We all know the popular phrase "keep your friends close, but even closer to your enemies", and many times we forget to apply it to SEO positioning where it is extremely useful, although at first many may think otherwise.
Today, we see many companies that work in SEO and do not bother to analyze their competitors, which is a huge mistake, since a deep analysis of our competence can provide us with a lot of information to obtain a better positioning at any stage of the company. And for companies that are started in the world of digital marketing and are not entirely clear where to shoot, it can always be a very good reference point to do so.
Analyzing the competition can help us find out which sites are linking to them and whether they link us to us or not, what kind of audience they are targeting or which keywords work best for them, among other things. In this way, you can take advantage of their strengths and weaknesses, attacking a very specific market from which you already have enough information to begin to obtain performance.
Irrespective of niche whether you're in travel industry, running an ecommerce outlet or selling logo design services, you must always keep an eye on your competitors by following the elements mentioned below:
Step 1: Identify your competitors
For the study to be optimal and we can draw real conclusions to apply later, the first thing we have to worry about is who our competitors really are. You do not have to make a complete list of 5 pages, stay with the 4-5 that you think are really your real competitors. To identify them you can do it with tools like SEMrush, Moz, ahrefs, Majestic, etc ..., or the old way: knowing the businesses that are engaged in activities similar to yours and doing Google searches to see which competitors bid for the same keywords that yours or are advertised on the same websites as your business. Obviously, if your sector is not very competitive, this task will be more pleasant and faster.
Step 2: Information is power
If the more sugar sweeter, the more information you collect the better the conclusions you can draw. This is the moment in which you have to explain yourself deeply investigating what your competitors do, how they do it and what results they obtain.
When talking about SEO, it is important to mention the 3 basic pillars on which it is based and in which you should pay attention when analyzing your competition:
Web structure: web usability is paid at the price of gold in SEO, and that is why you should pay special attention to how your website has structured your strongest competitors (how links between pages, what categories are used in the header, how of fast loading your page, how often Google visits your website, etc). From here you can extract some ideas to optimize your web page.
Content: how often they generate content, what type of character they use at the time of writing, which keywords work the most, what type of audience they are focused on, or whether they emphasize audiovisual or textual content more.
Links: with tools like ahrefs, you can see which pages link to each of your competitors. If you want to do a more detailed study in this aspect, you can create a grid with different domains that you and / or your competitors use, and specify for each one which competitor has a link in that domain and which does not. Based on this information you can find out what links your competitors are generating and you are not, or which ones you are generating that are not of interest to the competition.
Step 3: update yourself!
Based on all the information you have collected in the previous step, now it is time to consider strategies. Choose those points that you consider strengths in your competitors and try to take them to your field. Likewise, you can see in which points they weaken more and boost them in your web page.
Obviously, we can not ensure that all competitors are following an optimized SEO strategy. So this analysis is merely indicative, and from which we can extract useful information to combine with our own SEO strategy, in which we will have our own studies on keywords or websites to link.
What we can assure you is that this analysis is a step that is worth doing, both a priori and during any phase of the company's life, as it can provide you with enough information to know which techniques you are using well, which ones you could improve , what catches the attention of your target audience and what new strategies you should follow to position yourself better.
Of course, it is vital that this analysis is done constantly so as not to be outdated. Follow our advice: keep a close eye on your enemies and control the situation at all times.