{"id":50631,"date":"2018-02-07T20:35:08","date_gmt":"2018-02-07T20:35:08","guid":{"rendered":"https:\/\/webolutionsmarketingagency.com\/seo-competitor-analysis\/"},"modified":"2024-03-27T14:58:27","modified_gmt":"2024-03-27T14:58:27","slug":"seo-competitor-analysis","status":"publish","type":"post","link":"https:\/\/webolutionsmarketingagency.com\/seo-competitor-analysis\/","title":{"rendered":"Competitor SEO Analysis"},"content":{"rendered":"

How to Perform a Competitor Analysis for SEO<\/h2>\n

Step-by-step guide on how to conduct an SEO analysis<\/a> of competitors as a part of developing an overall SEO strategy.\u00a0 An effective SEO marketing<\/a> plan begins with identifying competitors who are rankings well for the keywords we wish to rank.\u00a0 Don’t know what SEO is?\u00a0 See our What is SEO<\/a> Questions page.<\/p>\n

\n

Questions this article addresses:<\/h4>\n

\u201cWhat is a competitor analysis?\u201d<\/p>\n

\u201cHow do I perform a competitor analysis?\u201d<\/p>\n

\u201cWhat steps are involved in an SEO analysis of competitors?\u201d<\/p>\n<\/div>\n

 <\/p>\n

Table of Contents: Step by Step Guide to Complete a Competitor Analysis for SEO<\/h2>\n

1. Identify Competitors<\/a><\/h3>\n

The first step in a competitor analysis is to identify our competitors, which are determined based on the keywords for which we want to rank well in Google and BING.<\/p>\n

2. How to Determine the Size of a Competitor\u2019s Website<\/a><\/h3>\n

Website size is among the most important factors in a website\u2019s ability to compete and rank well.\u00a0 \u00a0Learn how to use Google\u2019s \u201csite:\u2019 command to identify the number of pages indexed by Google.<\/p>\n

3. How to Determine Quantity of Backlinks to a Competitor\u2019s Website<\/a><\/h3>\n

Perhaps even more important than website size, is the quantity of backlinks pointing toward one\u2019s website. Learn how to find the number of back-links to a website.<\/p>\n

4. How to Determine the Quality of Backlinks to a Competitor\u2019s Website<\/a><\/h3>\n

While the number of links is important, understanding the quality of these backlinks is critical to establish how competitive our site is versus competitors. Learn how to find the quality of backlinks.<\/p>\n

5. How to Determine the \u201cValue\u201d of a Competitor\u2019s Keyword Rankings<\/a><\/h3>\n

One final set of metrics that help determine the \u201cleader\u201d in our analysis include the number of keywords for which a competitor is ranking, the organic traffic generated and the value of traffic.<\/p>\n

 <\/p>\n

Step-by-Step Guide to Performing an SEO Competitor Analysis<\/h2>\n

…<\/p>\n

Step 1 \u2013 Identify Competitors<\/h3>\n

In earlier articles, I\u2019ve mentioned the reasons for why we conduct a competitor analysis as well as the process for performing an analysis of competitors and was planning on providing a link to online sources that provide in-depth steps for an SEO competitor analysis.<\/p>\n

I could not, however, find a current article that provided the step-by-step process in a concise, yet thorough manner. \u00a0Here is my attempt at helping those DIYers who want to learn how to perform an SEO competitor analysis themselves.<\/p>\n

The first step in a competitor analysis is to identify our competitors, which are determined based on the keywords for which we want to rank well in Google and BING.\u00a0 It is very common for our competitors to change for each different type of product or service.<\/p>\n

Webolutions, for example, performs the SEO for a prominent HVAC company that offers various services like plumbing, electrical, heating and cooling.\u00a0 Their target keywords (those searches for which they would like to rank) vary depending upon each type of service, subsequently, the competitors ranking on the first page of results will vary.<\/p>\n

So, our first step is to identify our target keywords by service and make a list of competitors that we find on the first page of Google\u2019s search results for these keywords.\u00a0 It is not necessary to perform a competitive analysis on every listing, rather, you may wish to select the top 3-5 businesses.<\/p>\n

Learn more about SEO Services<\/a><\/h3>\n

I use the term \u201cbusinesses\u201d to differentiate organization that perform the service or sell the product you are targeting, rather than review sites like Yelp, HomeAdvisor and other similar sites that simply list and categorize companies. \u00a0Rarely will a small to mid-size company be able to compete against websites that are very large in size.<\/p>\n

Using our example above of the HVAC company, they offer services in Boulder and metro Denver.\u00a0 It is unlikely that their website will be as large or larger than review sites.\u00a0 Another consideration is whether they are competing against national competitors who typically have much larger sites than a smaller, regional company.\u00a0 Rather than wasting time analyzing competitors that are much larger in size, focus on comparable competitors in terms of website size.<\/p>\n

