Competitive analysis is an important strategy especially in any marketing strategy to observe, analyze and anticipate changes in its target niche …
This analysis saves time and
take into account the strategic choices of other companies,
understand the advantages and disadvantages of their choices, their working methods in production, finance,
human resources, marketing, etc. However, competitive analysis is not about copying what your competitors are doing.
It will be easier to do competitive intelligence when you have all this information. In this article, you will discover 9 tips to better do an effective competitive analysis. Warning ! Before analyzing a competitor’s site, think about what you are going to do with this information. Without a plan for implementing quality content or adapting your design, the information collected will not be useful to your business.
Tip # 1: Analyze your main goals
Before you start your analysis, you need to understand your goals. It is important not only to determine the main goals, but also to understand their meanings:
- In which
areas you should look for competitors;
- What positive points of the competitors’ strategy
can you adopt;
- What strategies
don’t competitors use? This question is particularly relevant
if the site analyzed is the best in its field.
Successful strategies are those that allow you to develop. For example, the
spam and keyword highlighting in texts may be interesting at first, but it contradicts
search engine requirements and does not work in the long run.
Tip # 2: Do a competition analysis
The second step is to identify the
Study the question of requests (high frequency and medium frequency)
and choose resources that suit you on the same topic and structure. There are
hundreds of effective tools for performing competitive analysis. Among them are
Serpstat, Similar Web, Alexa, SpyFu, BuzzSumo, Moz …
Pay attention to common keywords and
the visibility. Both competitive websites must have multiple
common keywords. It is likely that the good visibility of the website
shows that your competitor is using a reasonable strategy.
regions of your competing sites. Filter aggregators and sites with
existing topics. Then compare the age of the domains analyzed. To do this, use
Whois. It is a search service that presents useful information on a
IP address or domain name.
Tip # 3: Use the right tools
Serpstat is an analysis tool
It lets you know the
positioning of sites in detail via graphics,
follow the rankings of competitors, group keywords using
hashtags, to use tracking
In detail, it allows you to:
- Establish a visual report of the results of
data from your competitors;
- Understand through missing keywords that your competitors are in the top-10, by
using the “Missing” tab
- Find your strongest and strongest competitors
competitive areas using Batch Analysis (thanks to the “Visibility” options,
“Traffic”, “Keywords”, “New keywords in
top ”, etc.);
- Analyze pages
who generate the most traffic to your
- Audit the
site in automatic mode.
a free and paid version from $ 69.
Similar Web is a good tool for analysis and
data mining website that has
very detailed information. Unfortunately, it does not scan all sites.
It allows you to collect several information:
- Monthly visitors
- Average time spent by visitors on the
- Rebound rate ;
- Average number of page views per visitor;
- Percentage of traffic from
- Tops referring sites;
- Proportion of traffic from
different social networks;
- Photos of banners used for
- Keywords driving search traffic
- Keywords generating search traffic
- Audience interests;
- Other website visitors.
In free version, the data will be
very limited and you will get five results for each site statistic
Web analyzed. There are however paid versions, but more detailed (a Premium version and a personalized version).
Alexa is an analysis tool
competitive for limited budgets.
Alexa ranks sites based on tracking
a traffic sample, and provides you with:
- A blocker
- An area of
- Links to
- The classification of
site visited by the user;
detailed information on the regions from which visitors come;
- The keywords that generate the most organic traffic on
- The main sites
One of the main advantages of Alexa is that
you can use the tool to get an idea of the site’s demography.
SpyFu is a tool specialized in
web search analysis. It allows you to know the keywords that a website buys on Google AdWords,
know by which keywords this site
appears in the results of a search, to consult which backlinks
own competitors in
It also has some versions starting at $ 33.
This Google tool transmits reports
performance of a page on mobile and desktop with recommendations.
The main criterion is the display speed and the loading time of the
The score is divided into three values:
- Fast (green);
- Medium (orange);
- Slow (red).
Tip # 4: Put yourself in the customer’s shoes
To get the
main and important information about your
competitors, you will have to put yourself in the shoes of one of their customers!
First, you need to ask yourself
Your target and common customers:
- Who are they ?
- What do they see?
- What do they mean?
- What do they think and what do they feel?
- What do they say and what do they do?
- What do they fear?
- What do they hope?
Second, by visiting the website
competitive note your first impressions regarding design,
website feed, content and speed, etc.
Don’t think like an SEO expert, but like a client.
And ask yourself this last question:
“Which site do you want to visit again?” Or “Which service / product do you want to test after this research?” The latest
questions may be different, as they depend on your niche. Finally, you must want to come back to the site! Do you have this impression? Warning ! He is your competitor.
Tip # 5: Analyze the volume and sources of traffic
We all know that there is a winning tactic which is the
best tactics of competent leaders in a long time. It is necessary
just learn from the mistakes of others and adopt the right methods by
function. It’s something old like the world. And the analysis
traffic plays an important role here.
Site traffic is a primary parameter in resource assessment. It corresponds
the number of visits, attendance, audience, which it generates in a given time interval. This is why many entrepreneurs are trying
to obtain information on the traffic of the site of their competitors. This research also saves money and time.
