Keeping an eye on your competitors in SEO can feel a bit like trying to keep up with Joneses in a neighborhood race. Just when you think you've caught up, they take off in another direction. Tracking what your competitors are doing might seem like a chore, but it’s crucial for staying ahead or at least in the game. In this guide, we'll break down the process into manageable steps, so you can keep tabs on your rivals and maybe even outpace them.
We'll cover everything from identifying your competitors to analyzing their strategies and tools that can make your life easier. By the end, you'll have a solid understanding of how to track your competitors without needing a detective's license. So, let’s get started!
Identify Your Competitors
Before you can start tracking, you need to know who you're up against. This might seem obvious, but it’s not just about the businesses that sell similar products or services. You need to think a bit broader.
Start by searching for the keywords you want to rank for. Who's showing up in the top spots? These are your direct competitors. But also look at those who are in the ads and those who pop up in local searches if your business is location-based. Make a list of these competitors.
Don’t forget about indirect competitors, who might offer different products but are targeting the same audience. For example, if you sell running shoes, a fitness blog that ranks for running-related keywords might be an indirect competitor.
Once you have your list, try to categorize them. Are they large corporations or smaller niche players? Understanding this will help you know what resources they might have compared to you.
Analyze Their Keywords
Once you know who your competitors are, it’s time to dig into their keyword strategy. This is where the fun begins because you'll start to see their game plan.
Use tools like SEMrush or Ahrefs to see what keywords your competitors are ranking for. These tools can provide a treasure trove of information about which keywords drive traffic to your competitors’ sites. It’s like peeking at their playbook.
Look for gaps that you can exploit. Are there keywords they're missing that are relevant to your business? Are there long-tail keywords you could target more effectively than they do? You don't have to beat them at their top keywords immediately—finding your niche can be just as valuable.
Also, pay attention to the keywords they’re bidding on in paid search. This can give you insights into their broader strategy and what they consider valuable enough to pay for.
Monitor Their Content Strategy
Content is king in SEO, and knowing what your competitors are publishing can give you a strategic advantage. Check out their blogs, videos, infographics, and any other content types they use.
Take note of the frequency and quality of their posts. Are they publishing weekly or monthly? Is their content in-depth or more of a surface-level overview? This can give you an idea of the resources they allocate to content creation.
Also, look at the topics they're covering. Are there high-performing topics that you haven't tackled yet? Don’t just copy their content—think about how you can make it better or provide a unique angle.
Finally, see how they promote their content. Are they using social media, email newsletters, or partnerships with other sites? Understanding their distribution strategy can help you refine your own approach.
Study Their Backlink Profile
Backlinks are another key piece of the SEO puzzle. They’re like votes of confidence from other sites, telling search engines your content is worth linking to. So, naturally, you want to see who's linking to your competitors.
Tools like Moz’s Link Explorer or Ahrefs can help you analyze your competitors’ backlink profiles. Look at the domains linking to them and the types of content that attract these links.
Are there any patterns? Maybe certain types of content perform better or certain industries link more frequently. This can guide your own link-building efforts.
Also, identify any high-authority sites that link to your competitors. If they’re relevant to your industry, reach out and see if they might be interested in your content too. It’s a bit like networking—building relationships that could benefit your SEO.
Evaluate Their Technical SEO
Technical SEO might sound intimidating, but it’s essential to understand how your competitors’ websites are structured. This includes things like site speed, mobile-friendliness, and overall user experience.
Use tools like Google's PageSpeed Insights or GTmetrix to assess their site performance. Are their pages loading quickly? How does their mobile site compare to desktop? These factors can affect rankings and user satisfaction.
Check their URL structure and site hierarchy. Is their navigation intuitive? Do they have a clear path for users to follow? These are best practices you can adopt if you're not already implementing them.
Finally, look at their use of schema markup. This is code that helps search engines understand the content on a page. If your competitors use it effectively, it might be something you want to incorporate into your site too.
Observe Their Social Media Engagement
Social media might not directly affect SEO rankings, but it does impact how your brand is perceived and how much traffic you can drive to your site. Keeping tabs on your competitors’ social media strategies can offer valuable insights.
Look at which platforms they are using. Are they active on Facebook, Twitter, Instagram, LinkedIn, or maybe even TikTok? Each platform has its own audience and style, so understanding where your competitors are investing their time can help direct your efforts.
Pay attention to the type of content they share. Is it mostly promotional, or do they share informative posts, user-generated content, or behind-the-scenes looks at their business? See what gets the most engagement and consider how you can apply similar tactics.
Also, track their follower growth and engagement rates. Tools like Sprout Social or Hootsuite can help you monitor these metrics, giving you a sense of what’s working for them and what’s not.
Track Their Local SEO Efforts
If your business relies on local customers, understanding your competitors' local SEO strategies is vital. This includes elements like Google My Business listings, local backlinks, and reviews.
Start by checking their Google My Business profiles. Are they complete and optimized? Do they regularly update their photos, posts, and hours? These might seem like small details, but they can make a difference in local searches.
Look at their reviews. Not only in terms of quantity and quality but also how they respond to them. Engaging with reviews—positive or negative—shows potential customers that they care about their feedback.
Finally, check for local backlinks. Are they mentioned on local blogs, news outlets, or directories? Building your own local presence can help boost your visibility in local searches.
Assess Their Conversion Optimization
All the traffic in the world means nothing if it doesn’t convert. That's why it’s important to see how your competitors turn visitors into customers. This involves looking at their landing pages, calls to action, and user experience.
Visit their site as if you were a potential customer. How easy is it to find what you're looking for? Is their checkout process seamless? These observations can help you identify areas for improvement on your site.
Pay attention to their calls to action (CTAs). Are they clear and compelling? Do they stand out or get lost on the page? Strong CTAs can significantly impact conversion rates, so it’s worth getting them right.
Also, look for any incentives they offer, like discounts, free trials, or free shipping. While you don't want to get into a discount war, offering similar perks can be a way to stay competitive.
Use the Right Tools for Tracking
While it’s possible to do some of this manually, using the right tools can make tracking competitors much easier and more efficient. Here are a few worth considering:
- SEMrush: Great for keyword research, tracking rankings, and analyzing competitor strategies.
- Ahrefs: Excellent for backlink analysis and understanding your competitors’ content and keyword strategies.
- Moz: Offers tools for SEO audits, rank tracking, and link analysis.
- BuzzSumo: Useful for identifying popular content and monitoring social media engagement.
- Google Alerts: A simple way to get notified whenever your competitors are mentioned online.
These tools can provide a wealth of data, but remember, data is only as good as the insights you draw from it. Combine these tools with your observations and strategy to stay ahead in the SEO game.
Final Thoughts
Tracking competitors in SEO can seem overwhelming at first, but breaking it down into these steps makes it more manageable. By identifying your competitors, analyzing their keywords, content, backlinks, technical SEO, and more, you can gain insights that help you improve your own strategies.
As for how Pattern can lend a hand, I see it as a partner that helps turn SEO from a guessing game into a reliable growth channel. Unlike other agencies, we focus on results and ROI, not just rankings. By targeting a wide array of search terms and creating content that converts, Pattern helps you reach more potential customers who are ready to buy. Plus, with our background in performance marketing, we make sure every dollar spent is worth it. Let’s make SEO work smarter, not harder.