Practical approach to competitor analysis in SEO and PPC – figures and facts (Capitalone.com case)

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Practical approach to competitor analysis in SEO and PPC – figures and facts

(Capitalone.com case)

Anna Korolekh, SEO consultant, Marketing Manager at Promodo

Webinar

Sean Malseed, SEMrush VP of Strategic

Development and API Integration

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United States+1-855-814-4510

Non-US +1-408-844-4633

http://www.promodo.com/

http://www.semrush.com/




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Practical approach to competitor analysis in SEO

Keywords

Link-building methods

On-site SEO tricks






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Research? Compare!

Make sure you already have an idea of what you are going to be doing (draft keywords, link-building ideas etc.)






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What do I do next?






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Where do they all come from?

Traffic Source MonthlyOrganic Search Traffi c 3, 205, 453Paid Search Traffi c 435, 982Overall Traffi c 33, 103, 954

Daily

1, 103, 46514, 532106, 848






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Organic visitors, where do they come from?

SEMrush will only consider queries with at least 5 monthly searches

Little keyword and organic traffic data for sites with mostly low volume queries traffic






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What do I do next?

Filter out branded keywords

61%

Filter out branded traffic

85%



7 avg. ranking




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Yay! Getting to more realistic numbers!

Traffic Source Monthly DailyNon-branded Organic Search Traffi c 480, 557 16, 019

Filter out keywords with less than 500 searches per month

120 keywords

61 000 monthly






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Looking for most valuable keywords

Look through the list again, pick up the words you have not yet considered

Go back to keyword suggestion tool insert new words there and look through the ideas it offers

Cleanse the list from rubbish queries, too general, one-words, less relevant..

Your competitor has helped you to create a solid foundation of your SEO campaign!






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Moving to Link Building Strategies






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What is really useful for us?

So we are very much interested in:

Anchor texts

% of Keyword rich Anchor texts vs Branded and No-anchors

Sitewide vs Not Sitewide

Follow vs No Follow






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Penguin-friendly anchors

To be exact all in all Capitalone.com has:

Less than 12% of Keyword rich anchor texts






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What are those 12%?

http://irwan.net/auto-loan-options-for-people-with-bad-credit/

http://www.pedroneto.com.br/blog/2011/09/folder-de-ferias/

http://vdgalerias.com/index.php?album=virginia-e-valdemar

http://www.feedmashup.com/preview/1412/






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Sorting the links






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On-site SEO

What should be checked in the first place:

Site structure

Indexation rules they have created

Inner linking patterns and ruses

Title tag templates

Loading speed

History, background

Find their weak places and strike there!

Make them your benefit!

{A combination of two most relevant kws | Kw + Brand Name}



Thank you for your attention!

Questions?




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Anna Korolekh, [email protected]

Sean Malseed, SEMrush

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Practical approach to competitor analysis in SEO and PPC – figures and facts (Capitalone.com case)

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