An analysis of competitor traffic is
necessary to have an eye on their
statistics. A promotion strategy, for example, must be based on tools that
help estimate traffic from other sites. The data collected will help you
understand the results that can be achieved through promotion.
In addition, website traffic analysis
- Develop a
marketing strategy based on the experience of your competitors;
- Understand if you have to
buy a domain;
- Choose sites
for guest items;
- Know the
conversion of traffic on competitive websites;
- Find their strengths and weaknesses.
2. How to know the traffic of the sites
the traffic of your competitors, the best method is to have access to their Google analytics account, otherwise it is impossible to know the
exact figures from a website. However, there are several tools
traffic analysis like:
To use SEO Serpstat, enter
the address of the competitive site in the fields provided and click on “Search”.
Serpstat will bring you to the “Overview” page. In the “SE Traffic” tab, you will find the approximate traffic of your competitors.
In addition, you can see the pages at the Top
and your potential traffic.
Potential traffic is the number of
visitors per month that a page will receive in first position for all
phrases in search results relative to actual traffic and maximum possible traffic.
When you click on “Keyword Research” => “SEO Search” => “Top Pages”, you get traffic
potential of each page of the
site to the right of the page.
also to do traffic analysis and competitive analysis. You should only
enter the website address in the fields provided for this purpose in order to obtain all the information.
Concretely, SimilarWeb is a tool
interesting and simple to analyze the competition, because it allows you to:
- Get the share of
SEO / SEA traffic of the analyzed site;
- Know the social network that brings the most traffic to your competitor;
- Know the sources of traffic acquisition from your competitors;
- Analyze traffic
mobile apps, and other functions.
SimilarWeb also allows you to compare traffic. Click on the “+” sign, enter the competitor’s address and you can
see which regions (countries) have the most traffic on the site. If you want to break into foreign markets, analyze the origin
of your competitors’ traffic.
Tip # 6: Surf their site
Your competitive analysis depends on your
needs and characteristics of your niche. I believe you have already
understood that you should know these different points:
- The languages used by the site;
- Its loading speed;
- The responsive design aspect or not on
- Optimization for the engines of
- Competitive discoverability;
- Availability to contact you.
All of these are important because it
it would be a shame if you visited a website without being able to find any information
necessary because of the interface!
To write this article, I made a
analysis of popular websites. Unfortunately, almost 70% of their
interfaces are not user-friendly, loading speed is slow, with
availability problems (I had been looking for a long time how to reach
someone and how to subscribe to their newsletter).
Tip # 7: Analyze Your Competitors on Social Media
Your goal here is to understand
how your competitors are using social media because it establishes
a direct link with your customers. It is for example important to understand
if they use social media as SEO tools to promote their
services. To do this, check the content, publications and especially the
reactions and feedback from their customers / followers.
However, being present on networks
Social does not mean that your competitors are popular and followed.
They can post multiple posts on social media to promote themselves,
without maintaining a relationship with its customers.
So think about the engagement rate of
customers, rather than the frequency of publication. Try to understand what
are the publications that have generated the most engagement among their followers
- The most retweeted posts
on Twitter ;
- Posts on
Facebook with the most “likes” and comments;
- The type of posts and content
who attract the most;
practices on Facebook, Twitter, Instagram, YouTube and Google+;
- Types of special offers and promotions;
once the data has been gathered and analyzed, adapt your strategy and your content
and your publications to attract the most customers. Strengthen your strategy
on social media, and always post
before your peculiarities, the little extra that differentiates you from your competitors.
Tip # 8: Subscribe to their newsletter
It is necessary to set up a
newsletter system on your site to promote your products / services,
to keep abreast of current events and to highlight editorial content.
To find out what your
competitors, subscribe to their newsletters. Analyze them, get inspired
and especially if you see errors, put in place a better system of
newsletter on your site.
Tip # 9: Analyze the search for business features
You must ask yourself another question: why is a potential customer addressing a competitor? Analyze all the possible answers:
- He has more notoriety;
- It offers lower prices;
- It offers more than: bonuses, discounts,
promotions, free delivery, favorable credit terms and more
- He has an online consultant who is
By analyzing this data, you will have
new ideas to develop your marketing strategy. For example, think
to organize promotions and other business approaches to make
participate users in events.
The data collected will allow you
also to have new ideas to increase the loyalty rate. Through
example, information about the team that works on the website, the
mission and values of the site, the “About” page, information
on the company’s participation in exhibitions, conferences, etc.
When I borrow ideas from competitors, I use three important rules:
The pages of sites in the same niche are
fairly similar, with typical blocks and similar information.
However, you can still add a touch of originality. The
first rule is not to be afraid to borrow ideas, but to borrow
creatively… and modify them.
Create a document where each linked person
with your business can add some interesting solutions. You
you don’t need anything special. Simplify your life ask users to share
3. Don’t put it off until later
We tend to want to correct
big critical errors until later. It’s a bad idea. When you
are at the same level as your competitors, don’t put anything off until later, it’s a
point that will allow you to go far.
An analysis of your competitors is a
essential thing! By applying these 9 tips and these 3 last rules, you
do a good competitive analysis to optimize your website.
This collected data will prevent you from certain errors and will save you
a lot of time.
Now it’s your turn: what are your tips for good
competitive analysis which we don’t have