Search Analytics and Competitive

Intelligence@theukseo

Who am I?Who am I? Neil Walker

Twitter: @theukseo

Current Position: • Group CTO for Getupdated Internet Marketing• CTO for Domain Invest (US)

Background: • Chief technical Officer (CTO) for Just Search Ltd

Experience• 10 Years Online Marketing Experience• Worked or been involved with SEO for over 2500

clients in the UK and nearly 5000 clients for Pan Europe.

My Objectives

• Increase market Share.•Become a brand name.• Take a slice of the pie.

SEO as a Channel

Identify Competition

Choose at least 3

Competitor Websites

Get to know your Competition“Sites such as Alexa.com and Google Ad planner give a free guide to demographic data.”

Your Competitors Audience

Are they a Brand?

Keep up to date with Movements?

“Google Alerts keep you up to date with Competitors Actions”

Industry Research

171 Google Analytics Accounts• 106 SEO (Only)Clients• 65 PPC & SEO Clients

• Avg. Figures were been used in most cases• With the assumption that Goals had been set

up correctly for each site.

Industry Research

1 Words14%

2 Words36%3 Words

26%

4 Words15%

5 Words6%

6 Words3%

% traffic value

1 Words2 Words3 Words4 Words5 Words6 Words

1 Words3%

2 Words15%

3 Words31%4 Words

27%

5 Words16%

6 Words7%

% of Long tail Phrases

1 Words2 Words3 Words4 Words5 Words6 Words

• In General 3 word phrases are the most used searches

• 2 Word Phrase will provide the majority of traffic.

Industry ResearchIf We Multiply the No. of Visits by the Conversion % We get a figure of how valuable a set of keywords are i.e.

Value = Visits X Conversion Rate

1 Words6%

2 Words35%

3 Words28%

4 Words18%

5 Words9%

6 Words4%

1 Words2 Words3 Words4 Words5 Words6 Words

2 Word Phrases – Will provide the highest value (I.e. Traffic and Conversion)

Keyword Research

Alexa Top impacting Keywords

• Google Adwords tool• Keyword Spy• Spyfu• Word tracker

Grouping Keywords

Action Audience Type SizeColour Price

BuyReview

Compare

Men’sWomen’sChildren’s

JeansShortsSkirts

BlackGreyRed

Under £5£30 +

Brand

Jack & JonesG-Star

SmallMedium

Large

Categorising Links

View Results of Competitor

Link profiles by:

- Type of Link- Anchor text

type- Linking Page

strength

View Profiles

Track the anchor text in

terms of: - Brand

- Keyword- Other

Categorisation Stage 2

Access lists of:- Directory

websites- PR Websites

- Blog Networks- Forums

Place filter (or vlookup’s) for:

- Academic Domains

- Government domains

Categorisation stage 1

Download a CSV of you and

your competitors back links.

Opensiteexplorer.org

Linking Page Strength

0

100

200

300

400

500

600

Linking Page Authority

No.

of L

inks

Type of Site Linking to competitors

7%4%

1%

6% 2%

80%

DirectoryArticle DistroAcademicBlog NetworkForumOther

Branded Links

http://www.boonty.co

m/

http://www.denda.co

m/

http://www.downloadsta

d.nl/0

1000

2000

3000

4000

5000

6000

BrandKeywordMisc

Anchor Text Variations

Your site Site one Site two0

10

20

30

40

50

60

70

80

No. of Brand anchor textNo. of keyword Anchor textNo. of Misc anchor texts

Top Anchor Text

0

500

1000

1500

2000

2500

3000

3500

http://www.boonty.com/http://www.denda.com/http://www.downloadstad.nl/

Top 10 Anchor Texts

No.

of L

inks

Top Linking Pages

050

100150200250300

Total

URL

No

. o

f Lin

ks

Identify which avenues your competitors are chasing.

Spot potential content which went social or viral

Using Social Media for Opportunities

View Results of Competitor

Social profiles by:

- Medium- Influencers

- Timeline

View Results

Access lists of:

- Media Types- Sources

- Keywords

Categorisation stage

Download a CSV of you and your

competitors mentions.

Socialmention .com

Social Media TypesAggregator Micromedia Social bookmarkingtechmeme identica blogmarks

Blogs twitter deliciousblogcatalog Multimedia diggcocomment clipmarks netvibesgoogle_blog photobucket reddit

Forums pixsy stumbleuponboardreader plurk Social knowledge

Images News Wikipediaflickr ask Social Networkspicasaweb bing facebooksmugmug google_news linkedinwebshots prweb myspace

yahoo VideoYahoo News blip

google_videometacafetruveoyoutube

Social Mediums

News

Social bookmarking

Video

Multimedia

Images

Social Networks

Micromedia

0 50 100 150 200 250

Your siteCompetitor 1Industry

No. of Mentions

Med

ium

Top Influencers

fergusfishtreyandmeghancloudytags.com

theaquariusvieweprnetwork

susan9wesleyburgen

TJ Formal.comlindathi

MissesDressyjohntmccracken

0 5 10 15 20 25 30 35 40

Top Influencers

Count

No. of Mentions

Use

r

Timeline

1 4 7 10 13 16 19 22 25 28 310

50

100

150

200

250

Count of IndustryCount of Competitor 1Count of Your site

Day in July 2011

No.

of M

entio

nsWhat Major event happened here?

Tracking

Impact:

Create changes to your strategy based on what appears to be successful or

unsuccessful for you and your competitors.

Make Changes

Watch:How changes you and your competitors

make have an impact.

Cause and Effect

Record:Information

about you and your

competitors- Choose

common criteria

Choose K.P.I’s

Tracking

Feb Mar April May Jun Jul Aug Sep Oct0

20

40

60

80

100

120 0

1,000

2,000

3,000

4,000

5,000

6,000

Competitor Changes over time

Client Backlinks SEO MOZ Backlinks Total SEOMOZCompetitor 1 Backlinks SEO MOZ Back-links Total SEOMOZClient Positions keyword 1 WebrankerClient Positions keyword 2 WebrankerClient Positions keyword 3 WebrankerCompetitor 1 Positions keyword 1 WebrankerCompetitor 1 Positions keyword 2 WebrankerCompetitor 1 Positions keyword 3 Webranker

Time Line

Posi

tion

in G

oogl

e

Back

links

Fro

m S

EOM

OZ

Conclusion

Take Away• Know your Competition and their Audience

• Look at brand Signals

• Group Keywords to see if your missing something.

• Categorise link Profiles

• Find Opportunities through Social

• Track Details!

• Track Details!

• Track Details!

Questions

Thank You

Twitter/theukseowww.justsearch.co.ukwww.getupdated.comwww.seohosting.co.ukwww.seomad.com