How to easily conduct an SEO competitor analysis
Want to outrank your competition on Google? One of the best ways to do that is by keeping an eye on what they’re doing with their SEO and adjusting your strategy based on what you learn. By analysing your competitors' keywords, backlinks, content, and technical setup, you can learn a lot about what’s working for them — and what’s not. Here’s a simple guide to help you get started.
I’m so busy. Why should I bother with an SEO competitor analysis?
Think of an SEO competitor analysis like checking out what your neighbours are doing with their gardens. If their roses are blooming and yours aren’t, wouldn’t you want to know their secret? By looking at what your competitors are doing right, you can copy their successes and avoid their mistakes. Plus, you might spot some opportunities they’re missing, which you can take advantage of to get ahead.
Step 1: Figure out who your real competitors are
Your online competitors might not be the same as your local competitors. The businesses showing up on Google when you search for your products or services are your real competitors. Here’s how to find them:
Do a Google search: Type in your main keywords (the ones you want to rank for) and see who shows up. If you see the same websites popping up for multiple keywords, they’re likely your top competitors.
Use SEO tools: Tools like Semrush or Ahrefs can do the heavy lifting for you. Just plug in your website, and they’ll show you which other sites are competing for the same keywords.
Step 2: Check out their keywords
Keywords are the search terms people type into Google to find what they’re looking for. Knowing which keywords your competitors rank for can help you figure out which ones you should be targeting.
Look for gaps: There are likely keywords your competitors rank for that you don’t. These are great opportunities for you to create new content or optimise existing pages.
Compare common keywords: See which keywords you and your competitors both rank for and think about how you can improve your rankings for those terms.
Using tools like Semrush or Ahrefs makes this process easy—they show you exactly where the gaps and overlaps are.
Step 3: Dig Into their backlinks
Backlinks are like votes of confidence from other websites. The more high-quality backlinks a site has, the better it tends to rank on Google. Here’s how to analyze your competitors’ backlinks:
Find their sources: Use tools like Semrush or Ahrefs to see where your competitors are getting their backlinks from. Are they getting links from high-authority sites? If so, those are sites you should try to get links from too.
Spot opportunities: Look for websites that are linking to your competitors but not to you. These are potential targets for your link-building efforts.
Step 4: Analyse their content
Great content is key to ranking well on Google. To figure out why your competitors are ranking high, you’ll need to take a close look at their content.
Content type and quality: What kinds of content are they creating? Are they writing blog posts, how-to guides, or product reviews? Is their content well-written and helpful? The more you know about what works for them, the better you can plan your own content.
Meta titles and descriptions: These are the titles and snippets that show up on Google’s search results page. If your competitors have compelling meta titles and descriptions, they might be getting more clicks. Compare theirs to yours and see where you can improve.
Step 5: Compare technical SEO
Technical SEO is all about making sure your website runs smoothly. Even if your content is great, technical issues can hold you back.
Page speed and user experience: Use Google PageSpeed Insights to see how fast your site loads compared to your competitors. A fast, user-friendly website is crucial for good SEO.
Mobile-friendliness: More and more people are browsing on their phones, so your site needs to work well on mobile devices. Check if your competitors’ sites are mobile-friendly, and make sure yours is too.
Schema markup: This is a fancy way of helping Google understand what’s on your pages. If your competitors are using schema markup, they might be getting rich snippets in search results, which can make them stand out. If you’re not using it yet, it might be time to start.
Step 6: Keep an eye on changes
SEO is always changing, especially when Google updates its algorithms. That’s why it’s important to regularly check in on what your competitors are doing.
After algorithm updates: Whenever Google rolls out a major update, it’s a good idea to revisit your competitor analysis. See how the changes have affected your competitors’ rankings and adjust your strategy if needed.
Regular check-ins: Make it a habit to perform a competitor analysis every month or quarter. This will help you stay ahead of the curve and adapt to any changes in the SEO landscape.
Doing an SEO competitor analysis doesn’t have to be complicated. By regularly checking in on what your competitors are doing, you can learn from their successes and avoid their mistakes. With these insights, you’ll be well on your way to improving your own site’s rankings and staying ahead in the game. Remember, the key to SEO success is continuous learning and adapting—so keep evolving and stay competitive!
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