Tips For Conducting Competitor Research To Help You Improve Your Digital Marketing Strategy

It goes without saying that a significant portion of your business's growth is contingent upon your ability to surpass your competitors and win the top spot in your industry's online realm.

To truly dominate your industry by becoming the go-to business, a number of objectives must be met, ranging from a better understanding of your customers and providing them with the right content to digging deeper at the strategic level with the assistance of a digital marketing agency that offers custom growth stacks for each client.

Online competitor research is just one of the several jobs that organisations can perform to fine-tune their digital marketing tactics. This should ideally occur during the initial stages of onboarding.

Whether you're about to take the first step toward developing your digital footprint or you've been up and running for a while and are only now beginning to analyse your competitors' online presence, these five tips will help you gain solid insight into what your competitors are doing to increase their visibility and growth, as well as options for doing something even better.

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1. Recognize Your SEO Rivals

An SEO rival is someone who ranks organically for key search terms relevant to your business.

Oftentimes, a business's actual competitors and SEO competitors are not aligned and even span industries. For instance, suppose a fencing school want to improve its ranking and attract more students interested in learning the art of sword play.

When they conduct a Google search for "fencing in Los Angeles," they discover that every single result on page one is for companies that construct fences for property owners. Although these two industries are diametrically opposed, the fencing school's SEO competition are the fence-building websites.

Compile a list of the most frequently used search terms in relation to your business, products, and services. After that, determine who ranks for these terms. Consider a search result that ranks for many search terms to be your primary rival.

Additionally, you can enter keywords and check who ranks, but keep in mind that consumer behaviour has shifted drastically in recent years. This indicates that the majority of individuals seek for products and services using organic, natural language.

2. Make Use of Tools for Competitor Research

There are numerous tools available to assist you in gaining important knowledge into your competition. These tools perform an analysis of your competitors' websites, compare their rankings to yours, and in certain cases, provide data on paid search and social signals.

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SEMrush is an excellent tool for analysing your competitors' organic ranking histories, as well as the keywords and search terms for which they rank. SEMrush offers a limited amount of free searches prior to requiring you to pay up for a trial.

SpyFu is another tool that provides more detailed competition statistics, ranging from their average paid search spend to the number of organic hits they receive and for which terms. As seen in this SpyFu snapshot of Jet Blue's data, the report is segmented into categories for organic and paid traffic, while also displaying their top competitors' access to the same data.

Monthly Overview of Domanin – Jet Blue

3. Take a look at their backlinks

After defining your top SEO competitors, you'll want to examine their backlink profile. Backlinks are valuable since they contribute to a site's domain authority when the links are healthy. However, if the links are of low quality, search engines may classify them as spam, resulting in a loss in ranking or, in certain situations, a Google penalty.

A healthy backlink should include the following:

• Originate from a domain authority-dominant website

• Demonstrate trustworthiness

• Have content that is pertinent to the landing page's content

• Has a follow tag rather than a nofollow tag

You may check your competitor's backlinks using tools such as Open Site Explorer. Make a list of the strong ones, their domains, and then conduct some research to determine their guest posting criteria.

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You'll want to target the same domains as well as similar domains, as well as any referring domain with a good presence in your sector.

4. Conduct an analysis of their blog

Blogging remains an integral part of any digital marketing plan. According to a 2017 article published by Search Engine Journal, "blogging is crucial" for business, and "bland, run-of-the-mill blog entries will not suffice." The post continues by stating that this type of information is ineffective and lazy.

To begin, consider whether your competitor's blog is dull vanilla loaded with keywords or if it is focused on trending industry themes that seek to address consumer demands. With recent advancements in mobile voice search and a spike in smart home queries, content written in natural language that addresses common problems ranks high and converts effectively.

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Bear in mind that blogs serve a variety of objectives beyond SEO optimization. Good content nurtures and converts customers, keeps existing buyers engaged, builds brand recognition, and differentiates you from competitors.

Determine what your competitors do effectively in terms of blogging strategy and exploit their deficiencies. As the expert voice in your business, your exposure and online reputation will almost certainly align over time.

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5. Recognize Your Social Media Rivals

It is critical to understand your social media competition in order to achieve your growth objectives through a well-thought-out digital marketing strategy. Maintaining an active social media presence benefits you in the following ways:

• Increases your website's SEO by generating vital social signals.

• Facilitates communication with targeted audiences

• Allows others to "promote for you" by sharing your material

• Enables you to promote your brand's identity and tone of voice

• Provides access points to inbound workflows

• Increases the number of visitors to your blog and product pages

Numerous growth hacking tactics can be implemented via various social media networks. These can range from sophisticated tactics involving numerous identities interacting via automated software to simple group conversational strategies.

Consider using social mentioning tools such as Hootsuite to learn how your competitors appear on Facebook, Twitter, and Instagram. This software not only enables you to monitor how frequently your competitors publish material and communicate with their customers, but it also enables you to manage your own social media presence.

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