Competitive analysis a different approach - Dave Sottimano
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Competitive AnalysisA different approach
Dave Sottimano
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Reactive VS Proactive
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ReactiveWhen:Understand the landscape (Rank checking, site audits, link analysis)
Understand what works. (Algorithm changes, keyword targeting, traffic data)
It becomes dangerous when:Fuelled by emotional decisions based on panic and fear
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There’s a time and place for reactive
Expose dev/test/staging servers
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Leak information on social media
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What do I want to know about the leaders?
What they’re doing now?
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Not cool, you’re too late.
You know what’s really cool?
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Knowing thethe Future.
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Being Proactive When:
Getting insider informationStaying ahead of the curve - “skating to where the puck is”Beating the competitor NOT copying.
It becomes dangerous when:
You start using illegal tactics to uncover information
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Getting insider informationSet up a couple of niche sites (satellite
sites). Optimize site for:
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Hi Will, I am writing on behalf of a large English kitchen retailer and would like to enquire about text link advertising on your site. Please will you provide the options and pricing you offer? I look forward to your response Kind regards,
Turned into “can I buy a link”
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There’s an unbeatable, unpredictable competitor
gaining ground.
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Staying ahead of the curve. Not just SEO anymore.
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You know what’s coming, what are you doing about it?
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Can you see yourself in this picture?
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Putting it into practiceYou know Schema.org has been designed to assist search engines, mark it up!
You know that mobile devices are taking a bigger piece of the pie, where’s your mobile version?
You know writing quality content will always get you through tough algo updates
You know that creating a Chrome Experiment will get you a link from Google
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Chrome Experiments
http://www.chromeexperiments.com/detail/robots-are-people-too/?f=
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There is no tool to beat your competitors, it’s just a
change of mindset
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Here’s a tool anyways. http://dis.tl/a4u-2011
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What you can expect to find.
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Set up a satellite site trapDon’t make silly mistakes and expose yourself!
Try something new & “cool”Stay ahead of the curve, don’t worry about failingJust keep trying
Your 2 simple actions
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Thank you! Twitter:
@dsottimano
Here’s the tool again: http://dis.tl/a4u-2011
Send hate mail here: [email protected]