimately impact your SEO.
Keep an eye on emerging competitors: Your competitors today may not be your competitors tomorrow. Keep an eye on emerging competitors and new entrants in your industry. They may be using innovative SEO strategies that you can learn from or may pose a threat to your rankings in the future.
Use multiple sources of data: Don’t rely on just one tool or data source when conducting competitive research. Use multiple sources of data to get a more comprehensive view of your competitors’ SEO strategies. For example, you can use Google Analytics to analyse their traffic sources and behavior on their website, in addition to using SEO tools to analyze their backlink profile and keyword rankings.
By following these tips, you can conduct more effective competitive research in SEO and develop a more successful SEO strategy. Remember to continually monitor your competitors and adapt your strategy accordingly to stay ahead of the competition.
