Using Competitive Gap Analyses to Discover Low-Hanging Fruit
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The document outlines a presentation by Keith Goode on using competitive gap analyses to identify SEO opportunities and low-hanging fruit for quick wins. It emphasizes validating competitors, gathering competitive keyword intelligence, identifying keyword and link gaps, and collaborating with PR teams for efficient outreach. The summary also highlights the importance of understanding market dynamics and user intent in optimizing SEO strategies.
![Identifying Competitive Gaps – Keyword Methodology
[Your
Company]
Competitor B
Competitor A
Easy to assume
that where there’s
no overlap, their
strength is
branded term-
related
By looking at more
than one competitor,
you can find the
unbranded terms
you’re missing out on
It’s very easy to
build a brand
and the SEO
strategy in a
bubble.](https://image.slidesharecdn.com/pubcon-2017-competive-gap-analyses-low-hanging-fruit-171109220253/85/Using-Competitive-Gap-Analyses-to-Discover-Low-Hanging-Fruit-13-320.jpg)
![Identifying Competitive Gaps – Link Methodology
[Your
Company]
Competitor B
Competitor A
Easy to assume
that where there’s
no overlap, links
are partnerships
or subsidiary sites
These sites link to
two or more of
your competitors.
… Why not you?
Your Awesome
Link Partners](https://image.slidesharecdn.com/pubcon-2017-competive-gap-analyses-low-hanging-fruit-171109220253/85/Using-Competitive-Gap-Analyses-to-Discover-Low-Hanging-Fruit-22-320.jpg)
Using Competitive Gap Analyses to Discover Low-Hanging Fruit
- 1. #pubcon @keithgoode What’s Over the Fence? Using Competitive Gap Analyses To Discover Low-Hanging Fruit
- 2. #pubcon @keithgoode Introduction to Keith Goode • 20+ years of Experience in Online • Currently SEO Manager for Systems at IBM • Previously at: • seoClarity • Dell • SpareFoot • BDX • HomeAway • AMD • Follow me at @keithgoode
- 3. #pubcon @keithgoode What We Mean by Low-Hanging Fruit • Quick Wins – for when you need to move the dial for an impatient stakeholder or executive • Head-smacking Realization – Activities or Changes You Simply Overlooked • Established SEO Efforts Needing a Fresh Perspective
- 4. #pubcon @keithgoode Organizational Challenge • Strategies Built in a Silo • Naming Conventions • The Way We Talk About Ourselves and Our Products • The Way We Think Our Clients and Potential Customers Talk About Their Problems • Marketing • Information Architecture • Etc.
- 5. #pubcon @keithgoode Step One: Competitor Validation Verify You’re Looking at the Right Competitors
- 6. #pubcon @keithgoode Market Competitors May Not Be Organic (NS) Competitors Who’s Missing? • Dell/EMC • HPE • Oracle • IBM
- 7. #pubcon @keithgoode Your NS Competition May Be Smaller, More Nimble Organizations
- 8. #pubcon @keithgoode Best Tool Tip: VSA Head-Smacking Tip: Use Your Eyes
- 9. #pubcon @keithgoode Visual SERP Analysis SERP = Google’s Translation of Searcher Intent
- 10. #pubcon @keithgoode Visual SERP Analysis Questions to Ask: • Are you trying to compete with news outlets or informational sites • Are these your competitors … or potential link relationships? • Will adding to the query specificity get you closer to the right search intent? • Head-smacking Realization: You may be throwing off your KPIs by measuring against the wrong competitors
- 11. #pubcon @keithgoode Mapping Search Intent Can Edify Information Architecture
- 12. #pubcon @keithgoode Step Two: Gathering Competitive Keyword Intelligence For What Does Your Competition Rank?
- 13. Identifying Competitive Gaps – Keyword Methodology [Your Company] Competitor B Competitor A Easy to assume that where there’s no overlap, their strength is branded term- related By looking at more than one competitor, you can find the unbranded terms you’re missing out on It’s very easy to build a brand and the SEO strategy in a bubble.