At this point, I recommend you open a new Excel spreadsheet and begin listing your competitors in column A.\u00a0 Here is what your spreadsheet should look like:<\/p>\n

\"Excel<\/p>\n

Webolutions is a Colorado Web Design & SEO Company learn more about our SEO consulting services.<\/a><\/h3>\n

…<\/p>\n

Step 2 \u2013 How to Determine the Size of a Competitor\u2019s Website<\/h3>\n

When performing a competitor analysis, we can save some time by avoiding trying to compare ourselves to much larger websites.\u00a0 Unless more aggressive (grey\/blackhat) SEO techniques are performed, it is unlikely that one\u2019s website will be able to out-rank a competitor whose website is much larger.\u00a0 This is why a good SEO agency will recommend content creation, typically in the form of good quality blog posts that are informative and helpful.\u00a0 The goal is to increase the size of the website so that it can eventually compete with larger websites.<\/p>\n

So, how to we find out the size of a competitor\u2019s website?\u00a0 It is quite simple and fast.\u00a0 Once you do this a few times, you\u2019ll likely always remember this simple method for determining website size.<\/p>\n

Open a browser and go to Google.\u00a0 If you\u2019re using Google Chrome as your browser, you do not need to go to Google, rather, simply go to the browser\u2019s address area.<\/p>\n

Type the following before any domain name to determine how many pages are indexed by Google:\u00a0site:<\/strong><\/em><\/p>\n

That\u2019s it.\u00a0 Here is an example of how one would determine the size of, say, Webolutions\u2019 website.<\/p>\n

\"example<\/p>\n

When we add \u201csite:\u201d before the website domain name (webolutionsmarketingagency.com), we see an area above the results that says, \u201cAbout 1,310 results\u201d.\u00a0 This is an approximate number of pages Google has indexed in its search engine for Webolutions. This is roughly the size of Webolutions\u2019 website.<\/p>\n

Please note, for this method to work properly:<\/strong><\/p>\n

    \n
  1. Ensure that there are no spaces inadvertently entered in the search. The domain (without the http:\/\/ or https:\/\/) should be proceeded with \u201csite:\u201d with no space after the colon.<\/li>\n
  2. Ensure you entered a colon (:) and not a semi-colon (;).<\/li>\n
  3. Ensure you\u2019ve included the TLD (top level domain) which is simply the suffix to the domain, such as \u201c.com\u201d, \u201c.org\u201d, etc.<\/li>\n<\/ol>\n

    Once we know the size of the websites listed in the top results for the term(s) we wish to rank well, we can remove those sites from our competitor analysis that are simply too big for us to compete against.<\/p>\n

    At this point, you will want to add a column in your spreadsheet for the \u201cSize of Site.\u201d\u00a0 This is where you will enter the number of indexed pages.\u00a0 Here is what your spreadsheet should look like:<\/p>\n

    \"Excel<\/p>\n

    Step 3 \u2013 How to Determine Quantity of Backlinks to a Competitor\u2019s Website<\/h3>\n

    Website size is among the most important factors in a website\u2019s ability to compete and rank well.\u00a0 Equally important, some will say even more important than website size, is the quantity of backlinks pointing toward one\u2019s website.<\/p>\n

    There are a few very good tools for \u201cpulling\u201d backlinks to a website. Perhaps the most popular tool for seeing how many backlinks competitors have pointing to their site is ahrefs (https:\/\/ahrefs.com\/<\/a>).<\/p>\n

    Please note, ahrefs is not free.\u00a0 They offer an introductory trial for $7.00.\u00a0 You will find their various subscription plans and pricing here.<\/a> Plans start from $99 per month.<\/p>\n

    Using the ahrefs backlink tool is very easy.\u00a0 Simply enter the domain or URL.\u00a0 I recommend using the domain name with TLD (described earlier in the article) rather than the URL.\u00a0 So, I would use \u201cwebolutionsmarketingagency.com\u201d rather than https:\/\/webolutionsmarketingagency.com\/<\/a><\/p>\n

    Results will look something like this:<\/p>\n

    \"ahrefs<\/p>\n

    Notice the two blue arrows which are pointing to the number of \u201cReferring domains\u201d and number of \u201cBacklinks\u201d.\u00a0 Enter these numbers in columns C and D, \u201cRef. Domains\u201d and \u201cBacklinks\u201d respectively.<\/p>\n

    With these two columns added, this is what your spreadsheet should look like:<\/p>\n

    \"Excel<\/p>\n

    Step 4 \u2013 How to Determine the Quality of Backlinks to a Competitor\u2019s Website<\/h3>\n

