Start by doing a search for the main relevant terms, going through the funnel of your buyer/user person.
Let’s think then which companies stand out in these searches? Don’t discount those direct competitors with little content creation activity, because they can also appear in search results; remember that they also compete for the same segment and seek to gain, like you, market share.
At this point, SEMrush; is a platform that allows you to make a general analysis of your domain.
For example, it presents us with an analysis to find out the main competitors of our domain, the main domains that compete for the keywords with which we rank, how many keywords they have indexed, how many keywords our competitors have in common with us, and the main ones content competitors of our domain.
SEMrush offers a vast amount of valuable data to build this competitor analysis.
I have already identified my competitors and now…?
Here’s what you need to know about your competitors:
1. Traffic analysis is undoubtedly the next step
Analyzing the traffic sources of your competitors is the first step, without a doubt. This will help you broaden your vision of your current marketing strategy.
You cannot access the data that Google Analytics offers you from your competitors, but there is a tool that can help you obtain that data to give it meaning and interpretation.
SEMrush offers you the opportunity to study and use traffic analysis to obtain an accurate estimate based on the data of the number of visits and the devices from which your traffic data comes. (This section that is inside the SEO Toolkit is super useful and of great value to evaluate your competitors. For example, write the domain you want to analyze and start seeing the results).
2. Know your audience
Knowing your audience will allow you to discover new opportunities.
Using Google Analytics, you will be able to determine where most of your visitors come from; the interesting thing is that you can expand this information since SEMrush allows you to see the direct traffic, referral traffic, search engines, or social networks of your competitors.
Having an overview of this data will allow you to detect what brings more traffic to your competitors. Checking bounce rates and average session duration is a good indicator of whether your website is interesting to users. The longer the user/customer stays on the website, the higher the conversion rate can be.
SEMrush allows you to analyze your competitors’ traffic sources, which helps you understand what strategy they use to attract more visitors; this way, you can try to draw what actions they take to achieve that retention.
SEMrush also allows you to expand information on your competitors, such as how many users go to your competitors’ page. This will allow you to segment more easily.
3. The study of keywords is the second key and determining step
Keyword research is critical; it is the pillar that supports a quality SEO strategy.
The keywords allow you to maintain the relationship with your audience, they are the ones that demonstrate and decide the demand of the users. The study of keywords helps us to be able to identify which unknown and recent segments exist around you. Good keyword analysis helps you get relevant traffic.
But keyword research is about much more than redirecting users from search engines to your website; it can also be useful in another level of marketing efforts, such as creating relevant content.
The users’ intentionality is one of the most valuable assets in the digital ecosystem, thinking like a user will always help us provide relevant results; this is how the search algorithms applied by search engines also work; deciphering intent is a hidden treasure.
4. Organic Search… Yes, search volume matters a lot!
It is important to know that the higher the search volume, the greater your opportunity to compete.
If the number of results is not very high, it will be easier for you to achieve the first search results, but it is advisable to always think about whether those keywords are what you want to position yourself for, if they make sense with your strategy and, also, if these are not seasonal.
Knowing the volume that your competitors handle is important for two things:
- The first is to know what keywords are ranking for.
- The second is that they show you which ones are driving and for which they gain more visibility. SEMrush can help you with this analysis, which will provide you with data on organic search with a sample of the average monthly search volume for the keyword in the database. The number of results indicates how many URLs appear in the search results.
5. Keywords and more keywords
It is important to know that, for each market segment, there is a group of keywords, and if they enjoy the privilege of being among the best positions of the main search engines, they are the ones who make the most efforts on your website.
This point is very interesting since sometimes you usually discover competitors that you had not noticed were there, those that are hidden but exist. We call some of them secondary.
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