How To Beat Your Competitors - InternetRetailing Expo 2017

BRAUMGroup 1
Laura Hogan
Want to beat your competitors?
Learn from them
@lauralouise90
laura@ricemedia.co.uk
slideshare.net/LauraHogan1

BRAUMGroup 2@lauralouise90 | laura@ricemedia.co.uk

why should you care about
your competitors?
@lauralouise90 | laura@ricemedia.co.uk

you’d be naive to think that your
competitors don’t have a strategy
and that they aren’t watching you

but more importantly you’re
targeting the same people,
looking for the same
product/service

so it they’re ranking
better and have more
social engagement,
they’re capturing ROI
that could have been
yours….

let’s break
this down

www.yourwebsitename.com9
1.17B
40K searches every second
unique users
Brandwatch
on google alone there’s

even the most niche of searches have
a lot of competition

results on p2 of google get less than 5% of clicks

how do you get ahead?

BRAUMGroup 13@lauralouise90 | laura@ricemedia.co.uk
social
media
content links
rankingsalerts

alerts

set these up for your
competitors and yourself

monitor
brand
services
products
personnel

buzzsumo
alerts will tell
you if the
coverage is
missing a link

now you know where the mentions
are coming from, start to dig deeper

where? is the content
what? is the coverage about
when? was it posted
why? was it featured
how? did they get the coverage

what? comment
where? telegraph & bbc
when? may 2016, eu
why? opinion on political
event
how? press conference held

we can now predict that dyson will get
coverage with any eu news/updates.
question: could our client have
an input on this topic too?

understanding where and why
your competitors are featured,
can create opportunities for you

rankings

pick a handful of key
terms
monitor who’s on page
one and where they rank
you’ll notice changes
over time

how to analyse why
rankings have changed

use site: search to check for newly indexed pages

it’s an easy way for you to see if your
competitors have launched new category
pages, products or even blogs

have the meta titles or descriptions changed?

if so, and they’ve increased (and haven’t done
any other changes), clearly google likes it

has the landing page content changed?

if so, what’s changed?
is it more content, the layout, design?

it’s not always a
complete science
though….

always ranked
page one for
engagement
rings terms
despite meta
issues

BRAUMGroup 34@lauralouise90 | #brightonseo

if a tactic has helped the
competition, try it yourself

social

follow them

use
tweetdeck
to monitor
posts

and hashtags
and hashtags….. and it’s free

sprout social offers a
twitter listening
report
shows trends in
competitor growth
and top tweets

look outside your direct
competitor set too

great
engagement
and brands
that target the
same
demographic
as us

@lauralouise90@lauralouise90 | laura@ricemedia.co.uk
+1.7k likes
+48k comments
+3.5k shares
creating
conversation

monitor accounts & tailor
to make it work for you

content

ask yourself three
questions:
where?
why?
how?

one: where is the content featured?

for graphics use a simple
reverse image search

majestic is fantastic
for this too

check the ref domains of a specific url

you’ve got an exported list of sites to
target

two: why was the content featured?

let’s dig deeper

shock family
relate
cringe
take
actionresonate

so for us to get featured we need
actionable cleaning tips, to protect
your family from the germs that
lurk in your home

three: how can we better this?

let’s make an
actionable checklist
and really push social
interaction with gifs

learn from the success (and
failure) of your competitors.
apply it to your strategy

links

historic links are great
for an overall view
but
new links are the key

how do you find
new links?

export the data
and filter by the
best quality sites.
dig deeper with
the best to
understand
exactly how the
link was obtained

harry styles selling clothes = links….

so if we can get an a-list
celeb to sell on the site,
the links will come

find your competitor’s
blogger list

a simple search for dyson’s newest
links led to #dysonchallenge

@lauralouise90
so i googled
#dysonchallenge
i now have a list
of potential
bloggers to
target

@lauralouise90@lauralouise90 | laura@ricemedia.co.uk
how easy was that?

if you know the newest links
your competitors have, you
know what they’re targeting

takeaways

monitor brand & product mentions
be aware of new content created and
where it’s featured
understand their social strategy
new links, highlight seo focus
know who’s on page one and understand
movement

How To Beat Your Competitors - InternetRetailing Expo 2017

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