    Certainly, the number of backlinks to one\u2019s website is an important ranking factor.\u00a0 An additional element that is important in a competitor backlink analysis is the quality of these backlinks.\u00a0 The fact is that backlinks from some websites are more valuable than others.<\/p>\n

    Determining the \u201cValue\u201d or Quality of Competitor Backlinks<\/h4>\n

    The quality of backlinks can be seen on the same ahrefs results page we\u2019ve been using.\u00a0 At the top of the page you\u2019ll see two numbers for \u201cUR\u201d and \u201cDR\u201d with numbers below each of these headings.\u00a0 UR stands for URL Rating and is a measure (on a scale 1-100, with higher more valuable) of the backlinks to the (individual) page entered in our search.\u00a0 DR stands for Domain Rating and is a measure of all backlinks to the website (not an individual page).<\/p>\n

    \"ahrefs<\/p>\n

     <\/p>\n

    The higher these numbers, the greater the \u201cauthority\u201d and the likelihood of ranking well.\u00a0 These numbers are simply guidelines to compare each competitor to determine the quality of backlinks.<\/p>\n

    Create two additional columns in your competitor analysis spreadsheet for UR and DR.\u00a0 Your spreadsheet should look something like this:<\/p>\n

    \"Excel<\/p>\n

    Another area on our ahrefs results page that is helpful is further down the page and labeled \u201cURL rating distribution\u201d.\u00a0 This provides information on the number of links falling within URL ranges.\u00a0 \u201c0-10\u201d, for example, is very low-quality backlinks, whereas \u201c90\u2014100\u201d are very good high-quality links.<\/p>\n

    \"ahrefs<\/p>\n

    When measuring the competitiveness of various competitors, both the quantity and quality of backlinks is important.\u00a0 If your website has all of its backlinks in the 1-10 range and your competitor has the same number of links (possible even less), but has better quality links, they will most likely out-rank your site.<\/p>\n

    …<\/p>\n

    Step 5 \u2013 How to Determine the \u201cValue\u201d of a Competitor\u2019s Keyword Rankings<\/h3>\n

    One final set of metrics we\u2019ll cover in this article is understanding how to determine the value of your competitors (and your own) website.\u00a0 My favorite tool to determine the quantity and value of keywords for which a website is ranking is SEMrush.\u00a0 Subscriptions for SEMrush<\/a> start at $99 per month.<\/p>\n

    To use SEMrush to determine the value of keyword rankings, simply enter the domain in the box toward the top of the page and click search (or hit enter).\u00a0 The results page will look like this:<\/p>\n

    \"semrush<\/p>\n

    From this data, we can achieve an understanding of which competitors are the most \u201csuccessful\u201d in terms of value of traffic.\u00a0 Add 3 more columns to our spreadsheet for \u201cKeywords\u201d, \u201cTraffic\u201d and \u201cTraffic Cost\u201d (or, \u201cValue\u201d).\u00a0 The spreadsheet will now look something like this:<\/p>\n

    \"Excel<\/p>\n

    Conclusion<\/h2>\n

    There are several steps to performing a competitor analysis for SEO. \u00a0The first step is to identify the keywords for which we wish to rank and the competitors ranking for these terms.\u00a0 We begin tracking our analysis with an Excel spreadsheet and list in column A the top 3-5 competitors.\u00a0 The next steps in a competitive analysis is to determine the size of each website based upon the number of pages indexed in Google.\u00a0 This is accomplished using the \u201csite:\u201d command followed (with no spaces) by the domain.\u00a0 Additional metrics to acquire involve the use of two different SEO analysis tools by ahrefs and SEMRush.\u00a0 From ahrefs we acquire information about the number and quality of backlinks to a competitor\u2019s website. SEMrush provides us insight into the total number of keywords our competitors are ranking as well as the value of this traffic.\u00a0 Based on these metrics, one can determine which competitors are the most \u201csuccessful\u201d in terms of total number of terms for which they are ranking, the traffic generated from these rankings and the value of the traffic. Combined, all of these metrics help to determine the competitiveness of our website versus competitors.<\/p>\n","protected":false},"excerpt":{"rendered":"

    How to Perform a Competitor Analysis for SEO Step-by-step guide on how to conduct an SEO analysis of competitors as a part of developing an overall SEO strategy.\u00a0 An effective SEO marketing plan begins with identifying competitors who are rankings well for the keywords we wish to rank.\u00a0 Don’t know what SEO is?\u00a0 See our\u2026<\/p>\n","protected":false},"author":13,"featured_media":50642,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1352],"tags":[802,1361,1008,788],"class_list":["post-50631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-blog","tag-competitor-analysis","tag-denver-search-engine-marketing","tag-seo"],"acf":[],"yoast_head":"\nCompetitor SEO Analysis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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