The foundation of any SEO campaign should be a careful examination of who your competitors are, what they’re ranking for, and how they achieved those rankings. Based on this analysis, you can structure your own SEO efforts to keep pace and remain competitive.
Following is a 4-step process for performing your own competitive analysis for SEO.
1. Identify your keywords
Although it goes beyond the scope of this article, it’s obviously important to first have a firm handle on the keywords you’re targeting; if you don’t, your competitive analysis simply won’t have legs. That said, you’re likely to discover many more new and profitable keywords in your competitive analysis, so approach the process with this in mind.
2. Identify your competitors
You likely already have a good idea who many of your competitors are; but be aware that business competitors are not always SEO competitors. From an SEO perspective, your only competitors are the ones who are ranking in the first or second page of Google for your top keywords.
3. Determine the authority of your competitors
A key aspect of competitive analysis will be determining how authoritative your competitors’ sites are. Without this information, you may find you have unrealistic expectations or aspirations for your own site. Some factors you’ll want to consider include the age of a domain, the number of unique linking root domains to the site, and the “Domain Authority” of the site.
4. Compare your site and pages with those of your competitors
Now that you have a good idea of who your competitors are and how difficult it will be to compete against them, it’s time to perform a detailed analysis of how your site compares to theirs. You’ll likely want to run this analysis at both the page and site-wide level.
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