ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015)

ADVANCED COMPETITIVE INTELLIGENCE 3 questions only the SERPs can answer

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SERP ANALYTICS

DISCOVERING AND COMMUICATING MEANINGFUL PATTERNS IN SERP DATA

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WE LOVE TO EXPERIMENT We tracked 3 UK websites in the google.co.uk SERPs

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ARGOS.CO.UK

AMAZON.CO.UK

EBAY.CO.UK

WE’RE CURIOUS: What can we learn about these 3 sites just from looking at the SERP?

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QUESTION #1 What types of queries are most valuable to them?

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QUESTION #2 What user experiences are they optimizing for?

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QUESTION #3 Are they optimizing for mobile devices?

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THE DATA SET

4,715 COMMERCIAL QUERIES tv shop online, LG tv, tv deals 50 inch, Samsung 22 inch led tv, cheap 42 inch led tv, 1080p television…

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TELEVISIONS

KEYWORDS ARE THE GREATEST Because they signal searcher intent.

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WE FOCUSED ON THE UK We didn’t use global search volume numbers because we wanted accurate market data.

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WE WEIGHTED THE SEARCH VOLUME Based on the rankings, of course.

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RANKING WEIGHTSRank Weight

1 1.0

2 0.9

3 0.8

4 0.7

5 0.6

… …

10 0.1

IT’S PRETTY EASY Ranking weight x search volume = RANKING SCORE

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EXAMPLE: RANKING #2 WITH A SEARCH VOLUME OF 2,400 Ranking of 2 = weight of 0.90.9 x 2,400 = ranking score of 2,160

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IMAGINE THE RANKING SCORE LIKE POINTS IN A VIDEO GAME And we’re going to see which site wins.

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WE CREATED KEYWORD SEGMENTS

BRAND buy samsung smart tv

SCREEN SIZE 15 inch tv dvd combo

SCREEN TYPE best oled television

HD FORMAT 4k tv deals

TOTAL KEYWORDS PER SEGMENT

0

400

800

1200

1600

BRAND SCREEN SIZE HD FORMAT SCREEN TYPE

1,448

677

1,231

1,575

TOTAL SEARCH VOLUME PER SEGMENT

0

200,000

400,000

600,000

800,000


247,140201,170

414,650

758,460

AVG SEARCH VOLUME PER KEYWORD

0

125

250

375

500


170.68

297.15336.84

481.56

QUESTION #1 What types of queries are most valuable to them?

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FIRST UP: ARGOS.

PERCENTAGE OF TOTAL RANKING SCORE

15%

4%

46%

34% BRANDSCREEN SIZEHD FORMATSCREEN TYPE

‘SCREEN SIZE’ SEGMENT - RANKING SCORE

0

75000

150000

225000

300000

ARGOS AMAZON EBAY

169,481187,366

278,432

NEXT UP: AMAZON.


18%

8%

35%

40%BRANDSCREEN SIZEHD FORMATSCREEN TYPE

‘BRAND’ SEGMENT - RANKING SCORE

0

55000

110000

165000

220000

ARGOS AMAZON EBAY

60,117

211,296207,730

DON’T FORGET EBAY!


17%

4%

58%

21%BRANDSCREEN SIZEHD FORMATSCREEN TYPE

‘SCREEN SIZE’ SEGMENT - RANKING SCORE

0

75000

150000

225000

300000

ARGOS AMAZON EBAY

169,481187,366

278,432

THE ANSWER TO QUESTION #1ARGOS AMAZON EBAY

BRAND 207,730 211,296 60,117

SCREEN SIZE 278,432 187,366 169,481

HD FORMAT 24,600 40,888 11,277

SCREEN TYPE 92,227 94,950 50,267

PICK ACCESSIBLE KEYWORDS Argos is beating Amazon by focusing on the 2nd most valuable keyword segment

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IT’S TIME TO TALK CONTENT.

PRODUCT PAGE (ARGOS)

PRODUCT PAGE (AMAZON)

PRODUCT PAGE (EBAY)

SEARCH PAGE (ARGOS)

SEARCH PAGE (AMAZON)

SEARCH PAGE (EBAY)

QUESTION #2 What user experiences are they optimizing for?

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HERE’S ARGOS.


4%

69%

27%PRODUCT PAGESSEARCH PAGESOTHER

AND NOW, AMAZON.


5%

57%


TOTAL KEYWORDS

451

1,4612,713

PRODUCT PAGESSEARCH PAGESOTHER

Two birds, with one stone!

FINALLY, EBAY.


4%

94%


THE ANSWER TO QUESTION #2

ARGOS AMAZON EBAY

PRODUCT PAGES

27% 38% 2%

SEARCH PAGES 69% 57% 94%

OTHER 4% 5% 4%

AVG SEARCH VOLUME PER KEYWORD

0

175

350

525

700

ARGOS AMAZON EBAY

566.81587.78550.73

198.27

463.17384.6

PRODUCT PAGES SEARCH PAGES

ALWAYS RANK YOUR BEST UX User experience should inform your ranking strategy.

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QUESTION #3 Are they optimizing for mobile devices?

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TOTAL RANKING SCORE PER SITE

0

250,000

500,000

750,000

1,000,000

ARGOS AMAZON EBAY

332,844

864,469909,020

312,344

783,824891,356

MOBILE DESKTOP

AVG RANKING PER SITE

0

5

10

15

20

ARGOS AMAZON EBAY

17.04

10.6110.08

17.48

11.110.51

MOBILE DESKTOP

AVG SEARCH VOLUME PER KEYWORD FOR UNIVERSAL RESULTS

0

750

1,500

2,250

3,000

ANSWERS CAROUSEL IMAGES NEWS SHOPPING VIDEOS

340356

2,350

756

197

1,629

WATCH OUT FOR MOBILE. And, hire a PR specialist.

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THAT’S A WRAP

THE FINAL SCORE

0

250000

500000

750000

1000000

ARGOS AMAZON EBAY

332,844

864,469909,020

ANYONE CAN DO THIS We used STAT, but it’s platform agnostic.

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WE’LL BE SENDING YOU THE FULL CASE STUDY NEXT WEEK.

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THANK YOU!

getSTAT.com @STATrob

ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015)

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Transcript of ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015)