Do you incorporate competitor keyword research in your SEO strategy? With more than 75,000 search queries taking place on Google every second. Ranking high in your field is probably a tough feat.

Why is competitor analysis important?

Keyword research is essential to good search marketing and ranking high organically on any website. Don’t just spend hours doing research on keywords you want to rank highly on. Scope out competitors to utilize what is working for them and find gaps where you can outrank.

The advantage of performing a competitor keyword analysis is it reveals what keywords are already bringing success without testing for yourself. This will save you time, give an edge over these competitors, and give you deeper insights into strategies that are working for your industry.

Biggest reason to perform a competitor analysis?

  • Find keywords with high search volume
  • Grow your audience
  • Pinpoint high ROI opportunities

Audit your website

Before you can assess competitors, you must look at your website’s ability to rank. Use a keyword difficulty tool to analysis your site’s ability to rank. This tool gives your site a competitive power score based on past performance of driving organic traffic.

Two factors influence the competitiveness of a keyword: popularity and level of competitiveness in the industry.

Identify Competitors 

Do a basic google search on keywords you would like to rank for to determine who is showing up first. These are your competitors. You’ll be able to see who is running paid ads and who is ranking high organically via content. Then you must consider who is worth competing with. Google Sheets Competitor Analysis Template is a good place to compile your data and compare the different metrics.

Expand the Pool

Don’t just dive into what your competitors are doing, you can find out a great deal through what websites they are linking out to and what keywords and topics those sites are touching on. Deeply read the content on competitors websites to fully understand if all the content fulfills a search inquiry someone might have. If they do not, you know where to fill in the gaps.

Use Cluster words

Targeting generic word goods like “good lunch spot” will be too hard to rank organically for and is not specific to your target audience. Always add in your location or something specific to your business with a generic keyword cluster.

Useful tools

SEMRush – shows live data on organic keywords, competitors’ URLs, and real-time traffic
Alexa – reveals audience demographics and site rank in specified countries
Arefs – can tell you “the rate at which new domains link to their website on a monthly basis.”
Moz – is useful to see where you are ranking on popularity score on certain keywords
Google Keyword Planner – analyze and research keywords you want to use in paid search to view projected cost-per-clicks

Content, Content, Content

Identify what consumers really want. When they come to your website, what is the intention? Knowing your target audience will change how you create content and design a webpage.

The biggest aspect of winning that we cannot reiterate enough is CONTENT. Your buyer/user comes to your website for a purpose. You can’t just throw in high ROI keywords and expect users to make it through the sales funnel. Messaging needs to be sharper and more effective leading to higher conversion rates and ROI.

Need help with your SEO strategy or completing a competitor analysis? We have over 10 years of experience in SEO at Eminent, and would love to take your rankings to the next level!

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