Really, truly understanding the competitive landscape can help pave the way for a successful search engine marketing program.
Chris Boggs led a panel discussion at SES Toronto on Competitive Analysis – What tips and tools can get you the vital competitive information that every SEO needs. According to Boggs, “Competitive analysis is one of the most exciting and important tactics (SEOs) can do.
The session was segmented into 3 areas of focus: on site research,off site research and PPC research.
On Site Research
Marios Alexandrou, Rosetta
When conducting on site (i.e. within your competitor’s site) competitive analysis, start by:
1) Asking yourself, “what companies should I look at?” Compete.com can come in handy here. Enter a handful of competitors and look for companies with high traffic. These are the companies that will likely have characteristics that will help inform your SEO approach.