- 14. #pubcon @keithgoode Tools to Use Competitive Keyword Analysis Tools
- 16. #pubcon @keithgoode BrightEdge Data Cube
- 18. #pubcon @keithgoode seoClarity If you have seoClarity, you can skip the next slide
- 19. #pubcon @keithgoode Time to Get to Work
- 20. #pubcon @keithgoode Compile/Scrub Data – The Hard Work 1. Compile Self and Competitive Data into a Single Workbook 2. Match Fields or Remove Extraneous Columns 3. Label Each Row with Competitor Name 4. Combine into a Single Spreadsheet 5. Pivot & v-Lookup 6. Identify Keywords Where Multiple Competitors Rank But You Don’t 7. Sanity Check with SME, Stakeholders, Etc. 8. Make Recommendations for Content Additions
- 21. #pubcon @keithgoode Link Intelligence, PR and Relationship Building Competitive Gap Analyses for Links
- 22. Identifying Competitive Gaps – Link Methodology [Your Company] Competitor B Competitor A Easy to assume that where there’s no overlap, links are partnerships or subsidiary sites These sites link to two or more of your competitors. … Why not you? Your Awesome Link Partners
- 23. #pubcon @keithgoode Tools to Use Link Intelligence Tools for Evaluating Site Authority
- 26. #pubcon @keithgoode Moz Open Site Explorer
- 28. #pubcon @keithgoode Time to Get to Work
- 29. #pubcon @keithgoode Compile/Scrub Data – The Hard Work 1. Compile Self and Competitive Link Data into a Single Workbook 2. Match Fields or Remove Extraneous Columns 3. Label Each Row with Competitor Name 4. Combine into a Single Spreadsheet 5. Pivot & v-Lookup 6. Identify Links to Multiple Competitors Not to You 7. Check Your PR Teams’ DO NOT CONTACT List 8. Devise Link Partnership Strategy
- 30. #pubcon @keithgoode Cooperate with PR The Gate-Keepers to Your Most Valuable Link Assets
- 31. #pubcon @keithgoode Honor the DO NOT CONTACT List
- 32. #pubcon @keithgoode Co-Identify Industry Contacts for Links
- 33. #pubcon @keithgoode Bonus Round #1 Social Opportunities
- 34. #pubcon @keithgoode Quora – Are People Asking About You?
- 35. #pubcon @keithgoode Answer the Public – What Question Are They Asking Google?
- 37. #pubcon @keithgoode Reddit: Ask Me Anything
- 38. #pubcon @keithgoode Bonus Round #2 Internal Search - What You Seek May be Within
- 39. #pubcon @keithgoode Internal Site Search • Captures Precise Search Volume • Captures CTR from Results • Captures Preferred Destination
- 40. #pubcon @keithgoode Summary • Validate Your Competitors • Validate Your Keywords by Reviewing SERPs • Identify Keyword Gaps Using Multiple Competitors • Do the Same for Link Gaps • Work With Your PR Team for Link Outreach • Tap Into Your Internal Search Data
- 41. #pubcon @keithgoode Thanks! Reach out via: LinkedIn: linkedin.com/in/keithlgoode Twitter: twitter.com/keithgoode
- 42. #pubcon @keithgoode Flickr Photo Credits Jacob Munk-Stander - Grapes - https://flic.kr/p/6JY3UF Anja Pietsch - Peaches - https://flic.kr/p/p5uVYy Adam McGee - Apple - https://flic.kr/p/8DSA4c Vicky Sedgwick - Lemon - https://flic.kr/p/9bTZtx Cathy Shrout - Cows at Fence - https://flic.kr/p/dxwwWX Chris Burke - Horse at Fence - https://flic.kr/p/b4Cjce svklimkin - Cherries - https://flic.kr/p/XdCbiN Randen Pederson - Silo - https://flic.kr/p/34dhWw David Pacey - Raspberries - https://flic.kr/p/p2dtEo Alex O’Neal - Honeysuckle - https://flic.kr/p/7fWfbV Mrs. Gemstone - Strawberries - https://flic.kr/p/9o3STj John Tann - Indian Strawberry - https://flic.kr/p/noH7Sw OlaUSAola - Plum - https://flic.kr/p/av2vkf Randen Pederson - Prairie Dog Fight - https://flic.kr/p/6sdqt Garry Knight - Garden tools - https://flic.kr/p/aqNH7R Christopher Sessums - Garden tools - https://flic.kr/p/9DbC7E