The objective of the Competitor Analysis is to establish and understand the potential strong points of competing websites in your industry and why they may possess a competitive edge over you.
In assessing your peers, you will be able to learn more about the steps that need to be taken in the future, which will help inform the forthcoming strategy and create actionable insights.
The data driven analysis will assess competitors in the following areas:
- Technical Strengths
- Keyword Targeting
- Brand Search Demand
Conducting a competitor analysis in these areas allows us to identify immediate shortfalls within your website that may be contributing to peers owning a larger online market share. We are also able to identify any common patterns or SEO techniques currently being utilised by competitors. Understanding such patterns will allow us to determine any areas that you could leverage and benefit from.
Miklagárd provides a full-stack Comparison, Observations and Recommendations custom audit report for you to stay ahead of the market.
1. Technical Strengths
Assessing the technical capabilities of competing websites will give us insight into their success or shortfalls, that are responsible for boosting their organic performance within the SERP’s. Miklagárd can then ascertain how your website fare against its peers in relation to these.
Page speed refers to “page load time” (the time it takes to display content on a specific page). Site speed (mobile and desktop) – which is the page speed for a sample of page views on a website, has been declared as one of the signals used by Google’s algorithm to rank pages. Therefore, ensuring that the websites most important pages are well optimised for speed is a necessary requirement in order to gain visibility within the SERP’s and SEO.
Structured Data Markup (Schema)
Schema markup helps provide information to search engines needed to understand a websites content and provide the best search results possible. Adding Schema markup to a websites HTML improves the way in which a page is displayed in the SERPs.
Index bloat occurs when a website has an unnecessary amount of pages in a search engines index. This causes Google to spend more time processing these pages than needed, in order to filter irrelevant, or duplicate, pages within the index. Index bloat could include paginated pages, processing files, duplicate and other redundant pages.
If search engines aren’t crawling a websites “money” pages because they are wasting limited crawl budget on pages of lesser importance, they may miss updates to important pages which could have a detrimental effect on a site’s organic performance.
An HTML sitemap allows users to easily navigate a website. It is a bulleted outline text version of the site navigation. The anchor text displayed in the outline is linked to the page it references. According to Google webmaster guidelines – a sitemap for users can provide value.
2. Keyword Targeting
Keyword targeting is using keywords relevant to your services to achieve listing on the search engines.
Analysing the landscape for relevant keywords which generate significant volumes of traffic, will allow us to discover the space in which competitors are visible and determine the organic market share of each.
Determining the category/type of keywords that peers are competing for will help us understand where the competition generate traffic from as well as their respective market share.
There are three types of keyword categories we will be analysing:
- Navigational – Users specifically searching for a company or brand. Such keywords are usually helpful when the brand of the site is well-known and popular.
- Informational – One can distinguish this type of keyword by “question-based terms” as they usually contain: “where,” “how,” etc. These types of keywords often have large search volumes, however they may not convert highly.
- Transactional – these keywords show more a targeted audience who have the intention to buy a product or service. Such keywords feature queries including words such as “buy,” “subscribe,” “for sale”, etc.
3. Brand Search Demand
An analysis of competitors branded search demand will allow us to identify which brand receives the highest number of queries.
Brand awareness could stem from several different sources and are not limited to online mediums. Influence from traditional media can trickle into the digital sphere, as users become more aware of a particular brand. This lends itself to greater search demand for the brand.
Brand SERP Optimisation
The Knowledge Graph is a knowledge base used by Google and its services to enhance its search engine results with information gathered from a variety of sources. This information is presented to users in a box to the right of search results.
Google’s Knowledge Graph is used both behind-the-scenes to help Google improve its search relevancy and also to present Knowledge Graph boxes to users, at times, within its search results that provide direct answers.
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