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Competitive Intel: Here’s What an SEO Competitor Analysis Tells You
By Joshua Nite
Search engine optimization (SEO) is a competition. For any given keyword or topic, your content is battling thousands of others for limited (and constantly shrinking!) real estate.
Here’s how small the victor’s podium is:
- The top three organic search results receive more than 2/3rds of the clicks
- The top result receives more clicks than the 3rd-10th combined
- In searches with a featured snippet, the snippet has a 43% click through rate
With such a narrow target to hit, it’s not enough to optimize your content, or even your site, without comparing it to the content you’re competing against.
An SEO competitor analysis can help you develop a strong strategy that makes your content stronger and takes advantage of your competitor’s underdeveloped content and blind spots. Here’s what you need to know.
What is SEO competitor analysis?
SEO competitor analysis is the practice of evaluating the content and websites of other companies in your industry. The goal is to find opportunities for your content to better suit specific search queries. You’re looking for places where your competitors are lacking content completely for relevant keywords, and especially where they’re getting good rankings with thin content.
How to perform SEO competitor analysis
There are multiple steps to a comprehensive competitor analysis. Some are a lot easier with tools like Semrush, but at the base level, you can begin with just your browser and Google.
Step 1: Identify competitors
This may seem like too small of a first step; if you’ve been in business any time at all, you know who you’re competing with for customers. But it’s important to identify your search competition.
Your SEO competitors aren’t just the businesses that offer similar products or services; they’re also those vying for the same keywords and search engine real estate. These can include:
- Direct competitors: Start with your existing list of businesses in your industry who are going after similar customers. These are your direct competitors, and they’re likely targeting the same audience and keywords as you.
- Indirect competitors: These businesses may not offer the same products or services but still compete for your audience’s attention. For example, if you sell a logistics solution, your indirect competitors could include shipping and trucking companies. Anyone who is targeting the same keywords and/or audience should be on your radar.
- SERP competitors: To narrow the field a little, take a look at who is already ranking in the search engine results pages (SERPs) for keywords relevant to your business. These are the ones you’re directly competing with for visibility and clicks.
- Keyword competitors: Use keyword research tools to identify competitors who are targeting the same keywords as you. Look for businesses ranking for …read more
Source:: Top Rank Blog
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