Spy Vs. Spy: Search Marketing Competitive Analysis #SESTO

SEO PPC competitive analysisSES Toronto was full of great content from the keynote from Avinash Kaushik where he took local companies to task with their search visibility and user experience to breakout sessions like the content marketing optimization panel I presented on and this one: Spy vs. Spy: Competitive Analysis. There’s a plethora of tools available online to track, monitor and uncover information that could be used to gain a competitive advantage for both organic search optimization and pay per click.

This session provided a balance of both and included speakers Jim Yu of Bright Edge (@brightedge) and Matt Van Wagner (@mvanwagner) of findmefaster. Moderation duties were handled by Mike Grehan (@mikegrehan), Global VP Content, SES, Search Engine Watch, ClickZ.

Starting things off was Jim Yu of BrightEdge, which is an enterprise SEO platform that has over 2,000 brands using their product.

Competitive Intelligence – Search Insider Summit

Competitive Intelligence
Competitive Intelligence — One of the most powerful aspects of search engine marketing is the intelligence you can gain from it, both about your own brands and your competitors. Just how much can you find out about the competition? What tools and strategies should you use? Here you’ll learn how to gain or retain your competitive edge.

This session featured Patrick Lopez from iCrossing, Tom O’Grady from AdGooRoo, LeeAnn Prescott from Hitwise, Matt Roche from Offermatica and moderation duties were handled by Cam Balzer from DoubleClick Performics, who I interviewed early in the conference.

Overall, this session was a bit light, but it was great to get specific numbers from HitWise, as I would expect, and also both Tom O’Grady and Matt Roche did a great job explaining their products. Matt Roche offered an excellent strategic perspective on online competitive intelligence and he was a standout person on the panel.